Top Digital and Social Media Trends in Vietnam in 2026

Key Takeaways:

• Vietnam’s internet penetration reached 84.2% of the total population in 2026.
• There are 79 million active social media user identities in Vietnam — equivalent to 77.6% of the population.
• Zalo remains the dominant local platform with 78.3 million monthly active users.
• TikTok is one of the fastest-growing platforms, with 76.1 million adult users and a 9.9% year-on-year growth rate.
• LinkedIn is the fastest-growing professional network in Vietnam, up 16.3% year on year.

Top Digital and Social Media Trends in Vietnam in 2026

Vietnam is one of the most digitally active markets in Southeast Asia. In 2026, the country has 85.6 million internet users, 79 million social media users, and 137 million mobile connections — making it a major destination for brands, businesses, and marketers looking to grow in the region.

The “State of Digital” in Vietnam in 2026

Vietnam’s digital landscape has grown rapidly and shows no sign of slowing down. Here are the headline numbers for 2026:

• 137 million cellular mobile connections — equal to 134% of the total population.
• 85.6 million internet users, representing an internet penetration rate of 84.2%.
• 79.0 million active social media user identities, equal to 77.6% of the population.

Social media has moved beyond a supplementary channel. According to Meta’s Country Director for Vietnam, social media is now a “crucial infrastructure for digital growth” in the country, driven by five major forces: social commerce, AI and automation, conversational business, video content creators, and cross-border shopping.

For businesses looking to enter or scale in Vietnam, understanding this digital ecosystem is essential. If you are expanding into the region, read our practical guide on Expanding Into Southeast Asia: A Language & Localisation Roadmap to understand what it takes to connect with local audiences.

Population of Vietnam in 2026

According to United Nations data, Vietnam’s population stood at 102 million in October 2025. The population grew by 604,000 people (+0.6%) between the end of 2024 and the end of 2025.

In late 2025, 41.1% of Vietnam’s population lived in urban areas, while 58.9% lived in rural areas. The country’s gender split was nearly even, with 51.0% female and 49.0% male.

Vietnam’s Population by Age

Vietnam has a relatively young population. The median age was 33.4 years at the end of 2025. Here is how the population broke down by age group:

• 0–4 years: 6.8%
• 5–12 years: 12.7%
• 13–17 years: 7.8%
• 18–24 years: 9.2%
• 25–34 years: 14.4%
• 35–44 years: 16.3%
• 45–54 years: 12.7%
• 55–64 years: 10.4%
• 65 and above: 9.5%

This age profile is important for marketers. The 25–44 age group represents the largest segment (30.7%), making Vietnam an attractive market for brands targeting working-age adults and young professionals.

Mobile Connections in Vietnam in 2026

Vietnam is a mobile-first country. According to GSMA Intelligence, there were 137 million cellular mobile connections active in Vietnam at the end of 2025. That figure was equivalent to 134% of the total population — meaning many people use more than one SIM.

The number of mobile connections grew by 504,000 (+0.4%) between the end of 2024 and the end of 2025. Notably, 100% of mobile connections in Vietnam are now classified as “broadband”, connecting via 3G, 4G, or 5G networks. This near-total broadband coverage makes Vietnam one of the most mobile-connected markets in the Asia-Pacific region.

For brands running mobile-first campaigns, this data underscores why digital marketing in Vietnam needs to be optimised for smartphones above all else. Explore Elite Asia’s Digital Marketing services to find out how to reach Vietnamese audiences on the right channels.

Internet Use in Vietnam in 2026

Vietnam had 85.6 million internet users in October 2025, giving the country an internet penetration rate of 84.2%. The number of internet users grew by 508,000 (+0.6%) between October 2024 and October 2025.

Despite this high penetration, approximately 16.1 million people (roughly 15.9% of the population) remained offline at the end of 2025. This gap is mostly concentrated in rural areas, where infrastructure can still be a barrier to access.

For businesses, 92.3% of Vietnam’s internet users were active on at least one social media platform in October 2025. This means that social media is the primary gateway through which most Vietnamese internet users interact with brands, content, and commerce.

Understanding what content resonates with Vietnamese digital users is key. Learn how to boost your SEO with localisation — a strategy that is essential for ranking in markets like Vietnam where local language and culture heavily influence search behaviour.

Internet Connection Speeds in Vietnam in 2026

Vietnam’s internet speeds have improved dramatically. According to Ookla data from late 2025:

• Median mobile download speed (cellular): 152.17 Mbps
• Median fixed broadband download speed: 261.80 Mbps

Year-on-year, mobile internet download speeds in Vietnam increased by 95.22 Mbps (+167%) in the twelve months to August 2025. Fixed internet speeds rose by 110.11 Mbps (+72.6%) during the same period.

These numbers are significant. With faster connections, Vietnamese users are consuming more high-definition video, live-streaming content, and interactive media than ever before — which directly shapes what type of digital marketing works best in this market.

Social Media Statistics for Vietnam in 2026

Vietnam is a powerhouse social media market. There were 79.0 million active social media user identities in October 2025, equivalent to 77.6% of the population. Social media users grew by 5.3 million (+7.2%) between late 2024 and the end of 2025.

Key social media demographics include:

• 78.7 million social media user identities aged 18 and above
• 49.4% female, 50.6% male across all platforms
• 92.3% of Vietnam’s internet users are active on at least one social media platform

Meta has identified five key social media trends shaping Vietnamese businesses in 2026: social media as commercial infrastructure, AI and automation as standard tools, conversational business growth, content creators driving video commerce, and expansion of cross-border shopping. These trends signal a major shift from social media being just a marketing channel to becoming a full commercial ecosystem.

For businesses managing multilingual social content, discover how Translation Memory and Glossaries help enterprises maintain brand consistency across markets — an essential tool when scaling content for platforms like Facebook and TikTok in Vietnam.

Zalo Users in Vietnam in 2026

Zalo is Vietnam’s dominant homegrown social platform. Statements from VNG, Zalo’s parent company, indicate that Zalo had 78.3 million monthly active users in Vietnam at the time of report production. This figure represents 77.0% of the total population and 91.4% of Vietnam’s internet users.

Zalo’s adult user base was nearly split evenly between genders: 48.8% female and 51.2% male.

Zalo User Growth in Vietnam

Zalo’s active user base grew by 700,000 (+0.9%) between mid-2024 and mid-2025. While the growth rate is modest, Zalo’s near-total penetration among Vietnamese internet users makes it an indispensable platform for any brand targeting the local market. Unlike Western platforms, Zalo combines messaging, news, and e-commerce features — making it a one-stop digital hub for millions of Vietnamese users.

For businesses planning to market on Zalo or any Vietnamese digital platform, working with content in the local language is non-negotiable. Explore Elite Asia’s Vietnamese Translation and Interpretation services to ensure your brand speaks Vietnamese authentically and accurately.

YouTube Users in Vietnam in 2026

YouTube remains one of Vietnam’s most widely used video platforms. Google’s advertising data indicates that YouTube had 62.1 million users in Vietnam in late 2025, equivalent to 61.0% of the total population. YouTube ads reached 72.5% of Vietnam’s entire internet user base at the time.

The adult audience on YouTube in Vietnam was 48.7% female and 51.3% male.

YouTube User Growth in Vietnam

YouTube’s potential ad reach in Vietnam decreased slightly by 200,000 (-0.3%) between the end of 2024 and late 2025 on an annual basis. However, on a quarterly basis, reach increased by 500,000 (+0.8%) between July and October 2025, suggesting a stabilisation and modest recovery.

Video content is dominating Vietnam’s digital scene. Research shows that Vietnamese audiences respond well to 30–60 second short-form videos for discovery and 5–8 minute YouTube content for deeper storytelling. Brands that invest in localised, high-quality video content are seeing stronger engagement across the board.

Facebook Users in Vietnam in 2026

Facebook is the most widely used social platform in Vietnam. Meta’s advertising data shows that Facebook had 79.0 million users in Vietnam in late 2025. Facebook’s ad reach was equivalent to 77.6% of the total population at the end of the year.

Facebook User Growth in VIETNAM

Facebook’s potential ad reach in Vietnam increased by 5.30 million (+7.2%) between October 2024 and October 2025. On a quarterly basis, reach grew by 1.10 million (+1.4%) between July and October 2025.

Facebook Adoption in vietnam

Facebook adoption in Vietnam is remarkably high. Among the “eligible” audience (those aged 13 and above), 96.5% used Facebook at the time of writing. Facebook’s ad reach was equivalent to 92.3% of Vietnam’s total internet user base.

In terms of demographics, 50.2% of Facebook’s adult ad audience in Vietnam was female, and 48.1% was male. Facebook has also become the leading platform for live streaming in Vietnam, with 76% of Vietnamese consumers making purchase decisions based on livestream content.

For brands looking to activate Facebook campaigns effectively in Vietnam, accurate and culturally relevant content is crucial. Learn more about website localisation to understand how to adapt your digital presence for the Vietnamese market.

Instagram Users in Vietnam in 2026

Instagram has a smaller but growing presence in Vietnam. Meta’s advertising tools show that Instagram had 11.7 million users in Vietnam in late 2025, equivalent to 11.4% of the total population. Among adults (18+), Instagram’s reach was 15.6%.

Instagram’s adult audience in Vietnam skews female: 56.7% female and 42.4% male.

Instagram User Growth in Vietnam

Instagram’s potential ad reach in Vietnam grew by 1.35 million (+13.1%) between October 2024 and October 2025. On a quarterly basis, reach increased by 100,000 (+0.9%) between July and October 2025.

While Instagram’s overall penetration in Vietnam is lower than in some other Southeast Asian markets, its growth rate and strong female audience make it a valuable platform for lifestyle, fashion, beauty, and consumer brands targeting urban Vietnamese consumers.

TikTok Users in Vietnam in 2026

TikTok is one of the most powerful platforms in Vietnam. TikTok’s advertising resources indicate that the platform had 76.1 million adult users (aged 18+) in Vietnam in late 2025. TikTok ads reached 102.9% of all adults aged 18 and above in Vietnam and 88.8% of the local internet user base.

TikTok’s adult audience in Vietnam was 46.9% female and 53.1% male.

TikTok User Growth in Vietnam

TikTok’s potential ad reach in Vietnam grew by 6.88 million (+9.9%) between the end of 2024 and late 2025. This makes TikTok one of the fastest-growing platforms in the country. On a quarterly basis, reach decreased by 4.19 million (-5.2%) between July and October 2025, though this likely reflects a platform data correction rather than a true decline in users.

Short-form video and livestreaming on TikTok are transforming how Vietnamese consumers discover and buy products. Content creators are increasingly acting as digital storefronts through AI-powered affiliate tools, compressing the entire sales funnel into high-engagement sessions.

LinkedIn Users in Vietnam in 2026

LinkedIn is the go-to professional networking platform in Vietnam and a key channel for B2B marketing. LinkedIn’s advertising tools reported 10.0 million members in Vietnam in late 2025, equivalent to 9.8% of the total population and 13.5% of adults aged 18 and above.

LinkedIn’s adult audience in Vietnam was 50.8% female and 49.2% male — one of the most balanced gender splits of any platform in the country.

LinkedIn User Growth in Vietnam

LinkedIn’s potential ad reach in Vietnam grew by 1.40 million (+16.3%) between the end of 2024 and the end of 2025 — the highest growth rate of any major social platform in the country. On a quarterly basis, LinkedIn’s audience grew by 200,000 (+2.0%) between July and October 2025.

For B2B companies targeting Vietnam’s professional class, LinkedIn’s rapid growth is a clear signal. Pairing LinkedIn campaigns with high-quality, locally relevant content — and strong SEO — is the winning formula. Learn what SEO is and how to use it to grow your business in markets like Vietnam.

Messenger Users in Vietnam in 2026

Facebook Messenger remains a major communication and commerce tool in Vietnam. Meta’s advertising data shows that Messenger reached 57.8 million users in Vietnam in late 2025, equivalent to 56.8% of the total population. Among adults (18+), 78.1% used Messenger, and the platform reached 67.4% of Vietnam’s total internet user base.

Messenger’s adult audience was 50.5% female and 47.7% male.

Messenger User Growth in vietnam

Messenger’s potential ad reach in Vietnam grew by 2.90 million (+5.3%) between October 2024 and October 2025. On a quarterly basis, the audience grew by 550,000 (+1.0%) between July and October 2025.

Messenger is increasingly being used as a full-funnel commerce tool in Vietnam. AI is transforming messaging platforms into hubs where discovery, negotiation, and payment all happen in one place — a trend Meta has identified as central to Vietnamese business growth in 2026.

Reddit Users in Vietnam in 2026

Reddit is a smaller but rapidly expanding platform in Vietnam. Reddit’s advertising tools showed 3.25 million users in Vietnam in late 2025, equivalent to 3.2% of the total population and 3.8% of the internet user base.

Reddit User Growth in Vietnam

Reddit’s potential ad reach in Vietnam grew by 2.47 million (+316%) between the end of 2024 and late 2025 — the largest percentage growth of any platform tracked in this report. On a quarterly basis, Reddit’s audience in Vietnam increased by 300,000 (+10.2%) between July and October 2025.

While Reddit’s overall user base in Vietnam is still small, its explosive growth suggests increasing interest, particularly among tech-savvy and internationally minded Vietnamese users. Businesses targeting niche communities and professional audiences may find Reddit an emerging channel worth exploring.

X Users in Vietnam in 2026

X (formerly Twitter) has a relatively modest presence in Vietnam. X’s advertising data shows the platform had 7.34 million users in Vietnam in late 2025, equivalent to 7.2% of the total population and 8.6% of the internet user base.

X’s adult audience in Vietnam was 35.9% female and 64.1% male, though X infers gender from user signals rather than self-reported data, so this figure should be interpreted with caution.

X User Growth in vIETNAM

X’s potential ad reach in Vietnam decreased by 152,000 (-2.0%) between the end of 2024 and late 2025. However, on a quarterly basis, reach grew by 222,000 (+3.1%) between July and October 2025.

X remains a niche platform in Vietnam, more popular among journalists, academics, and business commentators than the general public. Its value for most brands in Vietnam is limited compared to platforms like Facebook, TikTok, and Zalo.

Threads Users in Vietnam in 2026

Threads, Meta’s text-based social platform, is a relatively new entrant in Vietnam. Meta’s advertising tools show that Threads had 4.65 million users in Vietnam in late 2025, equivalent to 4.6% of the total population and 5.4% of the internet user base.

Among adults (18+), 6.3% used Threads. The platform’s adult audience was 51.6% female and 44.1% male, making it one of the more female-skewed platforms in the market.

While Threads is still in its early growth phase in Vietnam, it has reached 300 million monthly active users globally and is building traction among Gen Z users. For brands already active on Instagram, extending to Threads is a natural and low-effort way to broaden reach.

Why Elite Asia Is Your Partner for Vietnam

Entering Vietnam’s digital market is a major opportunity — but it requires more than just switching on an ad campaign. Language, culture, and local platform knowledge all play a critical role in whether your brand connects with Vietnamese consumers or gets lost in the noise.

Elite Asia is a leading multilingual digital marketing and localisation agency with deep expertise across Southeast Asia, including Vietnam. Here is what sets Elite Asia apart:

• Native-level Vietnamese content: Our team of certified Vietnamese translators and copywriters ensure your messaging is accurate, natural, and culturally appropriate — never robotic or mistranslated.
• SEO-led digital strategy: We do not just translate your content; we localise and optimise it for Vietnamese search behaviour, helping your brand rank where it matters.
• Full-funnel digital marketing: From social media management to paid advertising on Facebook, TikTok, and Zalo, we build and execute campaigns tailored to Vietnam’s unique platform ecosystem.
• B2B and B2C expertise: Whether you are targeting enterprise clients on LinkedIn or mass consumers on TikTok, our strategies are built for your specific audience.
• Regional scale: With offices across Singapore, Malaysia, Hong Kong, and Indonesia, Elite Asia offers the regional footprint and local knowledge to support your Vietnam growth strategy end to end.

Explore Elite Asia’s Digital Marketing services for Vietnam →

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Elite Asia’s team covers 30+ languages across Singapore, Malaysia, Hong Kong, Japan, South Korea, China, Taiwan, and Thailand — with full technical support, ISO 9001:2015 certification, and a dedicated MICE division ready to support your next event.

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