Google Philippines Country Manager Prep Palacios during a media briefing on Wednesday. — ALMIRA MARTINEZ
Brands are turning to YouTube creators to strengthen digital marketing campaigns, as creator-led videos play a role in Filipinos’ purchasing decisions, according to Google Philippines.
“YouTube creators aren’t just shaping culture; they’re building long-lasting connections and trust,” Google Philippines Country Manager Prep Palacios told reporters in a media briefing.
“Creators have these obvious trusted guides that really help shape the way people discover, evaluate, and ultimately make decisions,” she added. “When it’s time to make a decision on what to buy, people turn to [creators].”
Data from the video-streaming platform showed that 81% of Filipino viewers said that YouTube creators produce ‘trustworthy’ content about the products and brands they are considering buying.
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