Leading social media apps in Vietnam in Q1 2022, by generation

According to a survey among internet users conducted in Vietnam in the first quarter of 2022, Facebook was the leading social media platform among all generations. Meanwhile, the Vietnamese platform Zalo was the second most-used channel among Generation X. Compared to Generation X and Y, Generation Z had the lowest Zalo usage rate but higher usage for international platforms such as Instagram, Tiktok, and Pinterest.

Social media platforms in Vietnam

Vietnam was among the countries with the highest number of social media users worldwide. Tech giant Facebook Inc. dominates the social media landscape in the country, as its platforms Facebook, YouTube, and Instagram account for three out of the five leading active social networks among internet users. Being the only Vietnamese brand among the top five, messaging app Zalo was the second most-used social media platform, just behind Facebook. Meanwhile, TikTok has recently emerged as one of the networks with the highest growth in user number in Vietnam, slowly gaining its spot among the leading platforms.

The rise of TikTok among Gen Z in Vietnam

TikTok is particularly popular among Generation Z globally, and Vietnamese members of this generation were no different. The share of TikTok users among Gen Z in Vietnam has been growing fast, reaching over half of the internet users within this age group in 2021. Although this platform has yet to surpass Facebook as the number one social media app, it was second among the leading social media apps for watching short videos among Vietnamese Gen Z in 2021.