TARGET AUDIENCE

UNDERSTANDING
Page 1

Gen Z
METHODOLOGY

Millennial Women
 1
Methodology
Page 2

Target Audience Understanding

METHODOLOGY
 Methodology

1 2 3

Build up research sample Crawl data Analyze data

Page 3

From the social user pool, Crawl public discussion (post/ Analyze discussion of TA
extract a sample of 400 profiles comment/ share) of 400 users sample to get detailed findings
based on criteria
METHODOLOGY

3
 2a
Gen Z
Page 4

Target Audience Understanding

METHODOLOGY
METHODOLOGY Page 5

THE-ONE-
AND-ONLY
 1 Gen Z are interact-ers
rather than content creators.

HOW GEN Z DISCUSS ON SOCIAL MEDIA?

Female user

23%
Male user

41%

36%
Page 6

Share Comment Post

GEN Z

Base N=160,173 mentions. Time Range: Jan 01 – Dec 31, 2020

 2 Gen Z are super active
in their communities only

HOW GEN Z DISCUSS ON SOCIAL MEDIA?

20%
original
post (selfie)

Personal page
62%
42%
share from
fanpages &
groups
80%
discussion
led by
communities
Page 7

Fanpage
21%

Group
17%
GEN Z

Base N=160,173 mentions. Time Range: Jan 01 – Dec 31, 2020

 UNLOCK
GEN Z’s
INTERESTS
Page 8
METHODOLOGY
 Gen Z consider social media as a source of mass entertainment (with 3 dominant interests: Love &
Meme & Schooling).

HOW GEN Z DISCUSS ON SOCIAL MEDIA?

18.9%
17.1%

11.3%
Page 9

Love Meme Schooling

Base N=2,000 mentions. Time Range: Jan 01 – Dec 31, 2020

GEN Z
GEN Z Page 10

LOVE
 LOVE
When it comes to love, Gen Z are skewed to pure loves (which are often carefree & dreamy) at
an early stage of life.

LOVE DISCUSSION – BY GENERATION

Breakup 24.3%

Sweet love 20.6%

FA 17.7%

Crush & flirting 16.7%

Marriage 6.3%

Pretty girls & boys 5.8%

Page 11

Love quote 4.5%

Ex-lover 3.2%

Lover standard 2.6%

GEN Z

(*) There is no significant difference in Gen Z’s love discussion by gender

Time Range: Jan 01 – Dec 31, 2020
 LOVE
Gen Z are vulnerable to hurt love & immerse themselves with moody quote or music, instead
of their own words, to show-off their feelings indirectly.

HOW GEN Z DISCUSS ABOUT BREAKUP?

Moody visual Available short quote Interact on community

CONTENT FORMULA (image/short music video with (to show off sadness, instead of
sad & deep vibe) creating their own status)
pages (comment/share)

Nam +

COMMON COMMUNITY PAGES

Buồn +

𝓼𝓪𝓭𝓷𝓮𝓼𝓼 𝓲𝓼 𝓶𝔂
Deepzone
𝓫𝓮𝓼𝓽 𝓯𝓻𝓲𝓮𝓷𝓭
Page 12

𝐇𝐮𝐫𝐭𝐋𝐨𝐯𝐞 Sợ

Con Trai Hạ Phong

DeepLove Radio cô đơn

GEN Z

Link
Link
 LOVE
Besides “moody”, Gen Z’s love has other shades. For “sweet love”, their interested contents
are filled up with cuteness & sweetness, typically represented via comic visual.

HOW GEN Z DISCUSS ABOUT SWEET LOVE?

Visual Content:
(especially, comic & short Mood & tone:
CONTENT FORMULA Tag lovers under posts on
video) Cute, sweet
community pages/groups

Tôi có một anh Meomunden's

COMMON COMMUNITY PAGES

người yêu cuteeee sweet home

Dăm ba câu
Một chút cute chuyện yêu
Page 13

đương?

Ny của tuii
Một chút Yêu màaaaaa

Yêu+ Cậu là của tớ

Thương + L o v e Crush
GEN Z
 LOVE
Gen Z also lament about their loneliness… but in a humorous & funny way. In other words,
they enjoy being a part of “FA community” and engage in the shared experience.

HOW GEN Z DISCUSS ABOUT FA?

Visual Content:
Mood & tone:
CONTENT FORMULA Meme Lament their loneliness/
Funny, troll
troll couples in love/…
Page 14
GEN Z
 LOVE
CASE STUDY: SAMSUNG PHONE

Samsung has also paid more attention to Gen Z. Specifically, to promote GalaxyA32 phone, this brand utilized a
hot topic (rising in the end of May and beginning of June 2021) - “changing peony wallpaper to have lovers”.
Page 15
GEN Z

Link
GEN Z Page 16

MEME
 MEME Fun is the key deliverable to be represented via a combo of short description and visual
(image/video). To an extreme level, meme addicts could even use meme as stickers in their
daily social communication.

MEME FORMULA

Fun Visual
MEME (“fun tới nóc” “fun xàm”…) Short quote
(image/ video)

Meme can be used as a

Short quote Short quote + image Short quote + video
STICKER to reply comment
Page 17
GEN Z

Link Link Link

 MEME
CASE STUDY: FOODY.VN

Foody.vn is a typical case exploiting MEME to talk with the young generation on social media (besides the main
content pillar - promoting food deals). Foody.vn catches up with popular MEME communities that Gen Z follow
for entertainment (Trại tâm thần đa ngôn ngữ 0.2, 7749,…).
Page 18
GEN Z

Link Link Link Link

 MEME
CASE STUDY: SAMSUNG PHONE

Samsung has currently cooperated with “Đài tiếng nói GenZ” (a booming community created in the year 2021) to
encourage young audiences creating memes with the image of Samsung fridges.
Page 19

Link
GEN Z
 MEME Language is also a key element of memes. Noticeably, Gen Z’s social language is so much
fun, creative & weird as well. ➔ This requires brands to adapt their communication content,
instead of being bound by fixed & formal framework.

GEN Z’s LANGUAGE ON SOCIAL = FUN + WEIRD + NO FRAMEWORK

English variant Vietnamese spelling mistake English x Vietnamese combined Schooling version

Link

Vietsub: trà sữa, trà đào, sữa chua trân châu

đường đen
Page 20

Link Link Link Link

• Dảk is telex typo of Dark. Dark meme refers
to a joke based on serious/tragic situation.
• Bủh: is telex typo of Bruh, a slang word of
Bro (means "brother“). This word is used to
show how a person is depressed or unable
GEN Z
Gen Z also prefer the language version of
spelling mistake to show off joke & cuteness.
But remember to show off clearly that you do
it on purpose. If not, you will be criticized that
you are not fluent in Vietnamese.
Dove means “bồ câu” in Vietnamese. By
adding heavy accent according to the
Vietnamese language, Dovẹ turns to be “bồ
cậu”. This sentence is used to flirt or confess
love in a funny way.
Zn is the abbreviation of the Zinc element in
the periodic table. “Chằm Zn” is called in
Vietnamese as “chằm kẽm”, which is a funny
pronunciation of original word – “trầm cảm”

to believe the other one will do something.

 MEME
Gen Z’s language also significantly impacts and pave the way for many viral word-using
variants on social media. Connecting-word game is a typical example.

VARIANTS OF THE CONNECTING-WORD GAME

Vietnamese proverbs Renaming school Province name

Page 21
GEN Z
 MEME
CASE STUDY: TIKI & GRABFOOD

Tiki & GrabFood are 2 notable brands that catch up with Gen Z’s language on social media. Interestingly, the
sales notification of Tiki is captured by a member of Gen Z’s community (“Trại tâm thần đa ngôn ngữ 0.2”) and
eagerly discussed among them.
Page 22
GEN Z

Link Link
GEN Z Page 23

SCHOOLING
 SCHOOLING
Schooling is a unique passion point of Gen Z, or can say, only Gen Z owns this territory.
Interestingly, schooling discussion also differs by age range...

SCHOOLING DISCUSSION - BY AGE RANGE

18 years old & below Over 18 years old

Academic &
Examination 22.2%
52.6% extracurricular event
Funny schooling moment 17.8%
Funny schooling moment 21.5%
Student-time recall 16.7%
Education news 8.9%
Education news 14.4%
Student-time recall 6.7% University check-in 8.9%
Page 24

Academic &
4.4% Foreign language 6.7%
extracurricular event

Foreign language 4.4% Examination 5.6%

Course registration 3.3%

Online learining 0.7%
Online learning 3.3%
School selection 0.7%
Studying abroad 1.1%
GEN Z
 SCHOOLING
Regardless of age range, funny schooling moment is always on-top interest. There are
specific schooling communities that trigger Gen Z to engage & create their own content.

SCHOOLING FUNNY MOMENT

Adapt whatever topic to

Super fun content under Schooling community
SCHOOLING FUNNY schooling theme (students are willing to be
the form of meme (not only schooling topics but
MOMENT (“vui”, “xàm”, “bựa”)
content creators in these
also daily lives, communities)
any hot topic on social)

Lớp Chúng Mình

SCHOOLING COMMUNITY
Thằng bàn bên
Page 25

Trường người ta
(Fanpage, Group)

Con bàn bên

GEN Z

Lớp trưởng
hóng hớt

Link Link Link

 CASE STUDY: YOMOST SCHOOLING

Apply “Lisa’s crab dance” Apply “transformation trend”

YoMost is a typical brand exploiting SCHOOLING
passion point as a key pillar to approach Gen Z
throughout the year, while many other brands only
tap-in specific schooling occasions (such as Back-
to-school) with short-term activities.
YoMost has executed the campaign “Sau giờ học –
Đến giờ YO” – which focuses on capturing familiar
after-school moments via short videos (similar to
Tiktok videos). YoMost also catches up with hot
topics and tailors them into schooling theme.
Page 26
GEN Z

Link Link
 SCHOOLING
Schooling is also an occasional theme with notable occasions like back-to-school,
examination season, school yearbook. ➔ Potential for brands to well prepare & tap-in.

Prom School yearbook (high-school)

• Ideas • Idea & concept

• Partners
School year ending
• Celebrating activities (water
balloon, color powder, EDM)
• Goodbye message
• Giving signature
• Tribute to teachers
Tet holiday 1st semester examination
Page 27
• Makeup & fashion Vietnamese Teacher’s day School yearbook (college)
• Controversy
• Studio & place • DIY competition • Idea & concept
• Sharing memory with • Makeup & fashion
teacher
• Yearbook contest
• Gift promotion
• Studio & place
• Thanks to ex
Summer vacation
• Summer holiday
• Summer course
• Summer homework
• Summer ending
Back to school 2nd semester examination

• Tet homework
• Class reunion
• Tet greetings to
teacher
• Back-to-school after
Tet holiday
GEN Z
Graduation examination
• Gift promotion
• Exam preparation • Exam preparation
• University benchmark • School supplies
• Exam review & result • Exam review & result
• Exam preparation • Opening ceremony
• Stress • Stress
• Information of 2021 • Back-to-school
• Feeling after exam • Feeling after exam
graduation exam feeling
• Cheating • Cheating
• Stress • Parent meeting
• Good-luck message

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
 CASE STUDY: CUP NOODLES SCHOOLING

• Cup Noodles (Nissin) is also a notable case exploiting SCHOOLING passion point, but unlike YoMost, Cup
Noodles is more skewed to occasional and tactic-centric. Specifically, this brand has exploited the high-
school yearbook with annual contest “Áo lớp tôi” (2018 & 2019).
• This contest has attracted countless school communities across the country to upload their class uniform &
vote (via like/comments/shares) for the winner. As a result, Cup Noodles has gained significant buzz volume
on social media (there are even posts reaching 300K - 400K buzz).
Page 28
GEN Z

Link Link Link

 Summary

1 Gen Z are the interact-ers and leave most of their footprint on

their communities.

2 Love – Meme – Schooling are top 3 passion points to connect with Gen Z
on Facebook.
Page 29

3 Fun is the important element in content formular for Gen Z.

GEN Z
 I Research background & objective

II Research methodology

AGENDA III Detailed findings

1. Debunk misconceptions about Gen Z
2. Unlock Gen Z’s interests

GEN Z
• Love
• Meme
• Schooling
• Idol
• Game
• Social news
Page 30

Contact us for further consultation: 3. 5-BE formula to win over Gen Z on social media
4. How brands are marketing to Gen Z?
https://buzzmetrics.com/lien-he/

IV Appendix
1. List of fanpages
GEN Z

2. List of groups
 2b Millennial
Page 31

Women
Target Audience Understanding
METHODOLOGY
 MILLENNIAL
WOMEN’S
Page 32

PERSONA
MILLENNIAL WOMEN
 Millennial women are active on person pages. If female millennials left footprints under comments,
Gen Z would interact by sharing as well as replying to community pages’ posts.

HOW MILLENNIAL WOMEN DISCUSS ON SOCIAL MEDIA? HOW ABOUT GEN Z?

18% 23%
Personal page
Page 33

62%
41%

52%

29%

Group 36%
MILLENNIAL WOMEN

24%

Community
Comment Post Share Comment Post Share
12%

Base N=292,267 mentions Base N=160,173 mentions

Time Range: Jan 2020 – Dec 2020

 Millennial women are divided into 4 groups based on their characteristics that most likely change
as they go through different stages of life.

WHO ARE MILLENNIAL WOMEN?

1996 1988 1981

EXPERIENCED
Page 34

MARRIED WITH MOM

23% SINGLE 3% NO KID
17% 1st-TIME MOM 58% (giving birth ≥ 2 times)

• Focus: love & career • Focus: balancing family • Focus: family the most • Focus: family but starting to
MILLENNIAL WOMEN

• Personality: active (husband) – personal life • Personality: introvert focus on self-loving

• Interests: love, career, • Personality: active • Interests: children, career, • Personality: positive
travelling → socializing • Interests: career, traveling, going traveling • Interests: children, career,
out traveling

Time Range: Jan 2020 – Dec 2020

 Millennial women are divided into 4 groups based on their characteristics that most likely change
as they go through different stages of life.

LEVELS OF SUFFERING High

Moderate

Low - Moderate

Low
Page 35

MARRIED WITH EXPERIENCED

SINGLE NO KID 1st-TIME MOM MOM

Having so many options so tend Disappointment of unmet Struggle with new role of being Put herself into a challenging
MILLENNIAL WOMEN

to be indecisive. expectations. 1st-time mom. position that is hard to satisfy.

What do they suffer from? What do they suffer from? What do they suffer from? What do they suffer from?
• Finance • Finance • Marriage* • Finance
• Loneliness • Women-role fulfilling • Child-caring • Marriage
• Finance
• Empty feeling due to no
supporting
(*) All marriage relating topics; affairs, etc

Time Range: Jan 2020 – Dec 2020

 MILLENNIAL
WOMEN’S
Page 36

INTEREST
MILLENNIAL WOMEN
 Single and married women are both interested in going out & traveling. However, while single women
put efforts in romance relationship subject, married women will devote their efforts to children.

TOP 10 INTERESTS

(Base N=23,113 mentions) (Base N=1,682 mentions)

Single Married with no kid

33% 25%
22%
25%
Page 37

12% 9%

Love Career Traveling Career Traveling Going out

(Base N=11,052 mentions) (Base N=54,258 mentions)

1st-time mom Experienced mom
MILLENNIAL WOMEN

35% 26%
23%

15% 9%
9%

Children Career Traveling Children Career Traveling

Time Range: Jan 2020 – Dec 2020

MILLENNIAL WOMEN Page 38

LOVE &
MARRIAGE
 When it comes to love, single millennials are more realistic than Gen Z ones who often daydream
about a sweet love.

SINGLE GEN Z VS. SINGLE MILLENNIAL: WHAT DO THEY TALK WHEN THEY TALK ABOUT LOVE?

Single millennial women Female Gen Z

Marriage 34% Sweet love 24%

Page 39

Mr.Right 25% Breakup 23%

FA 21% FA 19%
Crush &… 9%
Crush & flirting 15%
Showing off 4%
Marriage 6%
Breakup 4%
Pretty girls & boys 6%
MILLENNIAL WOMEN

Loyalty 1%
Ex-lover 4%
Betray 1%
Mr.Right 4%
Violence 1%

Other Love quote 4%

1% (Base N=247 mentions) (Base N=378 mentions)

(*) Other: disappointment & tips about love

Time Range: Jan 2020 – Dec 2020

 Unlike Gen Z, single millennials are more into real-life reflecting contents instead of cuteness &
sweetness ones.

HOW TO APPROACH SINGLE MILLENNIALS BY CONTENT & CHANNELS

COMMON COMMUNITY PAGES/GROUPS

CONTENT FORMULA
NEU Confessions
Page 40

Hội những người đam mê

truyện ngược: Ngược!
Ngược nữa! Ngược mãi
Drama story & twist A life-based story could be
told in a drama way or with
a twist. Topics:
• Meeting with the Thanh Xuân: Tuổi trẻ nồng
boyfriend’s family nhiệt – thời gian phai mờ
• Mother & daughter in law
Open question • Affair – “Tuesday” or
MILLENNIAL WOMEN

“marriage”
Không sợ chó
Link
Open questions with a sad
tone. These questions don’t
have to be about a specific
Mood & tone: topic. Instead, they are used Weibo Việt Nam
Drama & deepness to evoke a person’s feelings.

Link

Time Range: Jan 2020 – Dec 2020

 Single & married millennials easily pay attention to dramatic topics including adultery (“tuesday”,
“green-tea girl”, “cuckold”), mother-in-law, meeting with the boyfriend’s family,…

BUZZ VOLUME OF HAI TU - SON TUNG MTP SCANDAL

Females create 807,775 mentions in 3 months.

Age of females
Page 41

Above 64 0.9%

55-64 0.2%

45-54 0.4%

35-44 3.4%
MILLENNIAL WOMEN

25-34 82.6%

18-24 12.2%

13-17 0%

Under 13 0%

Time Range: 16 Nov 2020 – 31 Jan 2021

 Besides, “The Penthouse: War in Life” is a South Korean television series that attracts viewers,
especially female millennials, by emotional/unexpected set of circumstances.

BUZZ VOLUME OF PENTHOUSE (SEASON 2)

Females create 25,896 mentions in 2 months.

Age of females
Page 42

Above 64 0.6%

55-64 0%

45-54 0.6%

35-44 2.6%
MILLENNIAL WOMEN

25-34 83.4%

18-24 12.5%

13-17 0%

Under 13 0%

Time Range: Jan 2021 – Feb 2021

MILLENNIAL WOMEN Page 43

GOING OUT
 There is no significant difference among 4 groups.

GOING-OUT THEME

Single Married with no kid 1st-time mom Experienced mom

Eating out Eating out 31% Eating out 32% Eating out 37%
45%

Wandering 23% Wandering 24%

Wandering 24%
Wandering 24%
Coffee shop/milk
Shopping 18% 15%
Page 44

Shopping 19% tea shop

Coffee shop/milk
16% Coffee shop/milk
tea shop 12% Shopping 13%
Coffee shop/milk tea shop
16%
tea shop
Drinking/Clubbing 8% Movie 7% Drinking/Clubbing 4%
Drinking/Clubbing 5%
Drinking/Clubbing 4% Parks 3%
Shopping 4%
Parks 2%
MILLENNIAL WOMEN

Parks 2% Movie 2%
Movie 2%
Countdown 2%
Leisure center 1% Leisure center 1%

Countdown 2% Movie 1% Countdown Countdown

1% 1%

(Base N=3,426 mentions) (Base N=301 mentions) (Base N=2,101 mentions) (Base N=7,413 mentions)

Time Range: Jan 2020 – Dec 2020

 HOW TO APPROACH SINGLE MILLENNIALS?

Since single millennials mostly go out with friends, they often make plans with their friends on social media by
tagging each other on posts they’re interested in.
Page 45

Newness & hotness Tagging Foodie community

MILLENNIAL WOMEN
 HOW TO APPROACH MARRIED MILLENNIALS?

Unlike single millennials, married millennials mostly go out with their children so there are not much tagging
activities. Instead, they will share their going out time with family members on social media.
Page 46

White space:
Take advantage of
Family gathering Mom-children
KOLs
moment
MILLENNIAL WOMEN
MILLENNIAL WOMEN Page 47

TRAVELLING
 Millennial women are action people. They tend to make their trip come true instead of just
dreaming about a trip/vacation. And there is no big difference in traveling among 4 groups.

TRAVELING THEME

Single Married with no kid 1st-time mom Experienced mom

Trip 75% Trip 82% Trip 64% Trip 72%

Page 48

Desire 14% Desire 14% Desire 25% Desire 18%

Intention 8% Intention 4% Intention 7% Intention 7%

Review 3% Looking back 0.4% Review 3% Review 3%

MILLENNIAL WOMEN

Looking back 1% Review 0.4% Looking back 1% Looking back 1%

(Base N=2,685 mentions) (Base N=241 mentions) (Base N=992 mentions) (Base N=4,651 mentions)

Time Range: Jan 2020 – Dec 2020

 A low-cost trip to single millennials is an affordable traveling and often involves local experience
including regional must-try food and must-check-in sightseeing.

WHAT DOES A LOW-COST TRIP LOOK LIKE?

Eating = local food + street food

Page 49

Accommodation = homestay + 1 → 3-star hotel

MILLENNIAL WOMEN

Check-in = nature oriented + free or affordable sightseeing

Transportation = motorbike + bus + train

 A luxury trip to married millennials is a vacation that allows them to indulge in high quality
services and recharge energy after a stressful time.

WHAT IS A LUXURY TRIP?

Eating = buffet or meals in hotel/resort/restaurant

Page 50

Staying = resort + villa + 4 → 5-star hotel

MILLENNIAL WOMEN

Check-in = luxury hotel/setting + fashionable clothes

Transportation = airplane + car

 Summary

1 There are 4 type of millennials women on social media. Each type has a
difference interest and level of suffering.
Page 51

2 Love – Travelling – Career – Going out and Children are top 5 passion
points to connect with millennials women on Facebook.
MILLENNIAL WOMEN

3 With the difference interest and psychology, single women and married
women also have a difference content formular to connect on Facebook.
 I Research background & objective

II Research methodology

AGENDA III Detailed findings

1. Millennial women – The differences between insight vs. digital insight
2. Getting to Know Your Female Millennial Consumers:
Page 52

MILLENNIAL
Goal
• Lifestyle
• Pain point
• Motivation
•

WOMEN
Social behavior
3. How to Communicate with Female Millennials by top interest (Love &
Marriage, Children, Going out, Traveling)
• Topic of discussion
• Difference by male/female
MILLENNIAL WOMEN

• Formula
Contact us for further consultation: • How to communicate with millennials

https://buzzmetrics.com/lien-he/

IV Appendix
1. List of 100 community fan-pages
2. List of 100 groups
 TARGET AUDIENCE UNDERSTANDING REPORTS

Millennial
Gen Z
Women
Page 53
MILLENNIAL WOMEN

Mom Gen X
 THANK YOU!
Page 54

Contact us for further consultation

MILLENNIAL WOMEN

https://buzzmetrics.com/lien-he/