The 2010 Philippine national election was the first in which Facebook played a visible role.

Aquino’s campaign used Facebook pages and online support groups to mobilize voters and share campaign messages.

Television, newspapers, and radio remained the primary platforms for shaping public opinion and reaching the wider population.

Widely considered the “first social media election” in PH.

Heavy use of Facebook, YouTube, and “meme armies” to spread messages and attack rivals.

Used Twitter as a direct channel to voters, bypassing traditional media and dominating news cycles with frequent, provocative posts.

Built an anti-establishment image that resonated with supporters, helping him gain momentum and secure victory in the 2016 U.S. election.

Trump’s Digital Push: Relied on Twitter, livestreams, and limited in-person rallies to keep supporters engaged.

Biden’s Virtual Strategy: Used Zoom town halls, Facebook Live, and influencer outreach to connect with voters.

Pandemic Shift: 2020 marked the full digitalization of campaigning, replacing traditional rallies with online platforms.

By 2025, Camille Villar showed how campaigns shifted to costly, professionalized digital operations.

Villar spent ₱34M on Facebook ads and ₱179M overall on media, using targeted ads, high-budget videos, and saturation tactics to dominate online visibility.

Social media has transformed from a hopeful space for citizen participation into a competitive arena where money often decides reach and influence.