Vietnam 2024 Marketing Trends & Strategy Guide

Your Guide to Vietnam 2024 Marketing Trends

Vietnam’s not just an ‘up-and-coming’ market—it’s booming.

Steady Marketing helps global companies find their footing in Vietnam's dynamic market. By crafting creative, trend-savvy marketing strategies, we ensure your brand connects meaningfully with the right audience and stands out for all the right reasons.

Learn how to navigate the dynamic digital market of Vietnam with the latest trends and insights.

Stats & Highlights:

Facebook: 72.7 million users
YouTube: 63 million users
TikTok: 67.72 million users aged 18+
Zalo: 62 million monthly active users, popular for local marketing
Google Ads (Search & Display): Search and display opportunities for maximum reach.
Cốc Cốc: Second-largest search engine in Vietnam; localized ad opportunities.
Shopee & Lazada: Live shopping opportunities; top e-commerce platforms.

2024 Marketing Trends in Vietnam

Vietnam is a rapidly growing digital powerhouse with endless marketing opportunities. With an internet penetration rate of 79.1% and 78.44 million social media users which is 79% of the total population.

Let’s look at the top trends shaping Vietnam’s marketing scene in 2024.

1. Power of Digital & Social Media

Vietnam’s digital ecosystem is dominated by Facebook, YouTube, and TikTok.

Especially among younger consumers, social media is an essential part of everyday life, with short video content, live streaming, and influencer marketing being major trends. YouTube ads and TikTok's short-form videos are highly effective for branding and product promotion, while Facebook remains the go-to platform for direct communication and engagement with consumers.

Consumers in Vietnam are thorough in their research, often comparing products and brands online. This makes digital content a vital aspect of building brand awareness.

2. Micro & Nano Influencer Collaborations

Collaborating with micro and nano influencers is becoming increasingly popular.

Despite having smaller follower bases, these influencers boast higher engagement and genuine connections with their audiences. Their close-knit relationships lead to more trust and impactful brand promotion.

3. Meme Marketing & Visual Storytelling

Humorous, relatable memes and visual content are powerful tools in Vietnam’s marketing landscape. These visual elements spread quickly and resonate deeply with Vietnamese consumers.

Crafting memes or comics that align with your brand personality can make your brand seem young, fun, and approachable.

4. Growth of E-Commerce & Live Shopping

Vietnam's e-commerce market is rapidly expanding, with live shopping being one of the fastest-growing trends. Real-time product showcases via live streams foster immediate interaction with consumers, driving higher engagement and sales.

Live shopping on platforms like Shopee and Lazada provides an immersive experience that not only promotes products but also strengthens customer relationships and brand loyalty.

Popular Advertising Channels in Vietnam (January 2024 Data)

***Edit* Including Most Updated Insights - September 2024***

If you're aiming to effectively promote your brand in Vietnam, here are the top advertising channels along with the relevant stats to help guide your strategy.

Facebook & Instagram

Facebook Users: 72.7 million users. It’s the most widely used social media platform in Vietnam.
Instagram Users: 10.9 million users, reaching 11% of the population.
Marketing Impact: Facebook offers expansive reach across all demographics, making it a powerful channel for targeted ads. Instagram appeals more to the younger demographic with visual content, with Stories and Reels being popular ad formats.

YouTube

YouTube Users: 63 million users, making up 63.5% of the population, with 80.3% of internet users actively watching content.
Marketing Impact: YouTube’s video ads are highly effective for brand awareness. From bumper ads to in-stream videos, brands can leverage multiple ad formats for maximum exposure.

TikTok

TikTok Users: 67.72 million users aged 18+, reaching 92.6% of the adult population.
Marketing Impact: TikTok is extremely popular among younger users and is a rapidly growing platform in Vietnam. Short video ads, creative challenges, and hashtag campaigns can easily go viral and create buzz for your brand.

Zalo

Zalo Users: Over 62 million monthly active users, offering a combination of messaging, news, and community services.
Marketing Impact: Zalo is tailored for the Vietnamese market, offering brands the opportunity to set up official accounts, directly communicate with customers, and tap into local advertising formats.

Google Advertising (Search & Display)

Google Search Ads: Remain one of the most effective ways to capture consumers searching for products or services.
Display Ads: Use banners on popular Vietnamese websites and news platforms to improve brand visibility and target the right audience.

Cốc Cốc

Cốc Cốc is a Vietnam-specific browser and search engine, second only to Google.
Marketing Impact: It offers tailored ad formats optimized for Vietnamese consumers, making it an important channel for localized digital marketing efforts.

E-Commerce Platforms (Shopee, Lazada)

Shopee & Lazada are leading e-commerce platforms offering live shopping opportunities for brands to connect with customers in real-time.
Marketing Impact: In-platform banners, product recommendations, and live streaming capabilities drive high conversion rates and provide a direct route to purchase.

2024 Recent Update: Leading Social Media Apps Among Internet Users in Vietnam (September 2024)

Conclusion

Vietnam is a vibrant market brimming with potential for brands ready to leverage digital and social media trends. By embracing e-commerce, influencer marketing, meme strategies, and visual storytelling, and by leveraging popular advertising channels effectively, you can build a strong brand presence in Vietnam’s booming market.

If you have any questions or want to know more about how to kickstart your marketing in Vietnam, feel free to reach out to us via email—STEADY is here to support you!

Some of insights and data in this blog are sourced from AJ Marketing and DataReportal.