10 Best Social Media Strategies for International Brands in Vietnam 2023

10 Best Social Media Strategies for International Brands in Vietnam 2023

Welcome to the dynamic realm of Vietnam’s social media marketing, where countless users navigate through a digital landscape brimming with captivating and innovative content. As you embark on this exciting journey, be prepared to explore an ecosystem that has experienced remarkable growth in recent years.

It is no secret that businesses have swiftly seized the opportunity presented by this digital treasure trove. In fact, the investment in social media advertising in Vietnam surged by an astounding $53 million in 2022 compared to the previous year, reaching an impressive total of $366.4 million. This remarkable amount constitutes 31.8% of the overall digital advertising expenditure in the country, showcasing the vast potential for brands and marketers to tap into this thriving market.

Both local and international businesses are enthusiastic about investing in Vietnam’s social media landscape due to its increasing influence on the lives of Vietnamese people, its continuously evolving target audience, and ample opportunities for sales optimization.

In this article, we will explore the latest marketing trends and strategies that are revolutionizing the digital realm in Vietnam. So, get ready, and let’s dive in!


There is a wide array of social media platforms to choose from, each with its own set of advantages and disadvantages for marketers. It is vital to carefully choose the platforms that effectively enable you to connect with your target audiences.

1. Facebook

In 2022, Facebook launches Facebook Reels and actively promotes the coverage of Facebook Reels to users. Typically this is when you open Facebook, instead of the Story bar, as usual, this time reels have priority to appear first. If you want to see your friends’ stories, you must click the Story button, then the interface will switch to Story.

Currently, Facebook reels have not shown any signs of cooling down when they are always inserted into your message board by Facebook. So creating content on Facebook reals is still an extremely effective Content Marketing trend.

In addition, in 2022 Facebook also has a new modification, which is advertising on Facebook story:

  • Stories often bring close, concise content and are easy to interact with. Therefore, this feature is being promoted by businesses to be able to connect and build sustainable relationships with potential customers.
  • Brands and businesses advertising on Facebook can also leverage the Story tool as a way to engage with Vietnamese customers. Stories can cover a particular topic related to your ad or can even link directly to a marketing campaign.

2. Youtube

In 2020, Youtube launched Youtube Shorts to compete directly with TikTok. As of April 2022, Youtube Shorts has 1.5 billion monthly users and 30 billion views per day. So this is always a prominent marketing trend that brands should not ignore.

Lazada Vietnam also runs ads on Youtube

In addition to the explosion of short videos, long video content has always had its role and there will always be users who want to watch long videos with detailed, deep content. So it’s impossible because short videos are growing strongly that brands ignore long videos!

3. Instagram

Marketing trends in 2023 for the Instagram platform include:

  • Customize Story Links: With Instagram, it is a popular way in Vietnam to direct a brand’s Instagram followers to another page is to add a link to the story.
  • Create Reels: On Instagram, you can copycat trending reels so you can stay trending together. In addition, you can also create Reels yourself with very simple transitions.
Vietnamese youth stores now use Instagram reels to promote their products
  • Use poll stickers on Instagram Stories: To ask followers about your brand’s products and services, or simply create customer-brand interactions.

4. Tiktok

Shoppertainment is definitely a trend that will take the throne, TikTok shop will cover the entire TikTok platform. This is not just a prediction, this is the actual situation. You can find sales clips, sales live streams, and TikTok shop links in most videos on TikTok at the moment.

A cosmetic store in Vietnam uses Tiktokshop to buy their lipsticks

According to the report “Shoppertainment: APAC’s Trillion-Dollar Opportunity” (Shopping with entertainment: A trillion-dollar opportunity for the Asia-Pacific region) by TikTok and Boston Consulting Group (Boston Consulting). Group – BCG) recently announced: Indonesia, Vietnam, and Thailand are among the most impressively growing markets in the Asia-Pacific region.

Shoppertainment will achieve a 63% Compounded Annual Growth Rate (CAGR) over the next 3 years, and quadruple its market value from $24 billion to $100 billion.

5. Zalo

Zalo OA is an official account form for organizations, businesses, or brands. Zalo OA account is similar to fanpage on Facebook.

Zalo OA is a useful tool to help businesses directly reach their target customer group. At the same time, this is also an extremely useful information transmission and remarketing channel because your interested Zalo customers are the ones who really want to receive information from you.

App Zalo OA is also useful in marketing

So, using Zalo OA to send messages to users who have been interested in the product before, actively marketing, and informing customers will help you bring in a very good source of revenue.

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1. Find complementary businesses to help your growth

Search for local businesses in Vietnam that cater to a similar target audience or offer products/services that complement your own. For instance, if you specialize in skincare products, you can collaborate with a nearby beauty salon or spa.

2. Form partnerships that bring mutual benefits

Approach potential partners with a proposal that outlines the mutual benefits of collaboration. Highlight how partnering with your brand can enhance their offerings or bring additional value to their customers. Emphasize how their business can also contribute to the success of your brand.

3. Set clear objectives for the partnerships

Clearly outline the collaboration’s objectives and goals. These may include increasing brand visibility, expanding the customer base, implementing joint marketing campaigns, or cross-promoting products/services. Defining these objectives will enable both parties to align their efforts and evaluate the partnership’s success.

4. Collaborative marketing: the key to enhanced brand reach

Create joint marketing campaigns or promotions that leverage the strengths of both brands. This can involve developing co-branded content, organizing collaborative events, or providing exclusive discounts or packages that combine products or services from both businesses.


1. Understand Vietnamese Internet culture

Familiarize yourself with the online culture and humor prevalent in Vietnam. This includes staying updated on popular social media platforms, following local influencers, and joining online communities where trends and memes are shared. This will help you grasp the nuances of Vietnamese internet culture and ensure your engagement is relevant and relatable.

2. Monitor popular hashtags and trends

Keep an eye on popular hashtags and trends that are gaining traction in Vietnam. Platforms like Twitter, Instagram, and Facebook can provide insights into the conversations and topics that are currently popular. By incorporating these hashtags or participating in relevant discussions, you can align your brand with the ongoing trends and increase your chances of being discovered and shared.

3. Adapt and localize memes

Memes are an integral part of online culture, and Vietnam has its own unique set of memes. Familiarize yourself with popular Vietnamese memes and understand their context and humor. When engaging with memes, adapt them to suit your brand’s message or create your own version that reflects the Vietnamese context. Adding a local twist to memes can make your content more relatable and shareable.

4. Use Vietnamese language and slang

Incorporate Vietnamese language and slang into your content where appropriate. This helps your brand communicate in a way that resonates with the Vietnamese audience and showcases your understanding of the local culture. Using common Vietnamese phrases, expressions, or humorous wordplay can enhance the relatability and shareability of your content.


1. Language

Vietnamese is the primary language spoken in Vietnam, so it’s important to ensure that your ad content is in Vietnamese. This includes ad copy, headlines, and any text within the creative assets. Localization of your content will make it more relatable and effective in capturing the attention of the Vietnamese audience.

2. Social Media Dominance

Social media platforms like Facebook, Instagram, and Zalo are immensely popular in Vietnam. They offer robust advertising platforms with advanced targeting options. Consider leveraging these platforms to reach your target audience effectively. Explore the specific ad formats and targeting capabilities offered by each forum to optimize your campaigns.

3. Local Advertising Networks

Consider exploring local advertising networks in Vietnam, such as Admicro, Adtima, or Coc Coc Ads. These networks have a deep understanding of the local market and can provide valuable insights and targeting options tailored specifically to Vietnam.

4. Geo-targeting

Use geo-targeting features to focus your ad campaigns on specific regions or cities within Vietnam. This allows you to tailor your messaging and promotions to the local preferences and characteristics of different areas in the country.

5. Influencer Collaborations

Influencer marketing is highly effective in Vietnam. Collaborating with local influencers who have a strong following and influence in your target market can help amplify your message and increase brand visibility. Partner with influencers who align with your brand values and have an engaged audience that matches your target demographic.

6. Ad Testing and Optimization

Continuously monitor the performance of your ad campaigns in Vietnam and optimize them based on the data and insights. Test different ad variations, targeting options, and messaging to identify the most effective combination. Regularly review and refine your campaigns to maximize their impact.

7. Compliance with Local Regulations

Ensure that your ad campaigns comply with local advertising regulations and guidelines in Vietnam. Familiarize yourself with any specific requirements related to advertising content, disclosures, or industry-specific regulations to avoid any legal issues.


Now, we stumble upon a vibrant street corner in Vietnam, alive with laughter and entertainment. Here, we witness the perfect fusion of comedy and meme marketing, a creative combination that has taken Vietnam by storm. So, let’s wear our brightest smiles and delve into how humor has become a potent weapon in the arsenal of social media marketers!

In Vietnam, the demand for comedy and entertainment is evident, as comedians, entertainment content, memes, and parody accounts rank as the second and third most popular types of social media accounts. This fondness for humor and light-hearted content presents a unique opportunity for brands to leave their mark by incorporating wit and amusement into their marketing campaigns. By leveraging comedy, businesses can craft memorable and shareable content that strikes a chord with their audience and cultivates a sense of connection.

A successful instance of social media marketing in Vietnam employing comedy is the collaboration between Popeyes Vietnam and the renowned YouTubers FAPtv, known for their comedic videos. FAPtv members created a humorous YouTube video showcasing Popeyes Hong Kong chicken. In this video, they displayed their hilarious antics while promoting the delectable offerings of the brand. The campaign garnered immense popularity, accumulating 22 million views and an outpouring of positive engagement.

So, as we continue our exploration of Vietnam’s social media marketing landscape, let’s remember to keep it light, keep it funny, and embrace the tremendous power of laughter.


As our journey nears its end, we chance upon a hidden treasure – the realm of micro-influencers. Despite lacking the vast followings of their celebrity counterparts, these influencers on a smaller scale possess a unique power that can greatly influence marketing campaigns. Let’s cast a spotlight on these unsung heroes and uncover the secrets to their success.

Micro-influencers, typically characterized by follower counts ranging from 1,000 to 100,000, bring forth a sense of authenticity and relatability that larger influencers may struggle to replicate. Their closely-knit communities often feel more like a group of friends rather than a distant audience, fostering an environment built on trust and loyalty. For brands seeking to forge genuine connections with their target market, partnering with micro-influencers can serve as an effective strategy to reach niche audiences and cultivate sincere engagement.

In Vietnam, the power of micro-influencers is increasingly acknowledged, leading numerous businesses to collaborate with these relatable personalities in promoting their products and services. By leveraging the trust and credibility that micro-influencers have established with their followers, brands can create impactful marketing campaigns that deeply resonate on a personal level.


With the strong development of social networking platforms such as Facebook or TikTok, consumers are increasingly considering social networks as a place not only for entertainment but also for shopping. Social commerce appeared and developed.

Social media platforms allow online sellers to optimize and transform the customer experience seamlessly, alongside other online and offline channels. It is this that helps brands interact with consumers throughout their shopping journey, thereby responding to customers’ needs in a timely manner and maintaining their loyalty.

With Social Commerce, the entire process of customer research and shopping takes place right on social networks. Customers can view products through articles, ads, livestream sales, influencer marketing, etc. Customers can also inbox to receive advice, view products, order and pay right while chatting with them. Seller.


2022 is going to be a brilliant year for the podcast platform. People are usually quite busy, so listening to podcasts while doing other things such as commuting, doing housework, etc. is a way that can help them learn more interesting things and save time.

In 2023, podcasts are still considered a “golden tool” and an indispensable Content Marketing trend.

In addition to generating a large amount of revenue, podcasts also help increase brand awareness with unique content strategies.

A typical example right here in Vietnam is the podcast channel “Have A Sip” of Vietcetera. This is one of the podcast channels that can be said to be successful when becoming an inseparable object of many young people because of its extremely useful and attractive content.

Have A Sip of Vietcetera – a podcast that attracts more young Vietnamese customers


“Let me tell you a story” will probably be the most attractive opening sentence because everyone will “turn their ears” to listen. So the story is a scorching topic that any of us will feel “wanting to read”.

Not only when we grow up do we like to read stories to experience, to find more information, or to entertain, but stories have always been something that attracts us from a very young age.

We all want to experience a new life due to the pressures around us, the chaos of life, or find out the reason behind a certain message through stories.

So Storytelling is still one of the Content Marketing trends in the next year and shows no signs of going out of style. Brands need to create content that is narrative rather than narrative, dryly descriptive.


Life is more and more rushed, so people also become impatient with things that take up too much of their time, and their attention span also becomes shorter. To grasp this, the social media giants launched the first Story (short messages that last for 24 hours) with a time interval from 15 seconds to 30 seconds. A statistic has shown that up to 60% of users use Stories on Instagram and 48% on Facebook.

The preference for information in the form of short videos, and smart images (infographics) has formed a new content Marketing trend that brands should not miss: Telling a short story full of messages.

TikTok is a platform created to produce and post short 60-120 second clips. Big guys like Facebook, Instagram, Google, etc. have also updated many support features for this short video format. Therefore, your brand needs to know how to keep up with this emerging marketing trend.

If you need a social media strategy for your brand in Vietnam, let’s contact us!

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