Vietnam’s Most Popular Social Media Platforms in 2024: Insights and Marketing Strategies for Success

In Vietnam, Facebook, TikTok, and YouTube dominate the social media landscape in terms of user base and engagement.

Reference: DataReportal

This differs significantly from Japan, where LINE, X (formerly Twitter), and Instagram are more widely used.

In this article, The Digital X, with over 18 years of digital marketing experience, compares the social media ecosystems of Vietnam and Japan, offering practical insights on how to effectively reach your target audience in Vietnam through the right platforms.

Fundamentals of Vietnam’s Internet and Social Media Landscape

Let’s take a closer look at Vietnam’s internet and social media usage, and how it compares to Japan.

This section will explore population trends, internet and SNS usage rates, and highlight Vietnam’s unique behavioral patterns in digital consumption.

Covered in This Section:

• Vietnam vs Japan: Population trends & SNS usage comparison

• Mobile-first behavior: Smartphones over PCs

• Time spent online & most-viewed platforms

Vietnam vs Japan: Population and Social Media Usage Trends

In Vietnam, internet and social media usage rates are remarkably high, and both channels are widely adopted even in professional and business settings.

Below is the breakdown of Vietnam’s population by age group as of 2024 — a key reference point for audience segmentation and campaign planning.

Reference: DataReportal

As of now, Vietnam’s total population stands at approximately 99.19 million, with an increase of about 660,000 people between 2023 and 2024.

The median age is 33 years, and the gender distribution is 50.6% female and 49.4% male.

Roughly 80% of Vietnam’s total population is actively online.

The number of internet users is around 77.93 million, and 70 million people — equivalent to 71% of the total population — are social media users.

Among those aged 18 and older, approximately 90% use social media, highlighting the importance of SNS platforms in reaching adult consumers in Vietnam.

Reference: Statistics Bureau, Ministry of Internal Affairs and Communications

Japan’s Population and Internet Usage Overview

Japan’s total population currently stands at 124.35 million, but it has been declining for 13 consecutive years since 2011, with the rate of decline continuing to accelerate.

While Japan maintains a high internet usage rate of 84.9% and a social media penetration rate of 78.7%, it faces demographic challenges. In 2023, the proportion of individuals under the age of 15 dropped to a record low of 11.4%, reflecting an increasingly aging population.

Mobile-First Internet Access in Vietnam

In contrast, most internet users in Vietnam do not rely on PCs, but instead access the internet primarily via smartphones.

Vietnam’s mobile phone subscription rate was 148% in 2022, and reached an impressive 169.8% in 2024. This is largely due to the widespread use of prepaid plans, with many individuals owning multiple SIM cards.

As a result, mobile-first content formats such as selfies, voice messaging, and video content are particularly popular in Vietnam. Any digital marketing strategy targeting this market must be optimized for mobile consumption and behavior.

Reference: DataReportal

Time Spent Online and Most-Used Social Media Platforms in Vietnam

Vietnamese internet users spend an average of 6 hours and 18 minutes per day online. The peak usage window (“golden time”) is between 7:00 PM and 9:00 PM.

Of that time, approximately 2 hours and 25 minutes are spent on social media, slightly higher than Japan’s average of 2 hours and 12 minutes.

Below are the top social media platforms used in Vietnam, ranked by time spent:

1. TikTok

2. Facebook

3. YouTube

In Vietnam, video-based content dominates the digital landscape, particularly among younger audiences. This makes short-form video platforms like TikTok especially effective for brands targeting Gen Z and Millennials.

Reference: DataReportal

Top 4 Most Popular Social Media Platforms in Vietnam

Let’s begin by looking at the most widely used and impactful social media platforms in Vietnam.

Based on 2024 research by DATAREPORTAL, we’ve selected the Top 4 platforms and compiled them along with their estimated advertising reach to help you better understand the landscape for SNS-based campaigns.

Reference: DataReportal

From the data above, we can see that Facebook has the highest number of users, while TikTok boasts the highest advertising reach among all platforms.

On the other hand, Instagram — despite its global popularity — has a relatively smaller presence in Vietnam, with only 10.9 million users and an ad reach rate of just 11.0%, which is considered low.

Meanwhile, Zalo, a platform unique to Vietnam, shows a high adoption rate, comparable to Facebook. This indicates that Zalo is deeply integrated into the daily digital lives of Vietnamese users.

For reference, here is a comparison with social media usage rates in Japan.

Reference: DataReportal

In Japan, LINE dominates the social media landscape, followed by YouTube and Instagram.

By contrast, Facebook and TikTok have relatively low usage rates in Japan, highlighting a stark difference from the Vietnamese market.

From here, we’ll introduce the Top 4 most popular SNS platforms in Vietnam — along with Zalo, a Vietnamese-born platform with high domestic adoption.

Facebook

Facebook, founded in 2004, is a real-name-based social networking platform. Its strong privacy features quickly propelled its global popularity, and it now boasts over 2.3 billion monthly active users worldwide.

Facebook is also widely used in Vietnam, with 72.7 million users. Notably, approximately 70% of those users are reachable via advertising.

Many Vietnamese celebrities, influencers, and public figures actively use Facebook to connect with their fan base, often maintaining highly engaged profiles.

Due to its real-name policy, Facebook in Vietnam is frequently used as a digital business card, especially in professional settings.

One of the platform’s greatest advantages is its ability to provide detailed user data — such as location, workplace, and job title — making it highly effective for precise ad targeting compared to other social platforms.

For further insights, we’ve included data on average usage time, referral traffic to websites, and more — available below for your reference.

TikTok

TikTok is a short-form video platform that has seen explosive growth — especially among younger generations.

The platform is designed exclusively for video content, allowing users to convey large amounts of information quickly and effectively through short videos.

In Vietnam, TikTok is the second most popular social media platform, with 67.72 million users. It also has the highest advertising reach rate, maintaining an impressive 86.3%.

Marketers can also leverage TikTok to drive traffic to YouTube by using short-form content to engage a different audience segment. This cross-platform strategy can help boost follower count and viewership across both channels.

YouTube

YouTube, launched by U.S.-based Google in 2005, has grown into one of the world’s largest social platforms, with over 1 billion registered users globally.

In Vietnam, YouTube had approximately 45 million users in 2019, and that number has now grown to 63 million.

The average daily usage time is 2.65 hours, which accounts for over one-third of total internet usage per day in Vietnam.

In contrast, Japan has about 71.2 million YouTube users, ranking second globally by user count. However, the average daily usage time in Japan is only 53.4 minutes, about one-third of Vietnam’s.

YouTube plays a valuable role in building trust and delivering educational content, making it a powerful conversion channel for both B2B and B2C marketing.

Instagram

Instagram, launched in 2010 and operated by Meta (formerly Facebook Inc.), is a visual-first social media platform focused on photo and video sharing.

Its core feature is the use of hashtags (#) to tag content and increase discoverability.

In Japan, Instagram boasts approximately 66 million users, with a 49% penetration rate.

Surprisingly, Instagram’s user base in Vietnam is relatively small, at around 10.9 million users. However, influencer marketing using Vietnamese Instagram creators still holds strong promotional potential.

Additionally, by strategically using searchable keywords as hashtags, brands can increase reach and visibility, especially among younger, trend-aware audiences.

Zalo

Zalo, launched in 2012, is a Vietnam-born social networking platform that has grown into one of the country’s most widely used apps.

As of 2023, Zalo had 75 million active users, meaning approximately 75% of Vietnam’s total population uses the platform.

Zalo’s popularity is largely due to the strong preference for voice-based communication among Vietnamese users. The app emphasizes this feature while also offering group chats, location sharing, and more — essentially functioning like a hybrid between LINE and Facebook.

While Facebook is more commonly used for business-related communication, Zalo is primarily used for personal interactions.

It’s also integrated into daily life, allowing users to book transport, pay utility and internet bills, and manage other essential services — making it a true super app in the Vietnamese market.

Because Zalo’s user base is almost entirely Vietnamese, marketers must localize their content carefully to maximize effectiveness and brand relevance.

Final Takeaway: 3 Keys to Success in Vietnam’s Social Media Marketing

To close, here are three essential strategies for those considering SNS marketing in Vietnam:

• Understand the behavioral patterns of Vietnamese social media users

• Create content and creatives aligned with local consumer values and language

• Leverage Vietnamese influencers to build trust and engagement

These are proven methods in Vietnam’s digital marketing landscape.

Make sure to fully understand them before launching any campaign.

1. Understand Vietnamese Social Media Behavior

Beyond general trends, Vietnamese users tend to use social media to stay connected with family and relatives — especially those who live far apart.

Many users say they use SNS to share life updates with distant family members, and among rural populations, it’s common for people to have few childhood photos due to limited camera access growing up.

As a result, many now use platforms like Facebook and Zalo to document their lives for their children and grandchildren through photo and video content.

There’s also a growing trend of using SNS for meeting new people, as evidenced by matchmaking features built into platforms like Facebook and Zalo — showing the social openness of Vietnamese users.

2. Create Content Tailored to Local Consumer Mindsets and Language

If you want to drive brand awareness and conversions, you must create content that reflects Vietnamese consumer behavior and language.

Simply translating content with AI or machine tools is not enough — it won’t resonate or perform effectively with local users.

Using international freelance platforms may be possible, but you’ll still need a marketing-savvy reviewer to ensure the content aligns with campaign objectives.

If you need support, our team at The Digital X is available to co-develop content with native marketers to ensure impact and consistency.

3. Leverage Vietnamese Influencers for Authentic Engagement

Influencer marketing is highly effective in Vietnam, particularly when you collaborate with Vietnamese creators who have a strong local following.

Vietnamese consumers place high trust in word-of-mouth and peer recommendations, which makes influencer endorsements particularly impactful.

In fact, over 70% of users say they’ve purchased a product after seeing an influencer promotion.

Choosing influencers who feel relatable and trustworthy to your target audience can significantly boost engagement and campaign effectiveness.

Frequently Asked Questions (FAQ)

Here are some of the most common questions we receive from clients interested in doing business in Vietnam:

What are the common reasons Japanese companies fail in Vietnam?

We’ve outlined key insights in the following article:

[2024 Edition] Essential Knowledge for Succeeding in Vietnam’s Business Environment](#)

Can you share examples of Vietnamese Instagram influencers?

Yes! We’ve introduced five recommended accounts in this article:

[2024 Guide] Instagram Usage and Influencer Marketing Trends in Vietnam](#)

I want to enter the cross-border e-commerce (EC) market in Vietnam. What’s the current outlook?

Vietnam’s e-commerce market is growing rapidly and is expected to reach USD 13.9 billion (approx. ¥2.235 trillion as of June 2024).

For more details, please refer to:

[2024 Edition] 4 Popular Platforms for Cross-Border E-Commerce in Vietnam](#)

Conclusion

In this article, we explored the social media landscape in Vietnam, highlighting platform usage trends, content strategies, and consumer behavior insights.

However, in reality, simply choosing a platform like Facebook or TikTok is not enough. Without aligning the channel with your product type, target audience, and competitive landscape, you may end up with poor ROI — even if SNS usage is high.

In other words, social media may not always be the most effective option depending on your business goals.

At The Digital X, our local Vietnamese marketers and Japanese digital specialists work together to provide end-to-end strategic support — from planning to execution — tailored to your specific objectives.

We not only help you select the most effective channels, but can also assist with challenges such as:

• Not sure whether your product will actually sell in Vietnam

• Struggling to create English content or creatives that reflect local consumer values

• Getting traffic from existing campaigns, but no conversions

If you’re facing any of these issues or planning to expand your marketing efforts in Vietnam, contact us via the form below — we’re here to help.