SOCSCI/HUMANITIES 1
The Philippines is known as the______________ with an average daily use of 3 hours
“Social Media Capital of the World”
There are 4 platforms commonly used in the Philippines____,______,_____,and_____,
TikTok, Facebook, YouTube, and Instagram
_______has transformed communication in today's society, therefore marking it as the Future of today.
Mobile Technology
Why do Filipinos use Social Media
- High Mobile Phone usage and Affordable Internet Packages.
- Their Strong Social and Family Oriented Culture enabled them to use Social Media as a platform to connect to people from overseas or locally.
- Young Population adapts quickly to the digital platforms
_____is the main tool for Marketing, Education, and Advocacy
Social Media
_____,_____,and____utilize it to reach a mass audience quickly
Brands, Governments, and Organizations
THREE SOCIAL MEDIA ROLE ON COMMUNICATION CAMPAIGNS
Social Media is the main tool for Marketing, Education, and Advocacy
Brands, Governments, and Organizations utilize it to reach a mass audience quickly
Trends and AI
TOP 4 SOCIAL MEDIA PLATFORMS
Youtube
Tiktok
Instagram
Facebook
A major video platform for long videos, Shorts, and livestreams with SEO and monetization. Best for awareness, engagement, and advocacy. It offers strong storytelling and lasting reach but needs higher production, time, and effort due to tough competition. Used by All Ages.
YOUTUBE
Focused on short, viral videos with duets, stitches, and shopping. Great for awareness and engagement through trends. It’s low-cost and youth-driven but limited by short video formats, fast trend burnout, and changing ad rules. Commonly used among Generation Z and Millennials.
TIKTOK
A visual platform with Reels, Stories, and shopping tags. Ideal for awareness and influencer-driven engagement. It’s versatile and appealing but relies heavily on Reels, paid ads, and faces content saturation. Commonly used by people ages 18 to 34.
Features pages, groups, ads, and events for wide community reach. Good for awareness and fundraising with precise targeting. However, it suffers from low organic reach, misinformation, and a youth shift to other apps. Used by All Ages
Real-time platform with posts, threads, and Spaces for quick updates. Best for awareness and advocacy. It’s fast and low-cost but limited by short posts, divisive topics, and frequent algorithm changes. Used by Urban Adults and the Media.
X (TWITTER
are the unique features and capabilities of a social media platform that allow users to interact, share, and engage.
Platform Affordances
shape how campaigns should be designed to maximize the reach and impact towards the online community.
Affordances
Short Form Video Dominates Discoverability (TikTok, Instagram Reels, YouTube Shorts)
Creator Collaborations and Social Commerce continue to Grow
Local Language and Hyperlocal Creators outperform Generic National Message in Trust
INDUSTRY TRENDS
Mobile Phones account for______in the Philippines as of August 2025.
74.5% of Web Traffic
WHAT MOBILE FIRST MEANS FOR CREATORS?
-Vertical Format (9:16 / 1080:1020)
-Subtitles and Captions required
-Lightweight Files
-Fast Load and Offline Friendly Design
______have been improving over the course of time, showing progress in Network Technologies and Infrastructures. However, Internet Connectivity varied widely across different regions. Urban Areas have faster, reliable internet connection, while Rural areas face little to no internet service due to the lack of resources provided either by existing service providers, or due to the location itself.
Mobile Download Speeds
Instant Messaging and Calls
Sharing Photos and Stories
Video Conferencing and Meetings
Zoom
Quick Chats and Updates
Facebook Messenger
Team Collaboration and Organization
Slack
•Shoot videos vertically (portrait) and edit using in-app features
•Use Captions or Subtitles
•Schedule for Peak Mobile Usage times
•Cross Post Smartly : Adapt format not just copy paste
•Measure Early : 24-48 hour indicators to optimize
PRACTICAL TIPS : PRODUCTION & DISTRIBUTION
Social media users are pressured to constantly perform, tailoring life moments for algorithmic approval. The process of being seen, liked, and followed becomes a kind of labor itself—one that demands consistency, trend-chasing, and self-optimization.
Performance and the Algorithm
Many influencers display personal struggles, emotions, and intimate moments as part of their content. What appears as authenticity is often a deliberate strategy to deepen audience connection and sustain engagement.
Vulnerability as Strategy
While the lives of influencers sometimes appear glamorous, the truth often involves ongoing uncertainty, burnout, and dependence on fickle platforms and trends. Success is fragile and contingent.
Precarity Behind the Glamour
The episode argues that in this system, one’s identity is transformed into a product. Personal life, relationships, emotions—these become raw materials to be packaged, marketed, and monetized.
Identity as Commodity
The show suggests we are witnessing a shift in capitalist logic: from selling objects or services to selling personality, attention, intimacy. The boundaries between labor and life blur.
Capitalism’s New Logic