The Philippines has been dubbed the world's social media capital, with millions of Filipinos spending nearly four hours per day on social media sites, particularly Facebook, which has the highest social media use in the world. Over 10 million Filipinos are estimated to be living and working abroad, with relatives and family members living in the Philippines. Social media provides a large platform for them to bridge the gap and connect with their friends and family members.
The widespread use of social media in the Philippines has had a significant impact on how Filipinos interact and communicate. Many people operate in "always available mode." While the Philippines is not an information society, it is a highly networked one. And with more people using new technological inventions, young generations began to abandon traditional entertainment and allow social media to enter their lives.
People can promote products to the right audiences by using social media platforms. The frequent and widespread use of social media can represent a region's or country's economic status. With a large number of users on social media, users can share their information with others, and people are more connected than ever before.
THE SOCIO-ECONOMIC EFFECT
The Philippines as a third-world country is full of opportunities to grow, one being in social media. With Facebook still the top social media platform. Meta did a great job by making it free to use even though it comes with limited options. With technology being advanced, smartphones became cheaper, making them add to the already growing user base of Facebook. The high traffic and inclusiveness have contributed to the socio-economic aspect of dominating the Philippine market.
The 18-24 age range - university to early career age - accounts for 33 percent of active users in the Philippines or approximately 21 million users. With this in mind, it's worth noting how intertwined social media platforms, particularly Facebook, are with both the user's social/personal life and academic life.
It is fairly common for classes, particularly at universities, to use the platform as a virtual meeting place outside of the classroom, where homework is discussed, readings are shared, and announcements are made. Social media platforms are more accessible and allow for more interaction than a traditional bulletin board.
After graduation, job applications are still sent via social media. Long gone are the days when looking for work meant going from office to office and begging them to hire you. It is now mostly done through LinkedIn and, more recently, Facebook, with various groups posting job openings. It is said that having a LinkedIn account, like 20 million other Filipinos, indicates that you are an adult.
SOCIAL COMMERCE CONTINUES TO BECOME SEAMLESS
With an increasing number of consumers flocking to social media platforms to discover and purchase products from social networking sites, the social commerce industry is gaining ground in the Philippines on traditional e-commerce channels and physical retail outlets.
Because of the amount of time spent by consumers, particularly younger generations on social networking platforms. Social commerce is one of the fastest-growing trends in the Philippines. The increasing investment from large social media platforms such as Facebook, Instagram, and TikTok is also expected to support the growth of the Philippines' social commerce sector.
IMPACT OF SOCIAL MEDIA MARKETING
Traditional media allows readers to find the information they seek, whereas new media allows information to spread to the screens of every potential reader. Individuals are valued in new media, which spreads quickly. It chooses the desired information for the social media user contest and usually displays relevant content that garners a lot of user attention and participation.
Users on social media have access to a private platform and can share what they see. In this way, each person makes use of his or her potential as a medium for information dissemination. The lower cost of social media allows for long-term communication and reduces the distance between consumers, allowing for better consumer understanding and laying a solid foundation for long-term marketing.
Social media has a significant impact on people's social lives today. The internet has dramatically enhanced user experience, increased the quality of information transmission, and satiated a wide range of consumer wants. Both major and small businesses have praised it for opening up a fresh, practical, and affordable marketing strategy. The most crucial component of certain firms' and corporations' marketing strategies is now various social media sites.
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