Filipinos’ “likes” on social media site Facebook on coronavirus vaccines have increased along with the vaccination rollout in the country in May, as shown in the data analysis conducted by campaigns and management firm Blueprint.PH.
During its Data Newsroom Series on Wednesday, June 9, Blueprint.PH research editor Kaye Domingo presented their findings based on their study of Facebook posts on the coronavirus disease (COVID-19).
From March 15, 2020, to May 31, 2021, Blueprint.PH was able to gather 2.3 million posts on COVID-19, from publicly available Facebook pages, with a total engagement of 291 million.
This means that COVID-19 has been a hot topic on social media, it said.
Blueprint.PH also ranked COVID-19 from 2nd to 4th on the monthly monitoring of trending keywords.
As for the top engaging topics related to COVID-19, engagement scores, and the number of posts, the most popular post was about COVID-19 positive rates (3,457,757 out of 17 posts).
Blueprint.PH said the other engaging issues related to COVID-19 were:
Online classes and education (2,684,211 out of nine posts)
Inspiration and faith (2,241,779 out of 10 posts)
COVID scientific information (2,148,716 out of 21 posts)
COVID positive celebrities (1,753,501 out of 10 posts)
COVID-19 data from DOH (1,450,173 out of 15 posts)
Vaccines (1,325,861 out of five posts)
Mental health of students (1,271,672 out of two posts)
Domingo said they have also studied how the COVID-19 vaccines are perceived by Facebook users.
Over the months, Blueprint.PH said the least likes were noted in January, but reactions to vaccines rose eventually until May.
“For vaccines, we scanned from January to May (2021) when the vaccines were starting to roll out. In January, we had a few likes, but in May when vaccines started to roll out actively, there were 78 percent likes,” Domingo said.
“In the beginning there was doubt, love is low. But consistently when you look at May, it’s high,” she added.
Love reactions ranged from 8 percent to 14 percent, while “haha” is highest in January and February, while reactions to vaccines progressed more positively from January to May, Blueprint.PH said.
“Also on the issue of brands, we are able to capture what people like,” Domingo said.
From January to May, Blueprint.PH said “like” reactions ranged from 50 percent to as high as 74 percent, with love reaction highest for AstraZeneca, Moderna, and Pfizer.
“Chinese brands have high lower likes and higher laughs compared with the Western counterparts,” it added.