{"id":87,"date":"2026-03-24T14:54:27","date_gmt":"2026-03-24T05:54:27","guid":{"rendered":"http:\/\/india-marketing.jp\/vietnam\/%e3%83%99%e3%83%88%e3%83%8a%e3%83%a0%e3%81%a7%e5%8a%b9%e6%9e%9c%e7%9a%84%e3%81%aa%e3%83%97%e3%83%ad%e3%83%a2%e3%83%bc%e3%82%b7%e3%83%a7%e3%83%b3%e3%82%a2%e3%83%97%e3%83%aa%e6%b4%bb%e7%94%a8%e8%a1%9313\/"},"modified":"2026-08-02T16:21:32","modified_gmt":"2026-08-02T07:21:32","slug":"promotion-vietnam-apps-utilization","status":"publish","type":"vietnam","link":"https:\/\/india-marketing.jp\/en\/vietnam-business\/promotion-vietnam-apps-utilization\/","title":{"rendered":"13 Effective Promotion App Strategies for Vietnam [2026 Edition]"},"content":{"rendered":"
\nThis article is based on what we could verify As of August 1, 2026<\/strong> This article is based on public materials and news reports from Vietnam. Vietnam's tax system, regulations, and administrative divisions change frequently, so information here may have been updated since publication. For actual business decisions, please confirm the latest details with the relevant government authorities or local experts as primary sources.\n<\/div>\n\n\n

For companies considering entering the Vietnamese market, digital promotion is an unavoidable challenge. Social media users 79 million<\/strong> (about 92% of internet users), and TikTok's ad reach rate of 88.8%<\/strong> As these figures show, this is a market where mobile app-based marketing is directly linked to purchasing behavior (source: BigBeat, \"Latest Vietnam Social Media Usage Trends 2025\"<\/a>).<\/p>\n

In 2025, achieving GDP growth of 8.02%<\/strong> Vietnam is targeting growth of 10% or more in 2026. This article explains, from 13 perspectives, promotion app strategies that are actually delivering results in this rapidly growing market.<\/p>\n

1. Zalo: The Overwhelming Presence of Vietnam's LINE<\/h2>\n

With approximately 70 million people<\/strong> monthly active users, Zalo is a homegrown Vietnamese messaging app. Used by 75% of Vietnam's population, it holds a position similar to Japan's LINE as a means of communication with family and friends. Beyond messaging, it has established itself as a multifunctional platform offering official account information, utility bill payments, and money transfers between friends.<\/p>\n

Using Zalo Official Accounts and Zalo Shop<\/h3>\n

Companies can engage in two-way communication with customers through Zalo Official Accounts. With the Zalo Shop feature, product sales can be completed entirely within the app, eliminating the need to build a separate e-commerce site. Zalo Ads offers seven ad formats (CPC, CPA, and CPM\/CPV billing), allowing for flexible operation according to budget.<\/p>\n

Zalo is especially effective for reaching the B2B sector and rural areas. While TikTok and Instagram are popular in urban areas, Zalo and Facebook remain dominant in rural and agricultural regions.<\/p>\n

2. Facebook: Still the Strongest Marketing Foundation<\/h2>\n

With more than 73 million<\/strong> monthly users, Facebook is the most widely used social media platform in Vietnam. It is especially well-suited for use during the product understanding and comparison stages, mainly among consumers in their 30s and older.<\/p>\n

Live Commerce and Community Building<\/h3>\n

In Vietnam, live commerce using Facebook's live streaming feature is spreading rapidly. Real-time product demonstrations and Q&A can increase purchase intent, and this is especially effective in the beauty, fashion, and food sectors. Designing ads with an understanding of regional characteristics \u2014 Hanoi being more nationally oriented and Ho Chi Minh City more Western-oriented \u2014 is key to success.<\/p>\n

Related article: Vietnam Social Media Marketing Strategy<\/a><\/p>\n

3. TikTok: The Definitive Channel for Reaching Gen Z<\/h2>\n

With an ad reach rate of 88.8%<\/strong> and monthly usage time of 41 hours and 45 minutes<\/strong> TikTok is the leading platform for Gen Z marketing in Vietnam. The introduction of TikTok Shop has accelerated its fusion with live commerce, establishing a path from product discovery to purchase.<\/p>\n

User Participation Challenges and Branded Effects<\/h3>\n

Garnier's \"#GiGiGiGi Challenge\" garnered about 280 million views and, combined with Shopee integration, achieved a 30% increase in sales in the serum category. Berocca's (Bayer) Branded Effect raised ad awareness by 13.2% and reached 50 million video views. Mechanisms that let users generate their own content are especially effective in the Vietnamese market.<\/p>\n

Related article: The Complete Guide to TikTok in Vietnam<\/a><\/p>\n

4. Instagram: Reaching Affluent Urban Consumers<\/h2>\n

With about 10.6 million monthly users, Instagram holds strong influence over urban, affluent, and fashion-conscious young people. It is especially effective for Vietnamese women in their 20s and 30s who value visuals and storytelling, and content incorporating Japanese minimalism and aesthetic sensibility functions as a differentiator.<\/p>\n

The Effectiveness of Influencer Marketing<\/h3>\n

In Vietnam, recommendations from micro-influencers (with 10,000 to 100,000 followers) have a major impact on purchase decisions. Stories ads display in full screen for a highly immersive experience and can also direct users straight to an e-commerce site with a swipe-up.<\/p>\n

Related article: Vietnam Gen Z Marketing Strategy<\/a><\/p>\n

5. MoMo: Promotion Through a Payment App<\/h2>\n

More than 30 million<\/strong> registered users make MoMo Vietnam's No. 1 e-payment app. In addition to payment functions, it offers services closely tied to daily life, such as payments at various stores, utility bills, and flight ticket purchases.<\/p>\n

Reaching Users Right Before They Buy<\/h3>\n

In-app ads on MoMo can reach users right before they make a payment, and linking these with coupons or cashback is effective. MoMo's survey feature targeting its users can also be utilized; a \"Survey on Attitudes Toward Japanese Culture\" of 1,200 residents of Hanoi and Ho Chi Minh City found that 82.2% of those who had visited Japan were interested in Japanese products and culture.<\/p>\n\n\n

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