Advertising in Vietnam is not about buying the most reach. It is about being present on the channels where Vietnamese actually discover and buy, in the way they respond to. Spend on the wrong channels and you burn budget; spend on the right ones and a modest budget goes a long way. Here are the five optimal advertising channels in Vietnam.
The advertising backdrop (2025-2026)
- 85.6 million internet users, mobile-first and social.
- Facebook reaches 92% of internet users; TikTok has 40.9 million adults.
- Live selling and creators drive a huge share of sales.
- Most buyers are young Gen Z and Millennials.
The 5 optimal advertising channels in Vietnam
1. Facebook advertising
With reach across almost every internet user, Facebook is the backbone of advertising in Vietnam. Use targeted campaigns, lookalike audiences and retargeting rather than simple boosts, and drive buyers into Messenger and your store. It is the most reliable channel for scale.
2. TikTok advertising
TikTok reaches younger, trend-driven buyers and turns video into discovery and sales. Native video ads, spark ads on creator content, and TikTok Shop promotions perform strongly. For reaching Gen Z, it is essential.
3. Google and search
When Vietnamese research bigger purchases or new brands, many still start on Google. Search and display ads, plus strong SEO, capture buyers at the research stage, especially for considered and B2B purchases.
4. Influencer and KOL campaigns
Paid partnerships with creators are a core advertising channel in Vietnam, because buyers trust creators over brands. Affiliate deals tie spend to results, and the right creators deliver both reach and conversion.
5. Live commerce and marketplace ads
Advertising on Shopee and TikTok Shop, plus promoting live selling sessions, puts your brand where purchases actually happen. In-app ads and boosted lives convert warm, ready-to-buy audiences efficiently.
How to spend wisely across channels
Do not spread thin. Start with the two channels that fit your product and buyer, usually Facebook and TikTok, and add search, creators and marketplace ads as you grow. Favor targeting and retargeting over broad boosts, connect your ads to social selling and live commerce, and measure what actually drives sales, not just clicks. The best advertising in Vietnam is focused, local and tied directly to selling.
The mistakes brands make
- Boosting without targeting. Use proper campaigns and retargeting.
- Spreading across every channel. Win two before expanding.
- Ignoring creators. Paid KOL campaigns are a core channel.
- Skipping marketplace and live ads. They reach ready-to-buy audiences.
- Measuring clicks, not sales. Track what drives real revenue.
What this means for you
The optimal advertising channels in Vietnam are Facebook, TikTok, search, creators and marketplace or live ads. Focus your spend, target and retarget, and tie ads to selling. For background, see the economy of Vietnam and the yearly Digital 2025 Vietnam report.
Read next on our blog: the best ways to advertise in Vietnam and our social media strategies for international brands.
FAQ: advertising in Vietnam
What is the best advertising channel in Vietnam?
Facebook for reach and TikTok for younger buyers and video, backed by search, creator campaigns and marketplace or live ads. Most brands start with Facebook and TikTok.
Should I use Google ads in Vietnam?
Yes, especially for considered and B2B purchases. Many Vietnamese research bigger buys on Google, so search and display ads plus SEO capture them at the research stage.
Are influencer campaigns worth the budget?
Yes. Vietnamese trust creators over brands, and paid KOL campaigns, especially with affiliate deals, deliver both reach and conversion.
How should I split my ad budget?
Start with two channels that fit your product, favor targeting and retargeting over broad boosts, and add channels as you grow. Measure sales, not just clicks.
Advertise effectively in Vietnam with GMA
At GMA, we help foreign brands advertise effectively in Vietnam. Our team runs targeted Facebook and TikTok ads, search and creator campaigns, and marketplace and live promotions, all tied to selling. If you want advertising that drives sales in Vietnam, tell us about your project and we will map the first steps with you.
GMA (Gentlemen Marketing Agency) is a French agency based in Shanghai with more than 75 specialists. We run marketing and distribution for foreign brands across Asia, from Vietnam and China to Indonesia, the Philippines and Thailand. One team, one network, from first strategy to first sale.