MANILA, PHILIPPINES – In today’s digital age, content creators and influencers carry a big responsibility for what they release on social media platforms, especially if they have a massive following. Many people who consume their content often take their advice seriously within specific niches.
For the September session of adobo SheCreative, adobo Magazine and the adobo SheCreative Network hosted “The Power of Persuasion,” which brought together content creators who are masters of their craft in storytelling, influencing, and content creation for the online community.
The event was held at The Astbury in Poblacion, Makati on September 25, 2025. Host and moderator Justine Peña cheerfully welcomed guests to an insightful evening filled with conversations about the creator economy, how creators are transforming advertising and entertainment, and how brands can forge more authentic and meaningful connections with their audiences.
Rem Tuando, adobo Magazine’s Brand Partnerships Director, delivered the opening speech and shared how adobo SheCreative sessions create “spaces where women come together, share stories, and walk away feeling more inspired.”
She also emphasized that the event aims to highlight how women in content creation are using their voices and platforms to “build safe spaces and influence culture” for their audiences.
The recipe for online and business success
OnlyPans Taqueria was established during the pandemic as a way to survive. Audrey Cruz, Founder of OnlyPans, stressed that she built her little kitchen in Poblacion, Makati from the ground up — no rich parents, no roadmaps, and no blueprints.
With a background in marketing, Audrey admitted she just went with the flow even without a business plan.
“With just a lot of passion, stubbornness, and a belief that food could actually change our lives, this is how we started,” she said.
Audrey wore many hats when the business was starting, one of them being a marketing head, which is how she first dipped her toes in content creation. She began posting behind-the-scenes videos of her staff working in the kitchen which became an instant hit. From there, she slowly built a following, then loyal customers, then a solid community.
As more customers discovered Audrey’s brand, she started showing her face and sharing glimpses of her personal life on camera. This deepened her community connection which became the doorstep for her to become a content creator. Her growing audience then followed the journey of her taqueria, which expanded from cities to international pop-ups across Asia.
While she is still recognized by many people as her “Only Pans,” Audrey has made her own image online and in real life: strong, queer, and unstifled.
As a content creator and an advocate of many causes, Audrey emphasized that “authenticity is the new currency,” stressing the importance of staying true to your voice. That became her secret sauce as she runs her kitchen and builds her own community that has stayed with her through tough times, one of which is the fire that scorched her store in Poblacion, Makati.
“Food is never just food to us. It is identity, it is community, and most important, it is protest. And as women, as creators, as founders, we have the power to shape culture,” she added.
The power of ethical storytelling
Mona Magno-Veluz, popularly known by her online moniker, Mighty Magulang, is a Filipino genealogist and content creator celebrated for her engaging educational videos on Philippine history. As a self-proclaimed ninuno (ancestor) hunter and strong advocate for autism inclusion, she powerfully uses her platform to promote ethical persuasion and truth over misinformation.
Mona noted that history and genealogy are both complex topics, as facts don’t always align. She argued that it’s often easy to simplify or sensationalize things, which is the quickest way to achieve persuasion through virality.
With the power that content creators hold today in shaping opinion, trends, and consensus, they should be wary of what they say and produce as it can be dangerous if unregulated.
She provided a sharp, ethical boundary for her work: “Persuasion without the truth is manipulation.”
As a researcher, Mona always cites sources and provides evidence to her audiences, even when it takes longer. She contrasts this with other social media creators who produce “lazy content” that are “faster and easier” but ultimately lack depth and background.
To summarize her framework, Mona shared five key affirmations for ethical and powerful storytelling:
- Truth over convenience
- Identity as power (self-awareness is the greatest source of persuasion)
- Empathy and storytelling
- Curiosity over cynicism
- Responsibility and influence
Mona closed her keynote declaring that when persuasion is “grounded in truth, empathy and responsibility, it doesn’t just sell – it transforms.”
From passion project to professional career
Continuing the adobo SheCreative session is one of the trailblazers in fashion blogging in the Philippines, fashion and lifestyle content creator Laureen Uy, who is also the Chief Marketing Officer of her food brands, Hungry Homies and Flo All Day Drinking.
Laureen launched her blog, Break My Style, in 2010 which was born out of her hobby and love for clothing. It quickly turned into a professional career as many brands started reaching out to her just six months after launching.
Being an influencer, Laureen believes that authenticity is what’s more important than trends. She shows this through her content to make her audience feel like they’re part of her journey. She also emphasized that being true to herself built trust and longevity in the business.
She notes it’s a constant balancing act: being who she truly is while simultaneously inspiring people.
Laureen shared the concept of the “influence loop,” which starts with the creator and their audience. Brands then start coming in, and when those three elements are combined, that’s when you “actually set the culture.”
She emphasized the powerful role creators play today, recognizing them as “cultural tastemakers.” This title means their influence extends far “beyond the outfits” or any single niche, as their voice becomes increasingly important to their followers as they grow in popularity.
Although it’s easy to get followers or views through trends, Laureen believes authenticity is vital, urging creators to be mindful of the content they produce and ensuring that it aligns with their audience.
Building trust between creators and agencies
The final speaker, Kara Santiago-Dagdag, CEO and Co-founder of LINK Strategies and Treasurer of the Creator and Influencer Council of the Philippines (CICP), gave a different perspective: the agency side.
Kara highlighted that authenticity is important because it is the core of building credibility. For agencies, this means they must find and work with creators who are already organic, whose personal values and authentic voice already align with their numbers.
“Creators shouldn’t have to change who they are known for just to fit a brand brief,” Kara said.
Aside from authenticity, Kara emphasized that credibility is the most powerful tool for persuasion. She noted that today’s audience, mostly consisting of aging millennials and Gen Z, is smart and can easily see through inauthentic content.
To ensure the survival of the creator economy, the industry needs to embrace transparency.
Kara argued that there shouldn’t be any “trade secrets,” noting that in order for the creator economy to thrive, there has to be an openness on how we can keep this growing industry further.
“The best kept secret is that there shouldn’t be one,” she added.
If the creator economy is to grow and thrive, it must abandon quick, superficial transactions, and instead commit to integrity, long-term trust, and mutual respect between creators and agencies.
Strategic partnerships and the future of the creator economy
After each speaker delivered her talk, they returned to the stage for a panel discussion moderated by Justine, joined by Celine Viray, Head of PR at GCash.
Drawing from her expertise in marketing and PR, Celine shared how GCash approaches brand partnerships with a sharp, discerning lens. She made it clear that the brand’s selection process goes far beyond follower counts. For GCash, numbers don’t equate to influence — stories do. In her words, millions of followers doesn’t automatically make someone a creator. What matters is the power of narrative and the authenticity of connection, not reach for reach’s sake.
Kara, representing the CICP, further grounded the discussion by pointing to the industry’s collective responsibility. She highlighted that creators are not just posting content — they are “the new media.”
The role of CICP is not to impose strict rules, but to provide structure, elevate industry standards, and promote ethical practices so that creators can thrive in a sustainable and professional ecosystem.
Together, these perspectives built a unified message: Authenticity is the ultimate currency in the creator economy. From Audrey’s advocacy for purpose-driven entrepreneurship, to Mona’s assertion that “persuasion without truth is manipulation,” the discussion underscored that genuine connection will always outweigh superficial trends. Creators like Laureen prove that long-term trust is earned not through manufactured styles, but through real journeys shared openly with their audiences.
The insights from both agency and brand voices — Celine emphasizing the value of stories and Kara underlining professional standards — reveal a clear shift in the digital landscape. Brands must move beyond follower counts and embrace creators’ authentic voices, while creators must balance influence with integrity and responsibility.
The session’s takeaway was undeniable. Women in content creation are not merely selling products. They are shaping culture, building safe spaces, and setting the foundations for a future where influence is measured not by numbers, but by trust, empathy, and meaningful connection.
adobo SheCreative: The Power of Persuasion was made possible with the support of our partners:
- Venue Partner: The Astbury
- Special Partners: DDB Philippines, GCash
- Food Partners: OnlyPans Taqueria, Goldilocks
- Beer Partner: Jade’s Temple Brewery
- Swag Kit Partner: Victoria Home of Pearls, ZALORA
