In 2026, Vietnam's influencer marketing scene continues to expand rapidly with over 150,000 active influencers across various platforms. The industry is valued at approximately USD 1.2 billion, reflecting significant investments by brands in digital outreach. Engagement rates remain strong at around 4.8%, indicating high audience interaction and effective content strategies tailored for Vietnamese consumers.
Most Vietnamese brands, about 78%, now incorporate influencer marketing into their overall digital strategies. Monthly campaigns surpass 65,000, showcasing the sector's growth and importance in driving product awareness and sales locally. The trend highlights Vietnam’s increasing digital maturity and the rising influence of local content creators in shaping consumer behavior.