These days, being an influencer is not only getting your likes and shares—it creates a digital influence to secure thriving careers and successful business ventures. From multi million-dollar brand deals to launching their own companies, Filipino influencers are redefining what it means to be an entrepreneur in the digital space. But who are the biggest earners? And more importantly, how do they do it?
In this blog, we’re analyzing public data, news, and industry trends to uncover how these influencers built their empires and how you can do it too.
How we ranked the richest influencers
Influence in social media doesn’t always equal wealth. Some creators may have millions of followers but make little money, while others turn a smaller fanbase into an in-demand business. That’s why we looked at these five key revenue streams:
- YouTube Ad revenue – How much are they making from YouTube ads? We estimated this based on CPM (Cost Per 1,000 Impressions), which typically ranges from $1 – $4 per 1,000 views in the Philippines.
- Brand deals & sponsorships – Are they working with major brands like Nike, Dior, Samsung, Shopee, and L’Oréal?
- Business ventures – Do they own a successful business like a skincare, clothing, or food brand?
- Merchandise sales – Are they turning their fanbase into paying customers? (Example: Cong TV’s Team Payaman apparel line)
- Investments & real estate – Are they diversifying into properties and equity markets for long-term income?
Using this, we put together a list of the highest-earning influencers in the Philippines today.
The 11 Richest Filipino Influencers
| Influencer | Platform Most Active | Streams of Income | Estimated Media Value Earned |
| Raffy Tulfo | YouTube | YouTube Ad Revenue, Sponsored Content, Business Ventures, TV & Media Contracts | $20M – $28M |
| Anne Curtis-Smith | Brand Endorsements (Bench, L’Oréal, Louis Vuitton), Fashion Line, TV & Movie Projects | $5M – $8M | |
| Heart Evangelista | Luxury Brand Collaborations (Louis Vuitton, Dior, Chanel), Art Sales, Jewelry Line (Maison Lovemarie), YouTube Ad Revenue | $10M – $15M | |
| Kathryn Bernardo | Acting (TV & Movies), Brand Partnerships (Pond’s, Bench, Pepsi), Clothing Line (KathNails by KCMB) | $4M – $7M | |
| Cong TV | YouTube | YouTube Ad Revenue, Sponsored Content, Merchandise (Team Payaman), Brand Partnerships (realme, GCash) | $2M – $3M |
| Ivana Alawi | YouTube | YouTube Ad Revenue, Skincare Line (Ivana Skin), Brand Partnerships (Lazada, Oppo), Real Estate | $3M – $5M |
| Niana Guerrero | TikTok | YouTube & TikTok Ad Revenue, Brand Partnerships (Nike, Samsung), Merch Sales | $2M – $4M |
| Rosmar Tan | TikTok | Skincare Line (Rosmar Skin Essentials), Food & Beverage Ventures, Real Estate, TikTok Ad Revenue | $10M – $13M (Business Revenue) |
| Zeinab Harake | YouTube | YouTube Ad Revenue, Sponsored Content, Brand Endorsements (Lazada, GCash), Merch Sales | $2M – $3M |
| Toni Gonzaga | YouTube | YouTube Ad Revenue, Brand Endorsements (Shopee, Belo, Globe), TV & Movie Projects, Clothing Line (Toni Studios), Political Media | $6M – $10M |
| Andrea Brillantes | Acting (TV & Movies), Brand Partnerships (BYS Cosmetics, Careline), Skincare Line (Aesthetiq), Clothing Line (H&M Collaboration) | $3M – $6M |
Key insights from the data
The table highlights several interesting trends in the Filipino influencer economy, revealing key insights into how different influencers monetize their online presence.
1. YouTube still reigns as the most profitable platform
- The highest earners, such as Raffy Tulfo ($20M – $28M) and Toni Gonzaga ($6M – $10M), heavily rely on YouTube. This suggests that YouTube AdSense remains one of the most stable and profitable revenue streams.
- Cong TV, Zeinab Harake, and Ivana Alawi, all YouTube creators, are monetizing via ads, sponsorships, and merchandise—further reinforcing the strong financial potential of long-form video content.
2. The power of brand collaborations in Instagram & TikTok
- Heart Evangelista ($10M – $15M) and Anne Curtis-Smith ($5M – $8M) have built their wealth on luxury brand collaborations, proving that Instagram remains the go-to platform for high-end fashion and beauty endorsements.
- Rosmar Tan ($10M – $13M) and Niana Guerrero ($2M – $4M) demonstrate that TikTok creators are no longer just viral entertainers—they can turn their reach into business success, merchandise sales, and strong sponsorships.
3. Business ventures drive higher MVE
- Influencers who own their own brands make significantly more than those relying solely on ads and sponsorships.
- Rosmar Tan ($10M – $13M) and Ivana Alawi ($3M – $5M) have skincare lines that push them higher in earnings.
- This aligns with a broader trend in influencer marketing: personal brands and product-based businesses generate higher, more sustainable revenue than one-off sponsorship deals.
4. Digital personalities are out-earning traditional celebrities
- Raffy Tulfo ($20M – $28M) out-earns actors like Kathryn Bernardo ($4M – $7M), showing that social media-native figures are now wealthier than some of the biggest mainstream stars.
- Traditional TV and movie celebrities now rely on brand deals, clothing lines, and social media monetization, instead of solely on acting, modeling, and commercial gigs, to remain competitive.
5. Micro vs. mega influencers – Small followings can still bring big money
- Andrea Brillantes ($3M – $6M) and Niana Guerrero ($2M – $4M), despite being younger and having less time in the industry than older influencers, are still earning millions through diversified revenue streams.
- This emphasizes the growing impact of micro and niche influencers—you don’t need millions of followers to be profitable. Highly engaged audiences and strategic brand partnerships matter more than sheer numbers.
How you can make it big as an influencer
1. Pick a niche that pays
The most profitable influencer categories include Fashion, Tech, Fitness, Business, and Skincare. These industries attract big advertising budgets from brands eager to reach engaged audiences. Before committing to a niche, research using tools like Google Trends, YouTube Analytics, and TikTok’s Discover Page to spot emerging trends that align with your expertise and passion.
2. Be smart about content creation
Consistency is key. Batch-produce content to maintain a steady posting schedule without burnout. Optimize each post with SEO-driven captions, trending hashtags, and cross-platform repurposing to reach a wider audience. Stay ahead by hopping on viral trends, but always inject your unique perspective to stand out from the crowd.
3. Build an audience that brands want to work with
Follower count isn’t everything—engagement rates matter more. Brands are willing to pay premium rates for influencers with authentic interactions, high comment rates, and community loyalty. Strengthen your audience connection with interactive content like polls, Q&As, live sessions, and behind-the-scenes exclusives.
4. Monetize the right way
Relying solely on ad revenue isn’t enough. The highest earners diversify their income with multiple revenue streams:
- Enable monetization through YouTube AdSense, Facebook Ads, and TikTok Creator Fund.
- Land sponsorships by creating a professional media kit showcasing your audience insights and brand alignment.
- Launch your own products like merch, digital courses, or skincare lines.
- Use affiliate marketing to earn passive income by recommending products and earning commissions on sales.
5. Think long-term
The smartest influencers treat their platforms as business assets. They invest in businesses, real estate, and equity markets to ensure long-term financial stability beyond social media. Building a personal brand that extends beyond online platforms is the ultimate key to sustained success.
There’s no single formula for success. Some influencers thrive on high-paying sponsorships, while others build personal brands that generate long-term wealth. The most profitable creators understand the importance of diversification, treating their platforms as stepping stones to bigger opportunities.
If you’re an aspiring influencer, now is the time to take action. Find your niche, create content with value, engage your audience, and explore multiple revenue streams. The digital economy is thriving—those who innovate, adapt, and think long-term will be the ones securing their financial future.
M2.0 Communications is a Public Relations Firm that specializes in business, technology, and lifestyle communication. We offer a range of PR services including crisis communications, media relations, stakeholder management, influencer marketing, and video production. Learn more about our work on our case studies page.
