In the world of Philippine politics, a familiar face is probably the biggest foot in the door.
A celebrity brings instant name recall, packed rallies, and a head start in public awareness, which is a crucial initial advantage.
But fame isn’t everything — it can be a double-edged sword.
As many have learned the hard way, visibility doesn’t always translate to victory, and it certainly doesn’t guarantee good governance, either.
“While celebrity status gives you visibility, it also raises doubts,” said the communications manager of Manila Vice Mayor John Marvin “Yul Servo” Nieto.
Going only by the name Mike*, he said, “People will ask, ‘Marunong ba ’to, or sikat lang siya?’” (Is this person competent or just famous?)
Servo started in 2007 as a Manila City councilor and served three terms. He was elected in 2016 as representative of Manila’s 3rd district, and reelected in 2019. In 2022, Servo was elected Manila vice mayor under the Asenso Manileño party.
While celebrities are popular, people want to see them on the ground, and that’s an advantage.
“Politics isn’t just entertainment. You can entertain people at rallies — but when they go home, they’re hungry…What will your dancing do then?” Mike said. Actors need to do more, he added, citing actor Philip Salvador as a recent example.
“Many get bashed. For example, Philip Salvador is being bashed right now for just dancing.”
Ateneo political science professor Arjan Aguirre also said that popularity does not guarantee electoral success — maybe for a while, but not forever.
“There are well-known personalities who ran for office but still lost,” he said. “Fame alone doesn’t guarantee votes.” Like the case of Joseph “Erap” Estrada, whose popularity and pro-poor appeal helped him win the presidency in 1998. But just three years later, he was ousted and convicted of alleged corruption. Still, Estrada made a surprising political comeback as Manila mayor from 2013 to 2019, proving how enduring sticky star power can be, even after a controversy.
More than just a pretty or ‘pogi’ face
When looks fade, what’s left? Substance, credentials, and credibility. And how does a celebrity leap from the screen to serious governance? For some, it’s about using their status as a tool, but making their achievements speak for themselves.
“Take Yul, for example,” said Mike. “We leaned into his being a multi-awarded actor. He wasn’t just pa-cute (pretty face) — he was hardworking, professional, and respected in the industry.”
They used Servo’s showbiz background as a bridge. “We used the artista angle as bait, but made sure the content delivered his platform,” Mike said. “It’s not his fault that he’s good-looking. The idea was to flip the narrative — the celebrity status becomes a foundation, not the whole story.”
Aguirre agreed, saying that “balancing fame with substance is difficult because substance cannot be faked or developed overnight.” This is why celebrities who possess real qualifications, such as media anchors, successful lawyers, or public intellectuals, have an “easier” transition into politics — they convey credibility and authority.
“If I were to boil it down…the key elements would be: experience, leadership, and platform (or vision),” Mike explained. “Especially in the local game, I’d argue it’s even more important.” Unlike national campaigns that rely on mass appeal, local races demand receipts.
“It’s not enough to be a celebrity; that comes with a stigma. People remember you’re cute, but also think about hunger, education, and jobs.”
It’s also important to already be doing public work before your campaign, Mike added. He said that Servo had been known for his programs in jobs, medical services, and feeding programs, even before this campaign.
“People forget he’s a three-term councilor and two-term congressman who passed many laws,” Mike said.
As for former actress and councilor Angelu de Leon, she had already been involved in Pasig’s civic life long before the campaign. De Leon’s campaign manager Obet Belandres said, “She graduated from high school in the city. Her heart is really in Pasig. Even during Ondoy, she helped in relief and rehabilitation efforts.”
For reelectionists, visibility is key. They must showcase what they’ve already done, Belandres said. This is where campaign strategists play an essential role in shaping a celebrity’s political narrative. Part of this is using the celebrity’s home turf, which can amplify his or her appeal, especially if strong ties to a community exist.
Local campaigns are more human-to-human. National candidates tackle broad issues like education at the policy level, while local candidates have to address immediate concerns — gut issues like overcrowded classrooms or lack of health clinics.
Social media: Know your platform
Belandres and Mike agree that “in today’s digital age, a well-structured digital strategy can make or break a campaign.” Entertain, but also inform. These days, TV and print ads aren’t enough as messages should also reach people online, where they spend their time.
“You have to respect each platform, like respecting a country. Each platform is like a different country with its own culture,” with each one attracting different income classes, demographics, and psychographics (Instagram is AB, Facebook is ABCD, TikTok is BCDE).
It’s important to prioritize which channels will work the best for a candidate and tailor content that will work best on which platform. This is why cross-posting content is a big no-no.
“The biggest mistake is treating platforms the same.”
Facebook is the campaign headquarters — a base camp where people go to check on updates, long posts, and videos. TikTok is where a candidate grabs attention with short-form, punchy, and witty clips. Instagram is more visual and polished. Twitter and YouTube? Nice to have, but only if there’s time and people to handle them.
Better to master one or two platforms, Mike insisted — do a few well than many poorly.
“Is your message clear? Are you using the platform correctly? Are you engaging directly with your people? Are you showing your plans? Are you even producing content at all?”
“The current mayor, Honey Lacuna, wasn’t active on social media during her term. Then lo and behold, Isko Moreno comes back — a social media animal — and now she’s struggling to catch up,” Mike said.
It’s important not to chase virality blindly. Foundations need to be solid first — platform and messaging. That way, the fun stuff doesn’t feel fake. A viral post can introduce a candidate, but it can’t govern for him or her.
Dealing with trolls, fake news
One hazard of high digital visibility is the troll army. Political candidates — especially celebrities — are frequently targeted by fake news and online vitriol, Mike said. But even if tempting, reacting to every hit can backfire.
“Measure first. Don’t be reactive. Part of my job is to calm people down,” Mike said. His philosophy: If it’s not damaging you, don’t respond. Otherwise, you’re always on the defensive.
Candidates must develop thick skin, stay focused, and reserve energy for real issues. Trolling can’t be a campaign strategy.
When does a candidate respond, then? Only when the noise is high enough, according to Mike. But for Belandres, his response to fake news about his candidate is simple: bring out the receipts.
“Let your work speak for itself,” he said. Post your daily activities — from media sessions, committee hearings, on-the-ground events, project updates — and beat the trolls with the truth.
Grassroots, on and offline
Weekly Talakayan sessions in barangays — open dialogues with constituents — help shape platforms based on real needs, according to Belandres. “That’s participatory governance. It builds trust and community,” he said of De Leon, who diligently does house-to-house campaigns and gets stalled because residents approach her and speak with her.
For Mike, Facebook Lives are the digital version of grassroots campaigning — but online visibility works best when it reflects real on-ground work. Servo, for example, does three to five Facebook Lives a week. “He’s eating at a carinderia, riding a tricycle, going Live. He’s a Facebook animal!”
Mike said the format works because it’s raw and human — no scripts, no filters — and that’s what citizens want to see.
“It’s like a digital handshake. You shout people out, you greet them, and you listen to their concerns. That’s your online version of going house-to-house.”
Mistakes, reminders
Many celebrity candidates make the big mistake of thinking high awareness is enough. Even worse, some of them present platforms that don’t resonate when these must speak directly to the voter’s lived realities.
Political alliances matter, too. If alliances don’t fit local dynamics, a campaign risks falling flat. Belandres said some mistakenly believe they can easily win even without a party and then opt to run as independents.
A celebrity candidate must go beyond name recall and deliver the full celebrity-driven package: popularity, credibility, strategy, and a clear, compelling vision.
“The mistake of many celebrities is stopping at awareness. They don’t know how to run a city or legislate. That’s where it becomes a liability. And if you’re incompetent, it will show,” Mike said.
“This is a forever courtship — even after you win,” Mike explained. “Most politicians stop campaigning after winning. But voters expect more — delivery isn’t enough; keep communicating.”
In other words, candidates must hear their constituents, measure their sentiments, and remind them of their (candidates’) character. Digital presence can’t be all PR fluff either; it must feel personal and human.
“Keep courting. Let them know: I’m the one you can trust,” Mike said. Winning is only the beginning. Sustaining trust is an ongoing relationship. – Rappler.com
*Mike’s name has been changed for confidentiality.
Content shared from www.rappler.com.