Social Media in Vietnam

Nowadays, more people use social media than those who don't. In a world where smartphones are essential for daily life, it might even be difficult to make new connections without them. Social media has become indispensable for all ages, and Vietnam is no exception.

I remember when I first moved to Vietnam, I used social media to make local friends, teach Japanese, and practice my Vietnamese. It was a great way to spend my free time on the weekends (lol). Since Vietnamese people are so friendly, even a shy and introverted person like me was able to meet many people for coffee or meals. These are still wonderful memories for me.

In Vietnam, there are four main popular apps: Facebook, Zalo, Instagram, and TikTok. Almost nobody uses WhatsApp or X (formerly Twitter). Recently, the use of Threads has been increasing, mainly among the younger generation.

Compared to my home country, Japan, I feel that Vietnamese people have a much higher number of friends and followers. I was shocked to see that most people I connected with on Facebook had over 1,000 friends! When I used it in Japan, I only had about 60 friends, but since coming to Vietnam, that number has grown by 300 (lol). Of course, I don't talk to most of them anymore, though...

Facebook has the largest number of users in Vietnam. People connect with their family first, and then their friends. As a Japanese person, I tend to be a bit more reserved and like to keep some distance from my family on social media, but for Vietnamese people, family is the top priority.

It is very common for parents to comment on their children's posts. If my parents did that to me, I would be so embarrassed! But in an environment where everyone does it, it feels quite natural and nice. People also use Facebook to find jobs or housing, watch short videos, and buy or sell second-hand goods. Once, I posted a photo of an old ukulele I didn't need in a Facebook group for 500,000 VND, and someone messaged me and bought it immediately!

The second most popular app is Zalo, which was developed in Vietnam. Like Facebook, it is used by people of all ages. It has a "Cloud" feature for saving data, making it useful for work. However, you need a Vietnamese phone number to use it.

Zalo is a more "closed" app because you mainly connect with people already in your contacts, like colleagues or family. You don't really use it to make "new" friends like you do on other apps. While it recently added a short video feature, it still feels like a small extra. Compared to Facebook, it has fewer ads and a simple design, but young people seem to find it a bit boring.

Many young people use Facebook for basic communication but post their "aesthetic" photos and videos on Instagram. Instagram is more private than Facebook, so it’s common to follow someone there even if you aren't Facebook friends. It has a more personal and private feel—though that might be the same in every country.

Vietnam has a massive number of TikTok users—reportedly the 5th largest in the world. Many people around me, both men and women, use it. On the bus, I often see young people swiping through videos.

TikTok isn't just for entertainment anymore; people shop on "TikTok Shop," and some language schools even teach foreign languages via livestream. When I was teaching Japanese, my students told me, "Teacher, you should become a TikToker!" Well, maybe if I were 10 years younger (lol). I was once surprised during a speaking exam when I asked a student, "What is the first thing you do in the morning?" and they replied, "I watch TikTok while still in bed." They also often ask me if I know the latest TikTok slang.

If you are studying Vietnamese, why not use these platforms to connect with locals? They will surely be happy if you try using the Vietnamese you’ve learned! If meeting people feels like too much of a challenge, you can just look for Vietnamese language videos on Instagram or TikTok to learn "Gen Z" slang. (Just a heads-up: some words can be a bit extreme, so check their meaning before you use them!)

By Takkun