Social media has become an integral part of life for many people in Vietnam. As Internet access and smartphone ownership continue to rise across the country, more and more Vietnamese are turning to social platforms to stay connected and informed. Some of the most popular social media sites used in Vietnam include Facebook, YouTube, Instagram, and TikTok.
Facebook is by far the most widely used social media platform in Vietnam with over 70 million active users as of 2023. This massive user base represents over 70% of Vietnam’s total population, making the country one of Facebook’s largest markets in Southeast Asia.
The social network’s popularity took off around 2012 and it has continued to grow exponentially since then. Facebook is popular across all demographics but it has been especially effective at capturing younger internet users. Around 97% of Vietnam’s online population aged 15-24 uses Facebook regularly.
People mainly use Facebook to keep in touch with friends, connect with family members, join special interest groups, follow celebrities and influencers, get updated on current events and news, share photos, watch videos, and engage with brands and businesses.
Top Facebook Usage Statistics in Vietnam
- Over 70 million active users
- 97% of online 15-24 year olds use Facebook
- 53 million daily active users on average
- Over 3.5 billion likes generated daily
- 60 million local businesses maintain active pages
The social network has become deeply ingrained in Vietnamese culture. It is now commonplace for businesses, politicians, celebrities, influencers and essentially any public figure to maintain an active Facebook presence. The platform has also become a key tool for e-commerce with many businesses leveraging Facebook shops and marketplace features.
YouTube
YouTube is the second most popular social media app in Vietnam. Around 60 million Vietnamese access YouTube every month, making it the platform’s third largest market in Asia.
People visit YouTube to be entertained, get information, learn new skills, and satisfy other needs. According to DataReportal, the top YouTube content categories in Vietnam are:
- Music: pop, K-pop, V-pop
- Entertainment: celebrity, TV shows, movies
- Humor: sitcoms, comedy sketches
- Learning: how-to videos, education content
- Gaming: walkthroughs, eSports, live streams
YouTube has also emerged as an important platform for influencer marketing. Top YouTubers in Vietnam can attract millions of dedicated subscribers who tune in daily for vlogs, beauty tips, product reviews, cooking lessons and more. Brand sponsorships with popular YouTubers have become a key digital marketing strategy for businesses looking to engage Vietnam’s dynamic Gen Z population.
Key YouTube Statistics for Vietnam
- 60 million active monthly users
- 38 million daily active users
- Users spend an average of 21 minutes per day on the platform
- Over 50 channels have over 1 million subscribers
- Music is the most viewed content category
Instagram has emerged as one of the fastest growing social networks in Vietnam. User numbers doubled between 2018 and 2020, and continue rising. As of 2023, over 25 million people actively use Instagram monthly in Vietnam.
Instagram’s photo and video sharing features make it highly appealing for youth audiences. Over 90% of the platform’s users in Vietnam are under the age of 35. Key user activities include:
- Sharing photos and videos of travel adventures, food, fashion, and lifestyle
- Following celebrities, influencers, artists, and entertainers
- Joining fan communities for K-pop, movies, sports teams etc.
- Buying and selling items through Instagram shopping and small business pages
Global influencers with large Vietnamese follower bases can charge over $10,000 USD for sponsored Instagram posts. But a number of homegrown influencers have also emerged, partnering with both international and local brands to promote products. Instagram shopping allow small businesses across Vietnam to establish online storefronts and seamlessly sell items through the app.
Key Instagram Statistics for Vietnam
- Over 25 million active monthly users
- 36% of users open Instagram multiple times per day
- 90%+ of users are under 35 years old
- Categories with high engagement: fashion, travel, food, beauty, pets
- Over 400,000 active small business accounts
TikTok
In just a few short years, TikTok has risen to become one of the top social platforms in Vietnam, especially among those under 30. It overtook domestic competitor Zalo to rank as the 3rd most used social app in 2022.
TikTok’s bite-sized, entertaining video format resonates strongly with young Vietnamese users. They use the app to watch viral videos, participate in challenges, showcase talents, and gain fame. Over 7 million people log onto TikTok in Vietnam every day. Music and dance videos are among the most popular content themes.
Recognizing the app’s incredible growth, many Vietnamese celebrities and influencers have created TikTok accounts to engage with fans. Brands are also leveraging sponsored challenges, hashtags and influencer marketing campaigns to creatively promote products on TikTok. Livestreaming on the platform has opened up another exciting avenue for user-generated content and engagement.
Notable TikTok Statistics for Vietnam
- Over 20 million monthly active users
- 7.2 million daily active users
- Users spend average of 52 minutes per day on the app
- Strong popularity with under 30 demographic
- Music, dance, comedy are top content themes
Zalo
Developed by domestic tech giant VNG, Zalo is Vietnam’s leading homegrown social app. It combines messaging features like WhatsApp with a full-fledged social network. Around 60 million Vietnamese actively use Zalo each month. It is particularly popular amongst middle-aged users.
Key Zalo features include:
- Private and group chats
- Voice and video calls
- Photo/video sharing
- Gaming platform Zalo Games
- Zalo Pay e-wallet
The app provides a more private social space compared to Facebook. Users feel more comfortable sharing personal news, texting friends, and engaging with family groups on Zalo. Its gaming and financial services also integrate seamlessly with the messaging features.
Zalo Usage Statistics
- 60 million monthly active users
- Popular among 25-45 age group
- Fastest growing demographic is 45+
- Strong user engagement in Tier 2 and 3 cities
- Key functions: messaging, personal updates, payments
Although Twitter lags behind other platforms in Vietnam, it still maintains an active user base of around 10 million people or nearly 10% of the population. It is popular among more affluent and educated demographics, along with youth generations.
Key user groups on Twitter Vietnam include:
- Young people aged 18-34 in urban areas
- Celebrities, journalists, bloggers, influencers
- Business professionals and entrepreneurs
- College students and young activists
- Expats living in Vietnam
People use Twitter to stay on top of breaking news, follow thought leaders, participate in current events dialogue, and form community around shared interests. The platform sees spikes in engagement around major entertainment and political events as users flock to share opinions and commentary in real-time.
Twitter Statistics for Vietnam
- 10 million registered accounts
- 5 million monthly active users
- Users spend average of 2.4 hours per month
- 18-34 age group drives engagement
- Key topics: entertainment, news, politics
Snapchat
Snapchat has not yet gained mainstream traction in Vietnam. However, the app is slowly catching on among youth demographics, especially younger urban millennials and Gen Z users.
Around 5 million people in Vietnam actively use Snapchat every month. But engagement remains lower compared to Instagram and TikTok. Snapchat’s disappearing content features make it more niche and private versus other apps.
Those who use Snapchat are drawn to its fun communication features like filters, lenses andBitmoji. Brands targeting young consumers are starting to experiment with Snapchat advertising as they aim to expand reach across multiple platforms.
Vietnam Snapchat Statistics
- 5 million monthly active users
- Primarily used by under 30 urban demographic
- Users spend average of 20 minutes per day
- Key features: lenses, filters, Bitmoji, stories
- Early adoption for brand campaigns
Trends and Outlook
Social media usage in Vietnam will likely continue growing as internet and smartphone penetration increases, especially in rural areas. Here are some key trends to watch out for:
- Facebook saturation: While growth is slowing, Facebook will dominate for the foreseeable future.
- Emergence of TikTok: TikTok will gain greater cultural prominence across age groups.
- E-commerce integration: More social commerce capabilities like livestreaming and in-app stores.
- Local platforms: Homegrown apps like Zalo remain relevant through specialization.
- User-generated content: Content creators, influencers and communities drive engagement.
- Adoption in rural areas: Social media access will continue expanding outside major cities.
With nearly 80% of Vietnam’s population already active on social platforms, the market appears highly saturated. However, as internet quality improves and new use cases emerge, digital connectivity will only deepen across the Vietnamese population.
Conclusion
Social media has become deeply intertwined with daily life in Vietnam. Facebook reigns supreme as the most widely used platform, but YouTube, Instagram and TikTok are all seeing incredible growth. Homegrown apps like Zalo also occupy specific niches in Vietnam’s social media ecosystem.
Going forward, social platforms will play an even greater role in areas like e-commerce, entertainment, and digital connectivity across all generations. Brands hoping to engage Vietnam’s dynamic online population will need to maintain an active presence across multiple leading social channels.