Former Ilocos Sur Governor Luis “Chavit” Singson has already dropped out of the senatorial race, but his campaign message continues to dominate online conversations, thanks to his team’s effective use of online platforms, particularly Facebook.
How the tool was employed by the 83-year-old businessman’s team to transform him from a long shot to a significant contender is yet another proof of social media’s impact on, and game-changing role in, modern politics and political maneuvering.
READ: Chavit Singson retires after withdrawing Senate bid for health reasons
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In just two months, after filing his certificate of candidacy and handing control of his social media pages over to a professional team, Singson’s official Facebook page propelled to the top of engagement rankings among all 66 candidates in the 2025 senatorial elections, leading in metrics and total engagement and placing second in overall reach, just behind Senator Bong Revilla.
His verified page Luis Chavit Singson also ranked third in monthly net follower increase, passing one million unique followers by January 18 this year and becoming the most engaging social media channel among the senatoriables.
His December 2024 Facebook activity alone generated close to eight times the engagement of President Bongbong Marcos’ official account, highlighting the strong connection he had built with supporters through his bold branding and vision for reform.
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Independent survey providers Laylo and Tangere consistently underscored Facebook’s importance in modern campaigns, ranking it as the second-best platform for reaching voters, overtaking radio to land just behind television.
Tangere’s December 2024 survey reflected Singson’s digital momentum, showing an 11.29 percentage point surge in voter preference—the highest among all candidates. Pulso ng Pilipinas also recorded a 22.75 percentage point boost in his favorability.
While Singson’s retirement from politics during the launch of VBank at the Mall of Asia Arena on January 12 ended a vigorous and highly promising campaign, his team’s good grasp and masterly use of Facebook dynamics have showcased voter-connection strategies and set a benchmark for leveraging social media in Philippine elections.
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