Meta's latest report has identified generative AI, cross-border shopping, and conversational commerce as the key social media trends that Vietnamese businesses must leverage for growth in 2025.

Mr. Khoi Le, Country Director for Vietnam at Meta, emphasized the importance of these trends for Vietnamese businesses on Meta's platforms.

First, Generative AI will revolutionize content creation and optimize advertising campaigns. By August 2024, more than 1 million global advertisers had used AI tools to create over 15 million creative ads.

Second, messaging continues to be a powerful trend in Vietnam. Meta's report reveals that 53% of Vietnamese users are willing to make purchases through advisory messaging, and 81% of Vietnamese businesses have attracted high-quality potential customers through message ads.

Third, the creator market in Vietnam is booming. Collaborating with the right creators is becoming crucial for conveying brand messages and ensuring the success of advertising campaigns.

Fourth, livestream and short videos continue to be important marketing trends. In Vietnam, Facebook leads the livestream field, with 88% of users participating and 77% watching livestreams weekly. Notably, 76% of consumers have made purchases after watching livestreams, and 53% are willing to spend more on their next order if they receive direct advice.

Fifth, Threads, Meta's new social network, has seen significant growth since its launch in July 2023. By December 2024, Threads had reached 300 million monthly users. In Vietnam, Gen Z accounted for 22% of users in the third quarter of 2024, a 7% increase from the previous quarter.

Finally, cross-border shopping is becoming a new e-commerce trend. In the Asia-Pacific region, 50% of consumers reported making cross-border purchases during promotional events.