TikTok has evolved far beyond viral dances—it’s now a critical marketing tool, especially in the Philippines, where digital engagement is among the highest in the world. With over 50 million users in Southeast Asia and growing Filipino participation, TikTok is no longer a “nice-to-have”—it’s a must for brands seeking relevance, visibility, and sales.
To use TikTok effectively, Philippine businesses must understand the platform’s culture, features, and lingo. This guide covers the essential TikTok terms for 2025, real-world local examples, and how a trusted PR and digital marketing agency can help you turn engagement into real growth.
1. FYP (For You Page)
The FYP is TikTok’s main feed, showing content tailored to each user. Getting on the FYP means maximum visibility.
Local Tip: Use popular hashtags like #FYP, #PinoyTikTok, or city-specific ones like #DavaoEats or #ManilaVibes.
2. TikTok Algorithm
The algorithm decides who sees your video, based on:
- User interactions (likes, comments)
- Content details (hashtags, captions)
- Location and language
Pro Tip: Be consistent, use local trends, and keep content authentic.
3. Trending Sounds
Using viral sounds increases discoverability. In the Philippines, Tagalog voiceovers or trending OPM remixes often go viral.
Example: A local coffee shop can use a trending Tagalog audio to showcase its barista mishaps in a fun, relatable way.
4. Challenges
Challenges invite users to recreate a concept, often boosting engagement.
Example: A skincare brand’s #GlowUpPH challenge saw thousands of Pinoys documenting their skincare routines, creating buzz and brand recall.
5. Duet & Stitch
- Duet: Post a video side-by-side with another.
- Stitch: Add your take by clipping another user’s content.
Use Case: A real estate brand could Stitch a creator asking, “Where’s the best place to invest in property in 2025?” and respond with expert insights.
6. TikTok LIVE
LIVE streaming builds connection in real time. It’s popular during 11.11 sales, Fiestas, or Q&A sessions.
Local Strategy: Go live during Sinulog Festival or Mother’s Day with promos or live selling to boost sales.
7. Creator Marketplace
This platform helps businesses find and collaborate with influencers.
Benefit: Match with Filipino micro-influencers who align with your niche and values.
8. UGC (User-Generated Content)
User-made content is highly trusted and performs well on TikTok.
Example: A local diner could ask customers to film first bites using a branded hashtag, then repost top videos to their official page.
9. Hashtag Strategy
Use a mix of:
- Trending: #FYP, #TikTokPH
- Branded: #MyBrandPH
- Industry-specific: #RealEstatePH, #CoffeeManila
Formula: #FYP + #BrandName + #NicheTag
10. Hook
You have 3 seconds to grab attention.
Effective Hooks:
- “Guess how much this thrift flip cost?”
- “This house in Cavite costs less than your iPhone…”
- “Don’t skip this if you love Filipino food!”
Learn more about storytelling that works in short-form video.
11. Engagement Metrics
Key indicators: likes, shares, comments, saves.
Tip: Use CTAs like “Tag your barkada” or “Comment if you agree!” to encourage interaction.
12. Branded Effect
Create a custom AR filter or lens that users can interact with.
Example: A condo developer can offer a filter where users visualize different interiors by pointing at their room.
13. Conversion Funnel on TikTok
Break down content by stage:
- ToFu (Top of Funnel): Relatable content or challenges
- MoFu (Middle): Product demos or how-to videos
- BoFu (Bottom): Promos, discounts, or links to purchase
Local Strategy: Drive traffic to Shopee, Lazada, or your website using TikTok videos.
14. TikTok Ad Types
- In-Feed Ads: Show up in the FYP
- TopView Ads: First thing users see when opening the app
- Branded Hashtag Challenge: Invite users to join
- Spark Ads: Boost organic content from your account or influencers
Tip: Combine Spark Ads with local influencer content for authentic reach at a lower cost.
Dive deeper into integrated campaign strategies for short-form platforms.
Why Work with a PR and Digital Marketing Agency?
TikTok’s pace is fast—and so is its potential. Working with an experienced PR agency helps you:
- Develop a platform strategy tailored to Filipino audiences
- Match with authentic influencers
- Create engaging, culturally relevant content
- Optimize ad spending
- Amplify across media and digital platforms
You NEED TikTok!
TikTok is no longer optional in 2025—it’s where digital conversations and conversions begin. Understanding the platform’s mechanics and staying current with trends is essential to long-term success.
Whether you’re a startup in Cebu or a legacy brand in Manila, the right strategy and partners can turn TikTok into a powerful growth engine.
Need help turning TikTok into your brand’s success story? Contact us to create a customized strategy tailored for Philippine businesses in 2025.