Influencer marketing in Vietnam keeps thriving as more & more influencers are crowding Facebook, the most important social media platform in the country. The social media user base in Vietnam is also huge and they follow influencers for their purchase needs. Here are the key trends & insights of the state of influencer marketing in Vietnam in 2023 for your campaign in the Land of the Blue Dragons.

Influencer Marketing in Vietnam - All data and insights

Are you looking for the best way to grow your business in Vietnam?

Here is the thing: leverage Vietnamese influencers and run the best campaigns with them.

Marketing experts said that the utilization of influencers will continue to increase in Vietnam,

As influencer marketing has been successful to strengthen the relationship between Vietnam brands and consumers

And help them continue the product discovery process into the final buying decision.

Also, Vietnam’s social media user base is huge and they actively follow influencers on Facebook & YouTube.

78% of Vietnamese internet users are on social media spending 2 hours and 28 minutes.

Moreover, 77% of them have been influenced to buy a product endorsed by an influencer.

For brands & businesses trying to make it in Vietnam, what are you waiting for?

Here are the key statistics & insights of influencer marketing in Vietnam in 2023

Perfect to run successful influencer campaigns in this lucrative market.

Let’s get into it.


  1. Facebook is the most popular social media platform for influencer marketing campaigns in Vietnam
  2. 77% of Vietnamese Online Buyers have purchased a product by an influencer’s recommendation
  3. Family & Education Brands in Vietnam Spend The Most Influencer Campaign Budget
  4. Micro-influencers are dominating Vietnam’s influencer marketing industry
  5. Nano-influencers are the influencer tier with the highest engagement rate in Vietnam
  6. Fashion & Beauty are the most popular niche for Vietnamese Influencers

What is influencer marketing in Vietnam?

Influencer marketing in Vietnam is social media marketing involving brand endorsements and product placements from The Land of Blue Dragon’s influencers, content creators, or key opinion leaders (KOL).

The chosen figure will then promote the product or service from a brand on their social media posts as sponsored content.

Influencer marketing is proven to bring more ROI for businesses than traditional banner ads.

Surely, it will be the best strategy to reach the 76.95 million social media users in Vietnam.

The number is equivalent to 78% of the total population in Vietnam.

Plus, Vietnamese social media users spend 2 hours & 28 minutes online scrolling their social media.

This indicates that the huge number of social media users and how long they spend time on the app

Makes the target audience in Vietnam is very potential to reach.

This is a great chance for brands to market their products here with influencer marketing.

Let’s see the influencer marketing insights and statistics to fuel your campaigns in Vietnam.

Yes. We can help
your Brand

Influencer Marketing – With the Best Creators
Social Management – Post, Comments & Messages
Content Creation – Video Edition & Design

Gregory Taslaud help your brand

Where is Vietnam? (if you don’t know)

Vietnam is one of the Southeast Asian countries located in the Indochina peninsula.

Exactly, it is the home of the famous Golden Bridge.

The country is famous for its beautiful beaches, temples & pagodas, beaches, and amazing cuisines.

Pho or Vietnamese Noodle Soup is also one of the popular things about Vietnam.

Vietnamese people speak Vietnamese, it’s the first & national language for the majority of people there,

And the second language for minority groups.

You will find a lot of English speakers in tourist areas, while in remote areas, there will be fewer English speakers.

Older Vietnamese in fact speaks French more than English.

Vietnam is among countries with strong economic state,

The country is even named as the fastest growing economy in Asia in 2022.

If you plan to penetrate Vietnam’s market, you need to know the best method to reach your target market.

Influencer marketing is one of them.

Dive deeper into what should you prepare for your influencer marketing campaign in Vietnam.

Facebook is the most popular social media platform for influencer marketing campaigns in Vietnam

Vietnam is among the countries in the world with the highest rates of social media usage.

And Facebook becomes the most-used social media in Vietnam.

Here are the top 3 most popular social media in Vietnam in 2023.

  • 93% of Vietnamese use Facebook 
  • 91% of Vietnam social media users use Zalo
  • 82% of Vietnamese social media users use Facebook Messenger
  • 74% of Vietnamese social media users use TikTok

For those who don’t know, Zalo is a homegrown app that shakes up the Vietnamese social media landscape.

Previously, Zalo was way behind its big competitors:

Struggling in penetrating the Vietnamese market with its out-of-date 3G infrastructure.

But after a year after its release in 2012, the free messenger app hit 2 million users.

Zalo is even crowned as the first-ever Vietnamese unicorn startup.

List of the most-used social media platforms in Vietnam in 2023
Just need 2% more vietnamese users for Zalo to overtake Facebook

Another highlight-worthy insight:

TikTok ranks fourth as the most-used social network in Vietnam, overtaking Instagram in the 5th rank.

It becomes the biggest short-form video app in Vietnam where 55% of Gen Z are using TikTok.

Vietnamese brands are rushing to TikTok, but most of them are still choosing Facebook for influencer marketing.

Preferred social media platforms used for influencer marketing by brands in Vietnam in 2023
Facebook almost takes up all the charts in Vietnam

There are so much meaningful data about the digital platform landscape in Vietnam.

Facebook is clearly the leading platform to run any digital marketing campaign in Vietnam, including influencer marketing.

However, brands also need to keep an eye on Zalo and TikTok’s growth in the Land of the Blue Dragons.

The two apps are growing rapidly and of course, it affects how broadly you can reach Vietnamese online consumers.

77% of Vietnamese Online Buyers have purchased a product from an influencer’s recommendation

Now, we’re moving on to the Vietnamese consumers’ insights.

One thing is for sure: Vietnamese digital customers go to influencers to convince them before checking out their carts.

How so?

In fact, 77% of Vietnamese digital customers have bought a product after seeing sponsored content from an influencer.

That’s hella huge number.

This means, over three-quarters of Vietnamese online buyers put their trust in influencers for their buying decisions.

Number of Vietnamese online consumers who purchased a product from influencer’s endorsements in 2023
Influencers in Vietnam are super-effective sellers 💰

Why influencers can push such a big number of sales?

It’s because Vietnam is part of Southeast Asia where word-of-mouth is the most successful marketing strategy in the region.

Lots of Southeast Asian online consumers also trust influencers at the end of their buying decision,

For example, Singapore and Indonesia.

In conclusion, influencers are effective sellers & marketers for brands.

Read here about influencer marketing in Southeast Asia to understand more about online consumers’ insights.

Family & Education Brands in Vietnam Spend The Most Influencer Campaign Budget

Moving to the brand section, let’s map what is the sector that invests the most in influencer marketing.

And the winner is Family & Education.

It’s not common for this sector to top the rank as it’s usually Fashion & Beauty or Food & Drink.

Here are the top spenders for influencer marketing in Vietnam.

  • 51% of Family & Education brands spend the most in influencer marketing 
  • 24% of Food & Drink spend the most in influencer marketing 
  • 15% of Fashion & Beauty spend the most in influencer marketing 

Vietnam’s education industry is that promising, the industry even spends 18% of the country’s total investments.

While Entertainment only makes it to the top 5.

This is the full chart of brand sectors that leverage influencer marketing the most in 2023.

Vietnamese type of brands that invest the most in influencer marketing in 2023
Family, Education takes up half of the chart in 🇻🇳

This means the Family & Education sectors are eager to invest in influencer marketing.

In fact, the education industry in Vietnam is very promising.

If your brand offers courses, or other related education products or services,

Make sure you penetrate the Vietnamese market with influencer marketing.

Examples of Brands in Vietnam with the Best Influencer Marketing Campaign

Not everyone is a great first-timers.

No worries, I have prepared a study case from brands in Vietnam for your influencer campaign’s inspiration.

Yes. We can help
your Brand

Influencer Marketing – With the Best Creators
Social Management – Post, Comments & Messages
Content Creation – Video Edition & Design

Gregory Taslaud help your brand

Let’s see these 5 examples of Vietnamese brands that are successful with their influencer campaigns.

1. Watsons Vietnam partners with various influencers to increase brand awareness

Watson is one of the leading beauty stores in Vietnam.

The company collabs with various influencers, from nano, micro, to macro influencers on TikTok

To boost brand awareness.

One of the videos shows reviews from influencers after buying some beauty & skincare products from the store.

2. Focallure Vietnam features influencers in its official account TikTok videos

Trả lời @Em_Hiền_Nè👻 Kem nền dạng lỏng này thực sự tuyệt vời, nếu bạn có làn da trắng thì mình khuyên bạn nên sử dụng màu 01, còn đối với làn da ngăm đen thì mình khuyên bạn nên sử dụng màu 02 hoặc 03 #focallure #focallurebeauty #foundationhack #frothing #makeuphack #beautytips

♬ 原聲 – –

Originating from China, Focallure is a big beauty brand in Vietnam.

The brand collabs with lots of influencers whenever they promote new products, like the waterproof foundation in the video.

Then the influencer will be featured in Focallure’s official account.

This strategy succeeds in bringing more views to the brand’s TikTok videos.

3. Vinamilk partners with influencers to promote their new products


Mùa hè nóng nực ở nhà vẫn vui, đi siêu thị Jsol trữ sẵn cả thùng kem Vinamilk Delight #DelightNgonMeSay để chiến đấu rồi =)) Tham gia ngay! #Ad

♬ Delight Ngon Me Say – Ngo Lan Huong

Vinamilk is one of the big dairy brands in Vietnam.

They partner with well-known influencers and feature their videos on their TikTok official account.

Vinamilk only needs 3 videos to be viral, even with a lame concept (human acting as if they bite the ice cream filter)

The popular influencers are the most important part of this campaign 🙂

4. Vietnam Airlines collabs with various influencers to promote their services

Reviews are the best selling technique and influencers have the ability.

The same is done by an influencer who does a review of Vietnam Airlines’ services when he hops on one of its flights.

The same yet different videos are also done by other influencers working with Vietnam Airlines.

5. Shopee Vietnam partners with Football players & coaches to promote their monthly campaigns 

Shopee Vietnam runs a collaboration for their 9.9 campaign with Park Hang Seo, the Vietnam national football team leader.

Both Park Hang Seo and football are popular in Vietnam, making the campaign also popular.

The campaign results in Vietnamese celebrating the 9.9 campaign.

Micro-influencers are dominating Vietnam’s influencer marketing industry

This section, we’re going to talk about Vietnamese influencers.

In fact, there are growing popularity of influencers on Facebook, the most-loved platform in Vietnam,

And marketers are turning to the social network as a key business channel.

Number of influencers by tiers in Vietnam in 2023
Micro-influencers are leading the way.

There must be countless influencers to work with, but you must choose the best ones that can deliver your targets.

Turns out, in 2023, micro-influencers outnumber every influencer tier in Vietnam.

Nano-influencers come second behind micro-influencers.

Here is the population of Vietnamese influencers by follower count in 2023:

  • Micro-influencers rank first with 2,600 influencers in the Vietnamese industry
  • Nano-influencers rank second with over 1,100 influencers in the Vietnamese industry
  • Mid-tier influencers rank third with over 700 influencers in the Vietnamese industry

The growing influencers are crowding the Vietnamese industry while celebrity influencers seems a bit rare.

Even if micro influencers are leading the other tiers, doesn’t mean they are the best ones for your brand.

One important thing to check before collaborating with an influencer: see how good the engagement rate is.

Let’s jump on the next section.

Nano-influencers are the influencer tier with the highest engagement rate in Vietnam

Yes, the most important influencer is not micro-influencers,

In fact, nano-influencers are the most essential ones since they have the highest average engagement rate among others.

Micro-influencers are also important since they are the dominant population plus they have the second-highest engagement rate.

While other tiers’ engagement rate decrease respectively.

Average engagement rate of Vietnamese influencers by tiers in 2023
Nano-influencers are quite powerful in Vietnam

Vietnamese nano-influencers are generating a 3.6% of engagement rate on average,

No wonder they are hunted by brands to run their influencer campaigns.

These are the average engagement rate of influencers in Vietnam, from the highest to the smallest:

  • Nano-influencers generate a 3.6% of engagement rate on average
  • Micro-influencers have an average engagement rate of 3%
  • Mid-tier influencers have an average engagement rate of 2.3%
  • Macro-influencers generate only 2.25% of engagement rate
  • Mega-influencers generate a 2.24% of engagement rate on average
  • Celebrities generate only 2.20% of engagement rate

The engagement rate shows how many & how often people connect with influencers.

When influencers actively interact with their audiences, they will form a genuine relationship with them.

Plus, the audience of nano-influencers is usually close relatives, family, & friends,

That’s why they generate such a high engagement rate.

Vietnamese brands can easily create a brand buzz from these small “circles” through nano-influencers.

Collaborate with more than 1 nano-influencers and it will be the most successful influencer campaign ever.

Fashion & Beauty are the most popular niche for Vietnamese Influencers

Of course, there will be various niches in Viet’s influencer marketing landscape. 

But Fashion & Beauty is the most popular niche for influencers across social media platforms in Vietnam.

Here are the top 3 most popular influencer content in Vietnam:

  • Fashion & Beauty
  • Entertainment & Hobbies
  • Food & Drink

Take a look at the full chart of Vietnamese most popular influencer content here.

List of the most popular type of influencer content in Vietnam in 2023
It’s almost always Fashion and Beauty in the top position.

The top 3 content types are always in front, making it a common influencer niche.

One thing about influencer content in Vietnam is that Viet might not like lifestyle content that much.

The niche falls to the bottom 4 along with Personal Finance, Music, and Gaming.

This means that Fashion & Beauty and Entertainment brands are going to have more options on which influencer to work with.

The best Influencers in Vietnam in 2023 you can work with

It’s incomplete if we don’t recommend you the best influencers in Vietnam that you can work with.

Read here to find out what’s the best influencer and how to contact them if you are interested.

After that, go to this guide to write the perfect influencer email outreach, there are templates too! 

Now, let’s look at the 10 best influencers you can work with.

1. Mai Loves Beauty – Healthy Cooking, Lifestyle Influencer from Vietnam

Mai is a versatile Vietnamese influencer who loves traveling, cooking healthy foods,

And living a happy, bright life with shiny skin & natural makeup.

On Instagram, she shares her precious time on a beach, when hopping in a cafe, and taking photos with her dog.

2. Rulu – Established Food Influencer from Vietnam

Rulu, one of the established food influencers in Vietnam, is your logbook of every dish and cuisine available in Vietnam.

From chicken soup, meat grills, coffee, and dim sum, to pasta, everything is on Rulu’s list.

Complete with her full review of the dish for readers to consider visiting the restaurant.

3. Trang Ngo – Famous Makeup Influencer in Vietnam

Trang Ngo is the face behind the famous Changmakeup channel on YouTube.

She is one of the most prominent beauty influencers and YouTuber in Vietnam and her name is well-known among the country’s makeup lovers.

She started as a lipstick reviewer and has uploaded many lipstick swatch videos.

4. Minh La G-Rin – Hanoi-based Travel & Photography Influencer

Minh La G-Rin is a Vietnamese professional photographer who loves traveling.

He visits places across Vietnam and takes beautiful images to display on his Instagram page.

It’s so majestic, and aesthetically pleasing, and makes you want to visit Vietnam ASAP.

5. Den Vau – Vietnam-based Musician & Entertainment Influencer

Den Vau is a well-known rapper and song producer in Vietnam.

His ability to make music pleasing to everyone’s ears, makes every song he produces becomes a hit.

His popularity also leads the way to collaboration with countless big brands.

6. Phúc Mập Vlog – The Expat Vietnamese YouTuber

Going by Hurley in real life, this Vietnamese YouTuber is known for his funny vlogs.

The bearded expat has lived in Vietnam for the past seven years and always calls it his second home.

His channel covers Vietnamese food, people, and culture in a fun way.

7. Nguyen Newin – Viet Beauty & Self-Care Influencer

Nguyen Newin is a Vietnamese beauty influencer who covers not only skincare but also self-care content.

Nguyen’s page is about makeup and skincare where she shows makeup dos and don’ts, as well as skincare recommendations.

She also promotes the importance of wellness and shares her weight loss journey with her followers.

8. Misthy TV – Popular Vietnamese Streamer & Food Influencer

Misthy is the top female streamer in Vietnam who is famous on YouTube.

Although she is known for her popular live streams and gaming content,

Now her videos are more about traveling and food.

her food content is a must-watch since they are very entertaining.

9. Tran Thai Linh – Fitness, Lifestyle Influencer & Cat Lover in Vietnam

Tran Thai Linh is a fitness, health, & wellness influencer in Vietnam.

His Instagram page is full of Tran posing his long-time hard work of working out and going to the gym.

Aside from loving his body and his cat, Tran also loves hopping in a cafe and reading books.

10. Trung – Vietnamese Micro Lifestyle Influencer

Trung is the type of that mediocre, goofy Instagram guy

Who shares his precious moments with friends and random, candid portraits of him on the street.

But that’s what makes his page grows original and gain an authentic bond with his audience.

How to start an influencer marketing campaign in Vietnam?

Starting your influencer marketing journey might be tricky.

But as long as you have the best “tools” & “performers” to start, I promise your campaign will perform as expected.

Here are the best ways to start your influencer campaign in Vietnam in 2023.

Choose one of the top Vietnamese influencer marketing platforms

It’s 2023 and I won’t recommend you to open the Instagram search box

And type hashtags for certain influencer categories.

Instead of wasting your precious time looking for the best influencers on Instagram on your own,

Let the technology helps you out: pick one of the top influencer marketing tools in Vietnam.

It saves you time. It can also help your campaigns be much more effective & manageable.

With their big database of influencers & robust filters, you can easily find the right match.

There is also a handful of helpful features like campaign management, CRM management, campaign analytics, and many more.

You can’t miss the bot followers detection,

Besides, you can’t detect the bots when you do your own research.

Use the service of the best influencer marketing agency in Vietnam

Yes. We can help
your Brand

Influencer Marketing – With the Best Creators
Social Management – Post, Comments & Messages
Content Creation – Video Edition & Design

Gregory Taslaud help your brand

If you are fine to spend more budget,

Don’t hesitate to use the best service from the best Viet influencer marketing agency.

You just need to give them your brief and you will wait until they present the results.

Give them your plan & KPIs and they will run the campaign for you.

Yes, it cost more money to hire an agency, but they’re still worth your money because

They have real experience and even mastered handling campaigns in the ever-changing marketing industry for years.

An agency will also understand each influencer’s strength, which will be matched with your brand needs.

Lastly, they have a dedicated team with a super creative approach.

They know what works best to get the best results for your brand.

What is the best influencer tool to find influencers in Vietnam?

It is Inflact.

We already tried and reviewed plenty of influencer marketing Tools & Software.

And Inflact proves its Free Features are the best ones to discover potential influencers in Vietnam.

You will get 20% OFF if you want to use their professional tool using the promo code INSG20

As it said, it is totally FREE and is very easy to use.

Just type the preferred query, from keywords, and emails, to a set of filters,

Then you will be displayed with the most relevant KOLs & figures for your brand.

Plus, you can add them to your list (sign-up required) or download the search results easily to your device.

recherche influenceurs createurs gratuite

Inflact is also a complete marketing tool where you can schedule posts on Instagram,

Use its Free hashtag generators, and more.

You can also save the targeted profiles from the influencer search as your benchmark

To target followers from their audiences if you use Instagram automation.

My Take: Level up your influencer marketing strategies in Vietnam by using the best 2023 insights & trends 

Growing your business in a new country is not easy.

You need the key insights about the market industry & consumer behavior in order to succeed.

Reading into these key statistics of influencer marketing in Vietnam is the right step for you.

The Viet online buyers’ insights, the brands, the influencers, and the campaign ideas,

Will be your best fuel to run the most successful influencer campaign in Vietnam that bring you the goals you target.

The Vietnamese influencer marketing industry is huge and is projected to grow more in the future.

The demand also comes from Viet digital consumers, they trust influencer recommendations more than anything else.

However, don’t forget to audit the influencer you want to work with.

Never fall for obvious scams.

This is 2023 and if your brand is not on influencer marketing yet, you lost the competition even before competing.

Start leveraging influencers to wider market your product, spread more brand awareness, and increase your sales.

You have no idea how to start?

Use the best influencer marketing tool or hire an agency to help you with the influencer campaign.

And if you look for one, we are open to collaboration 🙂

Hundreds of clients have been handled by us collaborating with trusted influencers, no fake ones.

Try us and receive the best, real results from your influencer campaign in Vietnam.

Note: Do you want to get featured? Do you have additional data to add or a solution to help our readers? Just contact us.

Your Questions about the Influencer landscape in Vietnam 👇🏼

Is influencer marketing still effective in Vietnam?

Yes, influencer marketing is proven effective to reach Vietnamese audiences seeing many brands have succeeded and gained profits from various influencer campaigns. Besides, the chance to succeed in an influencer campaign is wide open: more & more influencers are crowding Facebook and Vietnamese digital consumers also trust influencers’ recommendations.

How much do Vietnamese influencers get paid?

Truth is, it’s a bit pricey to collab with Vietnamese influencers. A social media post from mid-tier influencers can cost 10-20 million VND. Even for micro-influencers, rates of 3-10 million VND per social media post are common. While a celebrity influencer in Vietnam can cost you a minimum of 25 million VND.

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