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."
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.
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.
Market research, an integral part of any marketing campaign, is divided into two main types: Syndicated Research and Custom Research. Syndicated Research is especially important for new brands entering the merchandise industry. What is Syndicated Research?
Market research is a process of gathering information to gain a deeper understanding of users as well as the relationship between users and brands. Therefore, market research is an integral part of any marketing campaign. Basically, market research is divided into two main types: Syndicated Research and Custom Research. Each type has its own advantages, which will solve different problems of the brand. In the framework of this article, three questions will be answered: (1) What is Syndicated Research? (2) What is Customized Research? (3) Syndicated Research or Customized Research for the Brand Problem?
Syndicated research is a type of research conducted independently, whose findings can meet the needs of many brands. The subject of Syndicated Research is usually Major Topics, which is inclusive of an industry or a community of users. Syndicated Research does not follow the requirements of a specific customer, so the research results can be suitable for the entire market. Syndicated research will be more cost-effective compared to Customized Research, which only serves the needs of one customer. The results of Syndicated Research are often presented in the form of reports, which can be served as a valuable reference source to any brand, especially those looking to enter new markets. In addition, for brands that have not studied the industry in a long time, Syndicated Research is also a way to quickly update knowledge.
For example:The overview study of the washing machine market shows: More discounts do not mean higher purchase intention. A discount of 50% or more will cause users to begin to doubt the quality of the product. Instead, a discount that does not exceed 15% will promote the best purchase intention. Any brand belonging to the washing machine industry can take advantage of the results of this research for its promotional campaign, as this is the general trend of the market.
See also: Online distribution activities - What can social networks help?
Unlike Syndicated Research, Customized Research is the type of research that is done at the request of a specific customer. Research Topics and Questions are designed based on the brand's own concerns.The results of the research are in the ownership of the client. In the case of Syndicated Research, the results of the research will be owned by the entity conducting the research. Due to its focus on addressing the needs of a given brand, Customized Research has deeper analysis, and higher applicability, but the scope of application is also narrower than Syndicated Research.
For example: One brand of washing machines is aimed at older, married women. The brand's message is to save water. After a while, the brand noticed that the above message was not responded to by the user group. At this time, a study can be conducted to find out the cause and make recommendations for the brand. The results show: With the older group of women with families, they are often interested in the anti-wrinkle feature of the washing machine to save time on housework. This result should help improve the problem of this brand, but cannot be applied to other brands, due to the difference in the target user group.
See also: Washing Machine Goods Industry - Interesting Psychological Contradictions of Users
Syndicated Research and Customized Research both have their own strengths. With the ability to provide a comprehensive view of the market, Syndicated Research contributes to building the foundation of a campaign. Next, Customized Research can be conducted to provide an in-depth perspective based on the brand's situation, thereby making appropriate adjustments to the marketing plan. However, there are certain differences between Customized Research and Syndicated Research that make it difficult to replace each other. Brands will not be able to achieve the desired results if they use Syndicated Research to address narrow or specific topics. Conversely, brands waste resources if they use Customized Research for overviews that can be solved with Syndicated Research.
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.
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.
