Political Conversations in the Philippines: A Social Listening Guide for Brands Ahead of the 2025 Elections
Vero Philippines
The election season in the Philippines is a time of heightened public sentiment and online activity.
Should brands be woke or should they stay neutral?
With a voter base of nearly 70 million, the upcoming Philippine polls are one of the largest elections in the world, and its results will determine local leaders and national legislators for the next three years.
Traditional campaigning remains to be an essential part of political strategy in the Philippines, as candidates hold rallies, meet with local leaders in provinces, and engage directly with voters.
In recent years, however, Filipinos have become more politically vocal online, especially on social media platforms.
The battle over who’s who and who’s done what has gone fiercer with each election cycle.
With Filipinos being some of the world’s most chronically online and the elections pushing everyone to be more engaged than ever in conversations that directly affect their lives, the online world is where one sees real action.
The Philippines is now gearing up for the 2025 national elections. As political discourse intensifies both offline and on social media, brands must consider whether they should join the conversations—and if so, how. After all, brands have the power to drive inclusive civic dialogue.
But in a season defined by high stakes, a vast and polarized audience, and constant public scrutiny, how can businesses maintain their market position and avoid being on the hot seat?
To explore the answers to these questions, Vero conducted a social listening analysis of online conversations among Filipinos on Facebook and X (formerly Twitter), gathering insights on trending topics, most-searched keywords, and engagement patterns to understand public sentiment. The team divided this timeframe into two periods to better understand the shifts in conversations over time: non-election period: May 1, 2024 – September 30, 2024 and election period: October 1, 2024 – February 28, 2025
This white paper by Vero provides a deep dive into the results of the analysis, along with strategic recommendations for brands looking to drive awareness while mitigating the risk of misinformation and reputational damage.
Brand Takeaways at a Glance
Millennials and Gen Z in the Philippines are highly engaged in political discussions online—brands can connect by aligning with causes they care about.
One-size-fits-all doesn’t work. Facebook is best for long-form posts, livestreams, and community talk; X thrives on fast, interactive content like polls and replies.
Avoid partisan takes. Instead, show support for democracy: promote voter turnout, share clear voting info, and highlight positive social impact.
Prioritize accuracy and accountability in all actions related to the elections. Have strong fact-checking in place to avoid missteps that could harm your brand’s credibility.
Work closely with influencers to keep messaging authentic and relevant, especially when speaking on broader issues like the economy or national affairs.
Election Buzz: Hot Topics and Key Figures
Who is Talking, and Where
Most of the political and election-related discussions are happening on Facebook, led by Millennials and Gen Z
Online, millennials (Gen Y) and Gen Z are the primary drivers of political and election-related discussions, comprising a combined 71% of all users in the study. In contrast, Gen X and Baby Boomers contribute the least at 15% and 14%, respectively.
Interestingly, male users dominate online political conversation, accounting for 63% of buzz volume. Despite women’s rich political history in the Philippines and the fact that female voters outnumbered male voters in the last elections, women only account for 37% of buzz volume for political and election-related online conversations.
Political conversations in the Philippines are concentrated in Metro Manila, which accounts for 76% of the total buzz volume. Sentiment analysis reveals not too many differences in terms of content between Metro Manila and the rest of the country: Negative sentiments significantly outweigh positive ones, which comprise just 2-3% of conversations, but most posts are neutral. Though many posts express criticism toward political figures, much of it is conveyed in a neutral or factual tone, so they are classified as neutral rather than negative or intentionally divisive.
Users in both Metro Manila and the provinces engage in political discussions about national political figures like Sara Duterte, Rodrigo Duterte, and Leni Robredo, as well as national issues like Senate hearings and COMELEC (Commission on Elections) transparency. However, provincial netizens tend to be more vocal about local issues that affect them, such as environmental concerns and grassroots movements that reflect widespread regional frustration with the national political system.
Facebook vs X
In a country where free Facebook “essentially is the Internet,” it’s not surprising that most online conversations about the Philippine elections and politics happen on Facebook, which is home to 86.32% of all buzz volume.
X (formerly Twitter) is the platform of choice for 12.25% of total buzz. However, it had more engagements (or the total number of comments, reactions, and shares) relative to buzz volume, at 32.29%of total engagement volume.
What brands need to know
Keep young people in mind: Millennials and Gen Z in the Philippines are especially active in online conversations related to politics and elections, so brands looking to connect with them would benefit from speaking to causes they find most critical. Previous Vero research about youth policy priorities in Southeast Asia revealed that Filipino youth are most concerned about employment, quality education, and healthcare.
Promote women’s voices, too: Brands can support female voices by featuring women leaders and influencers in their campaigns, ensuring their perspectives are highlighted. Consider launching educational initiatives on the importance of inclusive political engagement and collaborating with organizations that promote diversity to help create a more balanced political environment.
Localize your approach: Metro Manila audiences are highly engaged in national political conversations online, so join trending topics, push thought leadership, and spark value-driven discussions when relating to them. But in the provinces, what resonates are local issues that directly affect daily life. Talk about road access, healthcare facilities, internet connectivity, livelihood programs, education gaps, or disaster preparedness. These are the conversations that matter on the ground. One message doesn’t fit all—smart brands know when to zoom out and when to go hyperlocal.
Be intentional with social media: Each platform has its own vibe and user behavior, so a copy-paste approach won’t work. Facebook is great for longer posts, community discussions, and livestreams—perfect for breaking down complex issues and encouraging conversation. On X, it’s all about quick, interactive content like polls, hashtags, and real-time replies.
Sentiments, Skepticism, and Word Wars
Online, people criticize some leaders and praise others—but it depends on the platform
People who go online to talk about politics often do so to criticize politicians, with 63% of election-related online conversations centered on calling out political figures and perceived abuses of power. Filipinos raised issues like the lack of transparency in budget allocations, double standards in political discourses, and policies that allegedly favor foreign interests over national welfare. These conversations highlight netizens’ demand for transparency, fairness, and political integrity in the country.
In contrast, just 11% of all posts praise political figures—but the two platforms tell different stories.
On Facebook, for instance, users commend President Ferdinand Marcos Jr. for his resilience against political threats and his dedication to public welfare and justice, amidst many controversies. Facebook users also shower praise on Vice President Sara Duterte, expressing admiration for her effectiveness and calling for her protection.
Meanwhile, users on X often praise Senator Hontiveros for her legislative initiatives, firm stance on national issues such as sovereignty in the South China Sea, and courageous advocacy. Former Vice President Robredo, currently in the running for the Naga City Mayoral Seat, also continues to receive strong support on the platform, even after losing to current President Ferdinand Marcos Jr. in the 2022 Philippine elections.
People want change, but some believe it is impossible
Political frustration is another common sentiment among Filipinos online, with 13% of discussions revealing deep-seated exasperation with government and political leaders. Many express concerns over corruption, lack of transparency, and the normalization of unethical behavior among politicians. Others, meanwhile, focus on the problem of political dynasties, vote buying, and the questionable influence of groups like the Iglesia ni Cristo (INC) and Philippine Offshore Gaming Operators (POGOs).
These discussions on social media are especially critical during election season, as they happen alongside calls for electoral awareness and voter integrity (4% of discussions). In these conversations, political frustration is matched with a broader hope for smarter voters, which aligns with nationwide campaigns promoting voter education and the general belief in the power of one’s vote.
Indeed, our research revealed an uptick in searches for COMELEC voter assistance and tools like “COMELEC registration” during the non-election period, and “COMELEC precinct finder” during the election period. As the polls draw closer, searches for voting procedures, deadlines, candidate lists, and COMELEC services increase by +53%.
Altogether, the data reflects a desire to strengthen democratic processes and foster a culture of accountability in elections, as citizens in the Philippines navigate an evolving political landscape shaped by social media discourse.
Despite calls and hopes for a better future, however, many Filipinos also express apathy. Some say that all politicians are the same and convey a feeling of hopelessness for the country, with users describing the Philippine elections as a “political circus” where chaos and dramatics overshadow substantive governance.
Political polarization means online discussions aren’t always healthy
Online, Filipinos often use sarcasm and memes when talking about the elections and politics in general.
Because of how passionate people can be about their chosen leaders, discussions online can get ugly. Name-calling, insults, and heated exchanges are common, with many users utilizing humor and sarcasm when engaging with others or talking about politicians they do not like.
This has led to some users inviting people to “unfriend” them on Facebook if they disagree with their political stances, and others sharing about how they are proactive about “unfriending” once they see their friends posting support for politicians they do not like.
What brands need to know
Promote good corporate citizenship: It’s best not to wade into partisan territory. Instead, join the conversation by promoting a healthy democracy: encourage voter turnout, share helpful information about voting procedures and locations, and support causes that reflect the public’s hope for a better future.
Tailor your tone and content per platform: Users on Facebook and X might be talking about similar issues, but the conversations—and the audiences—are different. Though it’s important to stick to consistent messaging, be sure to adjust your content depending on the platform.
Always double-check your social media calendar: Something as simple as a meme celebrating an online sale can backfire fast if its scheduled posting date lands at a politically charged moment. Be mindful of developing political events and how your scheduled social media posts may be interpreted in relation to them.
“In a political climate where emotions run high and timing is everything, brands need to be smart about how they show up online. Filipinos tend to take pride in and identify with their chosen leaders, so it is best to tread carefully.”
— Paulus Soriano, Reputation+ Director for Vero in the Philippines
The Fake News Wave
Fake news can make or break the 2025 Philippine elections
And as if national elections by nature weren’t polarizing and chaotic enough, the spread of fake news, misinformation, and disinformation on social media continues to amplify divisiveness among Filipinos.
Political propaganda and historical revisionism or reinterpretation of historical events significantly impact Filipinos’ perspectives and opinions—and fuel below-the-belt word wars between supporters and critics of key political figures.
Our analysis of online conversations and media coverage reveals that some of the most talked-about cases related to fake news include Mocha Uson, who is accused of defaming former Senator Leila de Lima, Ryan Linga, known for AI-generated propaganda, and disgraced politician Alice Guo, whose case attracted widespread speculation and conflicting stories, making it a focal point in misinformation-related discussions. Duterte supporters (referred to as DDS) are frequently mentioned for peddling false narratives to advance personal and political agenda, including health rumors about the current president. Bloggers like Jay Sonza and Jun Abines, who have large followings on social media, are also highlighted in ongoing disinformation campaigns that have evidently added fire to already-intense political rivalries.
COMELEC has already warned that the 2025 midterm elections in May could be heavily influenced by fake news. The agency set up Task Force KKK—Katotohanan (Truth), Katapatan (Honesty) and Katarungan (Fairness)—to monitor election-related content posted on broadcast and print media as well as on social media platforms in a bid to uphold the integrity of an election that’s bound to set the course for the presidential race in 2028. New rules against the dissemination of unverified information have also been issued in recent weeks, with serious penalties including imprisonment and hefty fines.
What brands need to know
Do your due diligence: Ensure that your brand has robust fact-checking and corrections processes in place, especially if you decide to engage in political conversations or share election-related information on your channels. The last thing you want is to inadvertently spread false information that could damage your brand’s credibility and reputation.
Do your part: Good corporate citizenship can also mean providing tips for audience education about disinformation and misinformation. Encourage your target consumers to be vigilant and stay informed through credible, verified sources. Promoting media literacy can encourage voters to be more discerning and critical about their choices, and in turn, see you as a trustworthy and responsible brand.
“Fact-checking and demonstrating accountability and transparency are imperatives for brands and companies as we collectively advocate for fair and clean elections. Premature broadcast of one’s stance, more so an uninformed or misinformed take on the elections and the local political climate, can tip the scales of public perception about your brand and may affect relationship and reputation-building efforts in the future.
Being labeled as a source of fake news and misinformation is almost irreversible and will damage the brand’s corporate identity. It is more than necessary, not only during the elections, for brands to stay vigilant, always verify every message, and communicate with purpose.”
— Cris Pescadero, Account Director for Vero in the Philippines
New Voices Rising
Influencers and content creators are shaping conversations, too
Social listening analysis reveals that influencers are linked to topics related to the upcoming Philippine elections, to varying public reactions. Online discussions surrounding influencers and the Philippine elections increased by 124% during the election period. This trend is likely to continue as the previous administration utilized and legitimized political influencer work, and influencer marketing is only set to keep growing.
What brands need to know
Vet your influencers: Because of today’s political polarization, brand-influencer partnerships should be about more than just social media numbers. That’s why our in-house influencer marketing tool TrueVibe includes “values” in its criteria for measuring brand fit, alongside reach, interests, engagement, content quality, and authority.
Find the right balance: Authenticity is an influencer’s main currency, so it’s important to work with your influencer partners to strike a healthy balance between the brand message and their voice—especially in matters related to larger issues like the economy and state of the nation.
“Influencer partnerships can be a bit tricky during the Philippine elections, as their political affiliations and stance can be seen as a direct reflection of the brands they work with. That’s why it’s important for brands to work only with influencers whose values, principles, and socio-political viewpoints resonate with their own.”
— Charissa Sevilla, Influencer Relations Specialist for Vero in the Philippines
To be ‘Woke’ or Not: How Brands Can Make Sense of Political Conversations
Philippine elections are loud and colorful—a triennial chaos that extends to and is magnified by digital spaces where millions of passionate and tech-savvy Filipinos interact with each other every minute of every day.
They are inherently polarizing, and the risk of being subjected to backlash is much bigger when Filipinos feel that their future is at stake. But the Philippine elections are also a crucial opportunity for brands to take a stand, align their values and mission with public welfare, and show they are interested in more than just profit.
“In politically charged times such as elections, the most respected brands are those that rise above partisanship while engaging their diverse audiences with creativity, sensitivity, respect, and unwavering ethics.”
— Pongsiri Poorintanachote, Managing Partner at Vero Advocacy
Brands looking to cut through the noise have a lot to gain from tapping into an engaged public through corporate citizenship initiatives, partnering with like-minded influencers, or talking about local issues that matter to people. Creating platforms and campaigns that encourage Filipinos to exercise their civic duty, allow for the promotion of democratic values, and cultivate a sense of community are unbiased but highly effective ways to be an important part of the conversation.
It’s important to note that how brands act offline and on social media during the Philippine elections can result in praise or criticism. We highly recommend that brands respect the diverse views of their audience, remain authentic in their messaging, and uphold integrity in all actions.
Hoping to maneuver your brand through key political events? Our seasoned PR experts are equipped with deep local knowledge and regional wisdom. Contact us at manila@vero-asean.com
This white paper was developed with the support and insights of Vero’s IQ and Media Team. Special thanks to Natronnachai Kumkronglertsin.
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