What are the most popular social networks in Vietnam?Vietnam's population reached over 100 million people in 2022, of which more than two-thirds were active social media users. In particular, over 90 percent of Vietnamese internet users used Facebook (Meta), 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 used social network, surpassing other global giants such as YouTube and TikTok.
The popularity of social media platforms varies from generation to generation. While Facebook and Zalo take the top spots among Millennials and Gen X, Gen Z has a significantly higher usage of international networks, including Facebook, YouTube, and TikTok. Additionally, TikTok is gaining momentum among the youngest generation of social media users in the country, with over 80 percent of internet users in this age group reporting being active on this platform. Meanwhile, in recent years, local platforms such as Mocha and Lotus have been introduced to the population, hoping to gain a fraction of the market. However, their market share remains modest due to the lock-in effect of existing competitors.