Vietnamese people use SNS as skillfully as Japanese people—or even more so. Their reliance on SNS may exceed that of Japanese users. It is even said that the government periodically restricts access out of concern that it interferes with work. So which SNS do Vietnamese people actually use? We explain the reasons for their popularity along with on-the-ground information.

Popular SNS among Vietnamese people ①: Facebook

The SNS with overwhelming popularity in Vietnam is Facebook. When you get to know a Vietnamese person, things often start with a friend request.

Facebook is practically a daily necessity

In Vietnam, it is no exaggeration to say that Facebook is a daily necessity. Beyond messaging friends and posting updates, it is used for gathering information, buying and selling goods, job hunting, matchmaking, and much more. Many people also communicate via Facebook Messenger. For that reason, anyone who frequently interacts with Vietnamese people will find it convenient to have an account.

Watch out for Facebook use during work

Because dependence on Facebook is so high, more than a few Vietnamese people spend a large part of the day checking it. Even during work hours, they can become absorbed in Facebook and stop working. If someone appears to be on their smartphone at work, there is a strong chance it is Facebook. Be sure to address it clearly.

Popular SNS among Vietnamese people ②: Instagram

Alongside Facebook, Instagram has a large number of users. The impression is that women in particular use it heavily.

Vietnamese people love beautiful things

Vietnamese people love looking at beautiful scenery and people. For that reason, Instagram—centered on photos—is an SNS that suits Vietnamese tastes. Young women in particular become absorbed in it. They post landscapes from places they visit on trips and photos of themselves posing like models. In fact, even amateur Vietnamese photographers are often quite skilled, and you will sometimes see photos that look almost professional.

Some also thrive as influencers

Vietnam is a country where side jobs are common. As a result, some students and working adults use their photography skills to work as influencers in their spare time. Genres range widely, including travel, food, cosmetics, and fashion. There are also cases of people leveraging study-abroad or schooling experience in Japan to succeed as influencers specializing in Japanese cuisine or Japanese ingredients.

Popular SNS among Vietnamese people ③: YouTube

YouTube has been growing in presence in Vietnam recently. It often becomes a gateway to learning about Japanese culture, such as anime and tourist destinations.

Over 10 million views is not unusual

In Vietnam, once a video draws attention, the information spreads rapidly. For that reason, it is by no means unusual for a video to surpass 10 million views. As YouTube users have increased, more Vietnamese people have also become knowledgeable about Japanese anime, dramas, and films. As a result, it is not uncommon to meet young people with deep knowledge of niche anime that even many Japanese people do not know.

Vietnamese YouTube is growing in influence

In Japan, the image is that YouTubers are the ones who rack up view counts. Of course YouTubers exist in Vietnam as well, but singers tend to have stronger influence on YouTube. A common pattern is for young people who gain attention on Instagram or Facebook to debut as singers and expand their activities onto YouTube. Going forward, it may become an SNS with even greater influence than Facebook.

Popular SNS among Vietnamese people ④: Zalo

The last one we want to introduce is Zalo. It is little known in Japan, but it is Vietnam’s first SNS and has been downloaded more than 100 million times worldwide.

Zalo is Vietnam’s version of LINE

Zalo is a mobile messaging app developed by Vietnamese IT company VNG and positioned similarly to Japan’s LINE. It includes features much like LINE, such as chat, voice calls, live streaming, user matching, and a timeline. It has become indispensable to Vietnamese daily life, covering e-commerce, transportation ticket bookings, lodging reservations, utility payments, and more.

Often used with friends and family

In Vietnam, work-related exchanges tend to happen on Facebook, while communication with friends and family tends to happen on Zalo. That said, taking advantage of the fact that only the chat function is available on the PC version, more people are also using it like Slack for communication within companies or among project members.

Summary

Vietnamese people are highly skilled at using SNS, and most are comfortable showing their faces. They are not shy about putting themselves out there. So if you ask Vietnamese employees to help with SNS PR, they will likely join in gladly. On the flip side, they can also get caught up in SNS exchanges and stop working. For peace of mind, it is better to set clear rules on SNS use during work hours.