In the era of easily attainable stardom, becoming an influencer has never been more straightforward. The Covid-19 pandemic significantly transformed the digital landscape, providing ample opportunities for people to express themselves, connect with a global audience, and fulfill secret dreams of virtual fame. With physical interactions limited, people turned to the internet to socialize, entertain, and be entertained. This shift created fertile ground for a new wave of influencers and content creators.
The shift towards online expression was fueled by restrictions on leaving home, leading to a surge in virtual social life. For many, the audience expanded beyond the confines of neighborhoods and friend circles to encompass a worldwide community. This virtual extended family became an outlet for homesick Overseas Filipino Workers (OFWs), who found solace and entertainment in daily vlogs. The ability to connect with others and share personal experiences helped bridge the gap caused by distance and isolation.
Social media platforms have become the modern-day stage where anyone can perform and achieve stardom, much like being a resident of the Big Brother house. These platforms have granted access to hidden aspirations of becoming celebrities. Regardless of appearance, age, or background, anyone can now achieve stardom. During the pandemic, both audiences and creators were confined at home, which led to a fascination with exploring the lives of emerging vloggers. This mutual curiosity and engagement resulted in a proliferation of new content creators.
The vlogging trend gained momentum by offering glimpses into the daily lives of people from various parts of the world. Whether it’s the life of a Filipina married to a Nepali or other unique setups, the curiosity surrounding everyday experiences became a driving force. Viewers were eager to peek into the mundane and extraordinary aspects of other people’s lives. Regardless of the vlogger’s initial motive, creating content served as a means of self-validation, happiness sharing, and documenting their lives. This documentation allowed creators to reflect on their journey and share it with a broader audience.
Celebrities, who were once seen as distant and untouchable, are now more accessible than ever, thanks to their presence on social media and videosharing platforms. Many have taken up vlogging, giving fans a glimpse into their personal lives. Through these vlogs, they share everyday activities, from cooking and workouts to family moments and behind-the-scenes snippets of their work. This transparency has made them more relatable and has allowed fans to feel closer to them. The once mysterious lives of these stars are now open books, inviting audiences into their homes and daily routines, creating a sense of intimacy and connection that was previously unimaginable.
Vlogs also function as personal libraries, capturing the vlogger’s journey from the beginning and documenting travels, milestones, and everyday moments. What sets many homegrown vloggers apart is their ordinary backgrounds. A personal favorite among them is the Capinpin brothers—Gavin, Allen, and Kelzy—and their extended family. Their humorous content, featuring power outages and playful pranks, resonates with authenticity, making them relatable and enjoyable to watch. The Capinpin brothers’ natural charm and genuine interactions have endeared them to many viewers, who appreciate their down-toearth approach to vlogging.
Most noteworthy is that many of these vloggers, once ordinary individuals, have now become affluent. Despite their rise to fame, their content remains devoid of artificial cuteness, glamour, or attempts at acting. Instead, their genuine enjoyment of creating memories shines through, making their vlogs not only entertaining but also a testament to the joy they find in sharing their lives. This authenticity has become their trademark, attracting loyal followers who value the realness of their content.
Facebook (Meta)
Facebook is one of the most versatile platforms, catering to a wide range of age groups and interests. Its audience is diverse, with a significant number of users aged 25–64. It is popular for its ability to connect people, share updates, and participate in groups and events. Facebook Live allows real-time interaction with followers, making it a powerful tool for influencers to engage with their audience directly.
Twitter (X)
Twitter, now rebranded as X, is known for its concise, real-time updates and has a strong presence among users aged 18–29. It’s a hub for trending topics, news, and public discourse, making it ideal for influencers who thrive on current events and real-time engagement. The platform’s character limit encourages quick, impactful communication, and its use of hashtags helps in reaching broader audiences.
Instagram’s visual-centric platform attracts a younger audience, predominantly aged 18–34. It is the go-to for lifestyle, fashion, travel, and food influencers who leverage its photo and video sharing capabilities. Instagram Stories and IGTV provide additional avenues for more spontaneous and longer-form content. The introduction of Reels has also made it a strong competitor to TikTok, focusing on short, engaging videos.
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TikTok
TikTok has exploded in popularity, especially among Gen Z users aged 16– 24. Its algorithm-driven content discovery and emphasis on short, creative videos have made it a breeding ground for viral content and emerging influencers. The platform is known for its challenges, trends, and music integration, which appeal to a younger, trendconscious audience.
YouTube
YouTube is a staple for long-form video content, appealing to a wide demographic. It is particularly popular among users aged 18–49. Vloggers, educators, gamers, and entertainers use YouTube to share in-depth videos, tutorials, and series. The platform’s monetization options through ads and sponsorships make it a viable career path for many content creators.
LinkedIn is a professional networking site frequented by individuals aged 25–34. It is less about entertainment and more focused on business, career development, and industry insights. Influencers on LinkedIn are typically thought leaders, industry experts, and professionals sharing career advice, company updates, and professional content.
Snapchat
Snapchat, popular among users aged 13–24, is known for its ephemeral content and private messaging features. It’s favored by younger audiences for its playful filters and quick, disappearing messages. Snapchat Stories allow users to share moments throughout the day, appealing to influencers who enjoy spontaneous, behind-thescenes content.
Pinterest attracts a predominantly female audience, with a significant portion aged 25–34. It’s ideal for influencers in niches like DIY, crafts, home decor, fashion, and food. The platform’s visual discovery engine allows users to find and save ideas, making it a valuable tool for influencers sharing creative and inspirational content.
Truly, the pandemic reshaped the way we interact with the world, leading to a surge in virtual connections and the rise of new influencers. Social media platforms have democratized fame, allowing anyone to share their stories and connect with a global audience. The appeal of vlogging lies in its ability to capture everyday moments, provide a sense of community, and offer an authentic glimpse into the lives of others. As we continue to navigate this digital age, the stories of ordinary individuals like the Capinpin brothers remind us of the power of authenticity and the joy of shared experiences. Each platform offers unique opportunities and attracts different audiences, enabling influencers to find their niche and thrive in the digital world.