THE CONVERSATION

Twitter
TRENDS

Billions of Tweets reveal

tomorrow’s big movements.

PHILIPPINES
The Conversation: Twitter Trends 2022 Philippines

We get it! The world feels

pretty unpredictable. Despite
the uncertainty, you can still
find clear patterns — if you
know where to look.

Billions of Tweets reveal tomorrow’s big movements.

The biggest movements start quietly. An idea becomes

conversation becomes a seismic cultural shift. And if you
want in on what’s next in the Philippines, listen to what
people are saying right now.

To help you out, we analysed* billions of Tweets over a two-year

period to find the three must-know trends about to go big. From
The Great Restoration to The Force of Fandoms to Finance
Goes Social, the talk on Twitter reveals the underlying shifts in
power shaping where the future is heading.

* All statistics and data points in this report are from Pulsar & Canvas8, commissioned by Twitter, The Conversation: Twitter Trends 2022, Philippines, Data period 1/01/20 -
12/31/21. All year-over-year comparisons reflect changes from the 12 months ending 12/31/20 to the 12 months ending 12/31/21.
The Conversation: Twitter Trends 2022 Philippines

Three big trends. Heard on Twitter. Analysed by cultural and data experts. And a sneak
peek into the movements that will drive culture, no matter what business you’re in.

TREND 1

The Great Restoration

Healing the planet and healing ourselves.

TREND 2

The Force of Fandoms

Fandoms spread their wings beyond stanning.

TREND 3

Finance Goes Social

Investing has entered the chat.
The Conversation: Twitter Trends 2022 Philippines | The Great Restoration

TREND 1

The Great
Restoration

Healing the planet and

healing ourselves.
A lack of access to green spaces and long-
lasting lockdowns have been called out as
contributing factors to the decline in mental
wellbeing. The need for support in tackling
mental health issues, improving wellness,
and a place to discuss related matters have
been on the rise, prompting Filipinos to look
to Twitter for ways to mitigate this
downtrend. 

By sharing their experiences and petitioning

for solutions that are gentler and kinder to
both the planet and its inhabitants, people
on Twitter are finding comfort in the
solidarity and togetherness — amongst each
other and towards their shared cause.

And while some conversations are focused

on nurturing more supportive spaces, others
are re-imagining the future of urban
existence in the Philippines.

62% 69%
Mental health mentions of

awareness green spaces.
mentions grew by
year-on-year. year-on-year
Twitter internal data, Philippines Tweets, Jan 1 2020 - Dec 31 2021.
The Conversation: Twitter Trends 2022 Philippines | The Great Restoration

The Great Restoration conversation

People are recognising that pandemic lockdowns have impacted their mental wellbeing. Conversations
around mental health awareness and techniques to remedy its effects have been on the rise.

Filipinos on Twitter are openly speaking about their mental health issues and sharing steps on how they’ve
been managing it, with some championing therapy while others have turned to mother nature for respite.

Meanwhile, others have sought safe spaces to discuss and address their mental health challenges, and are
increasingly vocal about needing more dedicated support, both on and offline, over the longer term.

What’s Next:

An open space for

kindness

SAFE PLACE
Filipinos are embracing various Twitter
WELLNESS BURNOUT
communities as they seek kindness and
empathy, especially against mental health
stigmas. To many, Twitter has become a
forum of solace and unity, where people not
FORESTS only come to share their experiences but also
support strangers who courageously share
ESCAPISM NATURE their stories too. 

Hashtag #usaptayo (let’s talk) attracts and

gathers many, providing them with engaging
and helpful mental health-related discussions,
while the gift of virtual yakaps (hugs) offers a
glimpse into what mutual care for those
dealing with mental health challenges can
What to Watch:
look like online.

Campaign for changes

Keeping an eye on the future, Filipinos RESURGENCE OF FAMILIAR THEMES:

are realising that pivotal change is a MENTAL HEALTH Coping mechanisms +77%

must if their lifestyles and cities are to

Participation +104%

meet their mental and physical wellness

needs. 
Safe place +22%

Self care +43%

Simply existing is no longer enough,

people want to thrive, and demand that
their wellbeing and that of the
environment around them be prioritised.
Community-led campaigns like
#NoToParex, for instance, exemplifies
Filipinos’ resistance to projects that will SELF CARE
negatively impact the environment,
heritage, public health and mobility.

KEEP YOUR EYE ON:

THERAPY
Self reflection +11%

Green spaces +69%

Outdoor exercise +21%

Nature photography +145%

Forest bathing +133%

The Conversation: Twitter Trends 2022 Philippines | The Great Restoration

What this means for you

Consider the Great Restoration an opportunity for your brand to show up in more
meaningful ways, especially when it comes to wellness and sustainability.

Walk the talk.

Lean into the collective.

Brands can’t just talk the talk Your customers can’t create
anymore. You need to walk it, systemic change, but with your
too. Find out what matters to support, changes can happen.
your customers, then go make When it comes to tackling
a difference. Why not move up climate change or the stigma
your sustainability milestones around mental health, our
or use your platform to support effort as a whole is mostly
an open conversation about greater than the sum of its
mental health? They’ll love you parts. Can we find a way to
all the more for it.
collaborate with other brands
and together drive an even
Just hold space.
bigger impact?
Sometimes, people simply want
to share their experiences or
hear about others’. 

Instead of talking about how

your brands can help all the
time, find a way to provide them
with a safe space to candidly
talk about their issues and
challenges, too.

The Conversation: Twitter Trends 2022 Philippines | The Force of Fandoms

TREND 2

The Force of
Fandoms
Fandoms spread their

wings beyond stanning

Filipino fandoms are second to none. Their
passion and dedication are next-level and
they’re realising that they have the
power, and the numbers, to be the
change they want. It’s no longer ‘just’
about stanning, but about making the
world a better place. 

Fans are also recognising the power

that their communities wield and are
building more and more worlds that
people can take part in.

Variety and diversity are key here.

With new fandoms appearing daily
and conversations branching out
across a multitude of topics,
fandoms across the nation are
taking over the world of
entertainment.

Mentions
of P-Pop
grew by 223% YoY
Mentions of
content streaming
increased by 40%
YoY
Twitter internal data, Philippines Tweets, Jan 1 2020 - Dec 31 2021.
The Conversation: Twitter Trends 2022 Philippines | The Force of Fandoms

The Force of Fandoms conversation

While K-pop supremacy is felt strongly across the Philippines, local P-Pop groups
have captured the hearts of Filipinos across the nation. As the popularity of SB19
grew, BGYO and BINI skyrocketed, many local fandoms have also been empowered
along the way.

Through fan art, stanning, sharing updates, fan bombing and Tweeting, fans across
the country are propping up their favourite artists and propelling them to new heights.

What’s Next:

Fandom for one and for all

BREN ESPORTS Fandoms are constantly evolving, and

Filipinos are borrowing elements from one
fandom and applying it to another. Take, for
example, the passion that Filipinos have for
SB19 ‘love teams’ which traditionally consists of
on-screen pairs in entertainment, now also
applies in sports, where fans celebrate their
ARMY (BTS) favourite dynamic duos, such as sports BFFs
NBA like #JiaLy (Alyssa Valdez and Julia Morado).  

FAN

TOKENS With this power, comes responsibility.

Alongside this shift, a new era of bayanihan
(community) is on the rise, where fandoms
What to Watch: 
 ONE PIECE
are not only bonding over passion for their
Finding your tribe
idols, but promoting social good, too, such as
#ATINProjectPagsibol by  

There’s a fandom for everyone on SB19’s fandom in support of women in

farming communities.

Twitter. Fueled by strong community ENHYPEN

bonds and neverending buzz on the
platform, nascent fandoms are jumping GROWTH 

on Twitter, inviting audiences to a new
IN TOPICS LIKE

home to share the love for their

newfound idols.  
Sports duos +96%

AESPA NBA topshot +171980%

On Twitter, one fandom helps lead to Fan tokens +1283%

the next because the strength of the

communities and constant buzz means
SB19 - A'TIN 57%
that there's always a fandom that’ll
pique your interest, and if not, you can
always create a new one. 
BGYO
TRACK THESE

The vibrant space enables fandoms to TOPICS: 


flourish and thrive alongside one Bren esports +961%
another, often attracting new audiences
to the platform. 
Pokemon unite +1360%

Fan communities +95%

Looking forward, nascent stage Filipino Kaia +2127%

fandoms like pre-debut P-Pop groups ANIME

such as KAIA and CALISTA and rising
Yara +508%

esports stars like VeeWise lend a voice Gigi Vibes +4706%

to the pop culture of tomorrow.

Dreamers 669%

Twitter internal data, Philippines Tweets, Jan 1 2020 - Dec 31 2021.

The Conversation: Twitter Trends 2022 Philippines | The Force of Fandoms

What this means for you

With fandoms realising their collective power, it’s time to pay close attention to what is
next in the world of fandoms, and channel that force for good.

Build them up and bring them Become fandom matchmakers.

Channel the force for good.

close.
There’re fandoms galore out there, Social mobility and fandom
Embrace the fact that your fans and they’re each on the look out activism go hand in hand, so how
own your brand as much as you for more fellow fans on Twitter do you help fandoms channel
do. And that’s a good thing! who share the same loves. Learn their inner power for good? From
Celebrate the people and what different fandoms are human rights to mental health to
communities who love you and excited by, and join in the convo. saving the planet, be their conduit
find new ways to build them up You can strengthen the towards bigger, stronger efforts so
and bring them close.
community by helping them to they can create a better world.

connect to each other, and to you.
Reimagine your collaborations.

Find the creators from within the

fandoms that are most relevant to
you —  they hold cred you should
be tapping into. So, support them
with new projects — fan designs,
virtual products, and more. If
McDonald’s can make a meal with
the hottest musicians, what is the
next big thing?
The Conversation: Twitter Trends 2022 Philippines | Finance Goes Social

TREND 3

Finance

Goes Social
Investing has

entered the chat.
The Philippines is switching up its relationship
with money and finances. With chats around
digital wallets and investment on the rise,
Filipinos are exploring new ways to make
money, spend it, and, yes, talk about it, too. 

With information on the stock markets,

personal financing, trading, and crypto
constantly racing, people are looking to Twitter
to stay up to date. And the audience doesn’t
just react to the market, the audience reacts to
what’s happening on Twitter.

While crypto unsurprisingly dominated the

conversation on Twitter with a 466% YoY rise,
many across the Philippines have been chiming
in on coin performance and the currencies’
everyday use.

Meanwhile, creativity’s brewing, too. NFTs and

play-to-earn games have transitioned from
pure investment into entertainment
conversation.

7290% 201%
Conversations Conversations
about NFTs around finance in the
grew by Philippines grew by
in 2021 year-on-year
Twitter internal data, Philippines Tweets, Jan 1 2020 - Dec 31 2021.
The Conversation: Twitter Trends 2022 Philippines | Finance Goes Social

The Finance Goes Social Conversation

The Philippines is one of the world’s fastest cryptocurrency adopters, so it’s no surprise
that conversations around Bitcoin, Ethereum and Solana are the most popular finance
topics on Twitter. 

While traditional banks are now pushing to digitise Filipinos’ lives, digital-wallet players like
GCash and Maya had a first-mover advantage. The momentum towards digitising everyday
spending habits, streamlining access and simplifying transactions is real.

What’s Next:

Finance with a side of fun

NFTs are making their mark on the art and

GCASH
gaming worlds, and Filipino enthusiasts are
taking to Twitter to paint usually
unidimensional finance-related dialogues with
a splash of fun and creativity. 

CRYPTO
By the same token, NFT artists are incubating
their culture on a global scale and tapping into
What to Watch:
a volatile new market, while gamers are
connecting with players around the world in
Bull or Bear
AXIE play-to-earn games such as Axie Infinity,
where the crypto stakes are high.

Volatile markets spur passionate DIGITAL

conversations, especially when it comes CURRENCY
to crypto. In this ever-changing space, GROWTH ACROSS TOPICS LIKE:

many Filipinos rely on the speed of NFT projects 15495%

Twitter to keep up with the latest trends, ALTCOIN

NFTs 7290%

news and information on stock markets,

personal financing, trading, crypto and OPENSEA Smooth love potion 8944%

just about everything investments.

Binance 551%

The biggest crypto coins may hold the Kumu 195%

biggest slice of attention, but smaller TOKEN

opensea 6284% 

coins are close at their heels as they axie 54282%

ECONOMY
move with or away from the market
direction. 

Conversations in this space also revolve

around crypto adoption, and the
prospects and future of digital NFTS
currencies and tokens.

GROWING TOPICS:

BITCOIN
Crypto +466%

$SOL +170%

Bitcoin +101%

ETH +288%

GCash +287%

The Conversation: Twitter Trends 2022 Philippines | Finance Goes Social

What this means for you

Finance Goes Social is a big pivot from what we know. This big
shift in insights and behaviours can apply to brands in any
category. 

Help navigate the uncharted Be part of your customers’

territory.
world.

Investing in virtual currencies Don’t blindly jump on the NFT

and NFTs might seem like the
path of the future, but right
now, they may feel daunting
and risky to most. What can
you do to make your brand
more helpful by educating and
enhancing financial literacy?
artists?
bandwagon – create something
that’s meaningful to your
community. Question what
value you’re adding, is there an
additional experience to
unlock? Can this support local

Make it fun and accessible.

A historically closed-off,
snooze-inducing topic like
finance became fun, with the
help of open-minded brands.
What can you do to make your
brand more entertaining, more
exciting, and more inclusive
than anything in your category?
The Conversation: Twitter Trends 2022 Philippines

So, how did we do this?

You can learn a lot from the talk on Twitter, but this
isn’t just about counting Tweets.

First, we discovered, by exploring broadly across

Twitter in the Philippines to let themes surface.

Then, we validated, filtering by long-term YoY

growth, to find the specific topics going
somewhere.

Finally, we forecasted, analysing historical data

patterns, recent growth and conversation stability/
volatility to predict what will gain traction in the
near future.

The result is more than just another trend report —

it’s what Filipinos are actually talking about,
revealing the behaviours that are shaping what’s
coming tomorrow. It’s all crucial to understand, no
matter what business you’re in.

 Want more?

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marketing insights from Twitter