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Vietnam Influencer Marketing : Complete Guide

AJ Marketing - Vietnam Influencer Marketing : Complete Guide

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 26.4% in 2022? That's a staggering $13 million increase from the previous year, pushing the total influencer ad spend to a jaw-dropping $64.23 million! 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.

Influencer Advertising Overview in Vietnam

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

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Picture this: nearly a quarter (23.7%) of Vietnam's internet users follow influencers or experts on social media, spending a whopping 2 hours and 32 minutes each day scrolling through their feeds. 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 77% of Vietnamese digital customers admitted to purchasing a product after seeing sponsored content from an influencer as of October 2020. 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

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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 staggering 80% of Vietnam's internet population. 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% and Fashion & Beauty at 15%, it's clear that the Vietnamese education industry is a force to be reckoned with. In fact, this promising sector accounts for 18% of the country's total investments – now that's something to write home about!

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

While there's no shortage of influencers to choose from, it's the small but mighty micro and nano-influencers who are stealing the spotlight. As of 2023, micro-influencers take the lead with a whopping 2,600 influencers, followed by nano-influencers with over 1,100, and mid-tier influencers with more than 700. Celebrity influencers may seem like a rare breed in comparison, but don't let that fool you – the real magic lies in the engagement rates.

Step aside, micro-influencers, because nano-influencers are the true stars of the show with the highest average engagement rate in Vietnam. Clocking in at an impressive 3.6%, these small-scale influencers have captured the hearts of brands looking to create a buzz in tight-knit circles of close relatives, family, and friends. Micro-influencers aren't far behind, with an average engagement rate of 3%, making them a valuable asset for businesses seeking to leverage their dominant presence in the market.

Just look at micro-influencer Công Đức with more or less 96K followers on YouTube. Amidst the relatively small number of subscribers, his average views is at an outstanding 45.2K, which is 4.26%. 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

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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.


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.

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