When Twitter added new countries and cities to local trends, I was disappointed that Manila or Philippines did not make it to the list yet. There is a reason for this and there are several factors that might have been considered.
In my opinion, these two factors would easily be traffic and conversion.
Traffic. In most reports that I’ve read, Philippines is ranking below Indonesia and even bigger countries like China and India. If Twitter would like to add local trends based on the sheer volume of tweets alone, Twitter should have prioritized these countries first. Makes sense, right? But Twitter is not interested to the volume of tweets alone which leads me to the second factor…
Conversion. The thing is, Philippines might have more traffic compared to Singapore but remember that Twitter had found a new business plan. The conversion rates for promoted tweets and promoted trends might be lower in the Philippines compared to Singapore. Twitter must be testing the Asian market and how well it converts so they ended up choosing Indonesia and Singapore first.
There could be more factors but these two are my pick. I just hope that for the next roll out of Twitter local trends, we’ll see more countries and cities.