Snapchat is a popular social media app that allows users to send photos, videos, text and drawings that disappear after being viewed. It has become one of the top social media platforms used by young people around the world. But is Snapchat actually used in the Philippines?
Snapchat Usage in the Philippines
Yes, Snapchat is used in the Philippines, especially among younger demographics. Here are some key facts about Snapchat usage in the Philippines:
- There are approximately 5 million monthly active Snapchat users in the Philippines as of 2022.
- Snapchat is particularly popular among those aged 18-34 in the Philippines. Over 50% of Snapchat users in the Philippines are under 25 years old.
- Snapchat is the 5th most used social media platform in the Philippines, behind Facebook, YouTube, Facebook Messenger and Instagram.
- Daily Snapchat users in the Philippines spend an average of 20-30 minutes on the app per day.
- Popular Snapchat features used in the Philippines include lenses/filters, stories, snapstreaks and discover/publisher content.
- Top reasons for using Snapchat in the Philippines are for chatting with friends, sharing ‘in the moment’ experiences and using fun filters/lenses.
While Snapchat’s user base in the Philippines is smaller compared to platforms like Facebook, it has still gained a sizable foothold especially among Gen Z Filipinos. Its fun, ephemeral nature appeals to younger demographics in the Philippines who use it to keep up with friends and share visual content.
Snapchat’s Growth in the Philippines
Since launching in the Philippines in 2014, Snapchat has seen steady growth in users over the years. Here is a timeline of Snapchat’s growth and milestones in the Philippines:
| 2014 | Snapchat launches in the Philippines |
| 2016 | 2 million daily active users in the Philippines |
| 2017 | Snapchat begins localizing filters based on Philippine locations and events |
| 2018 | 3 million daily active users in the Philippines |
| 2019 | Partners with local telcos Globe and Smart for localized lenses/filters |
| 2020 | Launches local Discover channel ‘Hype Bae’ focused on Philippine pop culture |
| 2021 | Launches partnership with Grab superapp for booking rides via Snapchat |
| 2022 | Hits 5 million monthly active users in the Philippines |
Snapchat’s growth has been driven by young Filipinos embracing visual and ephemeral social media. Snapchat has consistently added more localized features tailored for the Philippines, helping drive further adoption.
Demographic Profile of Snapchat Users in the Philippines
Here is a breakdown of key demographics and traits of Snapchat users in the Philippines:
- Age: Over 50% of users are 18-24 years old. Another 30% are 25-34 years old. Only 15% of users are above 35.
- Gender: 60% of users are female and 40% male.
- Location: Over 60% of users are from urban areas and cities like Metro Manila, Cebu and Davao.
- Income: Most users come from middle and upper-middle income households.
- Interests: Top interests include music, pop culture, beauty/fashion, sports and entertainment.
- Behaviors: Users are very active social media users who love visual content and messaging. Most use 2-3 other social platforms.
This shows Snapchat in the Philippines skews very young and female, aligned with urban youth interests. The ephemeral, visual nature of Snapchat appeals to this demographic.
Why Snapchat is Popular in the Philippines
There are several key reasons why Snapchat has gained popularity and traction among users in the Philippines:
Unique Ephemeral Messaging
Snapchat’s ephemeral and temporary messaging gives Filipinos a fun way to share everyday moments without worrying about them sticking around permanently. This promotes casual, in-the-moment sharing.
Visual Self-Expression
Snapchat’s huge array of lenses, filters and editing tools enable Filipino users to visually express themselves through images and video snaps. This visual storytelling is very popular.
Discover Feature
Snapchat Discover allows users to view curated content from Philippine media companies and influencers. This locally-relevant content keeps Filipino users engaged.
Social Interactions
Snapstreaks, stories and messaging make Snapchat a highly social platform. Young Filipinos use it to reinforce real-world friendships and relationships.
Youth Culture Alignment
Snapchat aligns tightly with youth culture, trends and interests in the Philippines. Everything from the interface to features is optimized for youth appeal.
Together, these factors have driven Snapchat’s success at carving out a niche among young Filipinos as a fun way to visually interact and share.
How Filipinos Use Snapchat
Here are some of the most popular ways Snapchat is used in the Philippines:
Messaging Friends
Snapchat is used extensively for chatting and messaging friends. The auto-delete feature makes conversations casual and low-pressure.
Sending Snaps
Users frequently send Snaps back and forth with friends showcasing what they’re up to throughout the day. These image and video Snaps offer a visual way to interact.
Stories
Stories allow users to post a collection of Snaps that tell the story of their day. Filipino users love showcasing their daily lives using Stories.
Filters and Lenses
Filipinos get very creative with Snapchat’s huge range of lenses and filters. These visual effects let them alter their appearance and surroundings for fun.
Discover
Discover is used to consume content from Philippine media publishers, influencers and brands. This content offers entertainment and information.
Snapstreaks
Snapstreaks motivate Filipinos to maintain frequent interactions with close friends to keep their streak counts high. This drives engagement.
Snapchat is interwoven into the daily digital lives of young Filipinos. It offers an alternate way to visually interact and communicate compared to other platforms.
Future Outlook for Snapchat in the Philippines
Snapchat still has room for wider adoption in the Philippines. Here are some predictions for Snapchat’s future growth in the country:
- User growth will be driven by Snapchat expanding further into emerging cities beyond Metro Manila.
- More partnerships with local businesses, brands and influencers will bring in additional Filipino users.
- Snapchat may experience declining usage growth as younger users shift to newer competing platforms like TikTok.
- Additional utility features like ordering transport/food and shopping may be added to drive daily usage.
- Further localization of content, lenses and languages will help broaden Snapchat’s appeal, especially in non-urban areas.
While Snapchat has evolved past being just an app for teens, its fortunes in the Philippines will still depend heavily on staying relevant with young demographics. The platform will need to continue innovating with engaging features tailored to Philippine youth culture and habits if it wants to maintain steady growth.
Conclusion
In summary, Snapchat has successfully carved out a niche for itself in the Philippines with around 5 million monthly active users. It is particularly popular among those aged 18-34 living in urban areas who use it for visual, ephemeral messaging and self-expression. Snapchat’s fun, temporary nature aligns well with youth culture in the Philippines. Ongoing localization efforts, influencer/celebrity usage, and strategic partnerships have driven Snapchat’s steady growth. However, competition from apps like TikTok present a challenge. Overall, Snapchat’s future in the Philippines looks positive if it can evolve with the changing tastes of young Filipino users.