Social advertising top preference among Vietnamese companies: report

By Nguyen Quy October 27, 2019 | 04:54 pm PT

A man uses his phone at a coffee shop in Hanoi. Photo by Reuters/Kham.

Social advertising is the most favored digital marketing tool for Vietnamese enterprises regardless of size, market research firm Q&Me said in a report.

Eighty four percent use social advertising, followed by search advertising (46 percent) and displays (44 percent), according to the recent report, which surveyed 135 companies.

Thirty nine percent use online video advertising while only 23 percent resorted to influencer marketing.

Ninety four percent of mid- and large-sized companies, who have 50 employees or more, use social advertising while the ratio is 79 percent for small companies.

Facebook is the most popular social media for digital marketing, with 96 percent of companies using it, followed by YouTube (75 percent), Instagram (49 percent), and Zalo (32 percent).

Facebook is used mainly for branding and customer support, the report said.

Vietnam ranks seventh in the world in number of Facebook users with 58 million, or 75 percent of the population aged 13 or more, according to a report released in July by U.K. advertising agency We Are Social.

An average Vietnamese uses social media for two hours and 23 minutes a day, same as the global average, according to market research firm GlobalWebIndex.