A social listening report conducted by Capstone-Intel Corporation revealed that 45.3 percent of Filipino social media users are “sad” about the recently announced breakup of the Kapamilya love team and real-life couple Kathryn Bernardo and Daniel Padilla.
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
Kathryn Bernardo confirmed her split from long-term lover Daniel Padilla on Instagram on Thursday night, November 30, 2023. Following Bernardo’s IG post, minutes later, Padilla confirmed their relationship status in his own account.
The two originally met in 2012’s “Princess and I,” when Bernardo’s character ended up with Padilla, launching what became the love team Kathniel.
Following that, the two appeared in several more films and television shows, catching fans’ hearts and perhaps becoming one of the decade’s biggest pairs.
Eleven years later, Bernardo and Padilla have called it quits, thanking each other and their fans, saying their relationship started with respect and ended with respect, too.
Although the love team confirmed their breakup on the 30th, rumors have been circulating for over a month confirming Kathniel’s breakup.
Methodology
Capstone-Intel examined the online presence of the tandem’s breakup in the country as a topic of discussion for one month, from November 1, 2023, to December 1, 2023, by utilizing all publicly accessible posts from social and non-social media platforms in order to gather the sentiments of the public about Kathniel’s breakup.
Facebook Performance
Capstone-Intel found that the tandem’s breakup garnered a 508,269.5 engagement score for its 1,490 total post count, which yielded over 1,669,232 total reaction count. When broken down, “Facebook sad” accounts for 45.3 percent of the total reactions, with 755,479. Followed by “Facebook love” with 350,236 reactions (21 percent), “Facebook like” with 303,676 (18.2 percent), “Facebook haha” with 252,167 (15.1 percent), “Facebook wow” with 6,496 (0.4 percent), and “Facebook angry” with 1,199 reactions (0.1 percent).
Looking at the data, the majority of “Facebook sad” reactions can be attributed to several Filipino social media users taking the love team’s breakup on a serious and dramatic level across Facebook, highlighting the enduring 11-year relationship Bernardo and Padilla have had.
Online mentions
Capstone-Intel likewise revealed that Kathniel’s breakup received 58.3 percent positive mentions, and the remaining 41.7 percent were negative mentions. This means that the article mentions the brand was angled positively, considering that the messages the two had for each other were written in a positive light. It is also worth noting that Kathniel received 172,114,042 social media reach, while its non-social media reach yielded over 2,582,818 non-social media reach.
Top posts
In terms of top posts, the top post for Kathniel’s breakup was a social media post from internet personality Senyora, featuring Bernardo’s Instagram post about her breakup with Padilla, which received a 73,845.8 engagement score.
This was followed by a news report from the Philippine Star, which also featured Kathniel’s breakup. This post yielded a total of 45,520.6 engagement score.
The third most engaging post for Kathniel was another social media post from Kapamilya Online World, featuring Padilla and Bernardo’s breakup, yielding a total of 34,336.9 engagement score.
The top posts indicate that most of the engaging stories for the love team were about their breakup, highlighting that the intensity of the couple’s impact on their fans has all contributed to the increasing engagement and presence of their breakup.
