The recently held 72nd edition of the Miss Universe competition received a highly impressive engagement of Filipinos, expressing the majority of positive receptions across all social and non-social media reactions.
Capstone-Intel Corporation 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 Miss Universe pageant is a prominent global beauty competition held annually, organized by the Miss Universe Organization, which operates in the United States and Thailand. In addition to Miss World, Miss International, and Miss Earth, Miss Universe is recognized as one of the four major international beauty pageants.
The ownership of the Miss Universe Organization, including its associated brands such as Miss USA and Miss Teen USA, is presently held by JKN Global Group. Telemundo possesses the licensing privileges to broadcast the contest until 2023. The pageant’s primary focus is on humanitarian concerns and aims to serve as a platform for promoting positive global transformation.
Sheynnis Palacios of Nicaragua was officially crowned as the reigning Miss Universe on November 18, 2023, during the coronation ceremony held in San Salvador, El Salvador.
Meanwhile, the Philippines’ bet for the competition, Michelle Marquez Dee, has failed to clinch the crown after the latter ended her journey in the top 10.
However, despite the country not winning the crown, the majority of the pageant fans provided a highly positive engagement for the 72nd edition.
Methodology
Capstone-Intel Corp. examined the Miss Universe’s online presence for one month, from October 21, 2023, to November 20, 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 recently concluded beauty pageant.
Facebook Performance
Capstone-Intel found that Miss Universe garnered a 4,162,600.8 engagement score for its 11,438 total post count, which yielded over 22,660,802 total reaction count. When broken down, “Facebook love” accounts for 54.8 percent of the total reactions, with 12,429,117. Followed by “Facebook like” with 8,803,430 reactions (38.8 percent), “Facebook haha” with 759,749 (3.4 percent), “Facebook sad” with 384,270 (1.7 percent), “Facebook wow” with 254,356 (1.1 percent), and “Facebook angry” with 29,905 (0.1 percent).
Online mentions
Capstone-Intel likewise revealed that the Miss Universe pageant got 77 percent positive mentions despite the Philippines losing in the pageant, while the remaining 23 percent mentions were negative. Based on the results of the social listening report, the negative mentions were practically because of the frustration in the defeat of Dee, with other social media users adding that the country was “robbed.”
Meanwhile, it yielded a total of 883 million social media reach with 25 million social media interactions across the country.
Top posts
In terms of top posts, the top post for Miss Universe was a post from the Miss Universe Organization’s official Facebook page announcing Nicaragua’s bet as this year’s winner of the pageant, receiving a 140,334.8 engagement score. This was followed by a social media post from the Philippine Star congratulating Dee for making it to the Top 10 of the Miss Universe competition. This post yielded a total of 139,329.4. The third most engaging post for Miss Universe was another post from Philippine Star, which features Dee’s Apo Whang-Od-inspired black long gown, yielding a total of 138,378.2 engagement score.
