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AnyMind Group

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Facebook leads all platforms in Vietnam for influencer usage and influencer marketing campaigns

YouTube ranked second for the popularity but experienced a negative year-on-year growth rate

AnyMind Group, an end-to-end commerce enablement platform – has today released a report revealing that influencer marketing in Vietnam witnessed the rise of micro and macro-influencer, the dominance of Facebook and the growth of business, family, and food & beverage verticals.

The “Influencer Marketing in Vietnam 2021” report revealed that Facebook holds top place in Vietnam with high influencer usage, a large amount of influencer marketing campaigns being run and high median engagement rates – all favorable conditions for the continuous rise of the platform in the market. In addition, Food & Beverage was one of the most popular and fastest growing verticals, which is expected to thrive in the next few years.

Top 3 influencer verticals in Vietnam

Looking at over 16,000 influencers and influencer data points in Vietnam on AnyTag, Arts & Entertainment, Fashion & Beauty, and Food & Beverage were the most popular influencer verticals in Vietnam. The Food & Beverage vertical still witnessed an increase in proportion, even though eating out has been limited, attributed to the rise of home-based content. The Business vertical also increased by 7.21% from the previous year due to increased demand for personal finance content. /p>

Micro and macro-influencers make up half of influencers in Vietnam

According to the data from AnyTag, micro-influencers and macro-influencers accounted for more than 50% of total influencer volumes, with 25.08% for micro-influencers and 25.15% for macro-influencers. In addition, the report shows that top stars and macro-influencers experienced a high growth rate (130.69% and 31.91%, respectively). The report also highlights that a large number of micro-influencers became macro-influencers and macro-influencers became top stars in the past one year.

Facebook is the most populous social media platform by influencers in Vietnam

Facebook (53.21%) has overtaken YouTube (25.53%) in Vietnam this year, followed by Instagram with 20.55% and Twitter with 0.61%. Facebook experienced an increase of 63.09% in the past one year, whilst Instagram was the platform with the strongest growth, experiencing a 127.87% year-on-year increase in influencers on this platform.

Additionally, Facebook is the platform of choice to run influencer marketing campaigns in Vietnam for 2021 (95.26%), matching the rise of influencers on Facebook too.

The “Influencer Marketing in Vietnam 2021” report is an extension of the company’s recently published “State of Influence in Asia 2021” report and aims to provide deeper insights about the influencer marketing industry in Vietnam. The report looks at the hottest influencer verticals in Vietnam, the most-favoured platforms by influencers, influencer category breakdown, and median engagement rates by platforms. Additionally, the report compares the top three hottest influencer verticals in Vietnam in terms of platforms, influencer categories and median engagement rates.

The report leverages on analysis of over 16,000 influencers in Vietnam on AnyMind Group’s influencer marketing platform, AnyTag. AnyTag was recently awarded “Game-changing Advertising Technology” in The Drum Awards for Digital Advertising APAC 2021.

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