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03 June 2021
How Vietnam’s marketers can tap the dark side of social
Influencers, Creators, KOLs
Data protection & privacy
Social media planning & buying
VMLY&R Asia’s Nick Pan looks at how brands can find ways to engage with Vietnamese consumers within private social spaces.
Why it matters
While the emergence of dark social means that the true reach of any digital campaign will likely be underreported and incomplete, that doesn’t mean brands cannot make their mark with consumers in private spaces.
Takeaways
- In Vietnam, two of the top five most popular social media platforms with the highest share-of-voice are private messaging apps Zalo and Facebook Messenger.
- The use of stickers, memes, gifs and more is particularly effective for brands in group discussions on...
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