While “Skip Ads” has become a no-brainer for most internet users, social networking site Twitter found that video has become an integral part of how Filipinos experience the platform. In its Video Behaviors report, Twitter said that between 2019 and 2021, there was a 53% growth in the number of video viewings among Twitter users in the country.
For 61% of Filipinos, Twitter is one of their main sources of video content and the majority enjoy what brands have to offer through Twitter video ads (74%). Compared to other platforms, 54% of Filipinos on Twitter prefer to watch video ads on Twitter and 67% feel that video ads are less disruptive to their browsing experience. This creates an opportunity for brands to optimize engagement with their audiences through video ads.
“Twitter is becoming a global powerhouse for video content with more than 11 billion growth in video viewings between Q2/2021 and Q3/2021,” said Jay Trudgen, head of Brands Advertising, Asia Pacific, Twitter. “Video content is becoming an important part of their experiences on Twitter as Filipinos often consume celebrities-related, current affairs, and lifestyle video content the most.”
According to Twitter, conversations on the platform can actually drive purchases with 76% of people surveyed saying that Twitter finds resulted in them purchasing a product.
While people go to Twitter for what’s happening, they also seek video content that complements their Twitter experience:
– Video Tweet engagement has risen by 54%.
– 53% increase in video watch time on Filipinos Twitter.
– 67% of sessions on Filipinos Twitter now include video and 61% of Filipinos say Twitter is one of their main sources for video content online.
– Filipinos discover video content when browsing their timelines (53%), while others are actively looking for video content on Twitter (43%).
For 90% of Filipinos, trending and video content related to their personal interests increases their chances to click and watch. Here are the top viewed video categories on Twitter in the Philippines:
– Celebrity-related (62%)
– Current affairs (50%)
– Lifestyle (43%)
– Business and finance (42%)
– Viral and trending contents (38%)
Livestream + Twitter = a perfect match
Filipinos on Twitter are looking for more ways to consume video content. In fact, 89% of Filipinos said that they have watched a live stream video on Twitter. Filipinos are highly interested in live streaming content such as current affairs (53%), celebrity Q&As (53%), product launch events (50%), festivals (49%), and red carpet events or award shows (48%).
Twitter has also become the second screen for live events; more than 92% of Filipinos use Twitter while watching streaming content and 90% use Twitter while they watch TV. 82% of Filipinos are on Twitter during sports events to converse with others who are watching it.