Accurately capturing user insights is considered the “golden key” in creative advertising, enabling brands to easily reach and strongly engage with audiences on social media. But how can brands deeply understand user insights to deliver truly effective communication campaigns?
With the goal of innovating and enhancing analytical quality, YouNet Group officially introduces three new metric groups: Qualified User, Content from Qualified Users, and Social Advocator. This metric system helps brands identify high-quality users and valuable discussions across social media platforms. Through these insights, brands can conduct deeper analysis and uncover meaningful, actionable insights to optimize communication campaigns and strengthen customer connections.
Leveraging YouNet Group’s Social Listening technology platform and the newly developed Qualified User metric, Mango Digital pioneers the application of the Qualified User perspective in its creative methodology – partnering with brands to deliver impactful and insight-driven advertising campaigns.
1. What is a Qualified User (QU)?
Qualified User, or high-quality individual user, refers to social media accounts that show no abnormal signs in their activity frequency, posted content, or levels of duplicated content.
2. What does Qualified User data reveal?
The Qualified User metric is more than just a statistical figure – it serves as a true indicator of user quality on social media. Data derived from this metric offers brands valuable insights such as:
2.1. What Qualified Users think about the brand
When high-quality individual users speak up, strategists can better understand the brand’s real position in user discussions. This allows for deeper insights into the product attributes that customers truly value, as well as their behaviors, needs, and desires. From there, brands can develop creative ideas and establish fresh, timely communication directions to enhance connection effectiveness between the brand and its audience.
For instance, data on the share of discussion regarding “Digestion” and “Immunity” attributes in the infant formula industry from July 2023 to June 2024 shows that eight formula milk brands were highly active on social media, generating significant buzz and engagement. However, when analyzed through the Qualified User lens, the picture changes noticeably.
Discussions from the Qualified User perspective include:
- The number of genuine, high-quality discussions: Through the lens of Qualified Users, only high-quality discussions that are relevant to the brand – those addressing topics the brand aims to communicate and providing real value and actionable insights – are retained, instead of a large volume of irrelevant noise. This offers a more accurate reflection of genuine user interest and real consumer needs.
- Shifts in brand rankings: Some brands may have a high volume of discussions, but not all of them come from the target audience the brand intends to reach. Meanwhile, other brands, despite having fewer total discussions, gain an advantage in discussion quality and relevance, as their conversations come primarily from authentic, high-quality users.
2.2. What topics are the brand’s Qualified Users most interested in?
A deep analysis of Qualified Users’ conversations is the key to uncovering real insights and understanding the challenges customers are truly facing. In an era of information overload, data from Qualified Users becomes a powerful tool – not only helping brands identify the right insights to leverage during the creative process but also discovering fresh, unique insights that differentiate the brand in the market.
2.3. The customer’s language – when the brand and users speak the same language
For creative messages to spread effectively on social media, it’s essential to use the language of the users themselves. Without input from Qualified Users, brands risk getting lost among countless seeded or overly formal content. However, with Qualified User insights, creatives can understand how real users talk about products – including features, benefits, and even the popular slang and catchphrases they use. This allows brands to naturally integrate that language into their messages, fostering stronger connection and engagement with consumers.
2.4. Qualified Users reveal “niche” channels for more accurate media choices
Brands are constantly exploring multi-channel communication strategies to reach their target audience (TA). According to infant formula industry data from SocialHeat, MBS pages (e.g., Concung, …) and E-commerce fanpages (e.g., Shopee, Lazada, …) generate the highest buzz, but from the Qualified User perspective, MBS pages and Community Groups are actually where most authentic, high-quality user discussions take place.
By leveraging Qualified User data, brands can identify and develop strategies focused on the most effective niche channels, helping optimize budgets, enhance communication efficiency, and connect more closely with real users.
2.5. Reporting, evaluation, and measuring the true effectiveness of a campaign
In addition to analyzing a campaign’s buzz level, brands need to broaden their perspective to achieve a more comprehensive and accurate evaluation of communication performance. Specifically:
- Measure campaign reach with higher quality, rather than focusing solely on buzz volume.
- Measure quality mentions using deeper, multidimensional indicators, instead of relying only on positive or negative sentiment metrics.
3. Mango Digital applies the Qualified User perspective to execute creative communication strategies on social media.
4. How does Mango Digital apply the Qualified User database in the creative process?
- Collaborate seamlessly with the Social Listening unit to access Qualified User data.
- Analyze and process Qualified User data to identify and filter insights aligned with campaign objectives.
- Develop creative ideas based on a deep understanding of the brand’s Qualified Users.
- Evaluate and optimize creative effectiveness through the reactions and engagement of Qualified Users.
Mango Digital proudly pioneers the Qualified User perspective, delivering breakthrough creative ideas and executing high-impact communication campaigns for brands.
Contact Information:
Mr. Pop Tran – Vice Managing Director
Email: [email protected]
Website: https://mangodigital.vn/
