Why This Overview Matters
Vietnam’s digital ecosystem is shifting fast, and not all media channels play the same role in the B2B journey. To help you navigate this landscape, we’ve distilled the latest 2025 data into a quick comparison of Meta, Google, Zalo, LinkedIn, and major news publishers like VnExpress and Tuổi Trẻ.
From audience scale and targeting precision to lead potential, analytics, and CPC trends, this overview highlights the essentials you need to know. It’s designed to be concise, easy to skim, and a practical starting point for planning your next B2B media strategy in Vietnam.
Meta remains the most adaptable channel for B2B communication thanks to its scale, flexible formats, and efficient lead-generation tools. Lead Ads and Messenger make it easy to capture inquiries without heavy landing-page setups. While it doesn’t match LinkedIn’s precision for job roles, Meta’s ability to support awareness → engagement → conversion makes it a reliable centerpiece for many strategies.
Search (Google.com) is the most visited site in Vietnam, making it the strongest channel for capturing users with clear intent. When buyers actively research solutions or compare providers, Google Search becomes a decisive touchpoint. YouTube strengthens this with broad reach and repeated exposure. Although CPCs differ by industry, Google’s analytics ecosystem—Search Console, Google Analytics, and YouTube insights—offers one of the most reliable foundations for demand measurement and optimization.
Zalo stands out for chat-based engagement and localized communication. Official Accounts and CRM workflows are especially effective for industries that rely on direct conversations—education, service providers, logistics, insurance, and SMEs. Advertising formats are more limited and targeting accuracy is lower than competitors’, but Zalo excels in follow-up and nurturing, making it a strong supporting channel for relationship-driven B2B journeys.
LinkedIn is unparalleled when your goal is to reach professional audiences, decision-makers, and niche B2B segments. Its filters across job title, industry, seniority, and company size provide unmatched targeting precision. While CPCs are typically higher, the quality and relevance of leads make LinkedIn a strong choice for high-value sectors and enterprise offerings.
VnExpress, Tuổi Trẻ, and similar outlets deliver high credibility and large, information-driven readerships. These placements are ideal for thought leadership, PR amplification, and trust-building during the evaluation stage. Targeting is contextual, but the authority effect makes news media a strategic asset for shaping perception in B2B markets.
There is no single “best” platform for B2B in Vietnam—only the right one for how your buyers behave at each touchpoint.
High-performing teams choose channels based on buyer behavior, resources, and communication objectives, integrating them into a resilient system that supports discovery, evaluation, and long-form B2B decision cycles.
All sources used in preparing the 2025 comparison table are listed below:
Related Articles
Vietnam’s digital market in 2025 marked a clear turning point as e-commerce platforms consolidated, AI-driven advertising became the norm, and agency roles shifted upstream. This article reviews what changed, what accelerated, and how brands can adapt strategically heading into 2026.
December 23, 2025
Unlock your business's potential with social media! Explore the shift from traditional marketing to social platforms, and learn how Vietnam’s digital economy drives e-commerce. Discover the connection between brand building and performance marketing for lasting success.
July 28, 2023
.png)
Explore effective methods like attribution modeling, A/B testing, and marketing mix modeling to measure your campaigns' success. Learn how key metrics like ROI, CLV, and CAC can enhance decision-making and optimize marketing strategies for maximum impact.
January 14, 2025
