A recent social listening report from Capstone-Intel Corporation dug deep into the online presence of two of the most known pageants in the world, namely Miss Universe and Miss International, in order to identify how Filipinos engage in the two major pageants.
Capstone-Intel is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency.
Background
The Philippines has been known to be trendsetters and avid fans of pageantry across the world. Having won numerous titles in the Big Four pageant competitions, the Philippines has made its name in the world of pageantry – leaving people waiting for every edition of these pageants.
Recently, the Philippines competed in the Miss International pageant in Japan. Historically, the country has had six crowns from the competition. Meanwhile, in the Miss Universe pageant, the country has won four crowns – positioning the country as one of the beauty pageant powerhouse countries in the world.
As one of the powerhouses in pageantry, the Philippines has built a massive fandom that strides to support the country’s candidates throughout their respective competitions. Who among the Universe and International pageants reign in the hearts of many?
Methodology
Capstone-Intel Corp. examined the two pageants’ online presence for one month, from October 11 to November 10, 2023, by utilizing all publicly accessible posts from social and non-social media platforms in order to gather the sentiments of the public about the Miss Universe and Miss International pageants.
Facebook Performance
Capstone-Intel Corp. revealed that the Miss Universe accumulated a total of 3,919 post counts, receiving over 535,643.9 engagement scores out of these posts. Breaking down these numbers, “Facebook like” led the roster of reactions with 1,927,468 (49.4 percent), followed by “Facebook love” with 1,773,004 (45.4 percent), “Facebook haha” with 135,883 (3.5 percent), “Facebook wow” with 46,101 (1.2 percent), “Facebook sad” with 15,403 (0.4 percent), with 5,462 (0.1 percent).
Meanwhile, for Miss International, Capstone-Intel found 3,563 total posts related to the pageant, leading to a 578,052.2 engagement score. Detailing the 3,965,319 total reactions, “Facebook like” garnered the most number of reactions with 1,931,698 (48.7 percent), “Facebook love” with 1,715,808 (43.3 percent), “Facebook Haha” with 193,005, “Facebook sad” with 95734 (2.4 percent), “Facebook wow” with 21,693 (0.5 percent), and “Facebook angry” with 7,381 (0.2 percent).
The data indicates that Miss International got more posts and higher engagement scores than Miss Universe. However, it is also worth noting that the reason for this spike is Miss International’s latest coronation night, which was held on October 26, 2023, during the duration of the social media listening study.
This means that even though the timeline of events for the Miss Universe has yet to commence, their presence is far-reaching with the Miss International pageant.
Is Miss Universe losing positive mentions?
Capstone-Intel also revealed that the Miss International pageant has more than 96 percent positive mentions compared to the 88 percent positive mentions of the Miss Universe pageant.
On the other hand, in terms of social media reach, Miss Universe remains on top with 196 million social media reach for one month, compared to the 37 million social media reach of Miss International.
Top posts
In terms of top posts for the Miss International Pageant, a news report from The Manila Times, which reports about the Philippines finishing 3rd place in the Miss International pageant, garnered the most engaging story with 5,785.8. This was followed by a post from Senyora congratulating Nicole Borromeo for winning the competition that yielded a 5,190.9 engagement score and Pageanthology 101, which features the country’s bet for Miss International during the Top 7 final question and answer portion. This alone received a total of 4,988.5 engagement scores.
Meanwhile, for Miss Universe, a news report from The Philippine Star, which narrates Miss Universe Philippines 2023 Michelle Marquez Dee finally claiming the top spot in the ongoing Miss Universe 2023 fan vote contest, led the stories with the highest engagement score. This story alone yielded a 15,731.1 engagement score. This was followed by a Facebook post from the Miss Universe page, which welcomes the delegates for this year’s edition, landing in El Salvador, where the 2023 pageant is going to be held. This story received a total of 11,500.9 engagement scores. Lastly, the third most engaging story for Miss Universe was from the Facebook page of shoemaker Bragais, which supports Michelle Dee in the competition. This advertisement garnered a total of 8,482.6 engagement scores.
Seeing the disparity between the posts of Miss International and Miss Universe, it can be seen that despite the prominence the Miss International amassed, the Miss Universe pageant remains more effective in terms of engaging readers with stories since the latter yielded more engagement scores than the stories meant for Miss International.
