Pinoy baiting is the use of Filipino culture for clicks and clout. It’s become a marketing strategy for foreign digital content creators.

You’ve most likely seen it all over YouTube and Facebook. They are those clickbait videos that put an emphasis on the word “Filipino” or “Philippines.” They use Filipino culture despite knowing nothing about it or having no interest in it.

It’s done so often that people have created a term for it. Why are foreigners doing this? Let’s talk about it.

What is Pinoy Baiting?

M.A. Buendia, a Filipino content creator, spoke about “Pinoy baiting” on Twitter. He said that Pinoy baiting was a “marketing strategy used by creators to attract Filipino audiences and fans.”

(To Insert Pic of M.A. Buendia’s Tweet)

These content creators act like they appreciate and love the culture. But, people have started noticing that the content that they put out is disingenuous and has no depth.

Pinoy baiting is often done through exaggerated reactions to any Filipino-related thing. From trying out Filipino food to reacting to Filipino singers. Some even go as far as traveling to the Philippines and meeting Filipino people.

Why Are They Targeting Filipinos?

Ever wondered why Pinoy baiting is even a thing? Because it works. The moment Filipinos find posts or videos about the Philippines, they automatically click on them.

“Our thirst for global validation is real,” said Buendia.

The need for global validation all boils down to Filipino colonial history. Filipinos have been ignored for many years, which has made them want to be noticed or appreciated by people from other cultures.

Aside from that, the Philippines has ranked number one in We Are Social and Hootsuite’s Digital 2021 list of people who spend the most time on social media.

According to the report, Filipinos spend a daily average of 10 hours and 56 minutes on the internet and four hours and 15 minutes on social media.

Knowing this, it would make sense for content creators to target their videos at people who are usually active online.

What Do Filipinos Think About It?

There have been contrasting opinions on this issue as people start to talk about it more.

One side believes that Pinoy baiting is a problem. while the other believes that it benefits the Philippines regardless of the intention.

When is Pinoy baiting is “not okay”.

There’s nothing wrong with appreciating a culture that isn’t your own.

It’s great that Filipino culture is being recognized. But, that doesn’t necessarily mean that Pinoy baiting is acceptable.

It is toxic and disrespectful to talk about a specific culture with the intention of milking engagements, followers, likes, and views online.

In their opinion, Filipinos are being treated as cash cows and as a way to generate instant views.

When is Pinoy baiting is “okay”.

The other side of the coin believes that Pinoy baiting is okay.

In fact, they believe that it is beneficial for the Philippines. Given the fact that the Philippines is a “tourism-driven” country, they think it is free publicity.

They have also said that people who say foreigners trick Filipinos into watching their vlogs are insulting to the intelligence of Filipinos.

Regardless of the intention, they think that the Philippines will greatly benefit from it. It’s up to the rest of the world to decide whether they like the content or not.

Is It A Good Marketing Strategy?

Pinoy baiting might come off as an effective marketing strategy at first. However, the overused formulaic video titles and editing may become tedious in the long run.

Most people, if not all, who put out this type of content have little to no originality and creativity.

Apart from that, vloggers should have the “ethical and moral obligation” to make sure that no one is being trampled on by the content that they put out.

Foreign recognition doesn’t make anyone’s culture more or less valid. Although Filipinos are nationalistic and passionate, they don’t deserve to be taken advantage of.

At the end of the day, a good marketing strategy all comes down to the content creator’s intention and execution.

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