Filipino social media app Kumu wins users through localization rather than globalization
JAN 2021 — As apps like TikTok and Instagram cater towards the 3.5 billion active social media users worldwide, these behemoth platforms are starting to feel a bit overwhelming. The main problem with social media platforms that target everyone in the world is the fact that they always lose popularity once they aren’t trendy. As new platforms get released, users tend to shift to the next new shiny product. We’ve repeatedly seen this with gradual death of MySpace and declining popularity of Facebook, Snapchat, and Instagram across the globe. But how does social media fare in the Philippines?
As of January 2020, the Philippines has one of the highest numbers of social network users across Southeast Asia, with a social media penetration rate of approximately 67%. For example, there are 72.5 million Facebook users in the Philippines with 92.7% market share. On average, Filipinos spend almost four hours daily using social media.
If you’re not paying for the product, then you are the product.
A hot debate for all technology-based giants such as Facebook are data breaches and privacy concerns. In 2018, Facebook hit heavy headlines for data management issues and the adoption of the GDPR bill in Europe cost Facebook many users. Even though the Asian user base is still strong, it is becoming prominently clear that Facebook does very little to localize their platform country to country. Capitalizing on every global user’s data, Facebook isn’t a tool that’s waiting to be used. It has its own goals, and it has its own means of pursuing them with minimal legal ramifications. Luckily, in the Philippines there’s a newer kid on the block that locally stiffs part of the international competition.
Rexy Josh Dorado, a native of Dumaguete, originally went to the US to start Kaya Collaborative, an NGO that places young Filipino diaspora leaders in internships with social ventures in Metro Manila. The NGO facilitated the creation of new innovations that bridged the Filipino diaspora and developmental divide. While abroad, Rexy met Roland Ros, Kumu’s current co-founder. Together, they started to build a messaging app to help Filipinos keep in touch with their relatives from abroad. When they integrated live streaming into their app, they noticed users were more inclined to “go live” rather than message their friends and family. It was then and there the concept of Kumu was ultimately born.
Rexy Dorado, President & Co-Founder of Kumu
Livestreaming focused, Kumu is a Pinoy community platform where you can get paid by winning cash prizes through live games, participate in various promotions as an influencer, and much more. Users can explore various livestreams the “Kumunity” has to offer, meet and chat with fellow Filipinos for free.
Q&A with Lea Salonga, the Filipina singer and actress best known for her roles in being the singing voices of two original Disney Princesses: Jasmine from Aladdin and Mulan.
Initially hearing about Kumu resulted in an all too familiar reaction. How does Kumu differ from other widely used social media platforms (e.g. TikTok and Instagram) and why is this brand so much more important than the standard social media app?
Kumu shapes and strengthens Filipino identity.
With national origins in American and Spanish imperialism, Filipinos are historically at a loss about their identity. Celebrities who are “Spanish-mixed” are often celebrated despite brutal treatment from colonizers which continuously feed into a deeply ingrained cultural complex. This in turn has primarily divided Filipinos from identifying with a collective whole and growing as a nation, ultimately leading to the inability to bridge the gap between the rich and poor. Until the past couple decades, the colonial mentality has greatly impacted Filipinos from establishing their own individual identity—but that may be changing.
Kumu is challenging this notion with its mission to “empower the next generation of Filipinos with the platform to connect, play, and make a living in the most authentic way possible.” Rather than focusing on the generic global user like Facebook, Kumu aims to create a safe space for Filipinos to own their social identity.
“[Lack of national pride] is not a shortage of love for the native land that has
driven large numbers to seek employment abroad, but a deficit of confidence in the state and the class that runs it.”
In 2013, the Commission on Filipinos Overseas (CFO) estimated that approximately 11 percent of all Filipinos live outside of the Philippines. It is one of the largest diaspora populations in the world, spanning across over 100 countries. So why do so many Filipinos choose to leave their homeland exactly? Aside from higher wages, better standard of living, and more opportunity, the root cause is the lack of government intervention that allows for Filipino society to progress as a nation. When colonizers historically normalize a culture of social hierarchy, a paper granting independence doesn’t remove over 350 years of traditional norms. Kumu reps often boast, “We are a live streaming app by Filipinos, for Filipinos.” While Kumu can’t solve this problem alone, the platform is making progress by opening a space where all Filipinos abroad can proudly keep a piece of their homeland in their pocket with the ability to connect with their relatives and friends 24/7.
Contrary to the popular belief that tech is always created for good, we tend to forget the reciprocal effects it may have on society. With content creators being able to livestream just about anything they want from where ever they want, how does Kumu ensure that the community platform remains unbiased at a time when many cybersecurity breaches have been jeopardizing national elections around the world?
“Kumu will continue to be a neutral platform in terms of the divisive side of politics; but even with those constraints - how do we use the platform to help the country?”
Kumu’s sphere of influence incorporates so many sectors of Filipino society. Voter education is one of Kumu’s top priorities in 2021 and 2022: raising awareness without leaning into any specific candidate. Another is educating content creators on how to create content responsibly, manage finances, and file for taxes for the money they earn from their live streams. Perhaps, one of the most important factors is societal inclusivity, focusing on embracing all walks of life on the community platform.
According to Pew Research Center’s 2014 study on morality, nearly two-thirds (65 percent) of Filipinos surveyed said homosexuality was immoral, while only a quarter found it morally acceptable and the remaining 10 percent said it had nothing to do with morals. Religion plays a major role in the lives of Filipinos with the strong influence of the Roman Catholic Church. This affects LGBT people, though a survey suggests Filipinos are generally accepting of LGBT people, even while the church opposes anti-discrimination policies and sometimes seeks to influence public policy in a negative way.
During our interview, Rexy strongly affirmed that “Kumu is a safe space that welcomes all. We want anyone to feel like they belong regardless of who they are—including the LGBT community.” If the government isn’t going fast enough to drive societal change, why can’t Kumu? Dana de la Vega, Director of Strategy at Kumu, says that “tech in the Philippines was very foreign in 2015. Fast forward to 2021 and the tech sector has completely transformed. There are a lot of perceived ‘bottlenecks’ that aren’t really there. Women can push the boundaries here too. At Kumu, the initial team was male dominated until Rexy and Roland began noticing the gap. Now that’s changed.“
It’s no wonder that Kumu is the top grossing app in the country and has recently raised USD$5 million Series A funding led by Openspace Ventures. The founders clearly have a unique vision for their product that goes deeper than the selfies, giveaways, and “halo-halo” gifts you can send to other live streamers. Don’t underestimate the Filipino community. We should all be proud of who we are, express ourselves freely, and most importantly: convince that one crazy Tita to livestream their famously delicious Filipino recipe for the world to see—it’s worth a shot!
Inspired by Kumu? Rexy has advice to other aspiring Filipino entrepreneurs:
Concentrate on what you’re trying to build and tune out a lot of the other noise. In the Philippines, there’s a lot that can pull you away from your focus (conferences, awards, etc). Don’t waste time on the non-essential aspects. Don’t think about international expansion immediately—focus on the Philippine market first because it’s an abundant market.
Entrepreneur Stats
NAME Rexy Josh Dorado
COMPANY Kumu
LOCATION Mandaluyong City, Metro Manila
EDUCATION Brown University (Rhode Island, USA)
