FMCG brands see high business return on YouTube marketing

The Philippine fast-moving consumer goods (FMCG) sector has seen high returns on investment (ROI) from YouTube marketing, outperforming both traditional media and social media platforms, according to Google Philippines.

“Filipinos do not just scroll past content on YouTube; they lean in to watch, learn, and connect with creators and stories they genuinely love,” Google Philippines Country Manager Prep Palacios said in a news release.

“This deeply engaged behavior is why brands are thriving on the platform,” she added.

Google Philippines is the local corporate and operational branch of Google LLC, which owns and operates YouTube.

The tech giant noted that local FMCG brands use YouTube to connect with their market through immersive formats, creator-led storytelling, long-form content, and short-form videos.

“As brand teams face tighter budgets and heightened expectations for accountability, platforms that can demonstrate measurable ROI and sales impact are playing a more strategic role in the marketing mix,” the platform said.

Among the local brands that have seen a positive boost from the platform is Skyflakes, a flagship cracker brand of Monde Nissin Corporation.

Data from the Nielsen NIQ report showed that Skyflakes has achieved a 3.1x ROI on YouTube, up by 1.8x and 1.3x from traditional media and social media, respectively. The same report highlighted UFC Banana Catsup under NutriAsia, Inc., which also gained a 2.2 ROI from YouTube.

Nestle’s Bear Brand and Milo reported similar outcomes from the video streaming platform in their internal measurement study, featuring about 3.0 ROI in the Philippines.

For Nissin Cup Noodles and Nissin Ramen of Universal Robina Corporation (URC), YouTube helped drive real-world sales growth, with 1.6% and 0.8% sales lifts in South Luzon and North Luzon, respectively, as stated in the Nielsen Sales Lift Study.

“These local favorites are leveraging YouTube’s immersive, multi-format ecosystem to build deep consumer trust,” Ms. Palacios said.

“Whether it is through a long-form recipe tutorial or a punchy YouTube Short, authentic storytelling on this platform translates directly into real-world volume at the checkout counter,” she added.

According to DataReportal’s report, YouTube had 59.6 million users nationwide in late 2025. Meanwhile, YouTube’s ad reached 60.8% of the country’s total internet user base during the same period. — Almira Louise S. Martinez