Filipinos on Twitter say they’re ‘opinion leaders’
Interested in what Filipino consumers think? Check out their tweets, as 83% of Filipinos on Twitter describe themselves as “opinion leaders”.
This is according to the GlobalWebIndex data on Twitter users in the Philippines for Q1 2020. Since they see themselves as opinion leaders, Filipino users on Twitter maximize the platform to start a conversation. When they 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 about any item — from food, beauty, and even pet care.
What Filipinos on Twitter want
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, however, consumers are still optimistic about recovering in the next 12 months.
As the hotspot for #WhatsHappening right now, Twitter is also the place where brands and consumers meet, enabling them to learn from and influence each other.
Here are five insights about Filipino consumers on Twitter that brands need to know.
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 half 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 discovering 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 Gatorade Brand Manager Melai Lazaro-Javier in a press statement.
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.
As mentioned, 83% of Filipinos on Twitter see themselves as “opinion leaders”.
On social media, consumers and brands have equal footing in 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.
Food is the way
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 on.
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 accompany 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 up easy recipes using their products.
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.
Of course, the basics will also never go out of style, which is why Filipino Twitter users also talk a lot about essential items.
“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 Kotex Philippines Senior Brand Manager Ann Avellaneda.
Clean home, sweet home
Social distancing and #StayingAtHome seem to have sparked the inner Marie Kondo among Filipinos.
For instance, 63% of Filipinos on Twitter have become interested in DIYs and other home improvement projects. Filipinos have also accepted their tito and tita status by saying they are home and lifestyle enthusiasts (78%), and are into gardening (40%).
With the growing interest in this category, it’s an opportune time for home and lifestyle brands to ramp up their campaigns.
So, want to effectively communicate with Filipino consumers? Start listening.