📊 Decoding Vietnam’s Social Media Landscape: Facebook vs. TikTok in 2025

Vietnam’s digital ecosystem continues to evolve at remarkable speed, and with it, the way consumers discover, engage, and shop online.

In our recent webinar “Brand Growth In Vietnam: Facebook Vs. TikTok Algorithms And Strategies For 2025”, we explored how brand managers can strategically navigate these two dominant platforms to drive awareness, engagement, and conversions.

The Social Media Landscape in Vietnam

Vietnamese consumers are among the most socially connected in Southeast Asia With 72.7 million social media users spending an average of 2 hours 25 minutes daily, Vietnam remains one of Southeast Asia’s most engaged digital markets.

Notably, 93% of users watch video content, making video the dominant format for brand communication and discovery.

Among top video types, music videos (55%), livestreams (35%), and product reviews (30%) lead consumption, highlighting opportunities for brands to leverage entertainment, authenticity, and influencer content to drive engagement.

With Facebook and TikTok leading as the top destinations for content discovery and brand interaction. Yet while both platforms are powerful, they serve very different roles in the consumer journey.

Understanding how these differences shape consumer behavior is the first step to building an effective cross-platform strategy.

Platform DNA: Facebook vs. TikTok

Each platform has its own “DNA” , core characteristics that define how audiences behave and what content resonates most.

• Facebook is relationship-driven, a space where users engage deeply with communities, brands, and meaningful conversations.
• TikTok thrives on trends, creativity, and entertainment, where discovery happens in seconds through algorithmic precision.

To perform well, brands need to align content style with platform culture, not simply repurpose the same post across both.

Decoding the Algorithm: What Truly Drives Reach & Engagement

Our webinar unpacked how each platform’s algorithm rewards different signals:

• Facebook values meaningful interactions, comments, shares, and time spent viewing.
• TikTok prioritizes watch time, replays, and user interactions within the first few seconds.

That means your KPI design should reflect each platform’s logic. A high-performing TikTok post might have strong completion and save rates, while Facebook success hinges on conversation depth and engagement longevity.

We also analyzed viral content structures, breaking down why certain videos or posts perform exceptionally well and how brands can replicate those winning formulas.

Strategic Playbook: Combining Facebook & TikTok for Maximum Impact

Rather than viewing Facebook and TikTok as competitors, the most successful brands use them complementarily.

• Use TikTok to ignite awareness and tap into cultural trends.
• Use Facebook to deepen relationships and convert interest into loyalty.

For cosmetics and FMCG brands, an integrated approach might look like:

1. Launching new products through TikTok creators to spark curiosity.
2. Retargeting engaged users on Facebook with storytelling and reviews.
3. Driving conversion through community engagement, livestreams, or exclusive offers.

What’s Next: The Future of Social Media Marketing in Vietnam

Looking ahead, new ad formats, AI-powered content recommendations, and shoppable experiences will continue to redefine social media marketing.

Three key trends to watch:

1. High-performing videos that lead with storytelling, humor, or trends, seamlessly integrating products into engaging formats, will thrive as algorithmic personalization makes content relevance more critical than ever.
2. Commerce integration will blur the line between content and checkout.
3. Creator partnerships will evolve toward long-term brand ambassadorships.

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