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Tet is the most competitive media season of the year, where hundreds of campaigns from various industries fight for consumer attention. But how can a brand truly stand out and leave a lasting impression? Beyond measuring mentions and interactions, how can brands assess the true effectiveness of their campaigns in reaching qualified users? YouNet Media introduces the Winning Tet 2026 Report – the first-ever Tet marketing report that applies the Content From Qualified Users (CFQU) metric to uncover a new perspective on campaign performance. Download now,
Disclaimer: All data featured in this report series was collected via the SocialHeat platform and analyzed by the YouNet Media team. Monitoring period: October 1, 2024 – February 14, 2025. The campaigns analyzed in this report include Tet-related messaging and communication activities and generated more than 1,000 total mentions on social media.
1. Winning Tet 2026 – A Strategic Playbook for Planning Tet 2026 Campaigns on Social Media
Developed by YouNet Media, the Winning Tet 2026 Report offers both a macro and micro view of Tet 2025’s media impact across social platforms. It equips brand teams with actionable insights and a solid data foundation to plan smarter and faster for the next Tet season.
In parallel with the upgraded methodology behind the YMI Tet 2025 Campaign Ranking, YouNet Media officially applies two new metrics – Qualified Users (QU) and Content From Qualified Users (CFQU) – to this year’s Winning Tet report. These additions allow brands to go beyond just measuring mentions: they enable a more accurate understanding of natural campaign reach and highlight the value of interactions coming from qualified users.
The report is built on millions of public mentions gathered from major social platforms (Facebook, TikTok, YouTube, Online News, etc.), across 132 Tet 2025 campaigns (each with over 1,000 relevant mentions or Tet-related messaging and activities).
Winning Tet 2026 features four key sections designed to help marketers and communication leaders map out both the overall picture and key strategic details:
- Tet 2025 Campaign Overview on Social Media: Highlights key metrics, top-performing industries, and the most active campaign periods.
- Top 20 YMI Tet Campaigns: Ranks standout campaigns based on four refined metrics – Qualified Users, Buzz Volume From Qualified Users, Object Mentions From Qualified Users, and Sentiment From Qualified Users.
- Analysis of Four Insights Platform: Derived from real-world messaging examples across the Top 20 campaigns.
- Takeaways & Strategic Suggestions for Tet 2026: Benchmarks and trends to help brands shape KPIs and optimize messaging for future Tet campaigns.
2. Top 3 Benefits for Marketers from the Winning Tet 2026 Report
2.1. Capture a complete picture of 132 Tet 2025 campaigns on social media
Tet 2025 saw a remarkable expansion in campaign scale. According to YouNet Media, a total of 132 campaigns were executed by 128 brands across 26 industries — a 30% increase in industry participation compared to 2024. This signals the growing involvement of a wider range of sectors in the Tet marketing race.
However, the volume of mentions was not proportional to the rise in campaign numbers. The total number of Tet-related mentions continued to decline for a second consecutive year, with Tet 2025 showing a significant drop. Among the Top 10 most active industries, nearly all saw a decrease in mentions — with the sole exception of the Snacks category, which grew by 127%.
Data sourced from the Winning Tet 2026 Report by YouNet Media
2.2. Learn from the communication “formulas” behind the Top 20 campaigns of Tet 2025
A highlight of the report is the Top 20 YMI Campaigns for Tet 2025 – showcasing campaigns that generated outstanding impact among qualified users. In addition to rankings, the report analyzes messaging strategies, campaign execution, and specific activities that helped spark organic engagement on social media.
One standout case is TikTok Shop’s “Sắm Tết Bao Vui” campaign – the only e-commerce representative in the Top 5. Embracing a “shoppertainment” approach, the campaign blended festive shopping with entertainment, including: A Tet-themed music video featuring rising artists Pháp Kiều and Nhật Hoàng; Livestream promotions; Interactive programs like gift giveaways and user storytelling challenges on TikTok.
This campaign not only enhanced the shopping experience but also created an emotional connection with users by tapping into the spirit of Tet. TikTok Shop’s performance underlines the growing role of e-commerce platforms in cultural moments — proving they can both entertain and convert.
2.3. Ground your Tet 2026 messaging and strategy in real insight
Beyond campaign rankings, the report explores the core insight platforms that shaped Tet 2025 messaging. Analyzing all 132 campaigns, YouNet Media identified four dominant communication themes:
- Homing: “Tet is coming home, reuniting with family”
- Celebration: “Tet is for celebration”
- New Beginning: “Tet is joy, letting go, and starting anew”
- Appreciation: “Tet is for sharing, love, and gratitude”
Insight Platforms during Tet 2025 – Extracted from the Winning Tet 2026 Report by YouNet Media
As in Tet 2024, Celebration and Homing remained the two most widely adopted themes, with 41 and 40 campaigns respectively. However, Celebration proved to be the most impactful in terms of qualified user engagement — generating 468.3K mentions from 271.8K qualified users. In contrast, Homing, despite its popularity, only recorded 292.3K mentions, suggesting a lower resonance among engaged audiences.
Data sourced from the Winning Tet 2026 Report by YouNet Media
Digging deeper, the Alcohol/Beverage industry accounted for 24% of all Celebration-themed campaigns. E-commerce, Retail, and Personal Care brands also made notable appearances in this group — each contributing roughly 12% of Celebration messaging. These figures reinforce the strategic fit between brand category and emotional occasion.
3. Conclusion
The Winning Tet 2026 Report not only provides detailed data on Tet 2025’s media performance, but also delivers sharp insights — allowing brands to summarize key takeaways and refine their messaging and strategy for the year ahead.
With the added lens of Qualified Users (QU) and Content From Qualified Users (CFQU), brands can now evaluate campaigns not only by reach and buzz, but also by the quality of content and the qualified users.
Download the Winning Tet 2026 Report now and get ready to drive deeper impact and bigger results for your next Tet campaign.