What Brands Can Learn From ‘Budol Culture’ in the Philippines

The Philippines has long been known as the world’s social media capital. With millions of Filipinos spending hours online every day, social media platforms, like Tiktok and Facebook, have become more than just spaces for scrolling. They’ve also turned into where people discover, talk about, and buy things. And one thing that’s taken off from all this? Budol culture.

Though there’s no direct definition or translation, “budol” basically means getting convinced, usually through someone else or through online content, to buy something you didn’t plan on buying.

During the pandemic, the budol phenomenon surged. Stuck at home and spending more time online, Filipinos turned to social media for connection, entertainment, and even shopping. From #BudolFinds to product reviews, users began posting about things they bought and loved, influencing others to check out the same items.

Photo credit: Vero

Brands holding big sale events, such as payday promos and 10.10, 9.9, or 8.8 sales, also give people even more reason to buy products they’ve seen online, especially when paired with a good deal or discount.

Tiktok, in particular, played a major role in spreading this trend. In early 2025, there were over 62 million Filipino users on the platform, which shows how powerful its reach can be.

Turning ‘Budol’ Into a Marketing Move

So, what can brands learn from this?

We often see everyday items going viral, like school supplies or stationery, gadgets, aesthetic desk setups, especially during back-to-school season or mega sales. These types of content rack up views and comments, especially among younger users who are always on the lookout for practical and budget-friendly finds. It just goes to show that the product doesn’t need to be expensive or trendy; it just needs to feel useful and relatable.

To ride the budol wave, brands can start small: encourage unboxing videos, show real reactions, or repost honest reviews on social media, especially Tiktok. Formats like hauls, “what’s in my cart,” or “Shopee finds” keep the content fun and easy to engage with. Pairing this kind of content with the right timing, like during 8.8 or payday sales, can turn scrolls into clicks, and clicks into checkouts.

A 2022 study on electronic word-of-mouth among young Filipino consumers backs this up. Reviews, unboxings, and hauls are some of the most trusted types of content when it comes to making purchase decisions. Since people can’t physically try things when shopping online, they rely on others’ experiences, and if those experiences feel real, they’re more likely to follow through.

A study by Communications Consultancy Vero also noted that Filipino consumers are drawn to experiences, not just products. That means brands should think beyond the item itself. What kind of story or feeling comes with it? What kind of moment or experience can it create? Budol isn’t just about buying stuff, it’s about discovering something worth telling others about.

In hindsight, budol might sound like a passing internet trend, but it reflects something much deeper about how people shop today that not only feels like a spontaneous scroll-to-checkout moment. It’s also about connection, community, and stories that stick.

For brands, this is not just a trend to watch from the sidelines. It’s a real opportunity to show up, be real, and make a lasting impression. When done right, budol content doesn’t just spark engagement, but it also builds loyalty. It turns curious clicks into conversions and casual shoppers into long-term customers.

Thinking of how to make that happen for your brand? Contact us and let’s create content that connects, converts, and gets people talking!