Daniel Slotta
Research expert covering Greater China
Social media in Vietnam - statistics & facts
Over the past few years, social media has become an essential part of the daily routines of the majority of Vietnamese citizens, alongside the rising rates of smartphone and internet penetration in the country. Thanks to its highly connected and young, digital-savvy population, the country has been among the nations with the highest number of social media users worldwide. Since their appearance, the usage of these social networks has been extended from connecting people and providing entertainment, to becoming powerful tools for brands to engage with consumers on both domestic and global scales. As a result, in a social media-driven market like Vietnam, business strategies such as social commerce and influencer marketing are vital to winning over the market.
The popularity of social media platforms varies from generation to generation. While Facebook and Zalo take the top spots among all generations, Gen Z has a significantly higher usage of international networks, including TikTok and the newly emerged network Threads. Chinese social media giant TikTok has been gaining momentum among the youngest generation of social media users in the country, with over 80 percent of internet users in this age group reporting being active on this platform. Meanwhile, in recent years, local platforms such as Mocha and Lotus have been introduced to the population, hoping to gain a fraction of the market. However, their market share remains modest due to the lock-in effect of existing competitors.
What are the most popular social networks in Vietnam?
Vietnam's population reached over 100 million people in 2024, of which more than 70 percent were active social media users. In particular, over 90 percent of Vietnamese internet users used Facebook (Meta), making the international platform the leading social media channel in the country. At the same time, Zalo, a local messaging app, has consistently been the second most used social network, surpassing other global giants such as YouTube and TikTok.The popularity of social media platforms varies from generation to generation. While Facebook and Zalo take the top spots among all generations, Gen Z has a significantly higher usage of international networks, including TikTok and the newly emerged network Threads. Chinese social media giant TikTok has been gaining momentum among the youngest generation of social media users in the country, with over 80 percent of internet users in this age group reporting being active on this platform. Meanwhile, in recent years, local platforms such as Mocha and Lotus have been introduced to the population, hoping to gain a fraction of the market. However, their market share remains modest due to the lock-in effect of existing competitors.
How are businesses using social media in Vietnam?
Apart from their original function of connecting people, social networks are now seen as valuable sources of information, brand communication channels, advertising platforms, and even marketplaces for both brands and consumers worldwide. In Vietnam, social media-related strategies such as influencer marketing and social commerce are crucial for many enterprises to capture the market. Influencer marketing uses well-connected people, commonly known as influencers, to drive consumer actions and purchases of endorsed products on social media platforms. In 2023, the share of Vietnamese internet users following influencers on social media reached over 75 percent, and nearly 80 percent of them reported having bought an item because of influencers’ recommendations. Social commerce, on the other hand, turns these platforms into live selling and buying channels that support direct interaction among participants. This commerce form has been enjoying healthy growth and is now among the leading e-commerce platforms with the highest penetration rates in Vietnam, indicating the potential of social media as the future one-stop shop among the Vietnamese population.
