Marketing in Vietnam changes fast. What worked three years ago, a nice Facebook page and a few boosted posts, is not enough now. Buyers are younger, harder to impress, and they shop by watching video and live streams. If your playbook has not been updated, you are losing ground. This guide gives you the marketing practices that actually work in Vietnam in 2026.

Which channels matter now? What kind of content sells? How do the best brands win? Here is the plan, backed by the latest numbers.

Vietnam marketing in numbers (2025-2026)

The audience

• 79 million social media users, about 77.6% of the population.
• 85.6 million internet users, 127 million mobile connections.
• Over 72% of online shoppers are Gen Z and Millennials.
• Mobile first, video first, community driven.

Where attention lives

• Facebook: 79 million users, still number one.
• Zalo: 78 million users, the app for chat and service.
• TikTok: 40.9 million adults, the fastest growing.
• YouTube: 62 million users for longer video.

How they buy

• E-commerce hit about $28 billion in 2025, up 25%.
• Live selling and short video drive a huge share of sales.
• Shopee and TikTok Shop hold about 97% of platform sales.
• Buyers discover, ask and pay inside the same app.

What works in 2026

• Short video and live, not static posts.
• Local language, humor and trends, not translations.
• Creators who fit the brand, not just big names.
• Fast replies and real community, not broadcasting.

What changed, and why it matters

Three shifts reshaped Vietnamese marketing. First, video took over. Short clips and live streams now drive discovery and sales, while static posts fade. Second, the audience got younger and more demanding. Gen Z and Millennials make up most online shoppers, and they reward brands that entertain and answer them. Third, buying moved into the feed. People no longer visit a website to buy. They order in the app, during a live, in a chat.

If your marketing still centers on a website and a few ads, you are speaking to a Vietnam that no longer exists. The winning brands moved to video, creators and conversation.

Vietnam’s best marketing practices for 2026

Lead with short video and live selling

Make short video your main format across TikTok, Facebook Reels and YouTube Shorts. Then go live on a schedule to show products and close orders in real time. This is the single biggest driver of reach and sales in Vietnam today.

Localize everything

Write in natural Vietnamese, use local humor, and jump on trends fast. Translated global campaigns fall flat. Content that feels made in Vietnam, by someone who gets the culture, performs many times better.

Build a creator engine

Work with a mix of creators who fit your niche, and let them speak in their own voice. A mid-size creator with an engaged audience often outsells a celebrity. Reviews and real user videos build the trust that closes sales.

Turn one platform into a full funnel

Use Facebook and TikTok for discovery, Messenger and Zalo for chat and service, and Shopee or TikTok Shop for checkout. Connect them so a viewer becomes a buyer without friction. Reply fast at every step.

The mistakes to leave behind

• Static posts only. Feeds now reward video. A page without video fades.
• Translated campaigns. Non-local content gets scrolled past.
• Website-first thinking. Buyers order in the app, not on a site.
• Chasing follower counts. Engagement and fit matter more than size.
• Slow or robotic replies. An always-on audience expects fast, human answers.

What this means for you

Vietnam in 2026 rewards video, localization, creators and conversation. Update your playbook around those four, connect your channels into one funnel, and reply fast. For the wider picture, see the economy of Vietnam 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: marketing in Vietnam in 2026

What is the most important marketing channel in Vietnam now?

Facebook still reaches the most people, but TikTok drives the fastest growth through short video and live selling. The best approach uses both, with Zalo for service and a marketplace for checkout.

Do I really need video to market in Vietnam?

Yes. Short video and live streams drive most discovery and a large share of sales. Static posts alone no longer get reach.

Should I use big influencers or small creators?

Usually a mix, with a lean toward relevant mid-size creators. Fit and engagement beat raw follower counts, and audiences trust creators who feel real.

How do I connect all these channels?

Use social platforms for discovery, chat apps for service, and marketplaces for checkout, and link them so a viewer can become a buyer without friction. Fast replies at each step keep people moving.

Upgrade your Vietnam marketing with GMA

We help foreign brands run modern, local marketing in Vietnam. Our team produces short video and live selling, builds creator campaigns, runs targeted ads, and connects your channels into one funnel, all in local voice. If you want a 2026-ready playbook for 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.