BSI Top10: Social Media Rankings for May 2024

The BSI Top10 rankings are considered the most reliable, high-quality, and up-to-date social media rankings based on the social index evaluated by Buzzmetrics – the Buzzmetrics Social Index Top10. The BSI Top10 rankings for April 2024 include the top 10 campaigns, top 10 influencers, and top 10 events across social media channels and online newspapers during the period from 01/05/2024 - 31/05/2024.

The BSI Index (2023 edition) introduces two new adjustment indicators, the Diversity Score and Audience Score, which, combined with the five evaluation criteria from the 2021 version, create shifts in assessing the success of campaigns/events on social media more comprehensively and in-depth: see more at BSI Top10 Ranking Methodology (2023 edition).

BSI reflects a synthesis of factors, each holding equal significance. A change in just one factor can lead to shifts in the BSI Top10 rankings.

Starting from January 2023, the BSI Top10 rankings will be fully implemented according to the 2023 version, featuring the addition of two new adjustment indicators: the Diversity Score and the Audience Score.

TOP 10 CAMPAIGNS ON SOCIAL MEDIA MAY 2024

The trio Milo Moi Ngay, Ben Bi Hon - Nang Heineken Vi Fan Dich Thuc - Bung Cuoi Doi Tuoi continue to appear in the Top 10 BSI Campaigns chart this month. Alongside them are the campaigns Sach - Thom - Lanh Tay. Loi Ca Ba Duong by OMO; VinFast VF 3 by Vinfast; Probi Thanh Nhe, Can Ngan Dieu Nang by Probi; Vi Mam Nha Me by Knorr; Mieng Cuoi Gion Ngon by Lay's; La Chan Phi Thuong by Colos IgGold; and Bat Bia Viet Trung 8 Trieu Giai by Bia Viet.

• The Sach - Thom - Lanh Tay. Loi Ca Ba Duong campaign has propelled OMO to the top of the BSI Top10 Campaigns leaderboard this month. Most of the campaign's discussions stemmed from product promotion posts by KOLs/KOCs, especially hot moms. Additionally, the offline activation “Chuyen Xe Sach Thom” garnered enthusiastic check-ins and photo shares from users on social media.
• This past May, the first episode of Ken League, a reality show for football fans organized by Heineken, officially aired. It was also the peak month of the Champions League with the semifinals and final matches. Heineken cleverly organized minigames to connect the two events, Ken League and the Champions League, contributing to the spread of the Nang Heineken vi fan dich thuc campaign.

• The launch campaign for VinFast VF 3 by VinFast attracted significant public attention by allowing car reservations on Shopee. Just one day after opening for reservations, 30,000 cars were booked. Additionally, the campaign featured promotions by PewPew, ViruSs, and Ngoc Kem, along with numerous automotive community pages. This contributed to the campaign's widespread reach on social media recently.
• The Milo moi ngay, ben bi hon campaign by MILO has consistently been in the BSI Top10 leaderboard for three consecutive months. Similar to previous months, the campaign was amplified by hot moms and pediatricians. The most notable activity of the campaign is the endurance challenge through the brand's mini app, offering a chance to win a 3-day, 2-night trip to Vinpearl.
• The Probi thanh nhe, Can Ngan Dieu Nang campaign promotes the Probi It duong thanh nhe drinkable yogurt. The highlight of the campaign is the music video “Nhe Long Khong Long Vong” featuring Trang Phap and Hoang Dung. The catchy tune of the song quickly became a trend among TikTokers.
• The Vi mam nha me campaign by Knorr introduces a “collection” of delicious recipes in collaboration with chef Huy Tran. The highlight of the campaign in May was the “Vi Mam Nha Me” contest, the launch of Chef Huy Tran A.I, and the livestream event “Biet doi xin - Nau mon mam cuc me.” The campaign achieved high virality (Virality Score = 0.83) thanks to community pages like Insight Mat Long, Hoi Nguoi Luoi Viet Nam, and Dia Diem An Uong.
• The Bung Cuoi Doi Tuoi campaign by Vinamilk has made it into the BSI Top10 leaderboard for the second consecutive month. Alongside the support of the Salim family, the campaign also organized direct check-in activities with the “Tu sua chua tuoi sac” at Aeon Mall Long Bien and Aeon Binh Tan, thereby creating significant buzz for the campaign.
• The Mieng cuoi gion ngon campaign by Lay’s, featuring singer MONO, received positive feedback from users (Sentiment Score = 1.00). A standout activity of the campaign was the videos showing MONO knocking on doors and calling out names to give away the last piece of Lay’s. Overall, the campaign received quite positive feedback from users (Sentiment Score = 1.00).
• The La Chan Phi Thuong campaign introduces the Colos IgGold milk product from Care For Vietnam. The highlight of the campaign is the MV of the same name featuring singer Lan Huong and musician-singer Bui Cong Nam. Users expressed interest in the MV's blend of folk, young, and rap music genres.
• The Bat Bia Viet Trung 8 Trieu Giai campaign was launched at the beginning of April, but it was in May that the campaign started to intensify its local community engagement activities. The campaign's user appeal lies in its easy-to-play, easy-to-win nature, with up to 300 first prizes and numerous second, third, and fourth prizes available.

TOP 10 INFLUENCERS ON SOCIAL MEDIA MAY 2024

This month's BSI Top10 Influencers sees the return of Chi Pu after many months of absence. Actor Tin Nguyen also makes his debut on the chart thanks to his role as Tu Tham in "Lat Mat 7". Alongside them are familiar faces like Son Tung M-TP, Ly Hai, Tran Thanh, Le Duong Bao Lam, Trang Phap, Ninh Duong Lan Ngoc, Nguyen Thuc Thuy Tien, and the duo Ninh - Duong. 

• Leading the rankings in May is Ly Hai, thanks to his promotional activities for the movie "Lat Mat 7: Mot Dieu Uoc". The singer actively conducted livestreams during cinetours, fostering extensive discussions. Released at the end of April, "Lat Mat 7" has grossed 480 billion VND and received high praise for its simple yet meaningful and meticulous content.
• Trang Phap became a hot name in May thanks to the debut MV "Moonlight" of the LUNAS band, as well as the collaboration with Hoang Dung in the MV "Gentle Without Hesitation". Trang Phap's outstanding visuals continued to be a lively topic of discussion among internet users.
• The couple Ninh - Duong had a busy May participating in the talk show "Khang Thuong" by Vietcetera, and also became guests and cover models for Vietnam Travel magazine. At the end of May, the couple teased about their upcoming fan meeting at Yamaha Riding Station, an event sponsored by Yamaha.
• Le Duong Bao Lam engaged in promotional activities for VinFast VF 3 and OMO. Additionally, the actor actively participated in livestreams on Shopee and his personal channel, maintaining strong interaction with the online community.
• Chi Pu returned to the rankings after last appearing in October 2023. The highlight of Chi Pu's activities in May was the release of the MV "Finding You". The MV, featuring both Vietnamese and Chinese languages, marked her first effort in connecting with Chinese netizens through a complete music product.
• Nguyen Thuc Thuy Tien continued her "Du Dem" series with guest Loi Con - Quang Linh Vlogs. The videos capturing interactions between Thuy Tien and Loi Con consistently attracted over 1 million views, with many positive comments praising Thuy Tien's lively energy. It can be said that Loi Con is one of the most successful guests of "Du Dem".
• Ninh Duong Lan Ngoc traveled to Australia in May but maintained her popularity with the new MV "Moonlight" by LUNAS. In addition, the actress remained a key figure in the "7 Nu Cuoi Xuan" program and participated in the "Giai Nhan" show by designer Do Long.
• Tran Thanh continuously showcased achievements of the movie "Mai" on the Galaxy Play app and Netflix platform. The male MC also shared about projects he will accompany, especially "Anh Trai Say Hi". Moreover, the success of "Lat Mat 7" also brought Mai and Tran Thanh's names back into discussion, as internet users continuously compared the two movies and directors.
• Tin Nguyen made his first appearance in the BSI Top10 thanks to his outstanding performance as Tu Tham in the movie "Lat Mat 7". According to audience reviews, Tin Nguyen "acted exceptionally well, portraying the authentic coastal style". On his personal page, the actress continuously shared images from "Lat Mat 7", attracting discussions from netizens.
• Son Tung M-TP was very active in the final days of May with a series of posts teasing his new MV. Fans were very excited about the singer's new profile picture, eagerly anticipating the release of his new song.

TOP 10 EVENTS ON SOCIAL MEDIA MAY 2024

The parade commemorating the 70th anniversary of the Dien Bien Phu victory topped the BSI Top10 Events ranking for May 2024. Alongside this, annual festivals were also listed in this month's ranking, such as the Red Flamboyant Festival Hai Phong 2024, the River Festival Ho Chi Minh City 2024, the Vietnam Bread Festival 2024, School Fest 2024, and the Lantern Festival celebrating Buddha's birthday in the Buddhist calendar year 2568. Personal shows like the Giai Nhan Runway Show 2024 by designer Do Long and the "MY SOUL 1981" Liveshow by My Tam also received attention from the online community. Additionally, events like Vietnam GameVerse 2024 and Grand World - Korea Travel Festa 2024 provided audiences with cultural and entertainment experiences.

• The parade commemorating the 70th anniversary of the Dien Bien Phu victory took place on May 7th with nationwide jubilation marking this significant milestone for the nation. The participating forces in the parade were extensive and meticulously prepared, receiving numerous positive comments expressing national pride from social media users.
• The Giai Nhan Runway Show 2024 by designer Do Long occurred on May 26th at Reverie Saigon. Alongside discussions praising the intricate and sophisticated designs of this collection, audiences were impressed by the presence of 8 prominent figures, including famous models and beauty queens such as Nguyen Thuc Thuy Tien, Ky Duyen, H'Hen Nie, Diep Lam Anh, Ninh Duong Lan Ngoc, Minh Trieu, Minh Tu, and Ngoc Trinh. Discussions also focused on the notable guests attending the show.
• The Red Flamboyant Festival Hai Phong 2024, an annual event, was featured once again in the BSI Top10 Events list by Buzzmetrics for May. This year, the event coincided with the 69th Anniversary of the Liberation of Hai Phong, highlighting the artistic program "Hai Phong - Illuminating the Heritage Land" with appearances by renowned artists such as NSND Thanh Lam, Thu Phuong, Tung Duong, Isaac, Hoa Minzy, and Erik. Particularly, the fireworks display and hot air balloon performance garnered the most attention from the online community.
• The River Festival Ho Chi Minh City 2024, organized for the second time from May 31st to June 9th, featured 20 activities, including the artistic program "Legendary Train Journey," artistic fireworks, a recreation of the floating markets of the Mekong Delta, and river parades. Its aim was to promote tourism products to visitors and develop river tourism. Discussions among users focused on expressing desires to attend the festival and inviting friends to enjoy the fireworks.
• The "MY SOUL 1981" Liveshow by My Tam, held on May 11th at Ho Tram, attracted considerable attention from fans. The relaxed stage atmosphere and carefully selected new songs by My Tam became lively topics of discussion on social media forums. Audiences were impressed not only by her emotional vocals but also praised My Tam's youthful and beautiful appearance throughout the performance.
• Vietnam GameVerse 2024 took place over two days on May 11th-12th at Phu Tho Indoor Stadium with activities such as the GameHub Finals, the Vietnam Game Awards 2024 ceremony, cosplay activities, and exhibition booths. Enthusiastic gaming communities eagerly registered to participate in the event to receive attractive prizes from mini-games.
• The Vietnam Bread Festival 2024 was held from May 17th-19th at Le Van Tam Park, featuring a giant bread model and over 130 booths attracting many tourists for sightseeing and photo opportunities. Especially, Vinamilk's booth featuring childhood snacks like bread with condensed milk and attractive gifts received numerous reviews from visitors. Additionally, users commented on queries about the event's time and location to experience it with friends.
• Grand World - Korea Travel Festa 2024, the Korean Tourism Festival, took place over two days on May 25th-26th at K-Town, Grand World (Vin 2), featuring a lineup of famous figures such as Highlight band, 1 Million, Isaac, Min, and Tran Ngoc Anh. The event also included interactions with esports athletes Deft, Beryl, ShowMaker, Lucid, and Morgan at the LCK Booth and a fansign activity that garnered significant attention from LCK fans who eagerly wished to participate. The online community tagged friends and expressed joy at enjoying lively moments at the event.
• School Fest 2024, an annual music festival organized by TodayTV and the National University Dormitory in Ho Chi Minh City, successfully took place at the end of May. This year's event attracted special attention due to the participation of famous guests such as Chi Pu, Trang Phap, and Erik. A standout moment of the program was the debut stage performance of the song "Finding You" by Chi Pu, which stirred up the online community and received much praise.
• The Lantern Festival celebrating Buddha's birthday in the Buddhist calendar year 2568 at Phap Hoa Pagoda, the largest annual lantern releasing event in Ho Chi Minh City, took place with the enthusiastic participation of citizens and Buddhists. They came not only to release lanterns for peace and happiness but also to admire the mystical beauty of thousands of lanterns shimmering on the river. Beautiful images from the event spread widely on social media platforms, receiving countless praises, shares, and invitations to attend or enjoy from afar.

TOP 10 SHOWS ON SOCIAL MEDIA MAY 2024

The BSI Top10 Shows for May 2024 debuted for the first time, noting the emergence of popular programs that garnered significant attention from users on social media platforms. Firstly, newly aired shows such as Show tien ty - Ken League, The Shoppertainer - Ngoi Sao Chot Don, Anh Trai Say Hi, Hoc Vien Cai Luong, and Anh Trai Vuot Ngan Chong Gai drew considerable interest. Additionally, the rankings included perennial favorites that continue to maintain a strong following among Vietnamese audiences like Mai Am Gia Dinh Viet, Duong len dinh Olympia, 7 Nu Cuoi Xuan, Me Vang Nha, Ba La Sieu Nhan, and 2 Ngay 1 Dem.

• Ken League, a reality show combining entertainment and sports organized by Heineken for the first time in Vietnam, has been attracting significant attention from the online community. With a billion VND prize and participation of 100 contestants including famous celebrities like Tuan Hung, Chi Pu, and Diep Lam Anh, the show received positive comments upon its first episode airing on May 26. Audiences appreciated the lavish production and dramatic, humorous moments in the maze challenges, expressing anticipation for the upcoming episodes.
• The Shoppertainer - Ngoi Sao Chot Don concluded its intense semifinals in Episode 5, revealing the top 10 contestants advancing to the finals. Team Phạm Thoại made a memorable impression during the live stream product introduction challenge, and Phạm Thoại's "sweet revenge" moment with mentor Call Me Duy sparked lively responses from viewers. Additionally, viewers left numerous supportive comments for their favorite contestants such as Song Vy, Yen Dan, and Tieu Tho.
• Anh Trai Say Hi, although only premiering its first episode in June, generated widespread online discussions about its program format and profiles of the 30 participating Big Brothers. Fans eagerly awaited the show's debut and expressed encouragement for their idols.
• Mai Am Gia Dinh Viet airs every Friday at 20:30 on HTV7, a goodwill journey organized by Hoa Sen Group to spread love and support to underprivileged children. Social media users showed empathy towards the challenging lives featured and praised the program's meaningful content. The presence of MC Quyen Linh and guests like Phuong My Chi, Duy Khanh, and Duc Phuc further extended the program's reach to a wider audience.
• Hoc Vien Cai Luong, a reality show organized by National Artist Bach Tuyet and collaborators, caters to young enthusiasts of traditional opera. Starting in April, the May episodes captivated online audiences with impressive performances by contestants, notably Tu Tri and Bien Thuy.
• Duong Len Dinh Olympia is a weekly academic competition for high school students broadcast on VTV3. Viewers enthusiastically followed the program, leaving comments to answer the announced questions and sending congratulations and encouragement to the mountain climbers.
• Anh Trai Vuot Ngan Chong Gai in May gradually revealed profiles of the 33 participating Brothers, including the return of seasoned artists like Tự Long, Bằng Kiều, and Hồng Sơn, garnering considerable attention from viewers. Community discussions focused on praising the appearance and charisma of the Brothers, eagerly anticipating their performances in the first episode airing on June 29.
• 7 Nu Cuoi Xuan Season 7, featuring a cast including Truong Giang, Lam Vy Da, Tien Luat, Thuy Ngan, Truong The Vinh, and Ninh Dung Lan Ngoc, has long been beloved by audiences. May episodes with guest appearances by Anh Tu and Ha Nhi brought humorous and entertaining moments. Fans expressed hopes that the show maintains its current cast for Season 8.
• Me Vang Nha, Ba La Sieu Nhan is a reality show aiming to help parents better understand and connect with their children. In May, heartwarming moments of father Long Hạt Nhài consoling his crying child received sympathy and admiration from viewers. Apart from cherishing adorable moments between parents and children, audiences enthusiastically participated in mini-games to answer questions and win attractive prizes from sponsor Huggies.
• 2 Days 1 Night in May teased exciting updates about its Season 3 comeback airing in June 2024. The online community rejoiced over retaining the original cast for the new season, including Trường Giang, HIEUTHUHAI, Ngo Kien Huy, Kieu Minh Tuan, Le Duong Bao Lam, and Cris Phan. Members also shared a few images from Season 3, sparking interest and positive interactions from fans.

APPENDIX

Detailed information on the components that make up the BSI rankings for BSI Top10 Campaigns, BSI Top10 Influencers, BSI Top10 Events, and BSI Top10 Shows in May 2024.

To learn more and discuss further about evaluating brand health, campaigns, and optimizing customer interaction effectiveness on social media based on BSI – Buzzmetrics Social Index, please contact Buzzmetrics representatives at info@buzzmetrics.com.