Filipinos trust Google and YouTube than leading social media platforms when it comes to purchases, study shows

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In the Philippines’ dynamic digital environment, tiwala or trust is paramount for brands seeking to engage consumers and drive results, according to Google.

Recent Ipsos data found that Google and YouTube together are trusted by more people in the Philippines in their purchase journey than leading social media platforms. The data shows that this trust reflects the platforms’ reliability, consistent value delivery, and focus on substantial content that aids informed decision-making.

Trust is significant, given the need for reliable information sources in a digital space often filled with fleeting content and inauthentic interactions. It also greatly helps Filipinos’ consumer journeys that Google Search and YouTube are easily present during the four key online behaviors: searching, streaming, scrolling, and shopping. According to the data, Google and/or YouTube are present in 75% of journeys where consumers in the Philippines said they discovered a new brand, product or retailer.

Because of this, Search and YouTube foster a trusted environment where businesses can build meaningful connections and achieve results, turning passive discovery into active discovery and actual purchases. Google’s data points to a few local companies that have successfully managed to utilize its tools.

For example, UnionBank, a leading financial institution in the Philippines, tapped into this trusted environment where Filipinos actively seek information related to financial products. The bank was able to identify high-intent search queries and tailor ads to specific customer segments. Through this insight and in tandem with a cross-channel strategy, the bank was able to successfully almost double credit card approvals with a 90% higher approval rate compared to previous campaigns. They also leveraged Google AI to efficiently sustain the increased volume of credit card applications while remaining below the bank’s cost per acquisition target.

Another case is that of CoCo Tea, a Filipino beverage company. The brand maximized the use of YouTube to connect with consumers, creating a successful comedic video campaign featuring the iconic broadcaster Ces Drilon that resonated with the local audience. Winning the YouTube Works Awards Best of Country in 2024, this campaign generated over 25 million views, and drove 50% sales growth.

These examples demonstrate the importance of aligning business strategies with platforms that Filipinos trust. By prioritizing genuine value and engaging content within Google and YouTube’s trusted digital spaces — and also impacting them during the purchase journey — businesses can achieve greater reach, efficient acquisition, and stronger brand resonance. They can unlock the true potential of the Filipino digital market, creating lasting relationships built on the confidence that drives purchasing decisions.