Introduction

Social Media Marketing (SMM) has become a universal strategy for businesses worldwide. However, user behavior differs significantly between local markets such as Vietnam and the global stage. Understanding these differences is essential for building effective campaigns and maximizing engagement.

1. Platform Preferences

• Vietnam: Facebook, TikTok, and Zalo dominate the social media landscape. TikTok is especially strong among younger audiences, while Facebook remains the go-to platform for businesses and communities.
• Global Markets: While Facebook and Instagram are widely used, platforms like Twitter (X), LinkedIn, and Snapchat play bigger roles depending on the region. In Western countries, LinkedIn is a key channel for B2B marketing.

2. Content Consumption Habits

• Vietnam: Users tend to prefer short, entertaining, and mobile-friendly content such as TikTok videos, livestream sales, and memes. Livestream shopping is a major trend that continues to grow.
• Global: International users are more diverse in content consumption—ranging from blogs and podcasts to long-form YouTube videos and professional content on LinkedIn.

3. Engagement Styles

• Vietnam: Engagement is highly interactive and community-driven. Users actively comment, share, and join group discussions. Livestream interaction is a key feature of Vietnamese user behavior.
• Global: Engagement varies, but tends to be more segmented. Some audiences prefer passive engagement (likes, views) while others engage through professional or niche communities.

4. Purchasing Behavior

• Vietnam: Social commerce is booming. Users are highly receptive to buying products directly via livestreams or social media shops. Trust is often built through influencers and peer recommendations.
• Global: While social commerce is growing, users still rely heavily on e-commerce platforms like Amazon, eBay, or Shopify, with social media often serving as a discovery tool rather than the main purchase channel.

5. Cultural Influences

• Vietnam: Collectivist culture means word-of-mouth, community groups, and peer validation play huge roles in decision-making.
• Global: In Western countries, individual preferences, brand reputation, and content quality are stronger drivers of engagement.

Conclusion

Vietnam’s SMM market is characterized by strong community interaction, social commerce, and the dominance of platforms like Facebook and TikTok. Global markets, however, show more diversity in platform use and engagement styles. For brands, adapting strategies to these behavioral differences is the key to successful international and local campaigns.

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Date: 02/10/2025