Manila, Philippines – Many Filipinos now find themselves gravitated towards their respective online communities than engaging with traditional and real-life communities–highlighting how social media algorithms hold immense power in shaping communities. This is according to the latest Filipino-centric whitepaper from SWAY by HAVAS Red, the newly-launched influencer marketing arm of the agency.
According to the paper, the democratising power of social media has enabled ordinary individuals to become key opinion leaders when immersed in the right niche groups. These authentic engagements inspire people to adopt alternative perspectives, fostering a culture of openness and acceptance.
The whitepaper was launched during HAVAS Red Philippines’ ‘Red Sky Dialogues’ session, a roundtable designed to nurture deep relationships with media professionals by sharing the latest market insights.
Present during the session were Phil Tiongson, head of marketing experience and director for data science at HAVAS Ortega; Dayniel Garcia, head of SWAY by HAVAS Red Philippines; Jos Ortega, CEO at Havas Ortega and general manager of HAVAS Red Philippines; and Gian dela Cruz, director of marketing experience strategy and intelligence at HAVAS Ortega.
Garcia emphasised the importance of understanding these niche communities, stating “Filipinos’ values of pakikiisa (solidarity) and pakikisama (companionship), when complemented with digital technology, have created a welcoming environment for new subcultures. Brands that genuinely recognize and engage with these groups can forge stronger connections with their audiences.”
Meanwhile, de la Cruz noted how social media algorithms hold immense power in shaping communities. “Digitalisation has resulted in Filipinos valuing their relationships in online spaces rather than real-life communities, like religious and political affiliations. In fact, 65% of Filipino Prosumers say that they identify better with their chosen communities than their traditional, IRL exposure.”
Lastly, Ortega commented, “Brands have always been operating in a dynamic landscape. These modern times call for them to see how their corporate values resonate with the various communities they would like to build a meaningful connection with. It is imperative that brands walk the talk, as 89% of Filipino Prosumers believe that when corporations take a stand, it must be complemented with concrete actions.”
