Social media is where brands win or lose in Vietnam. Nearly the whole online population lives on Facebook, TikTok and Zalo, and they discover, chat about and buy products there every day. For an international brand, mastering social media is not optional, it is the market. Here are the ten best social media strategies for international brands in Vietnam.

Vietnam social media in numbers (2025-2026)

• 79 million social media users, about 77.6% of the population.
• Facebook reaches 92% of internet users; Zalo has 78 million users.
• TikTok has 40.9 million adults and is the fastest growing platform.
• Live selling and creators drive a huge share of sales.

10 best social media strategies for international brands in Vietnam

1. Create local-language content

Content in natural Vietnamese, with local humor and trends, is the foundation. Translated posts get ignored.

2. Lead with short video

Short video on TikTok, Reels and Shorts drives the widest reach and discovery. Post often and keep it native.

3. Sell live

Live selling converts viewers into buyers in real time. A regular schedule builds a buying habit.

4. Build a creator and KOL network

Vietnamese trust creators over brands. Work with well-matched creators and use affiliate links so they earn from sales.

5. Use Zalo for service and CRM

With 78 million users, Zalo is a direct line for support, orders and offers. A Zalo Official Account keeps customers close.

6. Grow community and groups

Facebook groups and communities drive word of mouth. Nurture them with useful content and real engagement.

7. Reply fast and human

Buyers chat in Messenger and comments before they buy. Fast, warm replies close sales and build loyalty.

8. Fuel it with user content and reviews

Real customer content, reviews and try-ons build the trust that converts, better than any polished ad.

9. Advertise with targeting and retargeting

Move past boosting. Use targeted campaigns, lookalikes and retargeting of warm audiences for the best return.

10. React to trends fast

Trends move quickly in Vietnam. Jump on the right sounds and formats early to earn free reach.

The mistakes international brands make

• Translated content. Local voice and trends win.
• Static posts only. Short video and live drive reach and sales.
• Ignoring Zalo and community. Both keep customers close.
• Slow replies. Buyers expect fast, human responses.
• Reacting to trends too late. Speed earns free reach.

What this means for you

To win social media in Vietnam, create local content, lead with video and live, build a creator network, use Zalo and community, reply fast, and react to trends quickly. For background, see social media marketing and the yearly Digital 2025 Vietnam report.

Read next on our blog: the top digital marketing trends in Vietnam and the latest consumer trends in Vietnam.

FAQ: social media strategies in Vietnam

Which social platform matters most in Vietnam?

Facebook reaches the most people, TikTok drives the fastest growth and engagement, and Zalo is key for service. The best approach uses all three.

Do I need local-language content?

Yes. Content in natural Vietnamese, with local humor and trends, performs far better than translated posts. It is the foundation of every strategy.

How important are creators and live selling?

Central. Vietnamese trust creators over brands, and live selling converts viewers into buyers in real time. Both are core sales channels.

What is the best ad approach?

Move past boosting. Use targeted campaigns, lookalike audiences and retargeting of warm viewers who engaged or watched a live, for the best return.

Win social media in Vietnam with GMA

At GMA, we help international brands win social media in Vietnam. Our team creates local content, runs video and live selling, builds creator campaigns, manages community and Zalo, and runs targeted ads. If you want a winning social strategy 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.