With the introduction of live streaming tools, Meta offers advertisers a suite of solutions that help them create a continuous loop from discovery to conversion.— Photo courtesy of VietGate

Meta announced three new messaging solutions that are customised for businesses in Việt Nam to help them make the most out of their conversations with customers at its annual Business Messaging Summit on June 13 in HCM City.

They are live streaming tools, product discovery features on Messenger, and AI for business messaging.

Dan Neary, vice president, Asia Pacific, Meta, said: “We see Việt Nam as one of the leading markets for business messaging in Asia-Pacific and worldwide, with 83 per cent of businesses in Việt Nam telling us that they get high quality leads from placing ads on Facebook that click to message threads. This underscores Messenger’s critical role in business growth and customer engagement in Việt Nam.”

“With the launch of our new suite of messaging solutions, we offer Vietnamese businesses more ways to connect with customers and help them reach their business goals,” he added.

According to a report conducted by Decision Lab and Meta, social media platforms have grown over the years to become one of the key discovery engines in Việt Nam, with nearly half of Vietnamese consumers using these platforms for product-related discovery and conversion. Notably, 45 per cent of consumers message businesses directly to make purchases, and 62 per cent engage with businesses via messaging apps monthly.

Among Generation Z, 76 per cent are active users of business messaging, with even higher adoption rates among Generation Y (86 per cent) and Generation X (82 per cent).

Messenger is the preferred platform for order finalisation, with a 60 per cent preference rate.

Facebook and Messenger have a significant influence on the digital consumer landscape in the country as 89 per cent of social media users are active on these platforms.

For Gen Z, 80 per cent of them regularly use Facebook and Messenger.

“It is evident that our community in Việt Nam is proactive in connecting with brands through messaging services with 43 per cent of consumers reaching out to businesses on Messenger weekly, and 73 per cent being comfortable using AI chatbots,” said Khôi Lê, country director, Vietnam, Meta.

“With the vast potential of business messaging in Việt Nam, we are dedicated to developing new products and experiences that are tailored to the needs of local businesses, ensuring that our business messaging solutions effectively support the unique requirements of both Vietnamese advertisers and customers,” he said. — VNS