Watch, Connect, Inspire
The Visual Connection Across Generations
In an era where screens have become an extension of our lives, watching has evolved from a passive pastime to a primary means of connection, learning, and inspiration. The Common Ground: Pinoy Voices in New Media study by public relations firm Comm&Sense reveals that for Gen Z, Millennials, and Gen X, watching is more than just entertainment—it’s a powerful way to engage with the world and foster meaningful connections.
The Dominance of Watching
The study, which surveyed media habits of 800 Filipinos aged 16 to 58, highlights the unparalleled popularity of video-based platforms. Among Gen Z (16-26 years old), watching Facebook (87.5%), YouTube (81%), TikTok (69.3%), and Instagram (40.5%) dominate their activities. Similarly, Millennials and Gen X (27-58 years old) also rank Facebook (92.3%), YouTube (85.8%), TikTok (67.5%), and Instagram (43.5%) as their most-used platforms.
These platforms serve as digital town squares where users watch, share, and interact with stories and ideas that reflect their personal values and aspirations. From viral dance challenges to heartfelt community stories, visual content resonates across generations, fostering a sense of belonging and shared purpose.
Why Watching Matters
Dr. Fernando Paragas, lead researcher of the study, notes that “watching is no longer a passive activity—it’s how people connect to communities, discover new ideas, and even define their identities.” Visual content offers an immersive experience that text or audio alone cannot replicate, making it the preferred mode of interaction for most.
This shift has significant implications for how brands, creators, and organizations approach their audiences. To remain relevant, they must embrace the visual storytelling trend and create content that inspires and connects on a deeper level.
Key Insights for Brands
The findings present opportunities for brands to strengthen their connection with Filipino audiences by focusing on video-first strategies. Here’s how:
Prioritize Video Content: Create engaging, relatable video campaigns tailored to platform-specific audiences.
Celebrate Relatability: Showcase real-life stories and authentic experiences to spark connections.
Inspire Engagement: Develop interactive campaigns that encourage users to participate and share.
Leverage Cross-Platform Strategies: Adapt content for Facebook, YouTube, TikTok, and Instagram to reach all generations effectively.
Optimize for Mobile: With most videos consumed on smartphones, ensure your content is mobile-friendly and snappy.
Watching: A Window to the Future
Watching has become the ultimate unifier, bridging generational gaps with its blend of entertainment, information, and community. Whether it’s TikTok challenges for Gen Z or Facebook news videos for Millennials and Gen X, screens are now where Filipinos find their shared cultural moments.
Comm&Sense’s “Common Ground: Pinoy Voices in New Media” reminds us that, in today’s hyper-digital landscape, brands that embrace the power of video will not only capture attention but also build lasting connections.
About Comm&Sense
Comm&Sense, a PR agency founded in 2005, is renowned for its #IntelligentPR approach, which combines data-driven insights with intuitive storytelling to create impactful narratives that resonate and deliver results. This innovative strategy has earned the firm numerous awards, including consistent nominations for Agency of the Year over the past five years.
