MANILA, PHILIPPINES — Whatever generation someone belongs to, there will always be topics and interests that they can relate and connect to on Twitter. As the place for #WhatsHappening in the world, it is where Filipinos keep track of global and local events, news, or trends.
Aside from the tech-savvy Gen Z, Millennials also gather on Twitterverse. Around 35.2% of Filipinos on Twitter are Millennials and 56% of which use the app at least once a day. Millennials aren’t kids anymore. The youngest in the group is 25, while the oldest is 38. In a phase wherein they are “in between” being young and mature, it’s interesting what are the activities and discussions that unfold among this generation.
Here are key insights to better understand who and what are the Filipino Millennials up to.
1. Millennials love to stay connected
As going online is still our safest bet to connect and interact, Filipino Millennials are on Twitter fulfilling various pursuits such as keeping in touch with their friends (77%), doing some work-related networking or research (44%), and finding like-minded people (32%).
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Going on Twitter means having a discovery mindset on seeking new connections and information about the world around them. In fact, Twitter is their go-to place to read news and score updates. Millennials on Twitter keep track of news stories (56%), content such as memes (44%), events or trends as they happen (32%).
2. Millennials are expressive on Twitter
Aligned with their knack for discovery is being open about their life on Twitter. Filipino Millennials on Twitter talk about their lives such as sharing stories about their pets, shows they recently streamed, or just random thoughts (49%). Meanwhile, they also make their voice count on Twitter by being expressive of their opinions and taking a stand about the things that matter to them (44%).
Their voice matters and they know that by actively expressing themselves on Twitter. With this, it’s important to acknowledge their concerns and take on topics and issues.
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“As we all navigate through the toughest periods of the pandemic and help our communities towards gradual recovery, paying close attention to the needs of our consumers allows us to stay true to our long-term commitment of supporting and delighting many of our kababayans. Twitter is a space brimming with ideas and opinions from many Filipinos; we always strive to leverage this platform to create meaningful conversations that usher everyday solutions and thoughtful innovations,” says Grab Philippines Country Marketing Head Justine Anne Aruta.
3. Millennials hope for the future
Majority of people in this generation are working (59.4%), so topics such as money and finances are top of mind. While it’s never too late to set financial goals, Millennials feel the pang of social pressures to achieve financial milestones at their age. 74% of them are optimistic that their finances will get better in the 6 months, and they are taking action by exploring options to grow or secure both their wealth and future by investing in life insurance (+11% on purchase) and health insurance (39%).
In the same vein, Millennials on Twitter are taking charge of their health be it physically or mentally. They have a broad definition of health and 45% of them are upfront and confident talking about their mental health.
— 👑 Miss Prudenciana (@MissPrudenciana) June 21, 2021
4. Millennials are hyper-connected
Filipino Millennials on Twitter know what they want, from hobbies down to the media they want to consume. Their hyper-connectedness and love of consuming content give rise to new formats. In particular, 76% are into music streaming, 65% like online streaming, another 65% prefer gaming consoles, while 45% are into podcasts.
Because of the #StayHome period, Millennials’ engagement with streaming services is at an all-time high.
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— Viu Philippines (@Viu_PH) June 9, 2021
“Filipinos have fully embraced streaming as their source of entertainment and we credit this growth to the people who are enjoying the content, sharing their experiences, and encouraging everyone to join in watching the latest series and new-found favorites on Twitter. As the brand, we see a Tweet as a powerful virtual word of mouth and complement this with various Twitter products for specific campaign goals,” said Vinchi Sy-Quia, Operations Director, VIU Philippines.
Embracing the Millennial audience
With their vigor to connect, express, and share, Filipino Millennials on Twitter have the power to reshape the consumer marketplace. They have a clear picture of what they want (and vice versa) and their consumer habits evolve as norms change. However, it does not mean that this generation is elusive, all that is needed is for brands to embrace Millennial’s uniqueness.
Here are some tips on how brands can resonate with the Millennial audience:
Technology changes how they shop – Millennials prefer to shop online, to research before buying a product, and are driven by deals such as free delivery promos.
Go digital – Meet their strong demand for convenience by bringing the brand within their fingertips.
Be creative on content – Amplify your message by using rich media content. Play around with videos or make your campaigns more interactive and engaging.
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Allow them to be expressive – Let your Millennial audience talk to you and try to genuinely address their concerns.
Be real – Millennials support causes with an authentic set of values and beliefs. Connect by supporting the causes and issues they are passionate about.
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— Shell (@Shell) August 27, 2020