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.
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
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.
