The study revealed that Filipinos place greater trust in Google and YouTube over other social media platforms, are more trusted by Filipinos than leading social media channels, crediting the platforms’ reliability, consistent value delivery, and informative content that supports smarter decision-making.
This trust is crucial in a digital space saturated with fleeting trends and inauthentic interactions, Google said in a statement.
Online behaviors
What sets Google and YouTube apart is their presence across four core online behaviors—searching, streaming, scrolling, and shopping.
They appear in 75 percent of consumer journeys where Filipinos say they discovered new brands, products, or retailers. This frequent engagement turns casual browsing into meaningful discovery and even direct purchases.
Local companies have successfully harnessed this trust to drive growth, Google said.
Cross-channel strategy
UnionBank of the Philippines, for instance, leveraged Google’s platform to tap into high-intent financial search queries.
By aligning targeted ads with customer needs and implementing a cross-channel strategy powered by Google AI, the bank nearly doubled credit card approvals and achieved a 90-percent higher approval rate compared to previous campaigns—all while staying below their cost-per-acquisition target.
On a more playful note, CoCo Tea, a homegrown beverage brand, turned to YouTube for a humorous campaign starring broadcaster Ces Drilon.
From insight to impact
The relatable content struck a chord with Filipinos, earning over 25 million views and fueling a 50-percent increase in sales. The campaign was also named Best of Country at the 2024 YouTube Works Awards.
These success stories underscore how trust and strategic platform use can unlock real business impact in the Filipino digital economy. For brands aiming to thrive, aligning with platforms where Filipinos seek both entertainment and trusted information is not just smart—it’s essential. — Ed: Corrie S. Narisma
