Art at the Heart: Minute Burger Commits to Local Artists for Sustained Social Media Success

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There is no escaping the fact that Filipinos love to consume content on social media. So much so that the Philippines has regained its crown as the social media capital of the world, with 98.9% of Filipinos using at least chat or messenger service. 

This is tempting for businesses looking to connect with potential customers. Gen Zs are prime targets for businesses because of the time they spend online and fluency to switch from one social media channel to another. Marketing teams are in a tight race to grab this generation’s shrinking attention. 

With the rise of artificial intelligence (AI), this opens the door for brands to speed the process of generating content on social media. From memes to vertical videos, there’s an AI tool just about capable of engineering digital content in a matter of minutes. 

This should make it easier for brands to reach customers on social media, right? Well, it’s kind of complicated.

Recent studies show that Gen Z in the Philippines hold mixed views on the subject of  generative AI. They recognize how generative AI technologies can help them in their academic activities. However, many Gen Zs are aware about how AI can be easily mishandled and create issues in the area of ethics and connectivity.

Many Gen Zs express concerns about originality and risk of too much reliance on automation. This generation values authenticity and personal expression — qualities that human hands bring to the table.

For close to a decade, Minute Burger has taken the bold step of promoting the brand on social media by recruiting the service of freelance illustrators. Each illustrator crafts posts that resonate with the interests and lifestyles of Filipino youth. This strategy not only keeps the brand relevant, but it also demonstrates a commitment to supporting local creative talent, even as generative AI tools become increasingly accessible.

While it's now possible to generate images and videos with text prompts., there is still high demand for marketing content bursting with creativity, humor, and soul. Minute Burger’s decision to regularly collaborate with freelance illustrators scratches the Filipino Gen Zs’ itch for authenticity.

By commissioning artists who understand global and local trends, memes, and topics that are mentioned on social media on a regular basis, Minute Burger ensures content remains fresh, relatable, and a distinct touch of Filipino.

This continues to result in Minute Burger scoring higher awareness and engagement numbers versus other franchise brands. Additionally, this can also help bring favorable attention to a tenacious yet growing Philippine art community. Gen Zs simply love brands with an advocacy-driven mindset, and Minute Burger just happens to have one.

As the use of generative AI becomes more widespread in marketing and media production, Minute Burger understands that the consumers of tomorrow—Gen Zs— value a blend of openness to innovation and demand for authenticity.

In doing so, Minute Burger not only tries to stay in front of digital trends but also builds strong personal connections with young Filipino consumers — one illustration at a time!

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