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ANALYSIS

The social media phenomenon that is AlDub

By IGGY GAN, AllFamous Digital

Without a doubt, the Alden Richards-Yaya Dub "kalyeserye" has become a runaway hit—much to everyone's surprise and continued fascination.
 
But exactly how did this come about? And what's everybody saying? AllFamous Digital thought to take a closer look.
 
Thanks to the "AlDub" pair, Eat Bulaga outshone its closest competitor in the noontime show block, taking up over 96.9% (1, 996, 716 mentions) of the total number of online mentions from July 13 to August 13, 2015. In contrast, a mere 3.1% (63, 451 mentions) of these online posts came from its closest competitor: 
 
 
Now let's take a look at how AlDub came to be the phenomenon that it is now:
 
 
1. August 1: 128, 901 mentions on mentions about the “KalyeSerye” episode #AlDubToTheRescue
 
2. August 8: 350, 979 mentions as the nation watched when Yaya Dub (Maine Mendoza in real life) fainted live during the wedding scene for Eat Bulaga’s winning segment. 
 
3. August 13: saw huge spike in social media buzz (543, 134 mentions) as television viewers anticipate the meeting of Alden and YayaDub in #HappyAlDubDay
 
When it comes to key influencers, AllFamous found that the top 5 personalities that talked about AlDub, perhaps not surprisingly, also happen to be some of the most influential Kapuso stars in terms of sheer social media numbers:
 
Rhian Ramos (@whianwamos) – 1.3 million followers
 
Sam Gogna (@sam_yg) – 833,000++ followers
 
Yassi Pressman (@yasizzle) – 680,000++ followers
 
Kimpoy Feliciano (@kimpoyfeliciano) – 672,000++ followers
 
Pia Arcangel-Halili (@piaarcangel) – 81,700++ followers 


Of course, that's not to say that the trend came off without a hitch. Some Eat Bulaga fans, as well as fans of rival shows, did have some negative feedback on AlDub, with many decrying it as “corny” or “OA” (i.e., Over Acting). Moreover, critics claimed to be neither entertained nor inspired by AlDub unfolding on their screens:
 
 
 
 

In any case, AlDub fans were just as outspoken—if not moreso than celebrities—for their love for the unexpected tandem. They far outshone AlDub's detractors, treating it in the same way that they might anticipate the next chapter in their favorite Dramarama shows. They also liked how the AlDub series is not tiresome to watch, with a heavy  dose of kilig in the middle of the day:
 
 
 
 
 
 
 
 

It is clear that, by and large, the public response to AlDub has been overwhelmingly positive. —TJD, GMA News

Iggy Gan is the Social Media Consultant of AllFamous Digital. He is a business analyst for social media by day and a pop culture junkie by night. Follow him on Twitter and Instagram @iggypedia.
 
AllFamous Digital, one of the country's leading digital marketing companies, is the authorized reseller and services partner of ExactTarget Salesforce Marketing Cloud in APAC, a thought leader in social listening and marketing automation.
 
The views expressed in this article are those of the author and do not necessarily reflect the position of this website.
Tags: allfamous, aldub
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