Influencers Gain Favor with Vietnam's Internet Users - eMarketer

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Influencers Gain Favor with Vietnam's Internet Users

More online users interact with influencers on Facebook and YouTube

August 29, 2016

Influencer marketing, a practice where prominent individuals and personalities are used to help build awareness and sales among a brand’s potential buyers, is gaining in popularity in markets around the globe. That’s leading more marketers to double down in their efforts to understand how consumers interact with influencers and establish best practices for influencer marketing.

Ways in Which Internet Users in Vietnam Have Interacted with Influencers Digitally, by Age, July 2016 (% of respondents in each group)

One country that’s seeing more interest in influencer marketing is Vietnam, where an increasing number of internet users are interacting with content produced by such individuals. According to July 2016 data from platform DI Marketing, more than 60% of internet users in Vietnam across all ages have interacted with an influencer, either by “liking” their content or clicking “+1” to their shares on Google Plus. Another 45% of respondents went a step further by leaving a comment on something shared by an influencer.

Although the number, and variety, of channels used by influencers to share their content is increasing, most internet users in Vietnam like to use Facebook or YouTube to follow influencers. Some 84% of respondents in DI Marketing’s survey followed an influencer on Facebook, while another 61% followed an influencer on YouTube.

Channels Used by Internet Users in Vietnam to Follow Influencers, by Age, July 2016 (% of respondents in each group)

The growing popularity of influencers among Vietnam internet users on Facebook may be one reason why marketers in the country are turning to social networks as a key business channel. According to November 2015 research, nearly 50% of businesses in the region were using a social network to promote their products and services.

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