Released on December 18, the Global Insights 2025 report by DoubleVerify analyzes the behaviors of 22,000 consumers across 21 countries, examining how they interact with digital platforms. In Vietnam, the data underscores the pivotal role of social media in product discovery and digital commerce.

According to the report, nearly half of Vietnamese consumers (48%) read online reviews before committing to a purchase. Additionally, 42% use social media platforms as a means to seek out and verify product information.

Video content continues to wield significant influence. As many as 39% of users frequently watch product reviews or tutorial videos on popular platforms such as YouTube, TikTok, and Facebook.

Mark Zagorski, CEO of DoubleVerify, commented that the appeal of social media advertising lies in its fusion of entertainment, community interaction, and personalized experiences. However, as these platforms continue to expand, transparency and trust have become increasingly vital.

The report identifies Vietnam as one of the Southeast Asian markets most heavily influenced by social media, with purchasing behavior largely shaped by crowd sentiment. A notable 48% of consumers said they buy products based on positive feedback from online communities.

Online communities - ranging from gaming groups and parenting forums to lifestyle collectives - are emerging as powerful new influencers. Some 59% of users follow these groups, and 39% have purchased products promoted within them. Remarkably, 37% of consumers trust community recommendations more than endorsements from celebrities.

Among influencers, the Macro Influencer segment (with 100,000 to 1 million followers) achieved the highest engagement rates, recording a 39% interaction rate - significantly higher than the Asia-Pacific average of 28%. Meanwhile, Mega Influencers (those with over 1 million followers) have a measurable impact on the purchasing decisions of 32% of users.

In terms of screen time, Vietnam ranks among the most digitally engaged markets in the region. YouTube and Facebook dominate, accounting for 81% of weekly user time. The messaging app Zalo closely follows, capturing 76% of weekly usage.

Short-form video platform TikTok continues its strong growth trajectory, with 67% of user time, particularly among younger demographics.

The rise of artificial intelligence (AI) has introduced new challenges. Around 64% of Vietnamese consumers report encountering AI-generated content on social media. This development complicates the task of distinguishing human-created content from machine-generated material, raising concerns over the authenticity of online information.

For marketers, reaching the right audience has emerged as the most pressing challenge (48%), followed closely by the difficulties of tracking the rapidly evolving digital content landscape.

Du Lam