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How TikTok is Creating Jobs for Filipino Content Creators

You don’t have to look very far to know that right now, TikTok is one of the most used social media platforms in the Philippines. About 37% of the country’s population make up the platform’s users, and the Philippines is even considered one of the most TikTok-crazed countries in the whole world. Needless to say, it’s a good platform to consider if you want to reach a wide audience.

While it’s true that the app comes with its fair share of risks and disadvantages, these do not negate its ability to create job opportunities for young Filipinos. TikTok is opening doors they may not have had access to otherwise.

Success for TikTok content creators

The biggest content creators didn’t gain their large following overnight. While that sort of thing is definitely possible by buying followers, these creators relied on hard work and their creative skills to build an audience through fun and engaging content.

One of the most popular Filipino TikTok content creators today is Esnyr who started out by making short, comedic skits about school life. His content was and continues to be highly relatable not just for high school students, but for anyone who stumbles upon his content. Because of the quality of his videos, he slowly gained popularity.



♬ original sound – Esnyr – Esnyr

Over time, his content started featuring paid partnerships. Companies such as Garnier, TNT, CDO, and National Book Store had seen value in his niche content and offered him sponsorship deals to reach a wider audience.

With his videos garnering millions of views in less than a week of posting, Esnyr has definitely made a name for himself among the Filipino youth–taking very big steps towards wider success thanks to TikTok.

The power of social media

Esnyr is just one of many success stories we hear today. All over the country, Filipino content creators are fast gaining popularity. Their stories and content may differ, but it all boils down to a common denominator: creativity.

All of them follow the same journey from starting small to finding their niche, to gaining a large audience by staying true to the content they love to make. Here, the benefits of social media shine in how it is able to amplify reach and create opportunities for individuals for simply being creative.

TikTok also proves to be a powerful tool for marketers and creators. For some users, TikTok is their go-to app for finding recommendations on new brands and products. For others, it’s a way to share what they’re passionate about.

Both ways of using the app create the perfect opportunity for brands and content creators to form mutually beneficial partnerships that help both parties achieve their goals on the platform. Through TikTok, brands are able to reach larger and more nuanced markets through the help of popular influencers on the platform, while creators can make their passion lucrative on the platform through sponsored content.

Ultimately, TikTok is giving creators such as Esnyr an opportunity to build on their dreams while letting them do what they do best: keeping their audiences entertained.

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M2.0 Communications is a digital marketing and communications agency in the Philippines. We offer a range of services including public relations, influencer management, social media marketing, content development, and video production to help brands tell compelling and meaningful stories. Learn more about our work by visiting our case studies page.

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