Six social media trends for Vietnamese businesses in 2025
As the business landscape continues to evolve, staying ahead of emerging social trends is crucial for companies seeking to maintain a competitive edge. Khoi Le, Country Director of Meta Vietnam, highlighted several key trends for 2025 that are set to transform business operations in Viet Nam, presenting fresh opportunities for growth and innovation.
Generative AI
One of the most transformative trends is the rise of generative AI. This technology is redefining creativity and efficiency, allowing businesses to streamline content production and enhance their campaigns. In August 2024, Meta reported over one million advertisers worldwide using AI creative tools, producing more than 15 million ads. Viet Nam saw the official launch of Meta AI in late 2024. This intelligent assistant is now accessible across all Meta platforms, including Facebook, Instagram, WhatsApp, and Messenger. Along with other AI tools, this intelligent assistant is expected to continue revolutionising how businesses interact with customers and manage their operations.
Business messaging
Business messaging has surged in Viet Nam over the past three years, and the country continues to be a global leader in this field. Many Vietnamese consumers prefer personalised consultations through messaging, leading to higher customer satisfaction and repeat purchases.
Meta's report shows that in 2024, 53 per cent of Vietnamese users were open to purchasing from businesses offering messaging consultation, while 81 per cent of local businesses say they gain quality leads through messaging ads. With tools such as Facebook Live support and product discovery features on Messenger available in the country, Viet Nam is at the forefront of this trend as one of the first markets globally to test AI tools in messaging.
Content creators
The creator economy is also gaining momentum. Collaborating with social media influencers and content creators has become a powerful strategy for brands to connect with their audiences.
In Viet Nam, partnerships with creators have boosted marketing performance, with 96 per cent of consumers following creators reporting they’ve purchased products through personalised social media ads. Meta is testing the Creator Testimonials feature, a new ad format that provides advertisers with a simple, additional way to enhance the performance of partnership ads.
Video
Insider Intelligence reports that users spend 60 per cent of their time on Instagram and Facebook watching videos. In Viet Nam, Facebook leads in livestreaming, with 88 per cent of users participating and 76 per cent making purchases based on livestream content. Meta’s new features, including Live Video Ads and Business Support Tools, enhance livestreaming efficiency.
Incorporating Reels and livestreaming tools into marketing strategies will help businesses grow in 2025.
Threads
Since its launch in July 2023, Threads has gained traction, with 300 million monthly users by December 2024. In Viet Nam, Gen Z is the primary audience, highlighting the platform’s potential to engage younger users in a competitive social media landscape.
Cross-border shopping
Cross-border shopping is expanding as consumers increasingly look beyond their local markets for unique and high-quality products. With e-commerce growth outpacing domestic sales, businesses in Viet Nam have the opportunity to tap into international markets.
Meta's report shows that 50 per cent of consumers in the Asia-Pacific region have made cross-border purchases during promotions, with global cross-border e-commerce expected to grow twice as fast as domestic sales. Beyond price, consumers seek brands and products unavailable locally. In the US, 47 per cent worry about inflation, while 37 per cent plan to increase cross-border shopping in the next year. Meta urges businesses to consider this trend in 2025.
