Okay Na ‘To: The Rise of Women Content Creators in Metro Manila

Abstract

The rapid expansion of digital platforms has significantly transformed traditional labor structures, creating new economic opportunities for women in Metro Manila, particularly in the field of content creation. Historically, the Philippine workforce has been characterized by rigid employment systems, entrenched gender disparities, and cultural expectations that have often limited women’s career advancement. However, with the proliferation of social media platforms such as YouTube, Instagram, TikTok, and Facebook, an increasing number of women in Metro Manila are turning to content creation as an alternative career path. This shift is largely driven by the desire for creative autonomy, economic independence, and the flexibility to balance professional and personal responsibilities. Despite these opportunities, women content creators face a range of challenges within the platform economy. Chief among these is income instability, as earnings are heavily dependent on fluctuating platform algorithms, audience engagement, and the evolving monetization policies of digital platforms. Moreover, the visibility and financial success of content creators are largely dictated by algorithmic systems that often favor particular types of content, leaving many creators vulnerable to sudden shifts in platform trends. In addition, women content creators are particularly susceptible to online harassment, gendered discrimination, and the pressures of maintaining a constant online presence, all of which contribute to the blurring of personal and professional boundaries. This research focuses specifically on Metro Manila as the area of study, as it serves as the economic, technological, and cultural hub of the Philippines. The region offers not only greater access to digital infrastructure and emerging online opportunities, but also reflects broader national trends in the adoption of digital work and content creation. By exploring the experiences of women content creators in Metro Manila, this study seeks to examine how they navigate digital labor in their pursuit of economic independence, what factors influence their transition into content creation, and how they confront and manage the structural and socio-cultural challenges embedded within the platform economy.