The BSI Top10 Ranking is the most trusted, high-quality, and up-to-date social media ranking based on the Buzzmetrics Social Index (BSI Top10), developed by Buzzmetrics. The BSI Top10 Ranking for May 2026 features the Top 10 Campaigns, Top 10 Influencers, Top 10 Events, and Top 10 Shows across social media platforms and online news channels during the period from May 1, 2026 to May 31, 2026.
The BSI framework for evaluating social media influence is continuously optimized to keep pace with the growth of social platforms and the evolving demands of market research. With the BSI 2025 methodology, the Qualified Users measurement approach has been introduced to provide deeper analysis of discussion quality, enabling a more comprehensive assessment of public interest in campaigns, events, influencers, and shows.
TOP 10 MOST OUTSTANDING SOCIAL MEDIA CAMPAIGNS – MAY 2026
Samsung continues to secure three spots in the BSI Top10 Campaigns ranking. OPPO X9 Ultra & Find X9S climbed to the top position, once again demonstrating the dominance of the smartphone category. The dairy category also contributed three campaigns: NAN's "No More Worries During Allergy Season, Mom", Nutren Junior's "First Birthday Festival", and Dutch Lady OmegaSmart. The remaining campaigns include Sting F1 by Sting, Tiger Golden Hunt by Tiger, and OMO Super Speed by OMO.
- The OPPO X9 Ultra & Find X9S campaign topped the BSI Top10 Campaigns ranking thanks to the spectacular launch event, "Finding Hội An". The event's highlights included Hồ Ngọc Hà's energetic performance and the photography experience hosted by Khoai Lang Thang. "Finding Hội An" also ranked No. 10 in the BSI Top10 Events ranking. In addition, the campaign generated significant discussion through retailer-led minigames and quick review content from major technology communities.
- The Sting F1 campaign was designed to bring the excitement and high-speed energy of Formula 1 to Vietnam. The center of discussion was Sting Speed Arena, where fans could experience a life-sized F1 race car replica and drive Go-Karts themselves. The event featured appearances by well-known artists such as Captain Boy, MisThy, Neko Lê, and Khôi Vũ. Sting Speed Arena accounted for more than 34% of the campaign's Qualified User discussions and ranked third in the BSI Top10 Events ranking. The campaign also generated discussion through check-in activities and city-wide hunts for hidden F1 car models.
- Ngày Hội Thôi Nôi marked Nutren Junior's first appearance in the BSI Top10 Campaigns ranking. To maintain user engagement and increase brand awareness, Nutren Junior launched a series of minigames with attractive prizes. The campaign's highlight was the event held on May 11, featuring celebrity guests including singer Phan Đình Tùng, Long Chun, and the couple Dũng Gee and Vy Phạm. The event was recognized as the first birthday celebration with the largest number of participating babies in Vietnam, ranked fourth in the BSI Top10 Events ranking, and contributed 67% of the campaign's Qualified User discussions.
- The Mùa Mẫn Cảm Không Sao Mẹ Ơi campaign maintained its position in this month's ranking through educational posts and real-life experiences about milk products shared by experts and mothers. The brand also actively organized minigames to encourage mothers to pay greater attention to their children's health during the changing weather.
- The Galaxy A57 5G campaign generated 16 thousand Qualified User discussions thanks to the Awesome Viba Station music event held in Hanoi, featuring performances by buitruonglinh, CongB, and Vương Bình. The campaign also attracted discussion through its summer promotional activities.
- The Dutch Lady OmegaSmart campaign marked the brand's return after a period of absence. Discussions were driven by posts from mothers sharing their concerns about choosing milk products that support children's brain development. Many TikTok hot moms, most notably Ngân Sát Thủ, also joined the conversation about Dutch Lady OmegaSmart.
- The OMO Siêu Tốc campaign introduced new laundry technology designed for busy lifestyles. To encourage participation in its minigames, the campaign collaborated with popular creators including Tam Triều Dâng, Sơn.K, and Võ Điền Gia Huy.
- The Galaxy A37 5G campaign attracted discussion thanks to the popularity of the Awesome Vibe Station music event. In addition, part of the discussion was driven by summer promotions, retailer marketing activities, and minigames.
- Samsung's Galaxy S26 Series campaign continued to appear in the BSI Top10 ranking through two major activity groups: (1) retailer minigames combined with promotional offers across major retail chains such as Viettel Store, and (2) product reviews from well-known creators including Tuấn Ngọc Đây!, Vật Vờ Studio, and relab.
- Săn Tiger Vàng was Tiger's summer promotional campaign for its Tiger Crystal Coolpack product. Discussions were generated by local community pages as well as major entertainment fan pages such as Theanh28 and Bí Mật Showbiz.
TOP 10 MOST OUTSTANDING SOCIAL MEDIA INFLUENCERS – MAY 2026
Sơn Tùng M-TP reaffirmed his enduring influence by climbing to the No.1 position in the BSI Top10 ranking for May 2026. The quartet of RHYDER, HIEUTHUHAI, SOOBIN, and Quang Hùng MasterD maintained their impressive momentum, appearing in the ranking for multiple consecutive months. Meanwhile, many familiar faces, including Hoa hậu Hương Giang, Binz, musician Nguyễn Văn Chung, Bùi Công Nam, and CongB, also returned to the ranking after a period of absence.
- Sơn Tùng M-TP became the most influential artist of the month following the release of his music video "Come My Way", featuring international star Tyga. The release sparked widespread debate over both the song's quality and its incorporation of cultural elements. As a result, the artist generated 1.3 million discussions, although his Sentiment Score declined slightly to 0.79 (on a scale of 1).
- Hoa hậu Hương Giang climbed to second place, generating more than 630 thousand discussions thanks to her impressive performance at the Miss Grand International All Stars Grand Finale. Her evening gown presentation and Q&A session were the two topics that attracted the most attention from audiences.
- HIEUTHUHAI continued to maintain his influence through activities surrounding his album "Mắt Nhắm Mắt Mở". Although the album had been released for some time, fans continued to create reaction videos, while its merchandise remained highly sought after. In addition, the rapper stayed active with brand collaborations as the Health Ambassador for Tiêm Chủng Long Châu and by participating in events hosted by Omachi and Samsung.
- Binz returned to the BSI Top10 ranking thanks to the strong discussion surrounding his album "Gặp Lại". The track "Em" became one of the month's hottest discussion topics, with many users believing it was inspired by a true story. Binz's congratulatory post by Trấn Thành also unexpectedly went viral for its poetic yet respectful writing style.
- SOOBIN attracted widespread attention through his emotional performance on the song "Em", a collaboration with Binz. Many TikTok users challenged themselves by covering the song's demanding high notes. During the month, SOOBIN also performed at the ROX30 Concert.
- RHYDER kept fans excited after confirming his participation in the show Say Hi Rực Rỡ. Most discussions centered on his upcoming jungle survival journey alongside other Anh Trai members in the Say Hi universe. RHYDER also participated in promotional campaigns for OCB and VIB.
- Musician Nguyễn Văn Chung drew attention after accepting an invitation to join Anh Trai Vượt Ngàn Chông Gai. His Vietnamese adaptation of the song "Nổi Gió Lên" also went viral again following an emotional performance at the wedding of Bích Hằng and Tấn Khang.
- Quang Hùng MasterD confirmed his participation in Tinh Hà Say Hi, raising fans' expectations for another exciting summer similar to 2024. He also performed at VinhVerse Concert and Y-Fest. His performance of "Thủy Triều" at VinhVerse Concert was widely shared across TikTok.
- Bùi Công Nam announced his return in the reality show Quán Nhà Haha, making him a popular discussion topic among audiences who had previously followed Gia Đình Haha. The songwriter also generated engagement through his amusing and carefree interactions in everyday life.
- CongB had a busy May, preparing for Tinh Hà Say Hi, announcing a fan meeting in Hanoi scheduled for July, and performing at events organized by Samsung and KFC. Interactions between CongB and RHYDER also received enthusiastic responses from fans.
TOP 10 MOST OUTSTANDING SOCIAL MEDIA EVENTS – MAY 2026
Nutren Junior's Ngày Hội Thôi Nôi became the No.1 event in the BSI Top10 Events ranking. Three major music events stood out during the month: Sao Nhập Ngũ Concert 2026 – Tuổi Đôi Mươi, Forestival 2026, and Y-Fest. Vietnam Gameverse was the only gaming event featured in the ranking. The list also included brand-led events such as Sting Speed Arena by Sting, Omachi Debut by Omachi, Đẩy Đưa – Summer & Resort 26 by Valenciani, Birthday Tour by Kids Plaza, and OPPO Find X9 Ultra – Finding Hội An.
- Sao Nhập Ngũ Concert 2026, themed "Tuổi Đôi Mươi", generated more than 25 thousand Qualified User discussions. The concert impressed audiences with its patriotic performances, evoking memories of Vietnam's challenging years of struggle. The mashup of "Hò Kéo Pháo" and "Dậy Mà Đi" received widespread praise from the online community.
- Đẩy Đưa – Summer & Resort 26 was the launch event for Valenciani's Đẩy Đưa collection, held at an integrated resort in Đà Nẵng. The highlight of the discussion was the confident paired runway performance by H'Hen Niê and Tata.
- Forestival was a music and light festival held at Bình Minh Square in Ninh Bình. Performances by a lineup of renowned artists, including Hà Anh Tuấn, UPRIZE, Đen, HIEUTHUHAI, Vũ Cát Tường, and Binz, significantly boosted discussion around the event.
- Kids Plaza's 18th Birthday Celebration generated nearly 10 thousand Qualified User discussions. The event featured a variety of activities for children, including the "Ngoan Xinh Yêu" workshop, the "Cháy Hết Mình" minigame, and the "18 Rực Rỡ" check-in experience. Promotional campaigns celebrating the anniversary were also actively communicated across the brand's channels.
- Y-Fest 2026 was held in Quảng Ninh for the first time, featuring a star-studded lineup including SOOBIN, Bích Phương, Hương Tràm, Tăng Duy Tân, Quang Hùng MasterD, and Orange. The event received extensive media coverage from local fan pages, major entertainment channels, and artists' official fan pages.
- Omachi Debut 2026 was the launch event for Omachi Lẩu Tam Hoa, held on Nguyễn Huệ Walking Street. HIEUTHUHAI's appearance helped drive discussion around the event. Multi-channel minigames and livestreams were also organized to increase user engagement.
- Vietnam Gameverse is an event that recognizes outstanding achievements in the gaming industry while creating networking opportunities for businesses and the gaming community. In addition to a wide range of gaming activities, the event also generated discussion through performances by Negav, UPRIZE, Mỹ Mỹ, and ICD.
TOP 10 MOST OUTSTANDING SOCIAL MEDIA SHOWS – MAY 2026
Bạn Muốn Hẹn Hò ranked No. 1 in the BSI Top10 Shows ranking for the first time. The month also saw the dominance of family-themed programs, including Mái Ấm Gia Đình Việt, Điều Ước Của Mẹ, Vợ Chồng Son, Mẹ Vắng Nhà Ba Là Siêu Nhân, and Mẹ Chồng Nàng Dâu. The ranking also featured youth-oriented shows such as Anh Trai Và Cái Đuôi Nhỏ, Đường Lên Đỉnh Olympia, and Vườn Tween. The newly launched real estate-themed show Săn Nhà Thông Minh also made its debut in the ranking.
- Bạn Muốn Hẹn Hò generated more than 62 thousand Qualified User discussions thanks to its rich content centered on love and relationships, particularly the stories of older adults seeking companionship later in life. One memorable moment featured a man in his seventies singing a romantic song to express his feelings, earning widespread encouragement from the online community. The show's Sentiment Score also improved significantly compared to the previous month (Sentiment Score = 0.88).
- Mái Ấm Gia Đình Việt demonstrated strong organic reach, with Earned Media accounting for 64.8% of total discussions. The story of Hiếu Nhân, a young boy living with his mentally ill mother and elderly grandmother on a monthly government allowance of only one million VND, received an outpouring of sympathy and support from social media users.
- Điều Ước Của Mẹ continued to successfully tell the stories of mothers who persevere despite life's hardships. Viewers were deeply moved by the story of a mother who waded through muddy fields collecting snails to support her family and, on days without any income, had to carry her child from house to house asking for food.
- Vườn Tween entered the BSI Top10 Shows ranking for the first time. Produced by VTV, the program is designed for children aged 8 to 12. Each five-minute episode covers a different topic, ranging from fun challenges for children to inspiring stories of resilience. The program also features experts from various fields.
- Vợ Chồng Son delivered a wide range of emotions this month. While one episode amused audiences with a husband humorously complaining about his wife's untidy habits, another moved viewers to tears with the story of a young man pleading with his parents for permission to marry his girlfriend with a disability.
- Mẹ Vắng Nhà, Ba Là Siêu Nhân continued to attract discussion through heartwarming interactions between fathers and their children. This month's highlight came from Tuấn Dương's family, particularly the moment when Tuấn Dương jokingly fell into "despair" after Nami called another man "Dad," prompting countless humorous comments from netizens.
- Đường Lên Đỉnh Olympia generated widespread discussion around contestant Nguyễn Thị Phương Nhi from Hà Tĩnh. Besides her charming appearance and confident communication style, Phương Nhi impressed audiences with her exceptional staff-spinning skills. Her self-introduction clip alone surpassed 10 million views on TikTok.
- Anh Trai Và Cái Đuôi Nhỏ aired its first episodes, attracting attention by turning male celebrities into "unexpected babysitters" for preschool children. The most-discussed guest was Sơn.K, whose unique childcare tips became a popular topic among viewers.
- Mẹ Chồng Nàng Dâu made its debut in the BSI Top10 Shows ranking. Although the mother-in-law and daughter-in-law relationship is often considered a sensitive topic in family life, the program approaches it from a healing perspective by highlighting warm and heartfelt moments between the two generations, earning strong audience empathy (Sentiment Score = 1.0).
- Săn Nhà Thông Minh also entered the BSI Top10 Shows ranking for the first time. The program follows families on their journey to find a suitable home while providing both contestants and viewers with practical knowledge about finance, legal considerations, and evaluating residential properties.
APPENDIX
Detailed information on the metrics that make up the BSI for the BSI Top10 Campaigns, BSI Top10 Influencers, BSI Top10 Events, and BSI Top10 Shows rankings for May 2026.
To learn more and discuss in detail how to evaluate brand health, measure campaign performance, and optimize customer engagement on social media using the BSI – Buzzmetrics Social Index framework, please contact the Buzzmetrics team at info@buzzmetrics.com
