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April 2025 marked the beginning of Q2, brands on social media not only embarked on new communication plans but also actively launched engaging activities, anticipating public interest. Alongside this bustling discussion pace, YouNet Media’s application of new metrics, focusing on analyzing the qualified users segment, has provided a deep and new perspective on the true effectiveness of communication activities. So how did the YMI Brand Ranking for April 2025 reflect these shifts across industries?
Let’s explore the most active brand movements through the lens of social listening in the YMI Brand Ranking – April 2025, brought to you by YouNet Media.
*Starting from January 2025, the YMI Brand Ranking will focus on four key industries: Beer, Dairy (Powdered Milk segment), Banking, and Insurance.
Outstanding Activities of Brands on Social Media in April 2025
1664 Blanc, NAN, VIB, Manulife led the YMI rankings on social media in April 2025, representing dynamic industries including Beer, Powdered Milk, Banking, and Insurance. The application of new metrics promises to bring new perspectives on the true effectiveness of brand communication activities.
- The “race” in the Beer industry in April 2025 witnessed some exciting breakthroughs: 1664 Blanc created a strong communication “boost” by “partnering” with Sơn Tùng M-TP for the “Bật Xanh, Mở Gu Chất” campaign, helping the brand rise to the top of the rankings. Meanwhile, Heineken maintained its position as the “king” of sports events, continuing to stir up the football fan community with a series of posts about the “UEFA Champions League” Finals.
- The Powdered Milk industry in April 2025 continued to be a focal point, leading in discussion volume among all four industries. NAN led with minigame series like “Mẹ Chọn Thật Siêu – Bé Yêu Rinh Quà” and “Bắt Ngay Lợi Ích – Thỏa Thích Rinh Quà”. This month also witnessed the diversity of brands in their journey to conquer mothers’ trust on social media: Similac maintained discussions in various mom & baby groups, while ColosBaby recorded discussions through practical shares from mothers on the TikTok platform.
- The Banking industry in April 2025 showed vibrancy with discussions surrounding diverse communication activities such as events, programs, and minigames. VIB attracted attention with information related to the “Anh Trai ‘Say Hi’” concert. VPBank was also no less dynamic with its interactive minigame “Trổ Tài Đáp Đúng, Xứng Danh ‘Thần Deal’”. So, which banks skillfully leveraged communication trends to optimize reach and build a positive image with users this month?
- In April 2025, the Insurance industry showed each brand “choosing its own playground” to attract users. Manulife led the rankings with minigame series like “Từ Khóa Bí Ẩn – Bạn Có Tìm Ra?” and “Tham gia minigame, Quà về liền tay”. Dai-ichi Life stood out with user reference posts about its insurance packages, while Prudential attracted discussions with news of special bonus declarations for 2025. This diversity in communication methods raises the question: will minigames continue to be the most effective “weapon” for insurance brands to reach customers in the digital age, or are providing valuable information and practical updates gradually gaining an advantage?
Overview of the YMI Brand Ranking System – Scope of the Report
The YMI Brand Ranking System was launched by YouNet Media in 2019, aimed at establishing a new measurement standard for evaluating and ranking the effectiveness of brand and campaign activities. The YMI Brand Ranking provides a neutral and objective perspective on brand performance by industry on social media. Starting from April 2025, the YMI Brand Ranking will apply the Qualified Users (QU) and Content From Qualified Users (CFQU) metrics.
Learn more about the Content From Qualified Users (CFQU) metric
Following the recent updates, the brand rankings in the YMI Brand Ranking (New) are assessed based on an integration of several indicators:
- Brand Mention From Qualified Users: The level of relevance to the brand in discussions (based on the number of mentions of the brand name) among qualified users.
- Sentiment From Qualified Users: The level of favorability (based on sentiment score) of qualified users toward the brand.
- Buzz Volume From Qualified Users: The total volume of discussions generated by qualified users on social media, reflecting the level of buzz around the brand.
- Qualified Users: The total number of qualified users participating in discussions about the brand, reflecting the brand’s reach.
Learn more about YMI Ranking Methodology
Brands appearing in the rankings must meet the criteria of achieving a positive Sentiment Index.
YMI Brand Ranking of the Month in April 2025: TOP 5 brands from 4 industries with effective activity on social media in April 2025 (1/4/2025 – 30/4/2025)
* The data for the rankings is compiled using YouNet Media’s Social Listening platform, SocialHeat.
YMI Ranking – Brand of the Month 4.2025 and Featured Activities of Brands
1. YMI Ranking – Top 5 Beer Brands on Social Media in April 2025
In April 2025, analysis of discussions from the qualified users group revealed commendable efforts by Beer industry brands, with 139.3k discussions. The Top 5 brands leading the YMI Beer Ranking were 1664 Blanc, Heineken, Bia 333, Tiger, and Huda.
1664 Blanc ranked #1 YMI Brand of the Month, April 2025 for the Beer industry. In April, from the perspective of qualified users discussion data, the brand recorded outstanding effectiveness thanks to communication activities in collaboration with Sơn Tùng M-TP for the “Siêu Tiệc Bật Xanh – Mở Gu Chất” campaign. Specifically, Sơn Tùng M-TP becoming the brand ambassador for 1664 Blanc attracted substantial discussions from qualified users, concentrated on posts on the artist’s personal page and community pages like Bao lâu chia tay. 1664 Blanc recorded 31.5k discussions from qualified users, of which 15.9k were discussions from qualified users mentioning the brand, and 16.1k qualified users participated in discussions.
Heineken ranked #2 YMI Brand of the Month April 2025 for the Beer industry. Analysis of qualified user data showed that the brand continued to maintain its influence through interactive activities aimed at the football fan community, specifically a series of posts surrounding the “UEFA Champions League” Final. It attracted a large volume of discussions from qualified users through livestream series, posts, videos on pages such as: Official Real Madrid Fan Club in Vietnam, On Sports Plus, Truyền hình Cáp Việt Nam,… Heineken recorded 62k discussions from qualified users, of which 6.3k were discussions from qualified users mentioning the brand, and 43.2k qualified users participated in discussions.
Bia 333 ranked #3 YMI Brand of the Month April 2025 for the Beer industry. Qualified user data reflected the brand’s good interactive effectiveness, notably the minigame “Nhanh tay bắt chữ, Săn quà cực êm”. The brand also recorded many discussions from pages like NGƯỜI ĐỒNG NAI TV, Man TV, Beat Hưng Yên,… In April, Bia 333 recorded 6.1k discussions from qualified users, of which 3.5k were discussions from qualified users mentioning the brand, and 3.1k qualified users participated in discussions.
Tiger ranked #4 YMI Brand of the Month April 2025 for the Beer industry. The brand recorded qualified user discussions through the activity: Fanzone ticket giveaway for the “Tiger Crystal Rave” event. This event also recorded many positive discussions from posts by VTV24 and many users on the TikTok platform. Tiger recorded 9.1k discussions from qualified users, of which 4.6k were discussions from qualified users mentioning the brand, and 6.8k qualified users participated in discussions.
Huda ranked #5 YMI Brand of the Month April 2025 for the Beer industry. Discussions from qualified users were noted in relation to the Summer campaign with a series of interactive minigames “Đoán đúng trúng quà – Mùa này là mùa?”, a promotional program “35 năm đậm tình, Bật Huda rinh quà đỉnh”, and was a silver partner in the VnExpress Marathon Hue 2025 race. In April 2025, Huda recorded 5.4k discussions from qualified users, of which 1.8k were discussions from qualified users mentioning the brand, and 3.2k qualified users participated in discussions.
Explore the YMI Brand Ranking for the Beer Industry on Social Media in April 2025
2. YMI Ranking – Top 5 Dairy Brands (Powdered Milk Segment) on Social Media in April 2025
In April 2025, the Powdered Milk industry brands recorded approximately 299.5k discussions from qualified users, the highest data recorded among the four industries. The top 5 brands in the YMI Powdered Milk Ranking were NAN, Similac, Aptamil, Enfa, and ColosBaby.
NAN ranked #1 YMI Brand of the Month, April 2025, for the Powdered Milk industry. Qualified user discussion data showed the brand’s outstanding effectiveness thanks to minigame series like “Mẹ Chọn Thật Siêu – Bé Yêu Rinh Quà” and “Bắt Ngay Lợi Ích – Thỏa Thích Rinh Quà”, along with review posts for the NAN INFINIPRO A2 product line and shares of experiences using milk for children, which were widely discussed by users on the TikTok platform. NAN recorded 22.4k discussions from qualified users, of which 12.3k were discussions from qualified users mentioning the brand, and 11.5k qualified users participated in discussions.
Similac ranked #2 YMI Brand of the Month April 2025 for the Powdered Milk industry. The brand’s main activity during the month, when analyzed from qualified user data, focused on maintaining discussions among mothers in various groups about Similac product lines, with prominent discussions about benefits for weight gain and boosting immunity for babies. In April 2025, Similac recorded 71.9k discussions from qualified users, of which 10.5k were discussions from qualified users mentioning the brand, and 40.5k qualified users participated in discussions.
Aptamil ranked #3 YMI Brand of the Month April 2025 for the Powdered Milk industry. In April 2025, based on qualified user discussion data, the brand continued to maintain its presence through discussions about the Aptamil New Zealand milk line from mom & baby community pages, while the livestream prize draw for the “Nhịp điệu Aptamil mỗi ngày” program also received much attention. Aptamil recorded 46.7k discussions from qualified users, of which 6.1k were discussions from qualified users mentioning the brand, and 21.5k qualified users participated in discussions.
Enfa ranked #4 YMI Brand of the Month April 2025 for the Powdered Milk industry. Qualified user data showed that the brand attracted attention from community groups about Enfa formula milk products such as: Có Con Vui Thấy Bà!, Kinh nghiệm nuôi con – Lần đầu làm mẹ,.., emphasizing benefits for boosting immunity and brain development. Discussions from qualified users were also recorded through shares of milk usage experiences and reviews of reputable milk lines by mothers on the TikTok platform. Enfa recorded 21.3k discussions from qualified users, of which 5.9k were discussions from qualified users mentioning the brand, and 11.4k qualified users participated in discussions.
ColosBaby ranked #5 YMI Brand of the Month April 2025 for the Powdered Milk industry. The brand’s outstanding activity during the month, based on qualified user discussion data, came from posts shared by many mothers on the TikTok platform about choosing genuine and quality milk. Additionally, the accompanying activity with AVAKids in the minigame “Mầm Non Yêu Nước – Khoe Ảnh Bé Yêu, Nhận Quà Cực Cute” also attracted user attention. ColosBaby recorded 28.2k discussions from qualified users, of which 5.9k were discussions from qualified users mentioning the brand, and 18.3k qualified users participated in discussions.
3. YMI Ranking – Top 5 Banking Brands on Social Media in April 2025
In April 2025, Banking industry brands maintained active communication with approximately 166.5k discussions from qualified users. The Top 5 brands in the YMI Banking Ranking were VIB, VPBank, Techcombank, Vietinbank, Vietcombank.
VIB ranked #1 YMI Brand of the Month April 2025 for the Banking industry. Analysis of qualified user discussion data showed that the brand recorded significant communication effectiveness thanks to information surrounding the “Anh Trai ‘Say Hi’” concert event, including a series of posts announcing ticket sales, event information,… Additionally, the minigame “Đoán tên đúng – Trúng ngay voucher” also attracted qualified user discussions. In April, VIB recorded 30.2k discussions from qualified users, of which 5.9k were discussions from qualified users mentioning the brand, and 17.9k qualified users participated in discussions.
VPBank ranked #2 YMI Brand of the Month April 2025 for the Banking industry. Considering discussions from qualified users, the brand recorded discussions through the minigame “Trổ Tài Đáp Đúng, Xứng Danh ‘Thần Deal’” and interactive entertainment activities, as well as offering “deal hời” (great deals) during episode 3 of the livestream “Phiên Chợ Ngày Vàng” with the participation of Hậu Hoàng & Maitinhvi. VPBank showed that the brand recorded 29.6k discussions from qualified users, of which 7.3k were discussions from qualified users mentioning the brand, and 17.7k qualified users participated in discussions.
Techcombank ranked #3 YMI Brand of the Month April 2025 for the Banking industry. When viewed from qualified user data, the brand’s outstanding activity came from the exclusive livestream “‘Xú túi mè’ cùng tài khoản Techcombank”, combined with minigames and many limited-edition gifts from the “Anh Tài”. Additionally, the brand also generated discussions from qualified users through 2 entertainment programs that Techcombank co-invested in, including: Anh Trai vượt ngàn chông gai and Tân binh toàn năng. Techcombank recorded 27.3k discussions from qualified users, of which 3.9k were discussions from qualified users mentioning the brand, and 18.2k qualified users participated in discussions.
Vietinbank ranked #4 YMI Brand of the Month April 2025 for the Banking industry. The brand’s activities, when evaluated through qualified user data, showed that the brand generated discussions through its accompanying activity with the program celebrating the 50th national reunification anniversary – Cầu Truyền hình “Vang mãi Khúc khải hoàn”. Following this significant event, the brand also made an impression by accompanying Báo Nhân Dân in presenting a “special supplement” commemorating April 30th, combining traditional print newspapers with modern technology (AR, QR, 3D mapping). Vietinbank recorded 27.5k discussions from qualified users, of which 4.8k were discussions from qualified users mentioning the brand, and 20.1k qualified users participated in discussions.
Vietcombank ranked #5 YMI Brand of the Month April 2025 for the Banking industry. The brand’s effectiveness was clearly demonstrated through interactions from qualified users, specifically the minigame activity “Đuổi hình bắt chữ – Đoán đúng trúng quà”. In April, Vietcombank recorded 7.9k discussions from qualified users, of which 4.6k were discussions from qualified users mentioning the brand, and 5.4k qualified users participated in discussions.
Explore the YMI Brand Ranking for the Banking Industry on Social Media in April 2025
4. YMI Ranking – Top 5 Insurance Brands on Social Media in April 2025
The Insurance industry in April 2025 recorded 54.7k discussions from qualified users, showing continuous competition among brands. The Top 5 brands in the YMI Insurance Ranking were Manulife, Dai-ichi Life, Prudential, Bảo Việt, AIA.
Manulife ranked #1 YMI Brand of the Month April 2025 for the Insurance industry. Qualified user discussion data showed the brand’s outstanding effectiveness thanks to interactive minigame series “Từ Khóa Bí Ẩn – Bạn Có Tìm Ra?” and “Tham gia minigame, Quà về liền tay”. Additionally, the brand also recorded user discussions through reviews of insurance packages. Manulife recorded 15.2k discussions from qualified users, of which 6.7k were discussions from qualified users mentioning the brand, and 7.2k qualified users participated in discussions.
Dai-ichi Life ranked #2 YMI Brand of the Month April 2025 for the Insurance industry. Analysis of qualified user data showed that the brand’s main activity during the month consisted of user reference posts about insurance packages, with discussions mainly focused on Life Insurance and Health Insurance groups (groups for children aged 1-4 and groups aged 25-35). In April 2025, Dai-ichi Life recorded 6.8k discussions from qualified users, of which 4k were discussions from qualified users mentioning the brand, and 3.4k qualified users participated in discussions.
Prudential ranked #3 YMI Brand of the Month April 2025 for the Insurance industry. Data from qualified users shows that the brand attracted significant user interest in its news updates of special bonus declarations in 2025 for eligible customers. At the same time, insurance packages were also discussed by users, with the “health care card” being the most prominent. Prudential recorded 6.1k discussions from qualified users, of which 3.3k were discussions from qualified users mentioning the brand, and 3k qualified users participated in discussions.
Bảo Việt ranked #4 YMI Brand of the Month April 2025 for the Insurance industry. Qualified user data showed that the brand launched an interactive activity with the minigame “Du Lịch An Tâm: Trời Tính Sao Bằng Người Tính!?”. News from VTV about 2 international awards in 2025, including: Best Life Insurance Company and Most Innovative Life Insurance Company, highlighting the value of enhancing customer experience and policies supporting disadvantaged people, also contributed to the brand’s discussions. Bảo Việt recorded 5k discussions from qualified users, of which 2.7k were discussions from qualified users mentioning the brand, and 2.9k qualified users participated in discussions.
AIA ranked #5 YMI Brand of the Month April 2025 for the Insurance industry. Interactions from qualified users brought the minigame series “Tìm tên sản phẩm, nhận quà liền tay”, “Chọn đáp án đúng, trúng quà thiết thực”, and a minigame celebrating the April 30th anniversary – “Thay hình nền – Nhận quà xinh”. At the same time, the brand also recorded discussions about posts sharing experiences using Life Insurance and Health Insurance services. AIA recorded 4.3k discussions from qualified users, of which 2.7k were discussions from qualified users mentioning the brand, and 2.4k qualified users participated in discussions.
Explore the YMI Brand Ranking for the Insurance Industry on Social Media in April 2025
Stay tuned for the update of the YMI Brand Ranking for May 2025 with YouNet Media.
Detailed Information:
- Follow the YMI Brand Ranking for Mar 2025 here
- Visit the YouNet Media Index ranking website for detailed scores here
