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According to YouNet Media, WeChoice Awards 2024 successfully spread positive energy within the community through “the power of numbers,” including 20.6M interactions and 373.5K discussions over more than 1.5 months. Notably, 15% of the discussions about the WeChoice Awards ceremony originated from the Threads platform. So, how did YouNet Media and WeChoice Awards collaborate to measure and optimize communication on Threads?
1/ Threads – A “New Rising Platform” That Brands Cannot Afford to Overlook
According to data from Decision Lab, Threads is experiencing remarkable growth in Vietnam, rapidly expanding its user base beyond Gen Z and gradually capturing other demographic groups. Specifically, in Q2/2024, the user penetration rate of Threads in Vietnam reached 10%, marking a 5% increase compared to the previous quarter. Among these, Gen Y saw the most impressive growth at 7%, followed by a 6% increase in usage among Gen Z.
So, how can brands enter this new rising platform without “losing their way”? Let’s explore the case study of WeChoice Awards 2024 with YouNet Media.
2/ Case Study: Practical Application of Threads – WeChoice Awards 2024 and the Message “Việt Nam Tôi Đó”
2.1 Context:
WeChoice is an annual award organized by VCCorp to honor individuals, organizations, events, and phenomena that have a positive impact on the Vietnamese community and society. Having gained significant trust and engagement from both industry professionals and the general public over the years, WeChoice Awards 2024 returned with the theme “Việt Nam Tôi Đó” (This Is My Vietnam).
The awards aim to engage with a diverse range of audience segments across social media platforms. To effectively reach and engage their target audience, this year’s WeChoice Awards decided to expand its presence on the rising platform Threads, creating a direct communication channel for real-time interaction with its community.
2.2 Objectives:
- Capture user interest and discussions related to WeChoice Awards 2024 on Threads.
- Measure the campaign’s engagement metrics, audience sentiment, and brand mentions of WeChoice Awards 2024.
- Identify key KOLs/Influencers and track their influence and reach on the Threads platform.
2.3 Implementation:
In December 2024, WeChoice Awards officially announced the nominees and launched a community voting campaign through social media posts. As the Social Media Communications partner, YouNet Media supported WeChoice Awards 2024 by measuring campaign performance across various platforms, with an emphasis on Threads.
Through Social Listening techniques, YouNet Media delivered valuable insights, including:
- Comprehensive communication effectiveness & audience feedback: Addressing questions such as “What is the social media impact of WeChoice?” and “What topics are users engaging with?”
- Platform & Channel Performance: Answering “Where are users discussing WeChoice?” through metrics like top platforms, top sources of engagement, and standout content, including data from Threads.
These insights helped WeChoice Awards optimize its content strategy and audience targeting, using the power of social media platforms, particularly Threads, to reach and engage its intended audience effectively.
2.4 Results:
“YouNet Media is a trusted leader in social media analytics and a pioneer in measuring campaign performance on Threads. The data provided by YouNet Media enabled WeChoice Awards 2024 to refine its marketing strategy, ensuring precise audience targeting and boosting community interaction,” shared a WeChoice representative.
WeChoice’s inspiring journey created significant buzz, achieving impressive engagement and setting records for its social media reach. According to SocialHeat, YouNet Media’s analytics platform, over 1.5 months (December 3, 2024 – 4 PM January 20, 2025), the campaign generated more than 354M views. The mega livestream of the awards ceremony alone garnered over 4.5M views, which is nearly equivalent to 50% of Ho Chi Minh City’s population.
In addition, WeChoice garnered over 20.5M interactions and 373.4K discussions across social platforms. Immediately following the awards night, WeChoice 2024 became the most-discussed topic on social media (January 12–13, 2025).
Key Takeaways from Threads – Top 3 Platforms Driving the Most Discussions for WeChoice Awards 2024
For the WeChoice Awards 2024, Threads ranked among the Top 3 platforms driving the most discussions, accounting for over 15% of the total conversation volume. Notably, the brand mentions for the award on Threads reached an impressive 18%, surpassing Facebook at 10% and TikTok at 15%. This highlights the growing influence of Threads as a powerful platform for connecting and amplifying messages to the community, particularly among younger generations.
In the Top 10 discussion sources on Threads, more than 20% of the conversations came from fan accounts, primarily from fans of the two shows Anh Trai Vượt Ngàn Chông Gai and Anh Trai Say Hi. These discussions largely focused on encouraging votes for their idols and sharing memorable moments, significantly contributing to the strong viral spread of the campaign on the platform.
“YouNet Media has accompanied WeChoice Awards in measuring communication effectiveness since our debut on Threads. Thanks to their support, WeChoice quickly understood the mindset and discussion topics of the youth, allowing us to connect more deeply and effectively steer our communication strategy.” – a representative from WeChoice Awards 2024 shared.
3/ Conclusion
The WeChoice Awards 2024 has proven its remarkable influence on social media, successfully spreading its inspiring message to the community. Particularly, with the support from YouNet Media’s measurement and analytics on Threads, WeChoice was able to optimize its communication strategy, generating strong audience engagement.
By continuously improving, staying updated with new trends, and understanding brand needs, YouNet Media offers measurement services on Threads, including Campaign Tracking, Brand Tracking, and Category Tracking. The application of technology and data analysis will help brands fully harness the potential of this emerging social media platform, optimizing their communication strategies, and ensuring that their messages are delivered effectively and in line with user needs.
