1. The variety in how English Centers approach and attract learners
During the peak exam and back-to-school season of 2025 (15/05 – 15/09/2025), the English training market became highly vibrant as centers simultaneously accelerated their communication activities to attract learners. The three brands analyzed – IELTS Fighter, DOL English, and ZIM Academy – implemented diverse initiatives ranging from academic content and free workshops for students to large-scale events such as music festivals.
In terms of social media presence from 15/05/2025 to 15/09/2025, IELTS Fighter recorded 119.94K mentions, demonstrating strong visibility during the observed period. DOL English registered 43.34K mentions, reflecting stable interaction among audiences who follow academic content. Meanwhile, ZIM Academy garnered 9.46K mentions, indicating the most modest presence among the three analyzed centers.
Join YouNet Media to dive deeper into how each center builds its learner-oriented communication activities during exam season and back-to-school periods, revealing distinct media strategies across brands.
2. IELTS Fighter: A Proactive Strategy to Expand Reach Through Academic Content and Mass-Appeal Events
From 15/05/2025 to 15/09/2025, IELTS Fighter recorded 119.94K mentions, with 85.6% (102.67K) coming from Owned Media channels, highlighting the brand’s proactive approach to amplifying information and maintaining a strong social media presence.
In terms of discussion sources, IELTS Fighter operates a diverse network of Facebook Pages serving various learning needs and target groups, such as IELTS Fighter – Chiến binh IELTS, IELTS Fighter – Hồ Chí Minh, IELTS Fighter – Luyện thi IELTS, SAT cho HS cấp 2–3, IELTS Fighter cùng con chinh phục 8.0 IELTS, Tài liệu IELTS Fighter, IELTS cho người mới bắt đầu, etc. These pages contribute the majority of the brand’s discussion volume. The brand also builds communities via Facebook Groups such as IELTS Fighter – Hỗ trợ học tập và Chia sẻ tài liệu IELTS, and is mentioned across many academic communities like The Forum IELTS Community or REVIEW TRUNG TÂM TIẾNG ANH IELTS – TOEIC UY TÍN CÙNG CENG.
During the exam and back-to-school season, IELTS Fighter launched a series of activities targeting various learner groups, most notably the Back to School 2025 – “IELTS Adventure Tour” with free 4-skill mock tests and experience workshops; the “Bật mood IELTS 7.0+” events at learning centers; the Tiếp sức mùa thi THPTQG 2025 program; and livestreams analyzing exam questions and sharing study materials.
Alongside academic activities, IELTS Fighter also organized large-scale entertainment events under its 9th-anniversary campaign “Fighter9”, including the “Band Mode On – Chất Fighter9” music festival featuring guest artists, the anniversary livestream, and the Fighter 9’s Got Talent competition. These mass-appeal activities helped the brand expand reach and elevate brand recognition with a more youthful, dynamic, and relatable image. As a result, IELTS Fighter generated strong communication impact beyond purely academic content.
Overall, by combining academic content with mass-appeal entertainment events, IELTS Fighter successfully generated a high volume of discussions from Owned Media and broadened its reach across multiple learner segments during the 2025 exam and back-to-school period.
3. DOL English: Spreading Through Academic Value, Linear Thinking Method, and Authentic Learner Experiences
Between 15/05/2025 and 15/09/2025, DOL English recorded 43.34K mentions, with 67.81% (29.38K) coming from Earned Media, meaning most conversations were generated by learners and academic communities.
In terms of sources, DOL manages several Owned Facebook Pages by branch and learner segment, including DOL English, DOL Đình Lực – Hà Nội, DOL Đình Lực – Học IELTS SAT TOEIC Online, DOL Đình Lực – Junior & Kid, DOL Đình Lực – Đà Nẵng, etc. The brand also builds community through the Facebook Group DOL Academy Community – Luyện IELTS miễn phí.
Compared to IELTS Fighter and ZIM, DOL shows clear efforts to expand its video content on TikTok, focusing on interviewing high-scoring learners and collaborating with TikTok creators to spread learning stories. However, DOL’s largest discussion sources stem from student communities such as 7SEC, Language Melody (HUFLIT), FPTU – The Showcase, Striped Project, as well as English-center review groups like Hội Review Trung Tâm Tiếng Anh Có Tâm (XGR), REVIEW DỰ ĐOÁN ĐỀ THI IELTS TOÀN VIỆT NAM, and Review Trung Tâm Tiếng Anh – Bóc Phốt Trung Tâm Tiếng Anh. This reflects the brand’s organic spread driven by real learner experiences.
In terms of key activities, DOL English focuses heavily on academic programs and in-depth workshops centered on its signature Linear Thinking method. Notable initiatives include the Back to School workshop “Chuẩn bị hành trang 7.0+ cùng LinearThinking” featuring a 9.0 IELTS speaker; the Lineartour talkshow series across high schools and universities; the 0-VND course “30-Day Sprint – Conquer 9+ English in the National High School Exam with DOL” with daily livestream revision sessions; and exam-support activities for students in collaboration with Tiền Phong Newspaper.
Overall, unlike IELTS Fighter’s mass-appeal strategy, DOL focuses on academic-centric activities, emphasizing Linear Thinking and offering deep-dive workshops for students. Programs like the 0-VND course and Lineartour function as “market education,” allowing learners to experience first and evaluate later, thereby strengthening trust through real experiences.
4. ZIM Academy: Academic-Centric Focus but Modest Social Media Presence
From 15/05/2025 to 15/09/2025, ZIM Academy generated 9.46K mentions, with 97.45% (9.22K) coming from Earned Media, showing that nearly all mentions were driven by learner communities and knowledge-sharing groups.
Most discussions about ZIM appear in Facebook Groups dedicated to sharing learning resources and reviewing teachers and English centers, such as Share video học toeic cô Mai Phương, KHÓA HỌC CHUI VIP – CHIA SẺ KIẾN THỨC, Top giáo viên IELTS – Giao tiếp – TOEIC, Review giáo viên, Cộng Đồng IELTS Việt Nam, etc. Meanwhile, Owned Pages by branch – such as Anh Ngữ ZIM – Hoàng Diệu 2, ZIM Academy – Huỳnh Lan Khanh, ZIM Academy – Park Hills, ZIM Academy – Bình Thạnh – contribute only a small portion.
In terms of learner engagement activities, ZIM Academy focuses on reinforcing academic expertise and personalizing learning journeys. Key activities include the Back to School campaign with scholarships and promotions at each branch; the One Learner One Journey campaign highlighting outstanding learner achievements; a system of in-depth academic content for IELTS, SAT, and TOEIC with a friendly interactive style; and sponsorship activities for student events and educational channels.
Overall, compared to the other two brands, ZIM Academy has yet to significantly diversify its content formats, maintaining a strong academic focus and personalized learning message, reinforcing its positioning as an “expert brand” through specialized educational activities.
5. Conclusion
Through the analysis of key activities and discussion sources from 15/05/2025 to 15/09/2025, it is clear that the three brands pursue distinct communication strategies, contributing to a dynamic and diverse English education landscape. IELTS Fighter expands reach through mass-appeal events, large-scale activities, and strong Owned Media operations. DOL English focuses on “market education” via its Linear Thinking method, deep-dive workshops, and experience-first programs. Meanwhile, ZIM Academy maintains an academic-expert image, prioritizing specialized content and personalized learning activities.
The data in this report is sourced directly from the Social Listening Dashboard for English – IELTS Centers. To explore discussion trends and communication strategies of English – IELTS centers, try the Social Listening Dashboard for English Centers for free RIGHT HERE!
