Over the last decade, social media has come to change the dynamics of the interactions between brands and their audiences. Every business in every industry has flocked to social media platforms in a bid to engage with customers and fans, as well as reaching out to potential audiences.

Thai boxing brand, Yokkao and its founder Philip Villa are among the industry's earliest adopters of social media marketing. Always keeping up with the latest trends, Villa was ahead of the curve in recognizing and embracing the power of social media.

Since the brand's early years, it has promoted its products, apparel, as well as its series of international events and seminars through social media. Villa has executed a consistent and extensive social media game plan via active social media posting.

According to its founder, Yokkao's social media reaches more than 20 million fans worldwide every month. Yokkao has managed to create videos that often go viral, acquiring millions of views on various social media platforms. 

Villa is a strong proponent of creating and maintaining a connection with fans using social media and it has paid off. The brand has gained a prominent social media presence in the industry with his direction. 

However, Villa maintains that the success is not one man's effort. He is supported by his team of professional creators who have consistently generated a wide range of content for Yokkao and Muay Thai fans worldwide. Villa emphasized the importance of high-quality content including professional photography, videography, designs, and writing which are integral to social media success.

Besides the brand's own channels, Yokkao's outreach is extended via its team of sponsored athletes who have also turned to social media like Instagram and YouTube to engage with their fans under Villa's influence. 

2020's global COVID-19 lockdown has affected businesses worldwide. As Thai boxing gyms and events suspended operations during this period, Villa chose to ramp up Yokkao's social media efforts in order to stay connected with fans virtually. The Yokkao team rolled out various content including a "Best of" series on YouTube live streams that drew almost 100 boxing bouts from its event archives. 

Thanks to its persevering social media efforts, Yokkao has managed to not only maintain its online product sales but actually saw revenue growth despite the lockdown. Villa has demonstrated the power of social media to help businesses succeed even in the most challenging circumstances.