Vlogging: Content and Financial Creation

Vlogging or content creation has become a popular phenomenon in the Philippines, particularly among influential personalities and those who are digitally versed enough to post content using a camera. A vlogger is motivated to create content to express oneself, engage other people on certain issues, and earn profit at the same time.

The vlogging market in the Philippines continues to encourage and drive vloggers and content creators to post original content on a regular basis. Based on data from the We Are Social and Hootsuite's Annual Digital 2022 Report, the Philippines has the "biggest percentage of internet users that watch vlogs each week, at 60.4% of total internet users aged 16 to 64, compared to a 26.7% global average, and a strong influencer culture, with more than half (51.4%) of users following influencers on social media, more than double the global average."

The market has driven vloggers and content creators to use this medium as a source of income (and livelihood). On the average, vloggers earn between PhP 100-240 per thousand views excluding other income streams and areas of monetization.

Foot traffic is essential in increasing a vlogger's potential revenues. This explains why certain vloggers/content creators pull out all stops to drive traffic to their pages, which unfortunately includes sharing fake news and creating scandalous content.

To a certain extent, some vloggers create misleading or false content just to drive traffic to their sites. These have not escaped public scrutiny. Based on a survey by pollster Pulse Asia in September 2022, 58% of surveyed respondents perceive that vloggers and social media influencers as peddlers of fake news.

Over the last few weeks, we have also been witnesses to highly controversial and publicized conflicts between political and celebrity vloggers and content creators. These conflicts range from differences in political views, business philosophies, and even petty relationship catfights.

What these vloggers do not realize is the self-correcting feature of various social media communities. Social media users are now able to discern what is genuine from fake news. Further, a considerable number of social media users are turned off by confrontational fights as more are still of the belief that issues are better solved behind the scenes.

Vlogging is a legitimate source of information and income, if used correctly. Beyond monetizing vlogging and content creation, vloggers need to realize that they contribute to the socio-political awakening of Filipinos.

Responsible and ethical vlogging should be practiced with or without regulation. Otherwise, further abuse may result in possible increased intervention and control from the government which is something we really do not like as a democracy.


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