Vietnam Digital Marketing 2020
19 Mar , 2020


As one of Southeast Asia’s rapidly developing economies, Vietnam has lots of business opportunities for brands, marketer and investors. Let’s see how Vietnam’s digital marketing environment, trends and opportunities can help you maximize the success in Vietnam market and stand out from keen competition.

Digital marketing landscape in Vietnam

According to the internet report, the total population of Vietnam is about 96.9 million and the internet penetration rate is 70%. This shows that 68.17 million Vietnamese are internet users. Among them, 65 million people are active on social media, which is equivalent to 67% of the total population of Vietnam.

Digital marketing landscape in Vietnam

Vietnam residents spend an average of 6 hours 30 minutes online every day, including 2 hour 22 minutes on social media channels and 2 hour 09 minutes on videos.

Insight: Social media and videos is the trend in digital marketing in Vietnam.

Daily time spent with media in Vietnam

The total number of internet users is 68.17 million in Vietnam which is equivalent to 70% of the total population of Vietnam. There is a 10% increase in internet users as compare to last year.

Internet use overview in Vietnam

Apart from the high spending time on videos, watching videos is the most popular online content activity in which 95% of users watch online videos each month.

Insight: Video content could be an effective trend used in digital marketing strategies for Vietnam.

Mobile internet use in Vietnam

For social media behaviors in Vietnam, there are 65 million active social media users in Vietnam which is 67% to the total population. 9.6% change increase in the number of social media users.

Insight: Social media marketing might become one of the mainstreams of digital marketing in Vietnam.

Social media overview in Vietnam

Most Popular Digital Marketing platforms in Vietnam

Top 5 Most-Used Social Media Platforms in Vietnam

The top 5 most-used social media platforms in Vietnam are Facebook (90%), YouTube (89%), Zalo (74%), FB Messenger (74%) and Instagram (46%).

Insight: Zalo is a Vietnam local social media platform which is the third in the most-used social media platforms in Vietnam. It closely followed by Facebook and YouTube. Zalo provides messaging, voice call services, shopping, new feeds, Zalo Pay, doctor appointment booking, etc.

Most-used social media platforms in Vietnam

Top 5 Mobile Apps in Vietnam

The top 5 mobile apps in Vietnam are Facebook, Facebook messenger, Zalo, Zing MP3 and Grab, which has a big impact to mobile marketing in Vietnam.

Insight: Facebook, Facebook messenger and Zalo are the top 5 in both mobile app and social media channels in Vietnam. Kindly consider these 3 platforms when you would like to get a high impression on digital marketing in Vietnam.

Vietnam’s mobile app rankings

Digital Marketing Opportunities in Vietnam

1. Video marketing in Vietnam

As mentioned before, watching videos is the most popular online content activity which 95% of users watch online videos each month and they usually use YouTube to watch videos online in Vietnam. It will be great if your company can seize this opportunity and do video marketing in Vietnam. Apart from the consumption rate of video, the engagement rate of video is much higher than other advertising format in Vietnam. Marketers need to create interesting and easy understand video content so as to attract potential customers to watch the video and increase view through rate.

2. Social media marketing in Vietnam

From the information, there are 65 million active social media users in Vietnam which equates to 67% market penetration. And there is an increasing trend in social media users in Vietnam. Vietnam users have shown their preference for Facebook, YouTube and Zalo. Marketers should create interesting and valuable content to attract potential customers to engage with your social media account and increase engagement rate.

3. KOL and Influencer marketing in Vietnam

More and more Vietnam people are using social media in their daily life. They share their opinions and experience on social media. Some of them even get a group of followers and become influencer. The rise of social media influencers opens many new business opportunities. It offers a new platform for companies to promote their products and services to their target customers, and thus increase their brand images and awareness in a soft way.

Summary of Digital Marketing in Vietnam

If a brand wants to stay ahead in the digital marketing in Vietnam, video marketing, social media marketing and influencer marketing are the latest trends and opportunities for you to capture more clients in Vietnam.

About AsiaPac Net Media

With an extensive digital marketing experience of serving more than 2,500 clients across Asia in sectors such as education, travel and hospitality, finance, Government and others, AsiaPac’s expert team is highly recognized for the excellence in providing performance-driven services to businesses across Asia, and global corporates targeting Asia markets. If you’d like to learn more about AsiaPac and the work we’ve done, visit our Work page. For more information on AsiaPac and our services, please contact us at