Vietnam Social Media Marketing: Insights in 2025
- info831035
- Nov 10
- 7 min read
Updated: 6 days ago
In 2025, social media marketing in Vietnam is on fire, with annual ad spending soaring to $398 million—a 12% increase from last year. Social media now commands 27.8% of the total digital ad spend, showcasing its rising importance (Source: DataReportal). This growth signals massive potential and expanding influence for businesses in Vietnam's dynamic digital landscape. Dive in and harness the immense power of social media to elevate your brand!
Why are businesses flocking to Vietnam's social media scene? It's all about platform popularity, a dynamic audience, and a rich culture of creative content. As we journey through this article, we'll uncover the secrets behind the most popular social media platforms, the influential Gen Z and millennial demographics, and the cutting-edge marketing trends and strategies that are taking the Vietnamese digital world by storm. So, buckle up and let's get started!
Social Media Marketing in Vietnam Overview 🔽
1. Most Popular Social Media Platforms in Vietnam
As we dive into the bustling streets of Vietnam's digital landscape, let's take a moment to appreciate the towering skyscrapers that dominate the skyline – the social media platforms themselves. Just as each city has its unique architectural gems, Vietnam's social media scene boasts a diverse array of platforms, each with its distinct features and user base. So, let's take a whirlwind tour of these giants and see what makes them so popular among Vietnamese netizens.
First up, we have the undisputed king of the hill, Facebook, with a staggering 89.6% of Vietnam's internet users swearing their allegiance to this blue-bannered behemoth. Zalo, the local hero, follows closely at 86.6%, proving that it's not just international players that can capture the hearts of Vietnamese users. TikTok dances its way to third place with 80.9% of the audience, while Instagram strikes a pose at 53.7%. Last but not least, X (formerly Twitter) swoops in with 31.5% of users, showcasing that it still has a place in this diverse ecosystem. (Source: DataReportal)
Each platform offers something unique to its users, from Facebook's all-encompassing community and Zalo's localized features, to TikTok's bite-sized entertainment and Instagram's visual storytelling. As we continue our journey through Vietnam's social media marketing landscape, we'll explore how brands and marketers can harness the power of these platform powerhouses to create captivating campaigns and connect with their audience in new and exciting ways. So, stay tuned, and let's delve deeper into the world of Vietnamese social media!
2. Gen Z and Millennials as the Target Audience
As we stroll through the marketplace of Vietnam's social media scene, it's impossible not to notice the vibrant energy radiating from its Gen Z and millennial inhabitants. These digital natives, with their unique tastes and preferences, have made a lasting impact on the world of social media marketing. So, let's take a closer look at this dynamic duo and discover how marketers can best cater to their ever-evolving needs.
In the age of influence, it's essential to know who's calling the shots. In Vietnam, the leading age group of social media users is the 25-34-year-olds, claiming a respectable 28.8% of the online population. Hot on their heels are the 18-24-year-olds, snapping up a cool 26.4% slice of the social media pie. (Source: DataReportal)
These two age groups, comprising mostly Gen Z and millennials, are driving trends and shaping the future of social media marketing in Vietnam.
To effectively engage these influential demographics, marketers must stay ahead of the curve by understanding their interests, values, and unique communication styles. From striking visuals, snackable content, authenticity to social responsibility, catering to the preferences of Gen Z and millennials requires a fresh and creative approach to marketing.
3. Q&A and Live Chat Services for Brand Research
Picture yourself meandering through the vibrant alleys of Vietnam's social media bazaar, where the sounds of conversation and laughter fill the air. In this lively setting, digital dialogues play a crucial role in connecting people and creating meaningful interactions. In Vietnam, Q&A sites and live chat services have emerged as popular channels for internet users seeking information about brands, products, and services. So, let's turn up the volume and explore these buzzing platforms!
With 18.3% of internet users turning to Q&A sites for brand research, it's clear that these digital destinations have become a valuable resource for Vietnamese consumers. Similarly, messenger services have also made their mark, with 18.5% of users relying on these real-time communication tools to get the lowdown on their favorite brands. It's evident that these platforms are changing the way consumers interact with businesses, paving the way for more direct and engaging conversations. (Source: DataReportal)
For brands and marketers looking to tap into this trend, it's essential to embrace these digital dialogues and make them an integral part of their marketing strategy. By providing timely and valuable information through Q&A and live chat platforms, businesses can build trust, foster loyalty, and gain insights into their customers' needs and preferences.
4. Comedy and Meme Marketing in Vietnam
Now, we come across a lively street corner in Vietnam filled with laughter and amusement. Here, we find the perfect blend of comedy and meme marketing, a creative concoction that has taken Vietnam by storm. So, let's put on our best smiles and explore how humor has become a powerful tool in the arsenal of social media marketers!
In Vietnam, the appetite for comedy and entertainment is evident, with comedians and entertainment, memes, and parody accounts ranking as the second and third most followed social media account types, respectively. This penchant for humor and lighthearted content offers a unique opportunity for brands to make their mark by incorporating wit and fun into their marketing campaigns. By leveraging comedy, businesses can create memorable, shareable content that resonates with their audience and fosters a sense of connection.
One example of a successful social media marketing campaign in Vietnam utilizing comedy is the collaboration between Popeyes Vietnam and the popular comedian YouTubers FAPtv. FAPtv members created a humorous YouTube video featuring Popeyes Hong Kong chicken. In this video, FAPtv showed their hilarious antics while promoting the brand’s delicious offerings. The campaign was a hit, generating 21 million views and a wave of positive engagement.
So, as we continue to explore Vietnam's social media marketing world, remember to keep it light, keep it funny, and don't be afraid to embrace the power of laughter.
5. Micro-Influencers on Vietnamese Social Media Marketing
Towards the end of our walk, we stumble upon a hidden gem – the world of micro-influencers. Though they may not boast the massive followings of their celebrity counterparts, these smaller-scale influencers wield a unique power that can make a significant impact on marketing campaigns.
Micro-influencers, typically defined as having between 1,000 and 100,000 followers, bring a sense of authenticity and relatability that larger influencers may struggle to match. Their close-knit communities often feel more like a group of friends than an audience, fostering an environment of trust and loyalty. For brands looking to create meaningful connections with their target market, collaborating with micro-influencers can be an effective way to reach niche audiences and generate genuine engagement.
In Vietnam, the power of micro-influencers is becoming increasingly recognized, with many businesses partnering with these relatable personalities to promote their products and services. By leveraging the trust and credibility that micro-influencers have built with their followers, brands can create impactful marketing campaigns that resonate on a personal level.
Case Spotlight:
One inspiring example is Rose Clothes, a small fashion brand that successfully collaborated with micro-influencer @_thuys.ngaan, who has over 70K followers. Recognizing the potential of personal endorsements, Rose Clothes partnered with her to showcase their latest clothing line. Through engaging content, including fashion shoots, they connected authentically with a broader audience. This collaboration boosted brand visibility, proving that even small businesses can thrive by partnering with the right influencers.
CONCLUSION
As we conclude our journey through the dynamic world of Vietnam's social media marketing, we've uncovered valuable insights into popular platforms, influential demographics, digital dialogues, comedy and meme marketing, and the impact of micro-influencers. The opportunities for brands in this evolving landscape are immense, and by staying current with trends and employing creative strategies, businesses can forge meaningful connections with their audience.
Embrace these insights, and let your brand make a lasting impact in the captivating world of Vietnamese social media.
Frequently Asked Questions (FAQs)
How many social media users are there in Vietnam in 2025?
Vietnam had 76.2 million social media user identities in January 2025, which corresponds to about 75.2 % of the country’s total population. This reflects a mounting opportunity for brands and advertisers, especially given that nearly all internet users in Vietnam were active on at least one social network at the time. It’s important to note that the figure counts “user identities” rather than guaranteed unique individuals across platforms, so there may be some overlap. For marketers, the takeaway is clear: social media reach in Vietnam is extensive and continues to expand. (Source: DataReportal)
Why should brands in Vietnam consider using live-chat and Q&A services as part of their social media strategy?
In Vietnam, about 18.3 % of internet users turn to Q&A sites for brand or product research, and around 18.5 % rely on live chat/messenger services for obtaining brand information (Source: DataReportal). The broad pattern is well-supported: conversational tools are increasingly valued in the Vietnamese market. Real-time communication via chat or Q&A helps brands build trust, personalise engagement, and gather consumer insights, which are critical when audiences expect swift, direct responses. Incorporating these channels can therefore strengthen brand-consumer relationships and improve data-driven decision-making.
How significant is entertainment-based content for social media in Vietnam?
Short-form video, entertainment-led formats and trend-driven content dominate consumer engagement in Vietnam’s market. The preference for dynamic, often humorous content means that meme-influenced campaigns and comedy-driven posts can perform strongly in Vietnam. For brands, adopting a culturally relevant comedic tone can increase shareability and help content feel locally authentic rather than imported. However, humour must align with local norms and sensitivities; what works in one region may not in another. (Source: Invest Vietnam Blog)
What role does live commerce (livestream shopping) play in Vietnam’s social media marketing strategy in 2025?
Live commerce is becoming a major sales channel in Vietnam, especially on platforms like Facebook Live and TikTok Live. Brands and influencers are using live-streaming to showcase products in real time, engage viewers, answer questions, and offer exclusive deals, which boosts purchase intent. More investment in high-quality live production, performance-based influencer partnerships, and AI to optimize these interactive shopping experiences is also predicted. (Source: GlobeNewswire)
How is influencer marketing in Vietnam changing in 2025?
Influencer marketing in Vietnam is shifting toward micro- and nano-influencers rather than just big-name celebrities. These smaller creators usually have more engaged audiences, more trust, and often cost less to work with, making them very effective for niche campaigns (Source: M&M Communications). Also, brands are restructuring how they measure success: not just by likes or views, but by deeper engagement metrics like completion rate, clicks, and comments (Source: Brands Vietnam).
