What are the most popular social networks in Vietnam?
Vietnam has a population reaching close to 100 million people, with the number of social network users amounting to around 75 million in 2022. In 2022, approximately 94 percent of Vietnamese internet users used Facebook, making the international platform the leading social media channel in the country. At the same time, Zalo, a local messaging app, has consistently been the second most popular social network surpassing other global players such as YouTube and Instagram.The popularity of social media platforms varies from generation to generation. While Facebook and Zalo have the highest preference among millennials and Gen X, Gen Z has a significantly higher usage of international networks, including Facebook, YouTube, and Instagram. Additionally, TikTok is gaining momentum among the youngest generation of social media users in the country, with over 70 percent of the internet users in this age group reported being active on this platform as of the first quarter of 2022. Meanwhile, several Vietnamese platforms, such as Gapo and Lotus, have been released in recent years, hoping to gain a fraction of the market. On the other hand, their market share remains modest due to the lock-in effect of existing competitors.
