Vietnam Influencer Marketing: Complete Guide
- info831035
- Nov 11
- 9 min read
Updated: Nov 17
Curious about the world of Vietnam influencer marketing? If you've ever wondered why your social media feeds are brimming with sponsored posts and collaborations, you're not alone. The meteoric rise of influencer marketing in Vietnam has captured the attention of businesses and consumers alike, and it shows no signs of slowing down. With the perfect blend of creativity, authenticity, and local flavor, influencers have transformed the way brands connect with their audience, making it a win-win for everyone involved.
Did you know that the spend on influencer advertising in Vietnam skyrocketed by 15.6% in 2025? That's a staggering $11.7 million increase from the previous year, pushing the total influencer ad spend to a jaw-dropping $87 million (Source: DataReportal)! It's no wonder that businesses across the nation are rushing to tap into this powerful social media marketing strategy. With the right influencers on their side, brands can reach wider audiences, generate buzz, and drive conversions like never before.
So, if you're eager to learn the ins and outs of Vietnam's influencer marketing scene, you've come to the right place. In this comprehensive guide, we'll dive into the impact of influencer recommendations, where to find the hottest influencers, and which brands are shelling out the big bucks for influencer campaigns.
Grab a cup of your favorite Vietnamese coffee, sit back, and let's embark on this exciting journey together!
A Guide to Vietnam Influencer Marketing 🔽
1. The Power of Influencer Endorsements
Picture this: nearly a quarter (20%) of Vietnam's internet users follow influencers or experts on social media, spending a whopping 2 hours and 14 minutes each day scrolling through their feeds (Source: DataReportal). With so much time spent consuming content, it's no surprise that Vietnamese digital customers often turn to influencers for a nudge in the right direction before hitting that "checkout" button.
Hold onto your hats, because this next stat is going to blow you away: a staggering 90% of Vietnamese digital customers survey respondents admitted to purchasing a product after seeing sponsored content from an influencer as of 2024 (Source: Cube/Impact Report). That's right, over three-quarters of online shoppers in Vietnam place their trust in influencers when making buying decisions. Talk about a massive impact!
So, what does this mean for brands and influencers alike? The power of influencer endorsements in Vietnam is undeniable. By aligning with the right influencers, businesses can tap into a wealth of consumer trust and drive sales like never before. Meanwhile, influencers have the opportunity to connect with their audience on a deeper level, providing genuine recommendations that resonate with their followers. It's a match made in marketing heaven!
2. Discovering Vietnam's Influencer Landscape
Navigating Vietnam's influencer landscape can feel like exploring a bustling, vibrant market – full of hidden gems waiting to be discovered. With a plethora of social media platforms at their disposal, Vietnamese influencers have an abundance of opportunities to connect with their audience.
The top contenders in the region are Facebook, Zalo, TikTok, Instagram, and Twitter, each offering unique features and formats that cater to different content styles and preferences.
But wait, there's more! Let's not forget about the powerhouse that is YouTube, which reaches a 61.5% of Vietnam's internet population (Source: DataReportal). This video-sharing giant has become a hotspot for influencers to showcase their talents, whether it's through vlogging, tutorials, or product reviews. With such a broad reach and diverse range of content, YouTube is a force to be reckoned with in the Vietnamese influencer scene.
So, with so many platforms and influencers to choose from, how can brands find the perfect match? The key lies in understanding the unique characteristics and demographics of each platform, and then identifying influencers who align with their brand values and target audience.
By diving into the vibrant world of Vietnam's influencer landscape, businesses can uncover exciting partnership opportunities that help them stand out in the ever-evolving digital market.
3. Brands Investing Big in Influencer Marketing
It's time to reveal which sectors are investing big in influencer marketing in Vietnam. Surprisingly, Family & Education brands take the crown, outshining the usual suspects like Fashion & Beauty and Food & Drink. With 51% of Family & Education brands spending the most on influencer marketing, followed by Food & Drink at 24%, it's clear that the Vietnamese education industry is a force to be reckoned with (Source: Asia KOL).
One shining example of a family brand leveraging influencer marketing in Vietnam is the collaboration between Baby Coccole and influencer Trinh Phuong. By partnering with well-known figures who share their family values and vision, Baby Coccole has successfully increased its brand awareness, and has connected with parents seeking the best products for their children.
Interestingly, Entertainment only managed to secure a spot in the top 5. As brands across various sectors continue to explore the power of influencers, it's crucial for businesses to stay agile and adapt their strategies to stay ahead of the curve. After all, in the world of influencer marketing, it's all about staying ahead of the game!
4. The Small but Mighty Nano and Micro Influencers
When it comes to influencer marketing in Vietnam, it’s not always the big names that steal the show. The real stars? Micro- and nano-influencers. Micro-influencers (10K–100K followers) make up over a quarter of all influencers, while nano-influencers (1K–10K followers) hold a significant slice of the ecosystem (Source: Asia KOL). Sure, mid-tier and celebrity influencers are out there, but the magic really happens with the smaller creators — their engagement rates are higher, and their audiences are genuinely connected. No wonder nearly 44% of brands in Vietnam prefer to work with micro-influencers (Source: Advertising Vietnam). These creators may not have millions of followers, but their ability to spark authentic conversations makes them a marketer’s secret weapon.
Just look at micro-influencer Kevin Mach with more or less 90K followers on YouTube. Amidst the relatively small number of subscribers, his views is at an outstanding 3.4M. That’s even higher than the average engagement rate for this influencer type!
So, what's the secret sauce for a successful influencer campaign? It's all about focusing on the connection between influencers and their audience. By partnering with nano and micro-influencers who actively engage with their followers, brands can tap into genuine relationships and create a ripple effect that extends far beyond their initial reach.
Combine the power of multiple nano-influencers, and you've got a recipe for influencer marketing success in Vietnam!
5. Exploring Vietnam's Most Popular Influencer Niches
Topping the charts, we have Fashion & Beauty reigning supreme as the go-to niche for influencers across various social media platforms in the country. These style-savvy influencers know just how to captivate their audience with the latest trends, makeup tutorials, and beauty hacks.
Hot on their heels, we find Entertainment & Hobbies and Food & Drink claiming the second and third spots in the most popular influencer content categories in Vietnam. From movie buffs to DIY enthusiasts, and foodies to mixologists, these influencers serve up a delightful mix of content that keeps their followers coming back for more.
Interestingly, the Vietnamese influencer market seems to have a less-than-enthusiastic appetite for lifestyle content, with this niche landing in the bottom four alongside Personal Finance, Music, and Gaming. This unique preference indicates that Fashion & Beauty and Entertainment brands have a wealth of influencer options to choose from, making it easier for them to find the perfect partner to amplify their message and resonate with their target audience.
To look for influencers who are sure to hit the hearts of the Vietnam audience, foreign brands are advised to seek the help of Vietnam marketing agencies.
Case Studies: Influencer Marketing Campaigns in Vietnam
We've curated the top influencer marketing campaigns in Vietnam. These brands have nailed it, and you can too! Keep reading, take notes, and get inspired to level up your own campaign.
1. FOCALLURE
Have you heard of the international beauty brand, Focallure? They're from Guangzhou, China and they've been killing it in Vietnam! How? By partnering with influencers on Facebook, YouTube, Instagram, and TikTok to create buzz around their latest collection, PINKFLASH.
Focallure sent their products to a group of Vietnamese beauty influencers to review and create stunning makeup looks. Their YouTube campaign was a huge hit, racking up a whopping 700,000 views with an impressive 8-10% engagement rate.
On Facebook, they worked with 20 micro-influencers to create multiple-photo posts and short videos, using the hashtags FOCALLURE and FOCALLUREVIEW. The posts generated 2,000 to 3,000 interactions each!
And let's not forget about Instagram and TikTok! The Focallure team understood that shorter content is key for these platforms, so they had influencers create unboxing videos, quick reviews, swatches, and before-after looks. And it worked like a charm! The campaign earned 70,000 to 300,000 views per video with likes ranging from 40%-62% (Source: Brands Vietnam).
Focallure is a great example of how collaborating with influencers can skyrocket brand awareness and sales. Don't be afraid to try it out for your own business!
2. NINJA VAN
Are you curious about Ninja Van's influencer marketing strategy? They decided to take a more personal approach by working with young influencers who would actually experience Shopee's delivery services for themselves.
After placing their orders and receiving their products, these influencers were asked to share their experience on their social media accounts. This hands-on approach was a great way to promote Ninja Van's new delivery services and change people's behavior towards intercity and delivery pick-up.
Ninja Van didn't need massive campaigns to get the word out. They partnered with Le Hong Lam and Nguyen Pham Khanh Van, and their strategy paid off big time! These two influencers helped Ninja Van achieve their goals and made a lasting impact on their target audience.
This goes to show that sometimes, small and personal is the way to go with influencer marketing. So, don't be afraid to try something new and partner with influencers who truly embody your brand's values and appeal to your target audience. Who knows, it could be the game-changer your business needs!
3. POCA AND LAYS
Poca Lays' 2021 campaign was a real winner, thanks to their collaboration with Vietnam's national football players! Not only did they feature a photocard of the team members inside their packaging, but these football stars are also sports influencers with huge social media followings.
With football being such a big deal in Vietnam, fans couldn't resist the chance to get their hands on these photocard collectibles. This not only helped drive sales, but it also got the football players excited to share the products on their social media accounts and encourage their own fans to make a purchase.
Poca Lays' campaign is a great example of how leveraging the power of sports influencers and tapping into the passions of your target audience can take your marketing to the next level. So, don't be afraid to get creative and partner with influencers who truly embody your brand's values and appeal to your audience!
CONCLUSION
In the dynamic world of Vietnam's influencer marketing landscape, brands and influencers alike have a wealth of opportunities to connect, engage, and thrive. From the undeniable impact of influencer endorsements to the diverse array of platforms and niches available, the key to success lies in understanding the unique characteristics of this ever-evolving market.
By harnessing the power of nano and micro-influencers, focusing on high engagement rates, and aligning with the right content niches, businesses can unlock the full potential of influencer marketing in Vietnam and create genuine, lasting connections with their audience.
Frequently Asked Questions (FAQs)
What kind of influencer (nano, micro, macro) tends to deliver better engagement in Vietnam?
In Vietnam, micro‑ and nano‑influencers are increasingly valued because they often have higher engagement and stronger connection with their audience compared to larger creators. Mmicro and nano influencers have fewer followers but “stronger connections” with their followers, making them attractive for brand collaborations (Source: Asia KOL). While macro‑influencers and celebrities still have utility for broad reach, choosing smaller‑tier creators can yield more authentic impact in many campaigns.
Which industries in Vietnam are making heavy use of influencer marketing?
The most active industries leveraging influencer marketing in Vietnam include fashion & beauty, food & beverage, and education/family‑oriented brands. The largest budget share for influencer marketing is in the family & education sector at 51%, followed by food & beverage at 24% (Source: Asia KOL). This means if your brand is in one of those sectors, you’re in a strong position to leverage influencer campaigns; if you're in a less common niche, you may need to work harder to stand out.
What are the key local considerations for running influencer campaigns in Vietnam?
When working in Vietnam, brands must consider local consumer behaviour, cultural authenticity, and regulatory context. Consumers in Vietnam rely on social authenticity and trust, so campaigns must feel genuine rather than overly staged (Source: Vietnam Influencer X). Brands should also adapt content to Vietnamese language, cultural references, and choose influencers who understand local trends. Finally, it’s important to comply with local rules around endorsements and disclosures to maintain credibility and avoid regulatory risk.
How should brands localize their influencer marketing content for the Vietnamese market?
To succeed in Vietnam, brands must create Vietnamese-language content that respects local culture and trends. Using local idioms, humor, and references (e.g., Tet or popular Vietnamese memes) helps build rapport with audiences. Influencers who already have cultural credibility can make content feel genuine. Also, combining platforms like TikTok and Facebook with localized messaging makes campaigns more resonant. (Source: Vietnam-agent.com)
Why is live streaming such a big deal in Vietnam’s influencer marketing?
Live commerce is rapidly growing in Vietnam, especially through platforms like TikTok Live and Facebook Live. These streams allow influencers to demo products in real time, answer audience questions, and offer exclusive deals, which helps boost sales. For brands, live streaming is an interactive way to engage customers and drive conversions, because Vietnamese consumers appreciate the trust built during real-time sessions.(Source: GlobeNewswire)