Welcome to our comprehensive report on social media in Vietnam for the years 2020 to 2021. This report, based on data from Statista, provides valuable insights into the development, user behavior, leading platforms, influencer marketing, social commerce, and more. In an era where social media’s popularity continues to soar in Vietnam, it is essential for businesses and marketers to grasp the landscape and harness its potential. Whether you prefer a deep dive into the full report with detailed data analysis or a concise overview of the key findings, we have you covered.
I. Overview:
The report sheds light on the remarkable surge in social media users in Vietnam, propelled by the increasing adoption of smartphones and widespread internet accessibility. As of 2020, Vietnam boasted an impressive 73.56 million social network users, representing a staggering 75.6% of the total population. This figure is projected to reach a staggering 93.68 million users by 2025. In terms of global rankings, China holds the largest number of social network users, closely followed by India.
II. Number of Users:
Delving into the user base of popular social platforms in Vietnam, the report uncovers intriguing insights. Facebook takes the lead with a substantial user base of 65.89 million in 2020, accounting for an impressive 68% of the total population. Notably, Zalo, a domestic social network, has witnessed significant growth, amassing approximately 62 million users in the same year. Meanwhile, platforms such as YouTube, Instagram, TikTok, and LinkedIn have also experienced steady growth in their user numbers over the years.
III. Leading Platforms:
When it comes to dominating the social media landscape in Vietnam, Facebook takes the crown, with 95% of respondents reporting their usage of the platform. Zalo follows closely, captivating 86% of respondents, while YouTube, Instagram, and TikTok boast substantial user bases as well. Other platforms, including Pinterest, Twitter, LinkedIn, Gapo, and Lotus, also make their mark, albeit with smaller shares. Notably, Gapo and Lotus have experienced a decline in popularity and usage.
IV. Influencer Marketing:
Influencer marketing has gained significant traction in Vietnam, with micro-influencers (10k-100k followers) leading the pack, commanding a share of 45.81%. Nano-influencers (1k-10k followers) closely follow at 37.32%. Among the social platforms, YouTube reigns supreme as the most popular platform for influencers, capturing a whopping 59.42% share. In terms of product endorsements, cosmetics and clothing take the center stage, showcasing the power of influencer marketing for brands.
V. Social Commerce:
The rapid growth of eCommerce and social commerce in Vietnam can be attributed to the widespread use of smartphones. Social commerce, the fusion of online retail with social networks, is gaining substantial traction. The leading categories in social commerce are clothing, shopping & retail, and fast food restaurants. Interestingly, cash on delivery remains the preferred payment method for social commerce consumers in Vietnam.
VI. User Behavior:
Vietnamese internet users exhibit active engagement on social media platforms, both for personal and work-related purposes. An impressive 55.9% of respondents reported using social media for work-related activities. On average, Vietnamese social media users possess 9.9 social media accounts and dedicate approximately 2.21 hours per day to social media platforms.
In conclusion, social media has emerged as one of the most critical communication channels for brands in the era of Industrial 4.0. It can be asserted that a brand’s presence on social networks significantly influences its accessibility and recognition among customers. Social networking platforms are in a constant state of evolution, necessitating businesses to continuously study and adapt to changes to thrive and flourish in the future. By understanding and capitalizing on the dynamics of social media in Vietnam, businesses can position themselves for success in the ever-evolving digital landscape.
Key Takeaways:
- Vietnam has experienced a significant rise in social media users, driven by the popularity of smartphones and internet accessibility.
- Facebook, Zalo, YouTube, Instagram, and TikTok are the leading social media platforms in Vietnam.
- Micro-influencers dominate the influencer marketing scene, with YouTube being the most popular platform for influencers.
- Social commerce is growing, with clothing, shopping & retail, and fast food restaurants leading the way.
- Vietnamese internet users are highly engaged in social media for both personal and work purposes.
Contact our Vietnam team for support and guidance in navigating the dynamic landscape of social media in Vietnam.
