Thinking of starting a business? Here's how to grow it on social media

Entrepreneurs considering taking their business online are advised to consider formulating social media content that would entice prospective clients to consider their services or products that they offer.

Based on the data from the Philippine Statistics Authority, the Philippine digital economy reached a Gross Value Added (GVA) of P2.74 trillion in 2025, accounting for 9.8% of the country’s gross domestic product (GDP).

They can also consider the tips raised by Michelle Diane Gonzales and Isabellatrex Velasco, business owners who shared their experiences during the TikTok Shop Unlad Lokal Roadshow Caravan in Pasig City.

Make relatable, genuine online content

Gonzales, the owner of Cleanstar Dental Floss Pick, said creating genuine content can have a positive domino effect on a business, as consumers can easily relate to it and, in turn, become more curious about the product or service being offered.

“They get curious sa mga pino-post namin. They can relate sa mga pino-post namin. Then, it gets converted to sales. Tinatangkilik nila yung product natin,” Gonzales said.

(They become curious about the content that we post. They can relate to what we share, and eventually, it gets converted into sales. They end up supporting our product.)

For Velasco, founder and CEO of advertising and marketing business NiuNorm+, there is no need for expensive equipment or a fancy location to promote a product or service. It can be as simple as adding a filter and sharing one’s personal experience.

“I post content seven to 10 times per week,” Velasco said. “[Mag post ng] simple na itindihan ng kahit sinong tao. You don't need to be very technical. Just be yourself, be authentic.”

(I post content seven to ten times a week. Post content that is simple and easy to understand. You don’t need to be very technical. Just be yourself and be authentic.)

Do the mistakes

Don’t have perfect lighting or a polished speaking delivery?

Velasco said it’s okay to start messy and have mistakes.

“Wala naman tayong pointing system sa TikTok because when you start messy, ah okay, this video is very authentic; it will go viral,” she said.

(We don’t have a pointing system on TikTok because when you start messy, people will see that the video is very authentic, and it can go viral.)

“At least at the early point in the timing, makikita nyo na agad kung ano yung nagwo-work sa brand mo and yung hindi, and then that's what you will improve on at a later stage,” she added.

(At least in the early stage, you can already see what works for your brand and what doesn’t. Then, you can improve on those areas at a later stage.)

Velasco also encouraged the public to start their own business right now, despite their age and despite the bashing they think they will encounter.

“Kahit ano'ng age natin, bago man yung brand natin, bago man yung account, start now,” Velasco said.

(Whatever our age, whether our brand is new or our account is new, start now.)

“People will say anything about you or your brand, your business, so just make sure you have your intentions and purpose,” she added.

Gonzales shared the same sentiments as her business engaged in trial and error.

“So, what we do is trial and error when it comes to ads. Also, when we do live selling, we try different ways on how to keep the customers engaged. Basically, trial and error,” she said.

Be consistent

Making a business successful does not happen overnight, so consistency is one trait an entrepreneur should have, according to Gonzales and Velasco.

“Problems? Hindi po ito mawawala (Problems will not go away),” Velasco said.

“Okay lang yan. Gumawa pa tayo ng content, being consistent, being disciplined, and letting TikTok algorithm know your brand. Kasi, hindi tayo pagkilala ng tao, kasi hindi tayo show up on the platform,” she added.

(That’s okay. Let’s keep creating content, stay consistent, and be disciplined so the TikTok algorithm can recognize your brand. It’s not just about people knowing you; it’s about showing up on the platform.)

For Gonzales, being consistent also comes with building good habits, like knowing your target audience.

Making oneself visible in social media platforms like TikTok also means engaging with one’s customers, Gonzales said.

This means interacting with them through messages and searching one’s brand online to see how the public views it.

She also pointed out that the first 10 seconds of the video are crucial to gain more customers.

Meanwhile, Velasco shared that to keep customers hooked on her videos, she uses the first three seconds to attract viewers, then explains the product, and last, entices them to comment on the post.

“Kasi kapag nag-comment sila (once they post a comment), you will always be on their algorithm,” Velasco said.

Do transactions on legit platforms

To avoid scams, a verified social media platform like TikTok has mechanisms in place to protect entrepreneurs and customers. This includes coordinating with concerned government agencies.

Aside from local government units (LGUs), TikTok also works with the Department of Information and Communications Technology, Cybercrime Investigation and Coordinating Center, and the Securities and Exchange Commission.

“We do have reporting mechanisms within the app that any user can use to be able to report any scams or any behavior that they feel is violative of both TikTok's community guidelines and, of course, kung nawalan sila ng pera (if they lose money), for example,” said Yves Gonzalez, TikTok Philippines head of public policy.

“We do invest in technology solutions, investments in human moderation to ensure that we keep our platform as safe and as positive an environment as much as possible for all our users,” he added.

For its part, the Pasig LGU said it provides financial education to its micro, small, and medium enterprises (MSMEs).

In 2025, the Department of Trade and Industry and TikTok Shop launched the Unlad Lokal Program to provide tools, training, and support to MSMEs.

The program includes targeted training in content creation, live selling, and e-commerce strategies, like critical skills for MSMEs to grow and adapt in today’s digital-first economy.

One of the partner LGUs is Pasig City. According to Joy Nefiel, head of the city’s Entrepreneurship and Business Development Division, 36 sessions will be conducted for MSMEs in 2026.

Yves Gonzalez said the Unlad Local program has catered to over 25,000 MSMEs in Luzon since its launch, and the social media platform plans to reach more LGUs in the Visayas and Mindanao in 2026.— BAP, GMA News