JAKARTA, Indonesia — Filipino content creators on TikTok are experiencing financial success that rivals traditional jobs, as they thrive on a social media platform that enables businesses of all sizes to reach a vast consumer base.
A recent report titled “The TikTok Effect: Accelerating Southeast Asia’s Businesses, Education and Community,” published by the Chinese-owned social media app, reveals that around 40 percent of surveyed Filipino users claim to earn more than the minimum wage through TikTok.
According to government data, the minimum wage in the Philippines can reach up to P570 per day in Metro Manila. TikTok’s impact on income generation is evident, with Filipino entrepreneurs finding new revenue channels online, such as selling through TikTok Live and securing paid sponsorships from companies looking to promote their brands.
Nina Ellaine Dizon-Cabrera, CEO of the Filipino beauty brand Colourette, is one of the TikTok creators who participated in the TikTok Southeast Asia Impact Forum. With 1.9 million followers, she posts videos that inspire women to embrace their unique beauty with confidence. Dizon-Cabrera shared that TikTok has significantly aided their brand awareness, leading to increased sales and an engaged community around their products. In a single sale event, Colourette received an impressive 26,700 orders within four hours through TikTok.
During the forum, other Filipino businesses, including accessory brand Tala By Kyla and baby care product Tiny Buds Baby Natural, were also highlighted as success stories on the platform.
The report indicates that TikTok has proven to be a valuable marketing tool across Southeast Asia, with over 80 percent of creators reporting increased revenue generation through the platform. These creators recognize the ability of TikTok to drive audience traffic, acquire customers, and ultimately boost sales.
Even small and medium enterprises (SMEs) have experienced revenue growth of nearly 50 percent by leveraging TikTok to promote their brands. The report highlights that businesses utilize TikTok’s tools and features to gain knowledge and expand their reach. Around 80 percent of respondents reported using the platform’s advertisement manager feature to access a wider audience.
TikTok’s CEO, Shou Chew, shared that the platform is currently supporting 15 million SMEs throughout the region and has committed to investing $12.2 million over the coming years to strengthen support for the sector and bolster e-commerce. This investment aims to assist over 120,000 SMEs, including micro-entrepreneurs in rural areas, by providing cash grants, digital skills training, and advertising credits to facilitate their transition into the digital economy.
Chew emphasized TikTok’s “Support Local” program, which will operate for the next three years. The initiative aims to empower SMEs, especially those new to social commerce, through collaborations with more than 25 government agencies and nonprofit organizations across Southeast Asia.
TikTok’s impact on economic opportunities, education, and community-building is significant, with over 325 million people using the platform every month in Southeast Asia alone. Chew expressed the platform’s commitment to improving user experience, empowering local communities, businesses, and creators, and ensuring the safety and well-being of all users.
With 325 million monthly active users globally, TikTok has solidified its position among the most popular social media apps, competing with industry giants such as Facebook, Instagram, and Snapchat.