Social Media Influencers in the Philippines: Is Influencer Marketing Worth It and Brand Safe?

Ever wondered how social media influencers in the Philippines impact marketing strategies? Is it really worth the investment, and can it be done safely? Let’s dive into the vibrant world of influencer marketing and discover its potential and pitfalls! The Cultural Shift Towards Social Media Social media has fundamentally changed how we make purchasing decisions, from picking a restaurant to choosing a bank. This shift is led by millennials and Gen Z, who are digitally native and prefer online engagement. For financial services and other sectors, embracing social-first marketing is crucial to connect with these demographics. By adopting a social media strategy focused on influencer engagement, organizations can outpace competitors through authentic connections with their target audiences. Influencer Marketing vs. Traditional Marketing Many businesses still rely on traditional marketing channels like TV commercials to reach their audience. However, traditional TV advertising is a relic of mass media aimed at reaching as many people as possible, often resulting in high costs and low precision. In today’s always-online world, social media, especially influencer marketing, allows brands to track and measure engagement more effectively and at a lower cost. The average internet user spends 30% more time on social media than watching TV. Meanwhile, TV audiences are aging, making it harder for marketers to engage with younger, tech-savvy customers. Traditional advertising may reach a broader audience, but it is not cost-effective. Influencer marketing, particularly through micro or nano-influencers, offers higher ROI and more precise measurement benefits. While TV commercials cast a wide and expensive net, influencer marketing uses smaller, more affordable nets that catch more relevant “fish.” Personalized Engagement Through Influencer Marketing Financial situations are unique, and financial institutions need a way to speak to different market segments organically and meaningfully. Influencer marketing allows brands to engage with niche audiences based on their financial needs through the voices of trusted content creators. For example, financial institutions can collaborate with small business influencers to highlight the benefits of their products and services. Making Financial Services Accessible Influencers build communities of like-minded individuals who follow them to simplify various aspects of life, such as shopping, cooking, or organizing. Financial services influencers, or “finfluencers,” do the same for finance. Take Ellyce Fulmore, for example. She “humanizes personal finance” by breaking down complex financial concepts into understandable and actionable tips. One of her most viewed TikToks explains her five-account system to help followers manage their money better. Similarly, Nicole Victoria teaches her audience how to build wealth efficiently, demystifying investing and saving. Gracey Ryback shares practical money-saving tips, like finding cheaper alternatives for products online. By leveraging the authentic voices of finfluencers, financial institutions can drive product discovery and conversion with untapped audience segments. These efforts help empower consumers to build wealth and save money while establishing the brand’s reputation and trustworthiness. Balancing Risk and Brand Protection One reason established financial institutions have been slow to adopt social-first strategies is their focus on risk mitigation. Social media and influencer marketing are often seen as uncharted and risky waters, especially in traditional industries. Additionally, the complex and evolving regulatory environment heightens concerns about brand safety. Consequently, financial institutions are cautious about influencer marketing, fearing potential brand damage. However, as influencer marketing matures, so does the professionalism of creators, especially finfluencers, who understand that securing top brand partnerships requires brand-safe content. They offer affordability and highly engaged niche audiences. If financial institutions remain hesitant, they can consider AI-powered brand safety tools to align their influencer campaigns with brand messaging. Proactively addressing brand safety concerns means using rigorous vetting processes to ensure a good brand-creator fit. AI tools can analyze video, audio, images, and keywords across social media, sending alerts and generating risk scores based on customizable settings. A Market Full of Opportunities It’s time for financial service brands, both new and established, to make a splash on social media and capture a significant market share. With the fintech venture capital market struggling, now is an ideal opportunity for traditional institutions to reclaim lost market share through social-first marketing campaigns. Social media remains an open, green field with few players adopting meaningful social-first strategies. Those who transform first will undoubtedly become the dominant players in the future. Final PopStar Tip Influencer marketing in the Philippines offers a unique opportunity to connect with audiences in a meaningful way. While traditional marketing methods still have their place, the dynamic and engaging nature of social media influencers can provide a significant edge. As the landscape evolves, those who embrace these changes will lead the way, reaping the rewards of a connected and engaged audience. Are you ready to harness the power of social media influencers in the Philippines? The future of marketing is here, and it’s time to jump in with both feet! Send us a message  or contact our Team at contact@pop-star.me for more information on how PopStar can help Influencer Marketing Strategy here in the Philippines.