Twitter And Consumer Movement: Is There A Connection?
Whatever is happening, be it as grand as opening a new business or simple joys such as enjoying a good cup of coffee, people share it to the world on Twitter. Twitter is where you’ll know #WhatsHappening and it’s the go-to place to see the latest in culture and trends.
The prolonged stay at home gave focus on the many ways people tried to cope or spiced up their lives indoors. On Twitter, Filipinos and brands saw how consumer behavior transformed.
“People on Twitter and the conversations that they create are what makes Twitter unique. 71% have rated Twitter as a great platform for brand interaction, making it the no. 1 among its peers . These people lead the conversation and are passionate to share about diverse topics such as beauty, food, and health. What makes them powerful as consumers is that they try, buy, and share their experience on Twitter.” said Chandan Deep, Head of Emerging Business, Southeast Asia at Twitter.
Here are five key trends on the topics of food, beverages, personal and home care among Filipinos on Twitter.
1. Coping in the kitchen
Filipinos spent more time in the kitchen not just to eat, but to actually stave off boredom. Cooking and baking became creative outlets for new skills or inspiration and part of their routine was to tweet their creations, share their trusted food brands or their favorite marketplace.
There was also a sugar high among Filipinos on Twitter. Sweet snacks and desserts were seen as comfort food, and brands such as Selecta Cornetto are a hit among Filipinos. These were their go-to brands and retailers for packaged food:
2. Crazy about coffee
Be it with breakfast or #merienda, whether enjoyed iced or hot, coffee is definitely something Filipinos love. Conversations about this drink continued to grow on Twitter, increasing 3% in the Q1 2021 vs. Q4 2020, as people looked for new ways to enjoy their coffee.
The buzz didn’t stop at coffee. On Twitter, brands such as Pepsi Philippines captured the vibrancy of youth by tapping P-pop sensation SB19 as one if its faces and voices.. This proved to be a success as they topped the list of beverage brands among Filipino consumers on Twitter.
3. Inspired by pop culture
A fascinating trend in hair care on Twitter was hiw pop culture helped increase the conversations around the topic. There was a 15% increase in the tweet volume on hair care for Q1 2021 vs. Q4 2020 as Filipinos actively paid attention and discussed the latest hair styles or colors being sported by their fave idols.
These pop culture discussions on Twitter also sparked inspiration for unique campaign ideas. For example, a fandom banter on Twitter sparked a collaboration as Cream Silk liked the ideas from fans and tapped Ben&Ben for a campaign.
Here are the top retailers and brands among Filipinos on Twitter:
4. Beauty inside and out
Since the pandemic, people gained a new perspective on self-care. Twitter was their go-to place to look for suggestions and tips. Moreover, bathing and showering were not just seen as ways to clean up, but also taken as activities for Filipinos to recharge and rejuvenate.
In addition, there was a +12% growth on tweets related to personal and skin care just in April 2021 vs. May 2021 alone. Part of this growth was attributed to the progressive conversations on tackling unrealistic beauty standards.
5. Focus at home
Being at home made Filipinos more attentive to their own living spaces. At the start of the pandemic, people were rushing to disinfect their homes, but as the rush tapered off, what remained is the growing interest in home improvement to keep their homes safe and clean.
On Twitter, Filipinos shared their home DIYs and aesthetic home buys and where they discovered or bought them. e-commerce platforms such as Lazada and Shopee were the go-to places, but physical stores still had power among consumers.
Many were also on Twitter to look for suggestions on interior design or other items to spruce up their homes. Filipinos on Twitter also discussed their cleaning progress.
