BSI Top10 2025 — Continuous Improvement to Measure the “Real Impact” of Social Media Campaigns
In an era where social networks are becoming the main “front” of the brand, measuring communication effectiveness is not only a mandatory requirement, but also a great challenge. When “volume of discussion” no longer fully reflects “quality of influence,” traditional measures gradually reveal limits.
In this context, the BSI Top10 2025 — a ranking developed and developed by Buzzmetrics over the past 10 years — is an attempt to redefine the standard for measuring the impact of social media campaigns.
1. The journey of formation and improvement of the BSI Top10 BXH
The predecessor of the BSI Top10 is TopChart, which is based on two main criteria: the total discussion volume (buzz volume) and the sentiment score. In the early stages, these two indicators are enough to reflect the heat of the campaign, helping brands better understand how consumers react to their content.
However, as social media grew, user behavior changed rapidly, and marketing campaigns became more diverse and complex, Buzzmetrics realized that simply measuring “quantity” and “emotion” was not enough. Discussions can be generated from a variety of sources — including automated activity, virtual accounts, or even “buzz waves” that have no real value. Therefore, BSI Top10 has been constantly undergoing stages of improvement to keep up with the pace of development of Social Media Marketing, offering measures that increasingly reflect the nature of “Real Impact”.
2025 marks the fifth step and the biggest improvement: the introduction of the Qualified User Index — a group of real users who behave naturally and genuinely care about the brand. Buzzmetrics' AI system analyzes behavior, engagement frequency, and content diversity to identify “real” users—helping brands know not only how far a campaign is spreading, but also how it impacts real consumers.
This helps the BSI Top10 2025 survey not only record the spread of the campaign, but also help measure the real impact on real consumers.
2. A look back at the first 10 months of BSI Top10 2025
After 10 months of applying the new evaluation system, the BSI Top10 2025 survey has shown many notable changes in the way communication campaigns are perceived and evaluated.
First of all, the buzz volume of the top campaigns is down significantly compared to 2024. Most of the campaigns recorded in the BSI Top10 2025 survey have not reached the 100,000 discussion threshold. This does not reflect a decline in communication activity, but on the contrary - an indication that Qualified User noise filtering is working. The worthless discussions, the sources of “virtual buzz” are gradually being eliminated, giving way to campaigns that have real influence in the community.
(a) Diversification of goods and brands - Wider playing field
One of the most noticeable changes of the BSI Top10 2025 survey is the expansion of the goods sector. In the past, business often saw “house wars” - battles between brands jointly owned by several large companies. In 2025, the picture is already much richer. Sectors such as Gaming, Insurance, Healthcare, Real Estate, and Financial Services are beginning to appear in the industry, reflecting the proliferation of campaigns from industries that were previously less present on social media. The number of businesses involved has also increased significantly.
This shows that the social media playing field is not just limited to high-reach “big guys”, but has become a natural and effective connection channel for a variety of industries — as long as brands understand and tap into the right user insights.
(b) Opportunities for “small buzz” but “big impact” campaigns
Another notable point in the last 10 months has been the emergence of “small buzz” campaigns that have a profound impact — a testament to the power of the Qualified User Index.
An example is the campaign “Tet Vau Zo” (January 2025). While only 76,412 discussions were generated, well below the general level of previous New Year campaigns, 36,109 of them came from Qualified Users — users who had real interactions, real discussions, and real feelings. Thanks to its high Content from Qualified User index, “Tet Vao” has become the most prominent campaign of the 2025 New Year, reflecting the spirit that BSI Top10 2025 aims to aim for: Put the quality of discussions at the top, instead of just running on huge discussion numbers.
The success of this campaign comes from keeping up with Consumer Insight and deploying it synchronously across multiple channels: from Offline Activation, Music MV, Digital Content, Influencer Engagement to PR and product packaging. The uniformity in the message of “touching Vietnamese feelings on the occasion of the reunion” helps the campaign not only create a “buzz” on the surface, but also connect emotions and elicit genuine empathy from the public.
3. The journey to find “Real Impact” does not stop at social networks
With landmark improvements in 2025, BSI Top10continue to assert the position that the most reliable reference standardon the effectiveness of media campaigns in Vietnam.
But Buzzmetrics' journey doesn't stop there.
In addition to the BSI Top10, Buzzmetrics sees social media not as the destination of communication, but as the starting point of the journey to make a real impact for businesses. There, “Real Impact” manifests itself not only in diffusion, but also in the impact on business results and the emotions and behavior of consumers.
A successful campaign does not only stop at attracting interest on social networks, but must translate into concrete results: from the level of brand popularity, purchase intentions, to sales on e-commerce platforms. At the same time, this impact must be measured and demonstrated by data — through modern research indicators and models.
That's why Buzzmetrics has expanded its capabilities — from Social Media Research to Social & E-commerce Market Research.
This research model allows brands to comprehensively evaluate the effectiveness of Digital Commerce, from communication effects to actual purchase conversions, while identifying the role of social media campaigns in the consumer journey.
4. Suspended
In the age of data on the throne, “buzz” is no longer the only measure of success. When “real engagement” and “real value” come first, brands need to shift from “making noise” to “making a lasting impact.”
With in-depth research capabilities and integrated data systems, Buzzmetrics aims to accompany brands on their journey to understand consumers, accurately measure impact, and create real impact for both business and market.
