https://www.shutterstock.

com/image-photo/senior-couple-dancing-together-1014561997

Influencer Marketing
in Vietnam
MARKET OVERVIEW 2021
About this report
Even though influencer marketing continues to grow and evolve in Vietnam, it still remains a tricky
market for marketers. On the other hand, we’re starting to see influencers and content creators come
into their own. As the market continues to evolve, marketers need to continue staying on trend to
succeed.

In this report, we look at the hottest influencer verticals in Vietnam, the most-favoured platforms by
influencers, influencer category breakdown, and median engagement rates by platforms. Additionally,
we compare the top three hottest influencer verticals in Vietnam in terms of platforms, influencer
categories and median engagement rates.

Our objective is to help marketers make increasingly informed decisions on influencer marketing, and
drive education around influencer marketing across the region, ultimately furthering the industry for
more impactful and efficient influencer marketing activities.

Data in this report was obtained and analyzed from the AnyTag* platform, and all figures shown are
accurate as of publication.
About AnyMind Group

AnyMind Group is an end-to-end commerce enablement platform for marketers, influencers,

publishers and businesses.

Founded in 2016, AnyMind Group has expanded rapidly across Asia. The company builds platforms
that form key business infrastructure for the digital economy, including software for business
analytics, cloud manufacturing, e-commerce enablement, marketing and logistics.

The company powers some of the most exciting corporations and next-generation companies, the
most dynamic influencers and creators, and the most forward-thinking online publishers and app
developers across the region.

Find out more at https://anymindgroup.com/

*AnyTag was previously known as CastingAsia

2
Definitions
Throughout this report, various influencer verticals are mentioned. Influencers are placed in a vertical
based on the type of content that they primarily create.

These influencers might have just a single registered social media platform on AnyTag, or hold
accounts on multiple social media platforms.

For the purposes of clarity, influencers are placed into five categories: top stars, macro-influencers,
micro-influencers, nano-influencers and end-users.

Data was obtained from influencers in Vietnam through the AnyTag platform, and encompasses
influencers across all ages, all major social media platforms (YouTube, Facebook, Instagram and
Twitter), and all influencer ranges mentioned above.

3
Influencer verticals in Vietnam

Most popular verticals for

influencers in Vietnam

*Verticals are determined based on the primary content an influencer creates on any platform.

Based on data from the AnyTag platform, Arts & Entertainment, Fashion & Beauty, and Food &
Beverage, were the most popular influencer verticals in Vietnam.

It’s important to note that brands are not limited to a specific vertical of influencers. What matters
more is the follower demographics an influencer can influence - which is why having deeper data
points for influencers is now more important than ever.

In spite of the pandemic, three verticals including Food & Beverage, Family, and Business vertical still
experienced a positive growth and they are also the top three fastest-growing verticals in the past
year. Specifically, Food & Beverage vertical experienced the highest increase of 19.71%, followed by
Family vertical with 7.65% and business with 7.21%. Influencers who created content around
business might not make up a large proportion this year but are expected to grow further in the next
coming years thanks to the higher interest from audience and increased investment from brands.

4
Influencers by platforms

53.31%

25.53%

20.55%

0.61%
Most-used social media platforms
for influencers in Vietnam
In terms of most-used social media platform, Facebook with 53.21% has overtaken YouTube 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. Instagram was the platform with
the strongest growth, experiencing a 127.87% increase in influencers on this platform.

On the flip side, YouTube saw a negative growth rate in Vietnam even though it was the second
populous platform by influencers.

For Facebook, the largest growth came in the micro-influencers (10,000 to 100,000 followers) and top
stars (over 1 million followers) categories, whilst Instagram’s growth largely came from the
micro-influencers, macro-influencers (100,000 to 1 million followers), and top stars categories.

5
A deeper dive
According to the data from AnyTag,
Influencer segment breakdown 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.

We also saw a high growth rate of top stars

(130.69%) and macro-influencers (31.91%). It
means that a large number of micro-influencers
became macro-influencers and
macro-influencers became top stars in the past
one year.

Overall, influencers in Vietnam have shown

considerable potential in the past year and there
is still greater room to grow in the future.

Influencer marketing campaigns by

Facebook is the clear platform of choice to social media
run influencer marketing campaigns for
2021, matching the rise of influencers on
Facebook too.

Adding on to that, influencer marketing

campaigns on YouTube had a decline in the
past year, whilst Twitter remained the same.

With that said, there exists opportunities for

brands to run influencer marketing
campaigns across various platforms
depending on the platform’s audience an
influencer possesses.

Influencer marketing campaigns run on AnyTag for a certain social media channel as
a proportion to other channels

6
Top 3 influencer vertical comparison
ARTS & ENTERTAINMENT
FASHION & BEAUTY
FOOD & BEVERAGE

7
Influencer verticals comparison
It is clearly that Facebook was the platform of Most-used social media platforms for the top 3
choice for Arts & Entertainment (52.63%), Fashion influencer verticals in Vietnam
& Beauty (63.24%), and Food & Beverage
(72.36%), which is in line with the general trends
for influencer marketing campaigns and
most-used social media platform in our previous
analysis.

In addition, Food & Beverage vertical (26.55%)

accounted for the majority of Instagram usage
while Arts & Entertainment vertical (23.04%) made
up the largest proportion of influencers on
YouTube

The popularity of Facebook can be attributed to

the platform’s predominant media format and
also what these platforms’ users are familiar with
(Facebook is the most populous platform for
Vietnamese and good to monetize).

Although there was differences in platform that

influencers use, it is vital to understand audience
insights so that marketers can choose the right
platform to maximize the impact.

Influencer breakdown by category for the top 3
influencer verticals in Vietnam
The largest influencer vertical for
nano-influencers are Food & Beverage with
24.63%. It means that consumers in Vietnam
receptive to food and drink content even from
personalities who do not have large followings.

At the same time, Arts & Entertainment vertical is

the largest segment for micro-influencers and
macro-influencers, and top stars.

Ultimately, it’s important to understand the types

of influencers suitable for your campaigns, and
select influencers from there. This can be
coupled with insights that are derived from
platforms like AnyTag to better understand how
an influencer delivers content and their follower
demographics.

8
Influencer verticals comparison
Median engagement rates by platform
Arts & entertainment Fashion & beauty Food & Drink
Nano-influencers Micro-influencers Nano-influencers Micro-influencers Nano-influencers Micro-influencers
(1k-10k followers) (10k-100k followers) (1k-10k followers) (10k-100k followers) (1k-10k followers) (10k-100k followers)

4.59% 0.90% 5.63% 1.37% 8.57% 1.54%

Facebook
13.69
1.40% % 0.00% 1.92% 2.07% 21.53% 0.57% 2.09% 2.77% 27.12% 0.80% 2.09%

5.27% 3.71% 5.23% 3.71% 2.66% 1.96%

Instagram
2.65% 8.96% 1.72% 6.65% 2.60% 8.67% 1.56% 6.67% 1.38% 4.90% 1.11% 3.89%

1.33% 1.90% 2.72% 1.25% 2.21% 0.61%

YouTube
0.24% 6.05% 0.31% 6.54% 0.90% 7.22% 0.36% 4.49% 0.82% 5.41% 0.16% 2.89%

1st quartile Median 3rd quartile

Random sampling of 3k influencers in Vietnam from the top three influencer verticals, who have 1,000 to 100,000 followers.

Looking at the median engagement rates across the top three influencer verticals in Vietnam,
Facebook performed the best in terms of engagement for both nano-influencers and
micro-influencers in Fashion & Beauty vertical while Instagram was an ideal platform for Arts &
Entertainment vertical. This is highly contrasting to the majority of markets in Asia, where Instagram
is the leading platform for median engagement rates.

It is common for nano-influencers to perform better than micro-influencers for median engagement
rates, but this trend was reversed for Arts & Entertainment influencers on YouTube, highlighting an
opportunity for marketers to tap into this segment.

Additionally, both nano-influencers and micro-influencers in the Arts & Entertainment vertical
performed the best for engagement on Instagram while Food & Drink performed better on Facebook.

There is also a wide difference in 1st quartile and 3rd quartile median for nano-influencers on
Facebook, indicating that there is a varying level of performance for influencers on Facebook.
Further research needs to be done into this space.

Key takeaways
✓ Food & Beverage, Family, Business were the top three fastest-growing influencer verticals in
Vietnam over the past year.

✓ Facebook as a platform used by influencers continues to grow, overtaking YouTube to claim top
place this year.

✓ Influencer marketing campaigns on Facebook were highly popular in the past year, which also
means there’s opportunities for brands to run campaigns on other platforms, depending on
where your target audience is on.

✓ It’s important to understand the types of social media platforms that influencers in a specific
vertical are using, illustrated through the contrast in usage of Facebook, Instagram and
YouTube by influencers in the top three influencer verticals in Vietnam.

9
The gold standard in influencer
marketing for Asia

Get your hands on platforms used by the most exciting brands and the
most dynamic influencers

For Marketers For Influencers

More info: AnyTag website More info: AnyCreator website

Game-Changing Advertising Technology

Reach out now