From beauty to finance, the world of Filipino influencers is diverse! Just like how you can’t box creativity, you can’t box these creative, talented people, either.
Here are the top 7 niches both Filipino influencers and viewers love. And honestly? Most (if not all) Philippine-based content creators dabble in more than one niche. So we highly encourage reading this list with an open mind.
Small note: not all content creators are influencers, but influencers are usually also content creators. I’ll be using these terms interchangeably.
And remember: Filipinos are pickier about the influencers they watch now. What matters more is the influencer’s authenticity, not niche.
- Beauty & Fashion
So many creators love sharing makeup tutorials, product reviews, styling tips, and sustainable fashion choices.
Why It’s Popular:
This space resonates with a broad audience–mostly among women and LGBTQ+ audiences. And so far, catering to this progressive audience translates to casting a huge net because of:
- the popularity of deeply ingrained historical influences–especially colonial beauty standards,
- criticism of said beauty standards,
- the positive message of self-love and self-confidence,
- the pervasive influence of social media and globalization, and
- rising economic factors (a huge demand for self-care products, and increased disposable income despite wealth gaps)
Examples:
- Bretman Rock (8.77 million subscribers on YouTube, 19.2 million followers on Instagram)
- Mimiyuuuh (4.48 million subscribers on YouTube, 2 million followers on Instagram)
- Nana Silayro (4.4 million followers on TikTok)
- Gaming
A niche heavily influenced by Japanese culture, the Filipino video game niche continues to grow, dominated by a mix of millennial, Gen Z, and Gen Alpha viewers.
Influencers engage audiences through gameplay, streaming, and discussions around popular games.
Why It’s Popular:
Gaming influencers and content creators alike are popular due to a combination of a few factors:
- a young Filipino audience addicted to being online
- that same online audience having a common interest in movies, art, games, and pop culture.
Examples:
- Alodia Gosiengfiao (10 million followers across her social media platforms, including YouTube with around 1.85 million subscribers, Facebook with 8 million followers, and TikTok with 17.7 million likes)
- Dino Cornell (Approximately 2.2 million followers on Instagram)
- Junell Dominic (12.9 million followers on YouTube)
- Food
If beauty and fashion still caters to wide yet specific audience nets, the nets are so much wider for food-based creators and influencers.
Food reviews, recipes, and cooking tutorials are a huge hit across any demographic, regardless of gender, age, etc.
Why It’s Popular:
Filipinos love food! Food is comforting. Food lets Filipinos share stories with one another, and food content is also a great format for sharing great ideas.
Here are examples of Filipino creators who built a strong community around their passion for food.
Examples:
- Connh Cruz (7.2 million followers on Facebook)
- Actor-turned-Restauranteur Marvin Agustin (5.4 million followers on Facebook)
- Ninong Ry (2.61 million subscribers on YouTube, 9.5 million followers on Facebook)
- Abi Marquez (Lumpia Queen) (1.94 million subscribers on YouTube, 2.5 million followers on Facebook)
- Health & Wellness
Influencers in this space provide guidance on fitness routines, mental health, and overall well-being, making a positive impact on their followers’ lives.
Filipino doctors and primary healthcare professionals usually thrive in this space.
Why It’s Popular:
Baking Solutions firm Lessaffre (February 2022) found something interesting: ever since the pandemic, Filipinos became more and more health conscious. Across many studies, they found that:
- 61% of consumers check for labels first before buying groceries, and that
- Filipinos are conscious about healthy eating, stress management, and the health of their immune system, among other things
Examples:
- Dr. Kilimanguru (6.9 million followers on Facebook)
- Doc Alvin (7.5 million followers on Facebook)
- Dr. Lyien Ho (1.6 million followers on Facebook)
Disclaimer: NGP does not promote any of the medical beliefs of any of the above. Always consult a trusted medical professional for your unique health needs.
- Personal Development/Day-In-The-Life (a.k.a #adulting Content)
Influencers in this space share their knowledge and experiences to help followers grow, providing content on a range of topics related to personal improvement. This is especially popular among young Filipino professionals.
Why It’s Popular:
Be it through dating or just navigating adulthood, personal development is broad. Add a day-in-the-life video format and you have an online friend million of Filipinos want to watch.
Hospitality leader Judy Wilker (July 2024) found that the niche is popular, generally, because a broad demographic (from ages 10 – 76) yearn for a:
- bigger chance of success,
- bigger need to change in life
- community with connection, and
- healthier and well-being
Some just have a desire to learn and improve in life–and that’s great!
Examples:
- Benedict Cua (1.86 million subscribers on YouTube)
- Inka Magnaye (1.7 million followers on Facebook)
- Joyce Pring (954 thousand followers on Facebook)
- Personal Finance & Investing
While this category can be considered under personal development, this space became its own niche–because of just how big and prominent it is.
With a strong focus on budgeting, investing, and financial literacy, this niche helps viewers become more financially savvy, making it a profitable area for both influencers and viewers alike.
Why It’s Popular:
Scholars have noted that, while the country has made significant progress, the Philippines is still behind Malaysia and Indonesia in financial literacy (Sarsale, 2025, Future Business Journal).
Even until now, the Philippines is still behind on newer fields like small-to-medium-enterprise (SME) financial management (a.k.a managing money in a new business) and digital financial literacy.
Because so many Filipinos want to break generational cycles around debt, they lean to people who have learned to manage their finances.
Examples:
- Jax Reyes (524.1 thousand followers on TikTok, 114 thousand subscribers on YouTube)
- Nicole Alba (478 thousand followers on YouTube, 48 thousand followers on Facebook)
- Mnlyn Abong – Sese (33 thousand followers on Facebook)
- Jane Rivera (10.6 thousand followers on YouTube)
- Education on Social Matters (Politics, History, Legal Advice, etc.)
Although considered a space full of controversy, these are creators who usually educate through social media platforms. Historians, educators, lawyers, and scholars thrive in this space–especially those with degrees relevant to their content.
Why It’s Popular:
Globally, TikTok has become an educational tool among teenagers (see introduction of this study from the European Conference on Social Media, 2024). Even with Instagram and Facebook’s reels, the video format is easier to digest.
This was especially the case during the pandemic, as more and more Filipino students used social media to do their school work.
Examples:
- Mighty Magulang (a Philippine historian with 660.3 thousand followers on TikTok)
- Nikka Gaddi (political commentator with 152 thousand followers on Instagram)
Whatever the Niche, Find the Right Match
Take the guesswork out of finding the right influencer to tap for your brand campaign. NGP IMC has years of experience in influencer relations and marketing campaigns, anchored in the principles of PR and The NGP Way: telling, sharing, and connecting your story.
Contact NGP IMC today and get your niche-specific influencer marketing campaign off the ground, stat.
Kriztin Cruz is a recruitment and digital marketing professional, freelance writer, hobbyist painter, and frustrated sociologist–with too many things to want and too little time to spare. She graduated with a Psychology degree in 2019 at De La Salle – College of Saint Benilde Antipolo. When she’s not drafting a corporate letter or working on anything digital marketing, you can find her doing the following, but not in this order: reading a good book, scavenging for a good book, sketching, painting, journaling, junk journaling, obsessing over an obscure Czechoslovakian surrealist film (or anything by Miyazaki or Del Toro), cooking, finding a cafe to relax in, and creating new things while a nice documentary plays in the background.