Influencer Marketing Trends in 2026 and Opportunities for Businesses in Vietnam

The rapid growth of social media has completely transformed the way brands communicate with customers. In the past, businesses mainly relied on television commercials or online banner ads. Today, however, consumers are far more attracted to authentic and relatable content created by Influencers.

Especially in Vietnam, Influencer Marketing has become a major trend as TikTok, Instagram, Facebook, and YouTube increasingly influence consumer purchasing behavior. From large corporations to small and medium-sized businesses, many companies are now investing in Influencer strategies to boost brand awareness and drive sales.

How Is the Influencer Marketing Market Changing in Vietnam?

In recent years, Influencer Marketing has evolved beyond simply collaborating with celebrities. Instead, the market is shifting toward more personal, experience-based, and authentic content.

Today’s users are highly interested in:

• Honest reviews
• Real-life product experiences
• Everyday lifestyle videos
• Short and easy-to-watch content
• Interactive livestreams

As a result, brands are now prioritizing collaborations with:

• Micro Influencers
• Nano Influencers
• KOCs (Key Opinion Consumers)

Although these groups may not have massive follower counts, they often generate higher trust and stronger engagement with audiences.

Why Does Influencer Marketing Fit Current Consumer Behavior?

Consumers Trust Traditional Advertising Less

Customers today are becoming increasingly resistant to direct advertising. Many users tend to ignore banner ads or highly promotional videos.

In contrast, content shared by Influencers often feels more natural because it includes:

• Personal experiences
• Emotional connection
• Relatable daily-life situations

This is one of the main reasons why many Influencer Marketing campaigns perform better than traditional advertising.

TikTok Is Accelerating Fast Purchasing Decisions

TikTok is reshaping the way consumers discover products.

With just a short video from an Influencer, viewers can:

• Learn about a brand
• See how the product is used
• Read feedback from other users
• Make a purchase decision immediately

The combination of TikTok Shop and Influencer Marketing is creating a powerful “watch and buy” trend.

Short-Form Video Content Continues to Dominate

Modern users prefer content that is:

• Short
• Entertaining
• Easy to understand
• Practical and useful

This explains why review videos, experience vlogs, and “before-and-after” content from Influencers often attract high viewership.

Influencer Marketing Is Not Only for Large Brands

Many businesses assume Influencer Marketing requires a huge budget. In reality, small and medium-sized businesses can also implement highly effective campaigns by choosing the right Influencers.

For example:

• A café can collaborate with local food reviewers
• An English center can work with educational TikTok creators
• A cosmetics brand can partner with beauty creators
• Resorts and hotels can invite travel bloggers for experience-based content

Instead of focusing only on follower count, many businesses now prioritize:

• Engagement rate
• Audience relevance
• Content quality
• Conversion potential

Key Influencer Marketing Trends in 2026

Rapid Growth of KOC Marketing

KOC Marketing is becoming increasingly important because consumers prefer authentic reviews from real users over highly polished advertisements.

Especially on TikTok Shop and Shopee, KOCs can help:

• Increase purchase rates
• Build trust and credibility
• Generate more product reviews

Livestream Selling Will Continue to Expand

Livestreaming is no longer just a product introduction method; it has become an effective direct sales channel.

Many businesses now combine:

• Influencers
• Flash sales
• Vouchers
• Mini-games

to increase engagement and drive sales during livestream sessions.

“Everyday-Life” Content Is Becoming More Popular

Users increasingly prefer videos that feel:

• Less edited
• More natural
• Relatable
• Authentic

As a result, Influencer content styles are shifting toward simplicity and genuine connection with audiences.

Long-Term Partnerships Will Be Prioritized

Instead of booking one-time sponsored posts, many brands are building long-term relationships with Influencers.

Consistent exposure helps brands:

• Increase brand recognition
• Build customer trust
• Maintain a stable brand image

How to Make Influencer Marketing More Effective

Define Clear Campaign Objectives

Before launching a campaign, businesses should clearly determine their goals:

• Increase brand awareness?
• Boost sales?
• Launch a new product?
• Gain more followers?
• Increase website traffic?

Each objective requires different Influencer groups and campaign strategies.

Choose Influencers That Match the Brand

An effective Influencer is not defined solely by follower count, but also by:

• Personal image
• Content style
• Audience demographics
• Engagement capability

Selecting the right Influencer helps optimize budget and maximize campaign performance.

Track Campaign Performance Data

Businesses should monitor key metrics such as:

• Reach
• Engagement
• CTR (Click-Through Rate)
• Traffic
• Conversion rate
• Revenue

This helps evaluate campaign effectiveness and improve future strategies.

DYM VIETNAM’s Influencer Marketing Services

If your business is looking for professional Influencer Marketing solutions in Vietnam, DYM VIETNAM is one of the agencies that supports campaigns across various industries.

Main Services

• Influencer Marketing strategy consulting based on brand goals
• Finding and selecting suitable KOLs/KOCs for target audiences
• Campaign management and coordination
• Campaign performance tracking and analysis
• Content production support with Influencers
• Multi-platform campaigns on Facebook, Instagram, TikTok, YouTube, and Shopee

Why Choose DYM VIETNAM?

• Diverse KOL/KOC network across multiple industries
• Experience working with Japanese and Vietnamese brands
• Strong understanding of Vietnamese consumer behavior and trends
• Support for budget optimization and campaign effectiveness
• Transparent reporting with platform-based performance data

Conclusion

Influencer Marketing is becoming an essential part of modern communication strategies. As consumers increasingly prioritize authentic content and real-life experiences, collaborating with the right Influencers can help businesses build stronger brands in the digital environment.

This is no longer just a short-term trend but is gradually becoming a sustainable marketing strategy for businesses across Vietnam.

DYM VIETNAM’s “Influencer Casting Service” page here.