When it comes to choosing a language of communication, especially among the youth, the Philippines is a country of contrasts. The Philippines has long been one of the most English-speaking countries in Asia. Many older generations still take pride in their knowledge of English and see it as a status symbol. But here’s a surprise: modern youth increasingly prefer their native Tagalog (more specifically, Filipino) over English. And this is not just a whim or a trendy shift — there are cultural and social factors behind it. Let’s dive into why this is happening and how it affects affiliate marketing.
Cultural Revival
The Philippines have always been proud of their roots. In recent years, there has been a cultural revival that elevates everything local: from Filipino movies and music to fashion and language. The youth are beginning to appreciate their heritage and identity once again. While English is associated with education and work, Tagalog is the language of the heart, closer to the soul.
Just take a look at TikTok! Filipino users, especially the youth, create viral videos in Tagalog, covering popular Filipino songs and using local memes. And, surprisingly, such videos get far more likes and comments than similar ones in English.
Language of the Internet and Social Media
And what about memes? The Philippines is one of the most active countries on social media, and Tagalog plays a leading role here. The youth actively use it online, creating their own “memes of the day,” jokes that are only understood by their community. This creates a sense of unity, a shared culture that’s hard to explain in English.
Take, for example, the popular phrase «Sana all» — it’s such a clever phrase in Tagalog that attempting to translate it into English as «I wish we all could have that» just destroys the magic. The youth often choose Tagalog in their comments and posts because it allows them to express their feelings and emotions more precisely and emotionally.
How does this affect affiliate marketing?
Well, let’s be honest — there are over 110 million people in the Philippines, and if you want to promote your product or service, you need to speak the language your audience understands. This is especially important for affiliate offers that rely on quick conversions. Banners, headlines, and descriptions in Tagalog work better because they create an immediate emotional connection.
Let’s look at some examples:
E-commerce platforms
Imagine you are an affiliate promoting products on platforms like Shopee or Lazada (these are like the Filipino Amazon and eBay). Offers in English used to work well, but recently, many marketers have noticed that landing pages and ad campaigns in Tagalog yield much better results.
Picture a banner that says: «Buy now! 50% discount!» It sounds tempting, but the Tagalog version, «Bili na! 50% diskwento!» feels warmer and more relatable to a young Filipino. People trust something that sounds familiar.
Play now
The Philippines isn’t just about beaches and volcanoes; it’s also a huge market for mobile games. And guess what? Affiliate programs promoting games have started to realize that interfaces and offers in Tagalog bring more downloads. What’s the secret? The youth want to play in their own language, not in «educational» English.
Think of the popular game Mobile Legends. As soon as they started holding local events in Tagalog, engagement soared. It’s an example of how language can create a closer connection with users.
Educational platforms
Online courses and educational products are also starting to adapt to the local language. Take, for example, platforms for learning programming or English. Courses in Tagalog, like “Paano maging expert sa Python,” attract more attention because they’re easier to understand from the start.
Older Audience
While we focused on the youth in the first part of this article, it’s time to mention people aged 45+. For them, Tagalog remains the primary language of communication, especially in the central part of Luzon island and the metropolitan region of Manila. However, the popularity of Tagalog may vary depending on the region, as other languages like Cebuano, Ilocano, and Ilonggo are also spoken in the Philippines.
Summary
If it once seemed like the whole world spoke English, today’s Filipino youth have decided: “Why do we need that? Let’s stick to our native tongue!” And you know what? This isn’t just a whim, it’s a powerful trend that’s changing the rules of the game in marketing.
It’s all about speaking to your audience in a way that resonates with them. And if you’re targeting Filipino youth, don’t forget about the power of Tagalog. As they say: “Sana all” — so why not be among those who use this powerful trend in affiliate marketing?
Do you have something to add or want to discuss? Our managers will be happy to assist you!
Share this article
Добавить комментарий