What Works on Vietnamese Social Media in 2025?

Social media in Vietnam continues to evolve rapidly. In 2025, it’s no longer just a platform for socializing—it’s a commerce-driven, content-powered, mobile-first marketplace. Brands, influencers, and sourcing agents are all leveraging social platforms to connect with consumers, build trust, and drive revenue.

According to Statista, Vietnam had over 77 million social media users by early 2025. The average user spends more than 2.5 hours per day across platforms like Facebook, TikTok, Zalo, Instagram, and YouTube. The Vietnamese market stands out for its deep integration of entertainment and e-commerce, where content directly converts to sales.

To succeed, international businesses and local agents must understand which formats, platforms, and content types resonate with Vietnamese users.

Platform Priorities in Vietnam (2025)

1. TikTok Leads Short-Form Engagement

TikTok remains the leading short-form video platform in Vietnam, especially among users aged 18–34. Local creators and micro-influencers dominate the space with:

• Product unboxings

• Quick tutorials

• Lifestyle vlogs

• Mini-drama series featuring embedded product placements

E-commerce sellers have adopted TikTok Shop, which allows in-app purchases. Brands integrating entertaining, authentic video content see higher engagement and conversion rates.

2. Zalo for Trust and Communication

Zalo continues to thrive as a trusted domestic platform. While not ideal for broad brand storytelling, it plays a key role in:

• Customer service and support

• Private group promotions

• Direct-to-consumer campaigns via official accounts

For companies sourcing goods locally, Zalo is essential for maintaining communication with manufacturers and small-scale vendors. A bestsourcing agent Vietnam typically uses Zalo as a primary channel for real-time coordination.

Content Formats That Work Best

1. Short-Form Video with Local Humor

Vietnamese audiences enjoy entertaining, culturally resonant content. Humor, emotion, and storytelling with a local touch outperform polished commercial-style ads. Brands that collaborate with relatable creators tend to gain more traction.

2. Live Selling (Livestream Commerce)

Livestreaming has become a dominant sales channel on Facebook and TikTok. Hosts demonstrate products, interact with viewers in real time, and create urgency with limited-time offers.

Beauty, fashion, and home gadgets lead in this format, while food sellers increasingly use livestreams to promote seasonal fruits or snacks.

Live selling is often coordinated with backend logistics and fulfillment by a bestsourcing agent Asia to ensure real-time inventory sync and shipping efficiency.

3. User-Generated Content (UGC)

UGC builds credibility. Vietnamese consumers trust reviews, tutorials, and before-after photos from peers more than corporate branding. Incentivizing users to share feedback or participate in hashtag campaigns increases visibility.

Examples include:

• “Try-on” videos for fashion items

• Real-user home renovation stories

• Meal-prep clips featuring imported food products

Influencer Marketing: Micro Wins Over Mega

Vietnamese brands in 2025 are leaning toward micro and nano influencers with 5,000–50,000 followers. These creators offer higher engagement, more niche targeting, and stronger community trust.

Preferred niches:

• Skincare & beauty

• Tech gadgets

• Organic food

• Lifestyle decor

Instead of expensive celebrity campaigns, brands now distribute products through multiple micro-influencers to generate a broader, more authentic reach.

Local Language and Cultural Tone

Localization is key. Vietnamese users prefer content in their native language—even younger Gen Z users who follow global trends.

Tone matters:

• Avoid overly formal writing.

• Use regional slang where appropriate.

• Tailor content to major Vietnamese holidays like Tet (Lunar New Year), Mid-Autumn Festival, and back-to-school periods.

Partnering with a bestsourcing agent Vietnam can help brands align content with local values and language nuances.

Social Commerce Features Gaining Traction

In 2025, social commerce in Vietnam isn’t just about engagement—it’s about integrated shopping. Features gaining momentum include:

• In-app checkout on TikTok and Facebook

• Chat-based payments via ZaloPay

• Shop tabs on Instagram Reels and Stories

• Product tagging in short videos

Consumers now expect a seamless journey from seeing a product to purchasing it—without leaving the app.

Data-Driven Retargeting Still Works

Despite the popularity of organic content, paid media remains essential. Businesses that blend content marketing with targeted ads based on audience behavior continue to outperform.

Popular tactics:

• Lookalike audiences based on video engagement

• Retargeting cart abandoners with TikTok ads

• Boosting influencer content to amplify reach

These strategies work even better when executed with fulfillment and stock-level coordination handled by a bestsourcing agent Asia—ensuring delivery expectations are met post-click.

Challenges to Watch in 2025

1. Shorter Attention Spans

Content must grab attention within 3 seconds. Thumbnails, titles, and the first line of a caption now hold more weight than ever.

2. Algorithmic Shifts

Platform algorithms prioritize meaningful engagement. Comments, shares, and watch time outperform likes as ranking signals.

3. Rising Ad Costs

CPMs have risen as more global brands enter the Vietnamese market. Organic content and creator partnerships are critical to balance ad spend.

Final Thoughts

Vietnamese social media in 2025 is dynamic, hyperlocal, and transaction-driven. Businesses that adapt by investing in localized short-form content, influencer marketing, and social commerce tools will see higher returns.

Working with local experts remains crucial. Whether you’re a global brand looking to enter the Vietnamese market or a growing exporter, having the right sourcing and fulfillment partner gives you the agility to succeed.

To optimize your social commerce strategy, consider partnering with a trusted bestsourcing agent Vietnam for logistics support and product positioning.

For multi-market expansion across ASEAN, explore the regional experience of a bestsourcing agent Asia and take your social selling to the next level.