WITH only a few days until the 2025 National and Local Elections (NLE) in the Philippines on May 12, Generation Z voters are preparing and beginning to fill their lists with their preferred candidates to rule the country. 

Like these Gen Zs, who are bombarded by the election, their feeds are packed with trends covertly paired with campaigns and articles brimming with endorsements from celebrities, content creators, and influencers alike. 

This is because, in 2025, political campaigns have progressed well beyond typical rallies and television commercials. Today’s battlefield is timelines and comment sections, which dominate the Filipino youth’s daily digital diet.

Candidates are now targeting social media influencers because they appeal to a younger audience, notably Gen Z, which accounts for 28.79% of the voting-age population, or 21.87 million voters. 

Given that, one can’t help but wonder: Can these well-known celebrities influence how young Filipinos vote, or are they merely noise in an already tumultuous digital arena during the election season?

Power of Social Media

Growing up, we all have a personality that we admire and strive to emulate. It could be because of the way they speak, dress, or even the sport they play. 

With these personalities being the focus of attention on various social media platforms these days, it’s logical to assume that they can influence an individual, particularly a fan who is still undecided on who to vote for. 

Ian Capati, a 23-year-old Gen Z, believes that these individuals have the ability to not only acquire traction through the social media content they make, but also to help get votes for the candidates for whom they campaign.

“Influencers can have a very strong effect, especially on undecided or impressionable voters. In the digital age, content creators shape opinions quickly through relatable, entertaining, and emotional content,” he said.

“Unfortunately, this influence isn’t always based on facts or merit, which is why it’s essential for voters to verify claims and evaluate candidates objectively.”

“Sadly, many rely more on popularity than principle. Social media is a powerful tool, but also a dangerous one when it is used without virtue or truth,” he went on to say.

We Know Better

Despite knowing how powerful these personalities can be in a single campaign post, 22-year-old Kaitlin Kibtiani refuses to let her admiration for these individuals prevent her from voting for a more qualified candidate.

“I, personally, haven’t added a candidate to my list just ‘cause a personality I like promoted them. As a Gen Z I strive to dig deeper before voting. However, I do know a number of people who were persuaded,” she said.

Aside from that, there is a developing culture of accountability among Gen Z, both for politicians and celebrities who endorse them. Public personalities who support problematic candidates frequently find themselves “canceled.” 

If not, they were called out by their own supporters for vouching a politician that does not reflect their personality. This culture has, in some ways, reduced celebrities’ previously unchecked influence over their audiences.

“I think instead of being swayed, Gen Zs are being more critical when we hear catchy jingles or humorous socmed campaigns,” Kibtiani explained, when asked about her thoughts with Gen Z.

“I remember, may isang personality na nagpost ng video campaigning a certain candidate tapos siya kasi ‘yong personality na ‘di mo ineexpect na magp-promote ng ganon. Kaya Gen Zs think it’s disappointing.”

“Kaya I can say na hindi na madaling ma-sway ang mga Gen Z sa mga dating gawi na catchy jingles and such, mas evaluative na tayo eh, mas mapanuri. Tinitingnan na talaga natin ‘yong track record at credentials, hindi na tayo nadadala ng recall marketing nila,” she added.

The Country Needs You

Capati recognizes the critical role that Gen Z is playing in this election, considering that they account for over one-third of the voting-age population and their combined vote has the potential to greatly affect the course of the country.

“When this demographic chooses leaders wisely, based on integrity, competence, and a clear vision for the common good, they become a powerful force for positive change and long-term national progress,” he said.

“This is not just a political act but it is a moral responsibility. Young voters must seek candidates who defend truth, justice, the family, the sanctity of life, and the rights of the poor,” he added.

Given the significance of a single vote from the 21.87 million Gen Zs, Capati feels that the youth must not allow these personalities to deny them the opportunity to evaluate each and every candidate independently.

“Voting is a sacred duty, and millions of lives are affected by the choices we make. Being swayed by fame rather than facts is dangerous because it can lead to poor leadership and broken promises,” Capati said.

“A responsible voter must seek the truth, research thoroughly, and choose candidates who show genuine concern for the people, not just popularity. In the end, true greatness lies not in fame, but in virtue,” he went on to say.

Hear Us Out

As May 12 approaches, one thing is certain: well-known individuals will continue to play an important role in campaigning, particularly in the heavily populated digital space. 

While platforms provide visibility and reatability, this does not always translate into votes. Gen Z, more than any prior generation, shows that, while they may like celebrities, they do not always follow their political advice.

“Especially now that people are becoming more and more hopeless sa mga nangyayari sa bansa, we should be more meticulous in selecting candidates and not be persuaded by famous people,” Kibtiani adviced.

“We are so lucky to be in this age of technology where it’s so easy to search a thing or two, so let’s use this for good. If you’re unsure about a candidate, check out their background, credentials, track record, and advocacy.”

“Let’s have our own opinions and choices. At kung talagang you don’t know where to start sa pagreresearch then try and ask a friend na kilala mong may alam sa politics ng Pilipinas, allow yourself to be educated by them,” she added.

Endorsements may pique attention, but ideals, openness, and true public service will ultimately win the Gen Z vote. Perhaps the most important consideration is who you choose to vote for.