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“Viral” is a word that captures every brand’s aspiration when running campaigns on social media. A campaign is often considered viral when it generates millions of mentions and interactions. But behind those impressive numbers, how many discussions actually offer analytical value? How many come from real, engaged users that reflect authentic feedback? And more importantly, how can brands cut through the noise to focus on meaningful conversations? Introducing Content From Qualified Users (CFQU) – a new metric developed by YouNet Media, with support from YouNet Group – now officially applied in the YMI Tet 2025 Campaign Ranking!
1. Viral – The truth behind millions of mentions
Social media continues to play a vital role in brand communications. To boost visibility and maximize engagement, brands often use strategies like content seeding, KOL/influencer booking, and fanpage minigames. These tactics are proven to generate large volumes of discussion and attract public attention. As such, Buzz Volume remains a key indicator when measuring how “viral” a campaign is.
However, when it comes to deeper analysis — understanding campaign impact and drawing insights for future strategy — a high volume of discussion doesn’t always equal meaningful engagement. Mentions created through seeding or incentives can distort the real picture, leading to inaccurate assessments.
So, how can brands continue leveraging high-exposure tactics, while still identifying and analyzing the discussions that truly matter?
2. Content From Qualified Users – A smarter way to measure real engagement
To support brands in collecting more reliable, insight-rich data, YouNet Media has introduced two new metrics:
- Qualified Users (QU): Users who show natural behavior on social media and do not exhibit abnormal patterns such as mass commenting, high duplication, or unusual posting frequency.
- Content From Qualified Users (CFQU): Public discussions (posts, comments, shares) generated specifically by this qualified user group.
Once Qualified Users are identified, YouNet Media filters and analyzes only the content they create — producing a new, cleaner metric: CFQU.
By using CFQU, brands can:
- Measure campaign effectiveness more accurately by removing noise and artificial interactions.
- Gain clearer insights into how a message organically spreads among real users.
- Optimize communication strategies by focusing on content that resonates with genuinely engaged audiences.
3. TOP 20 YMI Tet 2025 – The first-ever ranking to apply CFQU
Since 2018, YouNet Media has introduced the YMI Campaign Ranking and YMI Brand Ranking as independent, data-driven benchmarks to evaluate campaign performance across social media.
To reflect campaign impact more holistically and to reinforce its commitment to innovation, YouNet Media will officially apply CFQU and QU to both the YMI Tet 2025 Campaign Ranking and the Monthly YMI Brand Ranking — to be announced soon.
This upgrade means that campaigns will no longer be measured by buzz alone. The rankings will now highlight those that create genuine impact among qualified users — not just high volume, but high quality.
What changed after applying CFQU to Tet 2025 data?
YouNet Media analyzed 132 Tet campaigns across social platforms. Initially, these campaigns generated 10.3 million mentions from 2.89 million users — a strong indicator of visibility. However, after applying CFQU filters, only 1.25 million qualified mentions from 771.8K qualified users remained.
With Content From Qualified Users (CFQU), brands can now gain a more authentic view of consumer feedback, helping them better evaluate messaging impact, optimize campaign performance, and focus on reaching the audiences that truly matter.
So, which campaigns made the biggest impact on qualified users during Tet 2025? Stay tuned for the upcoming release of the TOP 20 YMI Tet 2025 Campaign Ranking and the Winning Tet 2026 Report — coming soon from YouNet Media.