Tet 2024 saw a notable decline in interest in traditional themes, challenging marketers to ask: "How can we create a standout Tet 2025 campaign?" Discover insights from Buzzmetrics and DSquare to build a strategic and impactful Tet 2025 campaign. Stay ahead by adapting to changing consumer interests and making a memorable impression.
Statistics from Buzzmetrics reflect a challenging outlook for the upcoming Tet season. Discussions about Tet 2024 have dropped by 47%, consumer concerns have shifted, and competition among brands has intensified. How can brands "survive" and execute meaningful Tet campaigns amidst these challenges? Join Buzzmetrics and DSquare as we reveal tips for marketers to succeed in Tet 2025. This article summarizes insights from BuzzSpeak Tet 2025: Insights to Overcome Challenges of the New Tet by Buzzmetrics in collaboration with DSquare.
In previous years, the 8 days leading up to Tet were considered the “golden time” for marketing campaigns, as consumer discussions peaked during this period. However, the discussion patterns in 2024 show a more spread-out timeline, with no clear peak near Tet. This shift indicates that brands should start their campaigns earlier to capture consumer attention ahead of time.
For the first time, “reunion” has dropped out of the top 5 most-discussed Tet topics, signaling a significant decline in discussions about family gatherings. Consumers are less eager to return home during Tet, with some even questioning, “Will I go home for Tet?” Traditional topics such as cleaning, reunions, and lucky money are no longer top of mind for marketers, as the discussions surrounding these themes have also decreased.
In contrast, emotional topics like waiting for Tet, feeling tired of Tet, and hopes for Tet have seen notable growth. Consumers seem to prefer simplifying Tet, focusing more on relaxation and enjoyment rather than maintaining traditional activities. This shift is driven by two factors:
1. Financial constraints, making it harder to prepare for an extravagant Tet celebration.
2. Traditional Tet activities, while meaningful, may add unnecessary pressure and fatigue amid society's broader challenges.
This change in Tet discussions highlights a shift in consumer mindset and needs. Brands should carefully adjust their marketing strategies, moving away from traditional values and instead tapping into current consumer emotions, such as the desire for simplicity and ease. This approach not only aligns with the current economic and social context but also creates deeper connections with consumers during this important holiday.
Read the report “Social Media Trends for Tet 2024: Is This Year’s Tet the Same as Before?” to explore insights into shifting consumer behavior and social media usage during the Tet holiday. This comprehensive report offers valuable information on how consumer discussions and engagement on social media have evolved, helping brands understand key trends and adapt their marketing strategies for the Tet season.
In 2024, overall discussions about Tet saw a significant decline compared to 2023. Additionally, the number of campaigns and discussions generated from these campaigns also dropped slightly, driven by brands cutting back on their Tet investments and consumers showing less interest in the holiday. However, the average discussion volume for the top Tet campaigns on Buzzmetrics’ BSI rankings increased by 26.8% (compared to Tet 2023).
This suggests a clear divide between “top campaigns” and others. The top campaigns mostly focus on different aspects of enjoying Tet, delivering messages around family care, self-care, recognizing past efforts, and expressing hopes for the new year.
Amid these changes and challenges, how should brands approach Tet 2025? Should companies continue investing in Tet marketing campaigns?
Given the difficulties surrounding Tet, should brands still invest in marketing campaigns? Lâm Trần, Strategy & Growth Director at DSquare, suggests that “market share improves in areas where advertisers continue to invest despite economic challenges.” Maintaining advertising budgets should not be influenced by economic downturns. According to the IPA (Institute of Practitioners in Advertising), having a higher share of voice (SOV) than current market share (SOM) – known as a positive ESOV (Excess Share of Voice) – is crucial for future brand growth.
Additionally, brands can evaluate the necessity of Tet campaigns based on three factors:
1. Is Tet a prime sales opportunity for your business? For many sectors, especially F&B, Tet is a high-sales season that can significantly boost revenue.
Can Tet help build new consumer habits? Tet often marks a time of renewal for consumers. Can your brand leverage this to instill a new habit?
Can Tet reinforce cultural connections? As a major cultural event in Vietnam, Tet provides a chance for brands to become more familiar to consumers and leave a lasting impression.
If the above factors resonate with your brand, the next challenge is determining how to create a Tet strategy that resonates with consumers and delivers value to your brand.
In the evolving landscape of Tet, where consumer behavior and market trends shift, brands face the challenge of creating campaigns that are both simple and meaningful. To help, Lâm Trần suggests the NSFW framework, a guideline for building effective Tet campaigns:
- Nostalgia: Tap into the timeless feeling of Tet by reviving familiar elements, such as classic Tet music and traditions, that evoke warm memories.
- Security: Provide consumers with a sense of security. In uncertain times, people are more cautious about spending. Brands that offer reassurance and concrete actions to ensure future stability will resonate better.
- Funny: Humor never goes out of style. Despite concerns about Tet fatigue, campaigns that spread positivity and humor can leave a lasting impression.
- Worth: Promotions are a given during challenging times, but ensure they don’t diminish your brand's perceived value. Smart discounting can boost sales while maintaining brand equity.
For more insight into successful Tet campaigns, explore the report “Update on Social Media Campaign Competitions for Tet 2024.”
Buzzmetrics offers the Tet Recall Solution - Data Driven Success, enabling brands to evaluate the effectiveness of their campaigns using highly accurate data. This solution provides valuable insights into the significance and application of key performance metrics, as detailed in "Metrics and the Art of Optimizing Tet Campaigns."
The tourism industry is constantly evolving and expanding, from service amenities to a variety of travel types that cater to the needs of travelers. According to statistics from Buzzmetrics, at the beginning of 2024, a new wave of travel, known as "healing travel," emerged and gained significant attention among the youth. Instead of merely sightseeing and entertainment, healing travel offers visitors a peaceful space, an opportunity to connect with nature, and a chance to rejuvenate body, mind, and spirit after the pressures of modern life.
The tourism industry is continuously growing and expanding from service amenities to a variety of tourism types that cater to the needs of travelers. According to the Tourism Information Center (Vietnam National Administration of Tourism), in the five-day holiday period from April 30 to May 1, the number of tourists increased by 14.2% compared to the same period in 2023. This demonstrates the attraction and potential of the tourism industry in the coming time.
Additionally, according to statistics from Buzzmetrics, at the beginning of 2024, a new trend in tourism, "healing tourism," has emerged and attracted a lot of interest from young people. Instead of merely sightseeing and entertainment, healing tourism offers visitors a peaceful space, an opportunity to connect with nature, and a chance to rejuvenate body, mind, and spirit after the pressures of modern life.
This report by Buzzmetrics will focus on analyzing this trend and the opportunities for brands, providing readers with a deeper understanding of the exciting aspects behind it, through data research from social networks.
There was a time when traveling often revolved around taking pictures and living virtually. However, the first four months of 2024 have painted a different picture of tourism: Healing ranked second among the travel goals of users. The pressures of work and conflicts in social relationships have led users, especially those under 35, to seek a quiet, less tumultuous place as a way to "review and heal the soul." Exploring new lands is also a way of rediscovering oneself.
Users, primarily the younger ones, also travel to have more profound experiences. They want to expand their knowledge about new regions and are not afraid to engage in activities they have never done before.
While somewhat similar, travel for rest and relaxation usually involves trips where users do not place a heavy emphasis on adventurous exploration. These are often family trips with companions of varying ages.
However, discussions about healing tourism only really emerged around week 11 of 2024 (around mid-March) and peaked in week 15 (around early April). During this period, young people continually shared their experiences with budget healing trips, such as "With a salary of 15 million VND, how to go on a healing trip in 3 months?" or "Earning 5 million VND but still aspiring to go on a healing trip." It seems that even with limited funds, the youth are very keen on healing through travel. This was also the time when the keyword "healing" became popular on social media, attracting attention from the media.
Meanwhile, travel for rest and relaxation peaked during the first five weeks of 2024 (also during the Tet holiday period). However, recently, healing and new experiences have become the main goals for users when traveling.
Based on social media statistics, we can see that the purpose of travel among users is not fixed but changes with the seasons (the period around Tet is different from summer, and summer is different from autumn, etc.). This is an ideal time for healing trips, and healing tourism may continue through the end of the summer.
Typically, when it comes to experiential travel or travel for relaxation, users rarely want to go alone. If seeking experiences, users will choose to go with friends, as friends usually share common interests and are ready to explore new things in new places. If looking to relax, users will opt to go with family, spending time enjoying the company of loved ones after busy days at work.
However, for healing trips, users tend to prefer going alone. Being alone gives them enough space and time to reflect, organize their emotions, and deal with personal issues. It could also be said: If you want to heal, go alone. If you want to experience, go together.
Healing travel destinations that attract interest are usually peaceful places, close to nature, and offer activities that help reduce stress and enhance mental well-being. Below are a few locations for this type of tourism that were most discussed on social media in early 2024.
Ha Long, and especially Co To Island, are particularly favored by users for healing trips. Although Co To does not have many entertainment spots, its pristine nature and clear sea waters are very suitable for "healing." Additionally, Co To is entering its most beautiful season (May), making it an ideal destination in the healing travel plans.
Phu Yen is another ideal destination for healing. Besides its quiet beaches and clear skies, Phu Yen is also sought after for its delicious and affordable food. Discussions about Phu Yen were most vibrant in the late March to early April period, with a series of posts sharing about budget-friendly Phu Yen travel and activities such as watching the sunrise, sunset, and sea views.
In addition to Ha Long and Phu Yen, coastal areas like Phan Thiet, Quy Nhon, Nha Trang, and Phu Quy are also actively discussed by users when it comes to healing. A common feature of these areas is their tranquil settings, which help users to rejuvenate mentally.
(1) It can be seen that healing tourism is an emerging travel trend that is attracting the attention of the online community. This trend is likely to continue at least until the end of the summer.
(2) Each travel goal has different key moments and different companions. Connecting the right goal, the right moment, and the right companions will help optimize the effectiveness of communications for the brand.
(3) Healing travel destinations under discussion may change over time, but a common feature must be a coastal area that is not too bustling, allowing visitors to truly heal.
As the year-end party season reaches its peak, the anticipation of consecutive holidays encourages people to prepare for some relaxing moments for themselves.
“Go chill”
“Bar chill”
“Lo-fi music that’s super chil”
So, what does "chill" mean?
In Vietnam, the word “chill” has gradually become familiar to the youth after the hit song "Bài này chill phết" by singer Min and rapper Đen Vâu in 2019. Up to now, “chill” has appeared more and more in popular culture publications as well as in everyday conversations.
In the context of an economic downturn, young people are facing greater pressures in life. For them, “chill” serves as a noun, verb, and adjective, representing a state of mind, an action, and a destination that offers relaxation and comfort, allowing them to temporarily escape the hustle and bustle of life. Especially during the year-end party season, the anticipation of consecutive holidays drives people to prepare for those moments of relaxation for themselves.
Buzzmetrics has analyzed social media discussions about the "chill" topic and selected some interesting perspectives that brands should not overlook.
In the three months of Q3 2023, the trendline of discussions about the “chill” topic surged from late July to early August. This was when the whole country was "buzzing" in anticipation of the Born Pink concert in Hanoi. At the same time, on the TikTok platform, the hashtag #chill exploded in discussion volume due to the song “Baby gọi cho anh” by the young artist UMIE trending.
From the public's perspective, the definition of “chill” is closely associated with activities and places that bring relaxation and entertainment. In the customers' dictionary, the top three most popular activities that provide a chill feeling are listening to music, sipping drinks, and eating food. Among the 6 million discussions analyzed on the topic of chill, these three activities account for over 60% of all the activities consumers engage in while chilling. It can be said that chill moments present significant opportunities for music streaming apps and F&B brands to integrate into consumers' habits. Other activities that also provide a chill feeling, such as sightseeing, enjoying good weather, traveling, and reading books, can also be a "fertile ground" for the presence of music and F&B.
Since chill is a moment of relaxation, most consumers choose to spend their chill time alone (55.1%). Additionally, chilling with friends, loved ones, and even pets also provides a certain level of relaxation. Compared to the data from Q4 last year, it’s clear that currently, enjoying chill moments alone or with pets has become more popular. On the other hand, the number of discussions about the chill topic in Q3 2023 has more than doubled compared to Q4 2022, indicating that this topic is gaining more attention.
The image of the girl studying by the window, affectionately called "Lofi Girl," has become a phenomenon on YouTube, setting the record for the longest continuous livestream on the platform. Over a staggering 20,843 hours of livestreaming, Lofi Girl attracted an average of 70,000 viewers at any given time throughout the day. And Lofi Girl is just one example among thousands of streaming videos in this genre across all platforms, highlighting the genre's immense popularity with today's youth.
Not only “lofi chill,” but rap is also the second most popular music genre when it comes to chill moments. This is due to the emergence of young rappers like Đen Vâu, Low G, and others, making rap music more approachable and lighter, bringing it closer to the mainstream audience and making it a popular choice for their chill moments.
"Going for a chill coffee" is a favorite activity among young people when they seek relaxation. Coffee is not just a drink to kickstart a productive workday; it also brings relaxation during days off. Currently, most coffee brand campaigns still focus on the insight of "starting a productive workday," while the chill niche holds significant potential for differentiation. To specifically assess the insight of consumers in this niche, UnA (Usage and Attitude) research will provide the most accurate answer for the brand.
Cakes in general are the most commonly associated food when it comes to the chill topic, with nearly 3,500 discussions. Following that are BBQ, hotpot, and seafood.
Brands from various industries are actively leveraging the chill theme in their social media activities. Among them, Saigon Chill Beer leads the discussions on social media about the chill topic with 1,646 buzzes.
Not just limited to social media, let’s take a broader look at the communication strategies targeting the chill theme. With a strong focus on the love for music during chill moments, each brand has its unique approach to incorporating its products into music-driven strategies. From large-scale music festivals to product placements in indie artists' music videos, each brand has its distinct way of integrating into customers' chill lives.
Tiger - Đại nhạc hội Tiger Remix
The Tiger Remix music festival, held on the New Year's Eve countdown in 2023 at Nguyen Hue Walking Street, recorded a record-breaking audience of hundreds of thousands of people, thanks to the appearance of renowned artists, including the South Korean artist CL.
Bia Saigon Chill - The Chill Fes
Although smaller in scale than Tiger Remix, the Saigon Chill Beer’s The Chill Fes event still made a significant impression on fans. The Chill Fes is a series of events held in major cities, bringing the chill atmosphere closer to audiences across the country.
Trà Xanh 0° - Show Âm nhạc Không độ Chill & Cool
The Âm nhạc Không độ Chill & Cool show attracted millions of views on YouTube by giving a fresh twist to timeless songs, receiving widespread support from the younger generation. With the participation of well-known young artists like Quang Trung, tlinh, Hoà Minzy, MONO, and others, the Âm nhạc Không độ Chill & Cool show successfully brought the brand into the chill moments of music-loving youth.
In the minds of consumers, chill is a moment when they prioritize peace and quiet, temporarily forgetting about the hustle and bustle of life to enjoy the present. Therefore, strategies that aim to insert brands into customers' chill moments must be cautious and avoid interrupting the relaxing flow of emotions. In other words, strategies such as pop-up ads, TVCs, or audio ads should be carefully chosen in terms of location and timing to blend seamlessly without disrupting the experience.
It can be said that the use of advertising should be carefully considered before implementation if a brand wants to connect with the public through the chill theme. On the other hand, to truly immerse itself in the chill wave alongside customers, a brand should create value, products, spaces, and events that contribute to fulfilling their chill needs.
Social Listening is a form of market research based on social media discussions, helping to analyze brand health, campaigns, special events, and more...
Along with the development of social networks, Social Listening is also growing in application capabilities. If in the past, Social Listening was only about collecting social media data, today data collection is only a part of Social Listening. Measuring buzz volume or sentiment is no longer the only function of Social Listening. In the context of this article, let's look at old questions through a new lens: What is social listening and what role does it play in social media marketing?
Social Listening is a form of market research that analyzes online user discussions across social media platforms. It involves the collection and analysis of conversations from various online platforms, including social media, forums, blogs, news sites, and review websites. Unlike traditional research methods, Social Listening works primarily with unstructured data, offering businesses real-time feedback from diverse users across different online platforms.
Typically, a Social Listening process follows these steps:
- Step 1: Build an analysis plan
Researchers begin by defining the context and research objectives, then set the key questions to be addressed.
- Step 2: Data collection
Using Social Listening tools, researchers gather data based on keywords from all social platforms, ensuring an accurate and comprehensive understanding of trends and industry data.
- Step 3: Data filtering and analysis
After collecting data, researchers filter out irrelevant or misleading information to ensure accuracy. Data is processed through AI systems and human verification to find potential insights.
- Step 4: Data visualization and reporting
Finally, the results are compiled into a complete report with visualized data for easier understanding and decision-making.
Social Listening data sources are not limited to major social media platforms like Facebook, Instagram, TikTok, or Threads. They also cover any medium that allows multi-way interaction, including forums, e-newspapers (comment sections), blogs, and e-commerce review sections.
(A) API Data Collection
This method connects Social Listening tools to the APIs (Application Programming Interfaces) of social networks to retrieve posts containing specific keywords.
- Advantages: Allows access to all data from the network, including personal pages.
- Disadvantages: API reliability may fluctuate, leading to incomplete or inconsistent data over time.
(B) Site Data Collection
This method involves accessing listed sites to collect data without disrupting the websites, either by manual or automatic data gathering processes.
- Advantages: Ensures 100% of data on the site is collected.
- Disadvantages: Certain issues, like site changes or blocking, may cause temporary data shortages.
When conducting research via Social Listening, marketers should focus on key metrics to gain a comprehensive view of the research landscape and measure the effectiveness of their Social Media Marketing strategies:
- Buzz Volume: The number of discussions (posts, comments, or shares) about a specific topic.
- Share of Voice (SOV): Compares the discussion volume of a brand against competitors.
- Audience Scale: The number of individuals participating in discussions about a topic.
- Sentiment Score: Indicates users' emotions toward a topic, calculated by comparing positive and negative discussions.
Initially, Social Listening was seen by many marketers as a purely measurement tool, providing basic metrics about campaigns or brands in comparison with competitors (such as discussion volume, participant count, sentiment scores, etc.). However, over time, social media has expanded significantly in scale. Users have become more familiar with Digital Transformation, sharing more than ever, and social media trends are emerging increasingly. As a result, the scope of social media data has broadened, offering a wealth of potential information to support Social Media Marketing strategies. Consequently, Social Listening has also evolved to gather data across various platforms and meet diverse research needs from marketers.
For each research focus, marketers can apply Social Listening to a range of different areas. Typically, marketers can use Social Listening for three main research directions: (1) Insight Understanding, (2) Campaign Tracking, (3) Crisis Management.
This research can provide a comprehensive overview of a specific industry, including e-commerce performance, brand image identification, and opportunities for differentiation. It also outlines the target audience's profile, capturing public attitudes and usage toward products/brands/industries.
a. Industry Competitive Landscape:
For instance, the chart below shows the most-discussed functional food brands over a certain period. From this, brands can identify their competitors, understand their position in the competitive landscape, and aim for top-of-mind awareness among consumers. Moreover, by quoting user discussions, researchers can pinpoint issues regarding public perception of both the brand and its competitors. This allows the brand to compare, recognize problems, and take corrective action if needed.
→ Read more: Exploring Insights in the Functional Food Industry: Challenges and Opportunities in the Digital Era
b. Brand Image and Differentiation:
An example of Buzzmetrics research on leading diaper brands paints a detailed picture of brand differentiation. Compared to other brands, Molfix’s product performs exceptionally well in absorbency. However, aspects like softness and thinness received negative feedback. Molfix’s branding team can also monitor current customer perceptions of competitors and identify areas for improvement.
c. Usage and Attitude Research (UnA):
UnA research focuses on consumer discussions and plays a key role in unveiling the consumer landscape of an industry. It addresses key questions like:
- Users' interest levels in the product/brand on social media
- Awareness, usage, and consumer behavior displayed on social platforms
- Motivations and barriers to product/brand consumption
- General satisfaction/dissatisfaction with current products/services
- Users’ needs, unmet demands, or general expectations
d. Target Audience Segmentation:
In some cases, brands aim to understand consumers not just from a product buyer perspective but from a broader context that includes their lifestyle and habits. Social Listening can support brands in achieving this.
For instance, analyzing the most-discussed topics within Gen Alpha revealed that "love" was the top theme, surpassing even "education" and "games." This insight shows that to engage Gen Alpha, brands should consider using "love" as a central theme to attract attention and foster interaction.
→ Read more: Gen Alpha: What Sets the Next Generation of Consumers Apart?
Notably, social media is segmented by interests. Therefore, identifying user groups and their main concerns is crucial in segmenting the social media audience. Pinpointing key interests and insights will help brands align their marketing tactics with user interests. As a result, branded content and messaging are more likely to appear in users' feeds, capturing attention, generating engagement, fostering recall and affinity, or even leading to user-generated content (UGC) related to the brand.
Social Listening supports marketers in planning, creating content, and adjusting strategies in real time throughout all phases of a campaign. It helps track brand sentiment and ensures campaigns align with audience expectations.
Today, even a small complaint on Facebook can cause significant damage to a brand. As consumers become increasingly familiar with social media, the likelihood of crises occurring rises. Our Social Listening data shows that while the number of crises has decreased as brands take a more proactive role in crisis management, the average scale of a crisis has grown significantly.
Crises may seem to occur randomly and can impact any brand for seemingly arbitrary reasons. This makes social media crises difficult to track and challenging for brands to respond to. However, through Social Listening, not only can crises be monitored, but their patterns can also be identified, allowing brands to develop strategic response plans.
By analyzing user discussions on social media and providing actionable insights to brands, Social Listening plays a critical role in shaping communication strategies. The most common applications of Social Listening include gathering insights, tracking campaign performance, and managing crises.
To learn more about metrics, marketers can refer to here
Let's explore with Buzzmetrics a social media trend recently embraced by 18 brands – #complimentchallenge, and answer the following questions: What makes it so appealing? How have brands leveraged it? Which brands have done it the best?
In today's world, where social media is flooded with advertisements, brands must do things that people actually enjoy watching and care about to attract customers. Social media trends have emerged as a quick and effective solution to help marketers tackle this challenging problem. As highlighted in Buzzmetrics' previous article, more and more brands are leveraging trending topics to interact with users on social media, especially the younger generation.
While social media trends are appealing, it’s important to understand their essence to use them properly and create "spin-off" products that are both creative and help amplify brand visibility to both traditional and potential customers. Let’s dive into the #complimentchallenge, a trend recently embraced by 18 brands, and answer these questions: What makes it so appealing? How have brands leveraged it? Which brands have done it the best?
After the "Puberty Challenge" trend exploded in April, internet users experienced a period of absence from inspiring trends, with social media largely filled with like-baiting posts or negative news and debates over TV shows. However, in July, the #complimentchallenge emerged as a "bright keyword," attracting more than 50,000 participants and generating over 80,000 posts and discussions across social media platforms in a short period. The appeal of #complimentchallenge was further proven by the fact that 18 brands adopted this trend in their social media interaction content.
The Compliment Challenge is a trend that encourages people to share the hashtag #complimentchallenge, asking them to comment their name and receive a positive compliment about something they like about themselves, with the spirit of "Spread love to your world." Posts with the hashtag #complimentchallenge continuously appeared on users' personal pages as well as on the fan pages of young people and brands.
Compared to trends like the Confused Duck, Puberty Challenge, Ice Bucket Challenge, Be Like Me, and others, the Compliment Challenge is a relatively short-lived trend (about a week) due to its content being primarily in the form of simple text posts. It lacks variations in image, video, or music content that could help sustain its virality.
The Compliment Challenge was once very familiar in the online community, having gone viral in July last year and making a return this July. The timing of this trend can be explained by the summer break in July, when young people have more free time and are looking for activities to fill their idle hours. At the same time, staying connected with friends during the summer is also a major concern. By facilitating interaction between friends, the Compliment Challenge created a huge surge on social media in both of the past two years.
Additionally, the negative news that flooded social media in early July (such as child abductions, child sexual abuse, controversies surrounding bullfighting festivals, and debates over reality TV shows) contributed to feelings of negativity. With its message of "Spread love to your world" through compliments, the Compliment Challenge helped alleviate these negative emotions, making users feel better. The challenge also encouraged people to have a more positive view of themselves by receiving compliments, boosting their confidence and fostering more connections during the summer months.
The presence of celebrities is always one of the key factors that help trends go viral on social media, especially those popular among young people. With their massive followings, trends on KOLs' fanpages or personal pages can reach a large number of young people and generate high virality within the community. Due to the nature of the challenge, KOLs are required to interact and send positive comments to their fans, creating a truly engaging experience for participants. It's clear that the strong growth of the #complimentchallenge trend on social media has been significantly boosted by the involvement of celebrities and prominent fanpages within the youth community.
Simplifying everything—from the way the challenge is carried out to the hashtag—not only makes the trend easy to access and spread quickly on social media but also helps it stick in users' memories. In the Compliment Challenge, participants only need to mention something positive they like about the person who commented on the post. Additionally, the hashtag #complimentchallenge makes it easy for participants to remember and recall the trend when needed.
The Compliment Challenge has seen participation from 18 brands, ranging from consumer electronics brands (Oppo, Mobiistar, Vivo, Asus, Samsung) to food and beverage brands (Vinamilk Yogurt, Coca-Cola, Cowboy Jack's, Kichi Hot Pot Bar, Daruma), as well as other brands (Viettel Store, FPT Telecom, Sunsilk, etc.). Each brand has its own creative way of incorporating the trend into its social media interaction content.
As shown in the statistics for "How Brands Have Leveraged Social Media Trends" in 2016, the number of 18 brands adopting a small, short-lived trend like #ComplimentChallenge is truly impressive. Throughout 2016, only massive trends like Pokémon Go attracted such large numbers. Most trends only attracted around 3 to 15 brands. However, there is a significant variation in the number of posts and discussions generated by these brands. So, what are the reasons that help a brand successfully leverage this trend?
While long-term trends (lasting over 3 months) can be predicted based on data and industry insights, short-term trends often appear suddenly, requiring brands to act quickly to maximize their effectiveness. The Compliment Challenge only surged and truly gained high virality for about 4 days. After this period, the trend began to fade and lost its appeal. Quick updates and timely engagement with such trends are key factors in utilizing this content effectively.
Additionally, alongside their own fanpages, brands can also leverage other channels like KOL fanpages or entertainment fanpages to carry out the trend, increasing engagement and effectiveness on social media.
Similar to the principle of simplifying everything mentioned earlier, easy-to-follow and simple rules for participation lead to more interaction. Consumer electronics brands were among those that attracted the most discussions. These brands kept their posts straightforward, asking participants to simply comment on the phone model they were using—making it easy for users to remember and respond instantly.
Additionally, offering rewards acted as an incentive to encourage user interaction. It is evident that brands like Samsung and Asus, despite joining the trend during its decline, still managed to generate more engagement than other brands at the same time.
Most brands with high discussion volumes in the Compliment Challenge had positive interactions with users. Interaction from the brand not only makes users feel respected but also helps expand the narrative and create a stronger connection with the target audience. An even more interesting application by brands is implementing the challenge on KOL pages. Being interacted with and complimented by a KOL is a huge motivator, significantly increasing participation and driving more people to engage with the post.
Social Slang is a way for brands to reach out to Gen Z customers (born between the mid-1990s and early 2000s). Let's learn about Social Slang with Buzzmetrics.
In social media marketing, Language is an important weapon in the fight to attract the attention of the target customer. More than anyone else, marketers understand that in order to attract their target customers, they must say things related to them.
This is especially true for Generation Z (born from the mid-1990s to the early 2000s), the potential target audience that many brands are trying to connect. They grew up in an era of technological boom and this has certain implications on behavior, style, belief systems, life views. They are well versed in technology and social networks, so more demanding, more selective. Content that appeals to them must be connected to their needs and desires. The way to connect with this particular segment of consumers is Using their language to create content.. One of the ways to learn Gen-Z language is through popular social slang among their communities
In recent years, social media has contributed to the spread of many trending terms such as Crush, "Tha Thinh", "Soai Ca", "bodyshaming", "Nao Ca Vang"... and has really made a big impact in the youth community of Generation Z. These terms were formed, popularized thanks to social media and have been increasingly used by young people to describe a common situation in modern life or at their age.
Social media trends from solving a psychological need.. So focial slang terms,
The majority of social slangs used by young people (1) reflect a truth about new user trends, new concern, (2) develop a new perspective on old problems in a more fashionable way or (3) the pressure to become a part of a specific group.
Regarding their popular channels, social slangs were almost widely used and spread from the Entertainment fanpage of small communities or microcommunites. The social slangs help young people develop a sense of belonging and feel like being connected to a group based on common interest.
To better understand how young people define or discuss their social slang, this article will delve into one of the most prominent terms of recent times: Crush.
Crush,according to the discussion of netizens on, can be summarized as: “The ones that we like, but we are not sure if we can call that "love". It seems like the feelings come from one side only." As can be seen from the definitions most mentioned by netizens, "Crush" causes huge discussions by correctly hitting a common emotional aspect of young people. They don't use words “one-sided love” or "slient love" to express this feeling because it seems that those familiar words are no longer relevant to young people today. When using the word Crush, or participating in discussions about “Crush” young people will have a feeling of togetherness with peers.
The emergence of social slangs also shows the needs of young people to find new expressions that better reflect their situation in this new age. Looking further, the popularity of also comes from pressure to belong to a group (herd psychology). The value of fast-paced updates doesn't make sense for adults but it does make sense for young people because they were born and raised in an age of information saturation and dizzying change of information.
About the origin: Posts about Crush have appeared on Vietnamese social media sites since 2014, but have really emerged and become known since late 2016, thanks to the confession movement and love advice from entertainment fanpages such as The Society of Fairy Tale Enthusiastsc, Crush +, Ngon Tinh Everywhere, Tuoi Thanh Xuan, Tuyet Bitch Collection, Quotes Chat...
About discussion topics: Based on an interesting psychological truth: “Everyone has ever had or is having a crush on someone.” Hot fanpages always actively create a lot of discussion topics that revolve around this truth. Based on social listening data from BuzzMetrics, top posts are the posts that can satisfy the two most needs from young people:
- Find useful tips for their problem: Young people need suggestions on how to confess, suggestions on how to start a conversation with your crush, signs to identify if your crush likes you too...
- Share emotions/seek empathy: Young people are interested in questions as What it feels like to "crush" a person, Reasons to Love, What to Say To Your Crush, Tell About Memories, Being Rejected...
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Have brands applied social slang to their social media marketing? If so, how did they do it? How effective is it? And are there any “must and must-not” that marketers should beware of when using these trendy terms? Watch Part 2 of the series on Social Media Glossary - Social Slang.
The Syndicated Report Hub online reporting library aggregates research proactively conducted by Buzzmetrics based on observations of common market needs. These studies do not serve a specific customer but will provide a panoramic view of users and the goods industry on the social network.
