Filipino theater fans do not come in small volumes; they are near, far, and so many in between. This is evident in the sheer support for more local productions such as Ang Huling El Bimbo, but a love for theater also stems from a love for Broadway productions. When the Broadway-hit Hamilton first launched way back in August of 2015 in New York, Filipino fans were quick to get hooked on it. Its popularity continued to grow as more and more shows began to appear across the world, especially when the extremely talented Rachelle Ann Go-Spies was cast as Eliza in the London production of Hamilton.
When it was announced by the man behind Hamilton back in April that the Asian premiere of the musical would be in the Philippines, fans were quick to race to purchase tickets. They have been on their run since September 17, 2023, up until its extension in the latter part of November. Capstone-Intel looks into how it has been faring on social media.
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.
Methodology
From September 23, 2023 to October 23, 2023, Capstone-Intel utilized its social listening tools in order to scan publicly available social media accounts for their posts that mention “Hamilton.” The company would also like to emphasize that all data gathered here did not include specifics on the private profiles of individuals online. There were no demographics that were tracked.
Results from Facebook performance
The social listening tool was able to identify and collect 642 unique posts from Facebook that specifically refer to the Philippine production of Hamilton. Across all the posts, there was a consolidated 4,142 comment count, 8,173 shares, and a total of 97.708 reactions on Facebook.
This was able to gather a total engagement score of 18,358.
Dominant reaction, top stories
The first most engaging post boasting an engagement score of 2,665. Interestingly, it comes from a Taylor Swift fan page rather than a Hamilton-centered one. The post narrates the quote of Lin Manuel-Miranda as he compares the experience of seeing Hamilton live with seeing Swift’s Eras Tour live as well, despite having streamed the songs already. It currently has 14,969 (68.5 percent) Like reactions, 6,856 (31.4 percent) Love reactions, 10 Haha reactions, and 5 Wow reactions on that post.
The spot for the post with the second-highest engagement score comes from the Facebook page of Philippine Concerts. This particular page mainly posts about pop-culture events that are happening in the country, not just concerts. The post in question reports the press conference that the cast of Hamilton was invited to. This post was able to gather 674 (14 percent) Like reactions, 4,056 (84.4 percent) Love reactions, 1 Haha reaction, 67 (1.4 percent) Wow reactions, and 7 Sad reactions on their page.
Finally, the post with the third-highest engagement boasts a score of 1,131. This covers the same story of the same press conference for Hamilton as the Facebook page of Philippine Concerts. The reaction breakdown follows a similar pattern of 956 (24 percent) Like reactions, 2,986 (74.9 percent) Love reactions, 39 (1 percent) Wow reactions, and 7 (0.2 percent) Sad reactions.
With the minuscule amount of negative reactions—specifically, Sad and Angry reactions—the data shows that audiences really do perceive the Hamilton run here in the Philippines in a positive light. This is more evident as the Love reactions for all three stories significantly exceed the Like reactions in terms of percentage.
The post Hamilton a hit on Broadway and Filipinos online, study shows appeared first on Capstone-Intel.
