Evaluating Tet 2026 Campaigns: Why Qualified Metrics are an important measure?

As previously noted by Buzzmetrics, even before the first week of 2026 had passed, nearly 60 Tet campaigns had already been launched. In just the following 7 days (from January 5th to 12th), the market witnessed a quantum leap:

• Number of Campaigns: Increased from 59 to 81 campaigns. This signals the end of the "exploration" phase, as brands have now collectively deployed their main strategic plays.
• Industry Coverage: Expanded from 21 to 26 industries. It's not just Beer, Soft Drinks, or Confectionery; sectors like Technology, Finance & Banking, and E-commerce have also fiercely joined the race.

Campaigns are increasingly differentiating in terms of discussion volume thresholds, reflecting intense competition. Whereas last week the top campaign only reached around 10,000 buzz, the leading group has now surged powerfully into the range of 30,000 to 50,000 buzz.

As the Tet race heats up by the hour, the most pressing question is no longer “How many discussions do we have?” but rather “How many of those discussions are truly meaningful?” In this context, Qualified Metrics- Buzzmetrics’ system of quality-based indicators- has become the guiding compass for uncovering real effectiveness behind explosive numbers.

Tet 2025 marked the first season Buzzmetrics applied Qualified Metrics in campaign evaluation, leading to what can be described as a “positive disruption.” Campaign rankings before and after the application shifted significantly. Campaigns that once appeared dominant in terms of Buzz Volume suddenly dropped, replaced by less noisy campaigns with higher-quality discussions and more valuable user participation.

So, what exactly are Qualified Metrics? And how do they reshape the way campaign impact is measured? Let’s explore together in this article.

1. THE EVOLUTION OF USER METRICS: FROM “PRESENCE” TO “REAL ENGAGEMENT”

In the early days of social media analysis, one commonly referenced metric was Total Audience- the number of users generating discussions. This metric helped brands roughly estimate campaign reach. However, Total Audience fails to account for “abnormal” accounts- those created in bulk or operating at unnatural posting frequencies, often sharing content mechanically. This posed a major challenge in campaign effectiveness evaluation.

Recognizing this issue, Qualified User emerged as a smart filtering layer pioneered by Buzzmetrics. A user is considered Qualified only when they meet strict criteria:

• Reasonable posting frequency: No excessive posting within a short period (a common signal of bots or paid posting services).
• Non-duplicated content: No copying or repetitive, meaningless copy-paste patterns.
• Natural interaction: Behavior that reflects a real person genuinely engaging with the topic.

Identifying Qualified Users within a complex social environment marks a significant advancement in data analysis. It helps eliminate noise and refocus efforts on user groups with real conversion potential. When a Qualified User not only discusses a campaign but also expresses preference, support, and voluntarily shares positive brand-related content, they become a Social Advocator. This is the most valuable asset of any Tet campaign, as their voice carries far more weight than conventional advertising posts.

2. THE COMPREHENSIVE IMPACT OF QUALIFIED METRICS ON CAMPAIGN EVALUATION

Qualified User is not just another data point. In practice, it functions as an underlying “operating system” that influences and constrains other metrics, forming the broader Qualified Metrics ecosystem.

When Qualified User is used as the foundation, the following key metrics are directly impacted:

• Content from Qualified Users: An upgraded version of Buzz Volume. Only posts, comments, and shares generated by Qualified Users are counted.
• Sentiment Score from Qualified Users: Duplicate or formulaic comments are filtered out, enabling brands to more accurately assess genuine audience sentiment toward the campaign.
• Relevance Score from Qualified Users : Relevance is a broad metric encompassing Message Recall, Brand Mention, and Attribute Mention. With the Qualified User constraint, brands gain precise insights into which campaign aspects users are truly discussing.

So how have Qualified Metrics tangibly influenced campaign evaluation? Looking at the long-term picture across the first eight months of 2025, since Qualified Metrics were applied to the BSI Top 10 Campaigns ranking, the marketing landscape has become more dynamic than ever. New categories and smaller brands with creative approaches have appeared in the BSI Top10. This provides well-deserved recognition for campaigns that generate "real engagement, real buzz."

It encourages Agencies and Brands to focus on creative content rather than an arms race based on "artificial volume." This is also the basis for Buzzmetrics to continue applying Qualified Metrics to evaluate Tet 2026 campaigns. It can be said that Qualified Metrics are no longer an option but have become a mandatory requirement in social media conversation analysis.

3. INTERIM CONCLUSION

Although Tet 2026 campaigns have only reached the halfway mark, the market is already vibrant and highly creative. With rapid growth in both campaign volume and discussion intensity, evaluation based on Qualified Metrics is no longer a luxury-it is a necessity. Qualified Metrics not only help protect brand value but also enable real-time campaign optimization. Don’t let inflated numbers drown out the authentic voice of real users.