Vietnamese Influencers: An Overview of the Market and Current Influencer Marketing Trends

In recent years, Vietnamese influencers have become an important part of the digital marketing ecosystem. From TikTok, Facebook, and Instagram to YouTube, influencers not only create trends but also have a direct impact on consumer purchasing behavior.

The rapid growth of social media has created opportunities for brands to reach customers in a more natural way through Influencer Marketing. Rather than relying solely on traditional advertising, businesses are increasingly working with Vietnamese influencers to build trust, increase brand awareness, and drive sales.

How Is the Vietnamese Influencer Market Developing?

Vietnam is currently one of the countries with a high rate of social media usage in Southeast Asia.

Users spend a significant amount of time each day on:

• TikTok
• Facebook
• Instagram
• YouTube
• Threads

This creates favorable conditions for influencers to build follower communities and become a bridge between brands and customers.

While the market previously focused mainly on celebrities and artists, Vietnamese influencers have become much more diverse, including:

• TikTok Creators
• YouTubers
• Beauty Bloggers
• Food Reviewers
• Travel Bloggers
• Lifestyle Creators
• KOLs
• KOCs

This diversity allows businesses to select influencers that are suitable for their specific industries and target audiences.

Common Types of Influencers in Vietnam

Celebrity Influencers

This group includes well-known public figures such as singers, actors, MCs, and athletes.

Advantages include:

• Broad reach
• Rapidly increased brand awareness
• Strong media impact

However, collaboration costs are generally high, and celebrity influencers are not always the most suitable choice for sales-focused campaigns.

Macro Influencers

Macro influencers typically have hundreds of thousands to millions of followers.

They have the ability to:

• Create trends
• Reach large audiences
• Support branding campaigns

This group is often selected by major brands for large-scale marketing campaigns.

Micro Influencers

Micro influencers typically have communities ranging from several thousand to tens of thousands of followers.

Their key strengths include:

• High engagement
• Relatable content
• Reasonable collaboration costs

Many businesses are now shifting part of their budgets from larger influencers to micro influencers in order to optimize campaign performance.

KOC (Key Opinion Consumer)

KOC has become a prominent trend in Vietnam in recent years.

Unlike traditional influencers, KOCs focus on:

• Real-life product experiences
• Authentic reviews
• Objective evaluations

This allows KOCs to build trust with audiences and potentially drive stronger conversions.

Why Are Vietnamese Influencers Becoming Increasingly Influential?

Consumers Trust Real Experiences

Today’s customers often watch:

• Product review videos
• Livestreams
• Personal experiences

before making purchasing decisions.

Content created by influencers can feel more relatable and trustworthy to consumers than traditional advertising.

TikTok Is Changing Consumer Behavior

TikTok has become one of the fastest-growing platforms for Influencer Marketing in Vietnam.

Users can:

• Discover new products
• Watch reviews
• Compare products
• Purchase products directly

within just a few minutes.

This makes influencers an important part of the consumer purchasing journey.

Short-Form Video Content Is Dominating

Short-form video has become a leading trend across social media platforms.

Vietnamese influencers are increasingly focusing on:

• Experience-based videos
• Storytelling
• Everyday lifestyle content
• Livestreams

These formats are easy to consume and have strong potential to go viral.

Vietnamese Influencer Trends in 2026

KOC Marketing Continues to Grow

Many businesses are increasingly prioritizing KOCs because of their:

• Reasonable costs
• Authentic content
• Strong conversion potential

Especially on TikTok Shop, KOCs are becoming an important force in driving sales.

Smaller Influencers Are Receiving More Attention

Instead of working exclusively with large influencers, many brands are building networks of:

• Micro Influencers
• Nano Influencers
• Local Creators

This approach allows brands to reach target customers more effectively while optimizing marketing costs.

Social Commerce Continues to Expand

The combination of:

• Influencers
• TikTok Shop
• Livestreaming
• Affiliate Marketing

is creating new sales models in Vietnam.

Influencers are no longer simply promoting products; they can also directly contribute to revenue generation for brands.

How Should Businesses Choose Vietnamese Influencers?

When implementing Influencer Marketing, businesses should not rely solely on follower counts.

Important factors to consider include:

• The influencer’s audience demographics
• Engagement rate
• Content quality
• Personal image and reputation
• Brand fit

A well-matched influencer can deliver significantly better results than someone with a large following but an audience that does not align with the target customers.

DYM VIETNAM’s Influencer Marketing Services

To effectively implement campaigns with Vietnamese influencers, businesses need an appropriate strategy and access to a quality influencer network.

DYM VIETNAM Provides:

• Influencer Marketing strategy consulting
• Influencer research and selection
• KOL/KOC connections across various industries
• Campaign management and coordination
• Performance tracking and detailed reporting
• Campaign implementation across TikTok, Facebook, Instagram, YouTube, and Shopee

Why Choose DYM VIETNAM?

• A diverse influencer network across multiple industries
• Experience working with Japanese and Vietnamese businesses
• In-depth understanding of the Vietnamese influencer market
• Support for optimizing campaign costs and performance
• Transparent reporting with detailed data

Conclusion

The Vietnamese influencer market is entering a period of rapid growth alongside the expansion of TikTok, social commerce, and the creator economy. From KOLs and KOCs to micro influencers, each group offers unique value to businesses.

As consumers increasingly prioritize authentic content and real-life experiences, Influencer Marketing will continue to be an important strategy for businesses looking to build their brands, connect with customers, and achieve sustainable growth.

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