From Digital Media Influencers to Politics
As the 2025 midterm elections in the Philippines draw near, a new wave of candidates has emerged from the digital media landscape. Several social media influencers and content creators have officially filed their certificates of candidacy, aiming to secure seats in various government positions.
Among these candidates is Deon “Diwata” Balbuena, a food entrepreneur known for his affordable “pares overload” and “unli-rice” offerings at Diwata Pares. Balbuena, now the fourth nominee on the Vendors party list, expressed his commitment to serving the community and helping vendors in the face of adversity.
Rosemarie Tan Pamulaklakin, popularly known as “Rosmar,” is another candidate who has gained prominence through her TikTok creations and Kagayaku cosmetic sales. She is vying for a councilor position in Manila’s first district and emphasized her urge to help people since she was young.
Other notable candidates include actor Enzo Pineda, seeking a councilor position in Quezon City’s 5th district; Marco Gumabao, a candidate for Camarines Sur’s 4th district; and Ion Perez, a host on It’s Showtime, aiming for a councilor position in Concepcion, Tarlac.
Mark Gamboa, a political vlogger with a significant following on YouTube and TikTok, is running for one of the 12 senatorial seats. He plans to advocate for additional support for content creators, online sellers, and freelancers, as well as establish a 24/7 fake news monitoring office.
Eli San Fernando, known for his political and news-related content on TikTok, is running as the first nominee for the Kamanggagawa party-list. He aims to focus on eliminating the provincial salary rate, advocating for a standardized salary across the country, and pushing for higher worker wages.
Dr. Richard Tesoro Mata, also known as Doc Ma-ri-tes, has also filed his certificate of candidacy for senator. A pediatrician by profession, Dr. Mata has a strong background in healthcare, having been a nominee for the Kabayan Partylist and a primary author of the Universal Health Care Act. He has also served as a consultant for the World Health Organization on dengue fever.
Dr. Mata detailed his platforms in his Facebook post.
Mixed-bag of reactions
However, not all reactions to their candidacies have been positive. Many have questioned the qualifications of these influencers, arguing that politics requires leaders with expertise and understanding to make tough decisions, not those who see it as a stepping stone or personal ground.
Content creator-pharmacist Arshie Larga has urged his fellow digital creators to be responsible and do their research before endorsing any candidates. He emphasized the importance of understanding the platforms of these candidates and not endorsing them just for money.
The question remains whether these influencers can translate their online popularity into votes. The upcoming elections will be a test of their ability to connect with voters beyond their digital platforms.
Key Candidates
- Deon “Diwata” Balbuena: Fourth nominee on the Vendors party list.
- Rosemarie Tan Pamulaklakin: Councilor candidate in Manila’s first district.
- Mark Gamboa: Senatorial candidate advocating for content creators and online sellers.
- Eli San Fernando: First nominee for the Kamanggagawa party-list, focusing on labor rights.
- Enzo Pineda: Councilor candidate in Quezon City’s 5th district.
- Marco Gumabao: Candidate for Camarines Sur’s 4th district.
- Ion Perez: Councilor candidate in Concepcion, Tarlac.
- Dr. Richard Tesoro Mata: Senatorial candidate focusing on healthcare and youth welfare.
Key Platforms:
- Vendors Party List: Advocating for vendor rights and community support.
- Kamanggagawa Party-List: Focusing on labor rights and standardized salaries.
- Mark Gamboa’s Platform: Supporting content creators, online sellers, and freelancers, as well as combating fake news.
The 2025 midterm elections in the Philippines will be a pivotal moment for digital media influencers venturing into politics. As they seek to leverage their online popularity to secure government positions, it remains to be seen whether they can effectively translate their clicks and views into votes.
Giancarlo Viterbo is a Filipino Technology Journalist, blogger and Editor of gadgetpilipinas.net, He is also a Geek, Dad and a Husband. He knows a lot about washing the dishes, doing some errands and following instructions from his boss on his day job. Follow him on twitter: @gianviterbo and @gadgetpilipinas.
