E-commerce fuels rise influencer marketing in Philippines

Authenticity and transparency is becoming crucial for brand success.

The influencer marketing industry in the Philippines is experiencing rapid growth, with a 50% annual increase. This surge is largely attributed to the rise of e-commerce platforms and the increasing use of social media, according to Allaine Bettina Orosco, Strategic and Market Intelligence Researcher at Kadence International.

As Filipinos continue to spend more time online, they are increasingly turning to influencers to guide their purchase decisions. “They are letting influencers guide their purchase decisions through relatable content and trusted recommendations,” Orosco said.

This shift toward online shopping has provided influencers with a direct link to highly engaged audiences, helping brands boost visibility and sales. Orosco emphasised that “the increased use of online platforms is essentially what makes [influencer marketing] more popular today.” 

Orosco pointed out that the first step for brands is to choose influencers whose values align with their own. This alignment fosters more seamless partnerships and allows influencers to genuinely promote products.

“The next crucial point is to make sure that influencers are given as much creative freedom as possible,” Orosco said. She warned against rigid scripting, noting that overly controlled content often feels less genuine.

Orosco also stressed that transparency, especially in disclosing partnerships, is key to building consumer trust. “It is important to disclose partnerships because this can help maintain trust with the consumers and further build upon the influencer’s and therefore the brand's credibility,” she explained.

Looking ahead, Orosco identified three key trends that will shape the future of influencer marketing in the Philippines, particularly in the beauty industry: the growing demand for authenticity; the rise of micro-influencers; and stricter regulations around transparency and disclosure.

 “We should expect stricter guidelines towards sponsored content in order to maintain trust with consumers and, of course, avoid misleading them,” she said.