Once upon a scroll, a Filipino teenager hit “record” and started dancing to a trending sound. Ten million views later, she wasn’t just viral — she was bankable.
That’s the reality in the Philippines right now, where content creators aren’t just getting likes; they’re getting paid.
With some of the highest social media engagement rates in the world, the Philippines has become a content creation hotspot. From Gen Z TikTokers flexing transitions to seasoned YouTubers grinding out long-form vlogs, Pinoy creators are turning clicks into cash.
The money is real, and the new-age celebs are everyday Filipinos who know how to ride the algorithm.
Raffy Tulfo – ₱2.8 Billion
Raffy Tulfo isn’t your typical influencer. A veteran journalist, he turned his public service format into YouTube gold.
With over 29 million subscribers, “Raffy Tulfo in Action” became the most-subscribed channel in the Philippines.
His team pumps out daily exposés, which rake in views by the millions. In 2020, Tulfo was reported to have earned over ₱2 billion from YouTube revenue alone. Combine that with brand deals and syndication, and he’s turned YouTube into a full-on media empire.
As of 2025, media analysts estimate his value to be $20–$28 million according to M2.0 Communications.
Ivana Alawi – ₱2.7 Billion
She vlogs in full glam, trolls her siblings, and reviews Jollibee in silk robes.
Ivana Alawi’s YouTube channel has pulled in over 16 million subscribers, and the girl is cashing in. In a 2023 vlog, she admitted that she makes six digits per upload — that’s ₱200,000 to ₱500,000 per video.
Beyond AdSense, she racks up big checks from sponsors like Oppo and Lazada.
Then there’s her skincare line, Ivana Skin, which rides off her YouTube fame straight into the wallets of her fans.
She’s estimated to be worth between $1.6M – 2.3M million and climbing fast. Ivana is proof that being both aspirational and relatable is still the golden formula.
Cong TV – ₱2.5 Billion
If the barangay had a class clown turned businessman, it would be Cong TV.
With comedy sketches, daily vlogs, and a loyal Team Payaman crew, Cong built a community before “community building” became a buzzword.
As early as 2020, his monthly earnings were pegged at ₱500,000 to ₱8 million from AdSense alone.
A single sponsored video? That could net him around ₱1.16 million. His brand collabs span tech, telco, and even real estate.
Then there’s the merch empire — Team Payaman Apparel is practically a subculture now. No suits, no filters, just straight-up relatability, and a loyal fanbase that buys what he sells.
Zeinab Harake – ₱2.3 Billion
Known for her chaotic energy and candid storytelling, Zeinab Harake has over 13 million YouTube subscribers and a hold on Filipino Gen Z like few others.
In 2020, estimates placed her YouTube earnings at up to ₱7.2 million monthly — and that was before she hit her peak. Her content ranges from vlogs to emotional confessions, all wrapped in raw authenticity.
Brands love her for it: think Lazada, GCash, and even her own merch line. Her influence feels intimate, not curated, and that’s why it sells.
She’s built a multimillion-dollar presence just by being herself.
Niana Guerrero – ₱2.2 Billion
If you’ve ever seen a Filipino teen dance flawlessly on TikTok, chances are it’s Niana Guerrero.
With 45 million TikTok followers and a global presence, she’s not just viral — she’s an icon. On top of TikTok, her YouTube adds another 15 million subscribers, giving her a cross-platform audience that rivals global stars.
Her deals with Nike and Samsung prove she’s brand-friendly and globally marketable. With an estimated net worth of $2–4 million, Niana shows how Gen Z can dominate the dancefloor and the bank account.
Rosmar Tan – ₱1.82 Billion
TikTok viral? Check. Millionaire entrepreneur? Also check.
Rosmar Tan didn’t stop at going viral — she turned views into product sales. Her skincare company, Rosmar Skin Essentials, blew up thanks to her 20M TikTok fans and savvy marketing, earning ₱13 a day at its peak.
According to M2.0 Communications, her brand now earns between $10 to $13 million a year. She’s also invested in food, real estate, and other side hustles, making her one of the few influencers who crossed into legit business mogul status.
At 29, she’s living proof that “influencer” can be a stepping stone, not the whole story.
Bella Poarch – ₱200 Million
She went from lip-syncing “M to the B” to releasing Billboard-charting songs.
Bella Poarch, born in the Philippines and raised in the U.S., has over 92 million TikTok followers and a spot on Forbes’ Top Creators 2023 list.
Her 2022 earnings alone were pegged at $5 million, and in 2023 she pulled in $3.3 million, mainly through brand deals, music royalties, and media appearances. She’s one of the clearest examples of Filipino talent breaking into Hollywood-level fame — and cashing in big.
So How Do They Make the Millions?
Ad Revenue is the gateway drug. YouTube pays creators roughly ₱95 to ₱240 per 1,000 views depending on factors like location and topic. That’s why these creators chase views hard — one viral video can mean rent for a year.
But the real money? It comes from brand deals, which can range from six to seven figures per post, depending on the creator’s audience. Ivana Alawi is said to earn as much as ₱2.5 million for a single sponsored video.
There’s also the merch play — Team Payaman, Ivana Skin, Rosmar Skin Essentials. These aren’t side hustles; they’re legit businesses riding the influencer wave. Some, like Rosmar, use social media as pure marketing fuel for multimillion-peso companies.
Finally, there’s cross-platform monetization: TikTok for virality, YouTube for paychecks, Instagram for sponsored content, and Facebook for reach. Smart creators treat each platform as a revenue stream, not just a place to post.
What Makes the Filipino Scene So Unique?
For starters, Filipinos spend an average of 3.5 hours per day on social media — among the highest globally.
Vlog culture here isn’t just entertainment; it’s lifestyle, gossip, family, drama, and community. That means creators aren’t just “followed” — they’re watched like teleseryes. When Cong drops a vlog or Zeinab posts an update, it trends like breaking news.
Add to that a young, mobile-first population, low data costs, and a collective sense of humor and drama, and you get an ecosystem where creators thrive. The Philippines may not have Silicon Valley money, but it has the kind of fan engagement that brands dream of.
The Blueprint for Aspiring Creators
If you’re trying to make it: pick a niche, post consistently, engage authentically, and figure out how to sell without selling out. Look at Niana Guerrero.
Look at Zeinab. They built something from scratch, with a camera and a story. The playbook is out there.
And guess what? The next creator we write about could be you.
