The recent study of homegrown digital analytics company, Research and Tech Lab (RTL) revealed that two rival fast-food chains received the most praise from social media users for this year.
From the 2,632 publicly displayed sentiments supporting various brands, 23.35% expressed their appreciation of the heartwarming content of a top local fast-food chain. The rival international brand who used a popular love team, however, accumulated 11.82% of over-all online engagement. A popular healthcare brand (a vapor rub for cough relief) got the second most traction in the study for their ad that centered on family.
Industries that create engaging content through inspiring commercials and videos gained the most praise from users of various digital platforms. From the study, it can be derived that content plays a big part in capturing your audience. Furthermore, this only proves that stories that focus on either romantic or familial love clearly hit a note among Filipinos. These stirring ads also enticed customers to continue supporting the brand.
“We took the initiative to report the reaction of social media users for various brands and industries to help businesses understand how modern-day consumers react to their products and ad content,” said Allan Capulong, Founder and CEO of Research and Teach Lab Philippines.
While there are praiseworthy brands, there are also advertisements that netizens’ love to hate. Out of 2,290 publicly shared posts that bashed various industries, 50.3% expressed their dismay over a local chocolate brand. The static noise used in the ad gained negative traction and became a trending topic in Twitter.
An e-commerce website jingle received unfavorable reception from online engagers while a formula milk product which uses brilliant kids as its endorser also got bad reviews.
The coverage of the study is from January to October 21, 2018. Publicly available data across different social media platforms relevant to the study were vacuumed by RTL and turned into useable information to help industries.
“In a bid to paint a comprehensive profile of Filipino social media users and reveal their interests and behavior, RTL Philippines continues to spearhead various researches that focus on the digital Filipino, this way we can help companies get the attention
of their target market. We are now facing 21st century buyers who are more critical and all we can do is to adapt in the change,” Capulong added.
“It is also interesting to note that though most of the ads were seen on TV, comments and sentiments were still aired online because there is already no boundary between offline and online media. Tons of data are now available on the internet and we can harness it not only to help a brand reach its full potential but for consumers’ sentiments to be heard and addressed as well,” he concluded.