What is the most used social media in Vietnam?

Vietnam’s Social Media Landscape: Facebook Retains Dominance, TikTok Surges

Vietnam’s digital landscape is characterized by the widespread use of social media platforms, with Facebook holding a commanding lead. However, the emergence of TikTok has injected fresh momentum into the industry, challenging Facebook’s dominance and signaling a changing social media landscape.

Facebook’s Enduring Popularity

Facebook has long reigned supreme in Vietnam, boasting a user base of over 90 million, accounting for approximately 80% of the country’s online population. This widespread adoption stems from Facebook’s early entry into the Vietnamese market and its user-friendly interface, which has made it accessible to a broad range of demographics. Facebook has also benefited from the growth of affordable smartphones and the country’s expanding internet connectivity.

TikTok’s Rapid Rise

Despite Facebook’s dominance, TikTok has emerged as a formidable competitor in recent years. Launched in Vietnam in 2017, the short-form video platform has quickly gained traction, particularly among younger generations. Its intuitive design, engaging content, and viral marketing campaigns have contributed to its rapid growth. TikTok has also successfully tapped into Vietnam’s vibrant youth culture, becoming a platform for self-expression, entertainment, and social connection.

A Shifting Dynamic

The rise of TikTok has introduced a new dynamic to Vietnam’s social media landscape. While Facebook remains the most widely used platform, TikTok is growing rapidly, particularly among younger users. This shift indicates a changing consumption pattern, with users increasingly seeking more personalized and visually engaging content. TikTok’s popularity is also fueled by its ability to foster communities around shared interests and to provide a platform for user-generated content.

Implications for Businesses

The changing social media landscape in Vietnam has significant implications for businesses operating in the country. Companies need to adapt their marketing and engagement strategies to cater to the evolving preferences of Vietnamese consumers. Understanding the unique features and strengths of both Facebook and TikTok is crucial for effective social media campaigns. Additionally, businesses should consider leveraging the potential of TikTok to reach younger generations and create more engaging and shareable content.

Conclusion

Vietnam’s social media landscape is undergoing a transformation, with Facebook’s dominance being challenged by the rapid growth of TikTok. While Facebook remains the most popular platform overall, TikTok’s momentum is undeniable, indicating a shift in consumer behavior and the emergence of new opportunities for businesses and marketers.