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Insight: Exploring the persona and preferences of Filipino consumers on Twitter

MANILA, PHILIPPINES – When people buy, they don’t just simply pick-up a product from the shelf and use it. They also voice their feedback and experiences which are valuable for brands and fellow consumers. Filipinos Tweet on just about any item, from food, beauty, and even pet care. In fact, Food alone dominates the conversation as there were more than 12 million food-related mentions on Twitter in 2019.

According to the Q3 2020 Consumer Expectations Survey by the Bangko Sentral ng Pilipinas, Filipinos are expected to spend less and focus on basic goods instead with the spending outlook index declining to 26.4% for Q4 2020. Despite this contraction, consumers are still optimistic to recover for the next 12 months.

Twitter, as the hotspot for #WhatsHappening right now, is also the place where brands and consumers meet, enabling them to learn and influence each other. People on Twitter are highly receptive, and here are 5 insights about Filipino consumers on Twitter that brands need to know.


1. They search for what they want

Before going online or to the grocery, Filipinos already try to envision the whole buying process and research for promos or sales beforehand. In fact, more than 1/2 of Filipinos on Twitter attest that they actively search for the products they want to buy. In a way, this can also mean that they most likely made up their minds on which items to pick even before the actual buying session. 

With 48% of Filipinos on Twitter discover brands through ads seen on social media, brands need to have a strong and consistent online presence to help them be a part of the consumers’ shopping list.

“We know that Filipinos are active on Twitter and they themselves seek for the topics or conversations they want to participate in. We want to capture that exact kind of audience and that’s why we feel strongly that Twitter is the best place to launch our campaigns. More importantly, it is where we can easily connect and strike a conversation with them, so being active on Twitter helps in building our presence and make us easily accessible to people,” said Melai Lazaro-Javier, Brand Manager for Gatorade. 

2. Filipinos are highly receptive 

Filipino consumers are outspoken on just about anything; be it on a brand’s messaging, product offerings, and even their response to social issues. 83% of Filipinos on Twitter describe themselves as “opinion leaders,” and they maximize the platform to start a conversation. 

In social media, consumers and brands have equal footing on creating the narrative. So apart from initiating the talk, it’s important to pique interest by reflecting the reality of their audience. Brands can try different approaches or strategies. But when it comes to ads, 31% of Filipinos on Twitter are actually more receptive to emotionally stimulating ads. 

3. Food is the way into their hearts

When people shop for their families, they mostly buy food. Though 72% of Filipinos on Twitter are into cooking, they are not the only audience that brands must focus into. Food shoppers are also on the lookout for the best deals, and 41% of Filipino Twitter users share that they are the main food shoppers at home. This is an opportunity for brands to create campaigns that can join the consumers in the whole journey, from shelves to the table. For example, a brand can do a promotional sale and another campaign that highlights how people can whip easy recipes using their products.

4. Personal care is a must

Taking care of oneself is always a priority and a form of self-love. Among Filipinos on Twitter, 68% are considered health fitness, and beauty enthusiasts.

There are tons of personal care and beauty trends that people are into at the moment: from the 10-step Korean skincare routine, to collagen drinks, and more. Along with these trends is the onslaught of new products in the market as brands continue to innovate and provide more choices for the ever-growing demands of consumers. 

However, it does not mean that basics go out of style. Even if there’s always something new in the market, the basics or essential items seem to have a constant spot for the consumers. Here are the top personal care/beauty items purchased in the last month.

“We believe that Twitter is one of the best platforms to reach modern-day Filipinas and influence them to boldly open up about their period. We want them to empower other women by sharing their experiences and tips on how they practice loving themselves a little more especially when they need it the most” said Ann Avellaneda, Senior Brand Manager for Kotex PH

5. Clean home, sweet home

Social distance measure and most of us #StayingAtHome have sparked the inner Marie Kondo among Filipinos. 63% of Filipinos on Twitter got interested in DIYs and other home improvement projects. In addition, Filipinos have also accepted their Tito and Tita status by saying they are home and lifestyle enthusiasts (78%), and are into gardening (40%). Seeing this growing interest among the category, it’s an opportune time for home and lifestyle brands to up their campaigns.

Of course, a tidy home is a comfortable one, so Filipinos never forget to purchase these top home essential products in the last month.

Why Tweets matter for brands (and how to win ‘em)

Twitter has the most valuable audiences because they are movers and shapers of #WhatsHappening today. Here are some tips how consumer goods brands can use Twitter to maximize their campaigns.

  • Launch something new – whatever is hot and trending begins on Twitter, so when offering a new product or promo, be sure to Tweet it out. There’s 40% higher ROI on Twitter compared to other media and social channels measured.   

  • Connect to your audience – tap into key moments, events, and whatever is trending and appropriate for the brand to encourage the audience to be involved in the conversation.

  • Listen to what your audience is saying – Use Twitter as a social listening tool to know the current needs and wants of the audiences.

Whatever consumers do, they share it–from Tweeting #OTW to shop or #AddToCart to sharing pictures of their shopping haul. It’s never too late for brands to be in #WhatsHappening, so Tweet (and Fleet) away!

Partner with adobo Magazine

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