PH among most TikTok-crazed...

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• Russia: 54.9 million users

• Vietnam: 49.49 million users

• Thailand: 40.3 million users

More than an entertaining app TikTok is known for its numerous viral trends—such as memes, lip-synced songs, comedy videos and skits, dance challenges, food recipes, food reviews, and others—all of which were popular among Filipino users.

As the app gained more users globally, TikTok has become more than just a social media platform for viral trends.

In November last year, TikTok’s Regional Brand Partnership Head of Southeast Asia, David Gomez, announced that the app will develop new methods to support local businesses.

According to a survey commissioned by TikTok, from July 2021 to 2022, News and Entertainment grew by over 70 percent, while Beauty and Fashion and Baby and Parenting grew by over 57 percent and 53 percent in video views, respectively.

A separate commissioned survey also found that 91 percent of Filipinos come to TikTok to learn new things, from funny and entertaining content to the latest trends, while 73 percent came to discover new brands and products and create entertaining or even educational content around them.

In terms of shopping, another TikTok-commissioned study found that 93 percent of Filipinos discovered they were inspired by, or bought a product because they saw it on TikTok. This translated to an influence on viewers who are 1.4 times more likely to consider a brand because of content they have seen, while 4 out of 5 users made a purchase because of a review or recommendation on the platform.

Impact on PH politics

When the election season rolled in last year, TikTok became a crucial political propaganda battleground.

Throughout the election period, videos and hashtags related to the six most prominent presidential candidates — Robredo, Marcos, Francisco “Isko Moreno” Domagoso, Manny Pacquiao,