HÀ NỘI — As the business landscape continues to evolve, staying ahead of emerging social trends is crucial for companies seeking to maintain a competitive edge. Khôi Lê, Country Director of Meta Vietnam, highlighted several key trends for 2025 that are set to transform business operations in Việt Nam, presenting fresh opportunities for growth and innovation.

Generative AI

One of the most transformative trends is the rise of generative AI. This technology is redefining creativity and efficiency, allowing businesses to streamline content production and enhance their campaigns.

In August 2024, Meta reported over one million advertisers worldwide using AI creative tools, producing more than 15 million ads. Việt Nam saw the official launch of Meta AI in late 2024. This intelligent assistant is now accessible across all Meta platforms, including Facebook, Instagram, WhatsApp and Messenger. Along with other AI tools, this intelligent assistant is expected to continue revolutionising how businesses interact with customers and manage their operations.

Business messaging

Business messaging has surged in Việt Nam over the past three years, and the country continues to be a global leader in this field. Many Vietnamese consumers prefer personalised consultations through messaging, leading to higher customer satisfaction and repeat purchases.

Meta's report shows that in 2024, 53 per cent of Vietnamese users were open to purchasing from businesses offering messaging consultation, while 81 per cent of local businesses say they gain quality leads through messaging ads. With tools such as Facebook Live support and product discovery features on Messenger available in the country, Việt Nam is at the forefront of this trend as one of the first markets globally to test AI tools in messaging.

Content creators

The creator economy is also gaining momentum. Collaborating with social media influencers and content creators has become a powerful strategy for brands to connect with their audiences.

In Việt Nam, partnerships with creators have boosted marketing performance, with 96 per cent of consumers following creators reporting they’ve purchased products through personalised social media ads. Meta is testing the Creator Testimonials feature, a new ad format that provides advertisers with a simple, additional way to enhance the performance of partnership ads.

Video

Insider Intelligence reports that users spend 60 per cent of their time on Instagram and Facebook watching videos. In Việt Nam, Facebook leads in livestreaming, with 88 per cent of users participating and 76 per cent making purchases based on livestream content. Meta’s new features, including Live Video Ads and Business Support Tools, enhance livestreaming efficiency.

Incorporating Reels and livestreaming tools into marketing strategies will help businesses grow in 2025.

Threads

Since its launch in July 2023, Threads has gained traction, with 300 million monthly users by December 2024. In Việt Nam, Gen Z is the primary audience, highlighting the platform’s potential to engage younger users in a competitive social media landscape.

Gen Y has seen steady growth across quarters, while Gen X, though participating at lower rates compared to younger generations, continues to grow consistently. A Meta representative emphasised that businesses can leverage Threads to enhance their presence across multiple platforms and reach a broader range of audiences, particularly Gen Z.

Cross-border shopping

Cross-border shopping is expanding as consumers increasingly look beyond their local markets for unique and high-quality products. With e-commerce growth outpacing domestic sales, businesses in Việt Nam have the opportunity to tap into international markets.

Meta's report shows that 50 per cent of consumers in the Asia-Pacific region have made cross-border purchases during promotions, with global cross-border e-commerce expected to grow twice as fast as domestic sales.

Beyond price, consumers seek brands and products unavailable locally. In the US, 47 per cent worry about inflation, while 37 per cent plan to increase cross-border shopping in the next year. Meta urges businesses to consider this trend in 2025. — VNS