Ambidextr Media

I do. Or maybe I don’t. 

By now, everyone has weighed in on the viral 299-peso engagement ring that created a huge noise on Facebook and Reddit months ago. Who wouldn’t? It’s such a juicy, controversial topic that surely divides a whole nation of netizens.

Some say it’s not the price of the ring that matters, but the intention to marry the original poster (OP). Others argue that the ring reflects how much the guy loves OP, and dare they say—literally not a lot. 

But what does a simple question on a 299-peso engagement ring say about consumers and how they engage with news online?

Wearing the ring

For one, we gravitate towards news that lean towards negativity and controversy, more than positive, un-bothersome press releases. If there’s anything the 299-peso engagement ring issue sparks, it’s intrigue, debate, and ultimately, division. 

This may be counterintuitive for marketers and agencies, since we churn out positive press releases for clients. Whether it’s a product launch or a spiel on crisis management, PR from agencies are heavily banking on positivity, which sometimes results in less reactions, comments, and overall engagement.

That’s not to say that positive news doesn’t garner a lot of response from the public. In fact, dozens of press releases, especially on product launches, have led to skyrocketing sales for many companies. It’s all about creating the hype and building compelling stories around it.

Yet it’s undeniable that negative news crosses our feed far too often than positive ones. The reason? People are more invested in a keyboard war especially on topics they feel they need to speak their opinions on.

Starting a keyboard war on positive news is trickier. We’re not here to create a war, but rather a stream of discussion and build up of comments to engage consumers. How? By spinning the news and turning the consumers into the main character of the narrative. After all, aren’t we all the main characters in our world of Spotlight Effect?

The 299-peso engagement ring isn’t just about OP. It is also about us putting ourselves in her shoes and thinking, “Will I say yes knowing my partner bought the ring on the orange app?”

Celebrity or anonymity

In the Philippines, celebrity news is the bread and butter of media publications. Maybe it’s because most of us grew up with never-ending teleseryes that run for years on TV. We’re also no strangers to pitting loveteams against each other and standing by our stans and OTPs, often to the detriment of the actors.

But the engagement ring is the antithesis of celebrity news. 

In Reddit fashion, the post is shrilled in anonymity. Without any identity on OP and the man who proposed, it begs the question whether gaining consumer engagement is just about putting celebrities in news as click-baits and soundbites. 

Clearly not.

Anonymous posts are unfiltered, real-life experiences of our regular neighbors next door. These posts can come from anyone and anywhere, making them all the more relatable and real to readers. It isn’t shrouded with pretentious, often scripted spiel from celebrities who are endorsing something for the bucks.

Consumers want people who look, live, and are like them. More importantly, they seek people who experience the same problems they have.

We might not notice it but how many times do we search for reviews, testimonials, and even comments that resonate with what we believe in? 

Don’t come for reassurance

Sometimes, there’s no changing opinions built on lived experiences. The 299-peso engagement ring is proof of that.

People who got engaged with rings priced around that range are most likely to agree that love is priceless and that proposing isn’t about getting the most expensive ring out there. Meanwhile, people who believe financial stability is an indication of marriage readiness are likely to decline the proposal.

The keyboard war on social media is simply a quest for reassurance for many. There’s no right or wrong answer to OP’s question. But we finally see how much people go online to get small reassurances on decisions they’ve made. 

From simple purchase decisions to life-changing I-do’s, the internet has answers in every direction and products to support those decisions.

In the end, commenting our thoughts online is just an exercise of reassurance. For marketers, it’s a chance to step in and say, “Yes, get engaged so more people will buy and propose with our 299-peso rings.”

Blog by Porsha Mangilit