Vietnam, regarded as the “next Indonesia”, has gradually become the desirable market in the minds of sellers with its relatively complete logistics infrastructure and consumption potential. Based on the first-hand data of the past year, the author draws a more comprehensive analysis of the performance of the Vietnamese market, and lists the video categories that have grown significantly on the platform and the categories that officials consider to be worthy of special attention.

1. Food & Drinks

TikTok is the go-to place for people to enjoy food and learn how to cook it.

The epidemic has swept the world, and governments of various countries have successively issued travel bans to prevent the further spread of the epidemic. Under the environment of home, people gathered in the virtual world to celebrate the grand event. In Vietnam, a Southeast Asian country, the blogger turned home cooking, which is a part of life, into a part of their daily material sharing, attracting groups such as takeaway parties and handicapped parties to stop, making local TikTok users gradually “go up” home cooking and healthy food, and then Video sharing that triggered another round of results. In TikTok, food is one of the hot topics that stimulates people’s interaction, and the content is not limited to simple recipe sharing or reaction to food. The streamers showcase their talent and creativity through special editing techniques and evocative dialogue.

Another reason why the topic of food has become popular is the bond it has with family members. Whether it is sharing or tasting food and beverage-related content, it can arouse emotional resonance. Delicious food can evoke people’s longing and recollection of happy times, and it has also become a trace of solace under the epidemic.

Food & Beverage, as the top 5 popular category in Vietnam, saw a 154% year-on-year increase in video views and a 153% increase in video creation. Another growth in the category in 2022 is home cooking. Vegetarian food, green food, and vitamin-containing food have become the hot search terms on TikTok. Affected by the epidemic, local TikTok users in Vietnam have obviously turned to a healthier lifestyle.

Trending hashtags form when a topic is talked about, retweeted, shared, or posts with that topic surge over a certain period of time. The top 5 popular tags in Vietnam during the statistical time are:

#AnCungTikTok

Video Views: 11.2B+

#ASMR

Video Views: 5.2B+

#AnNgonNauGon

Video Views: 3.6B+

#ONhaAnNgon

Video Views: 3.1B+

#AnXanhUongSach

Video Views: 2.6B+

The fastest growing trending tags in 2022:

#AnSachTuLanh

Video Views: 800M+

#MonNgonThanThuong

Video Views: 536M+

#LacQuanVuotDich

Video Views: 1.4B+

#restockingfridge

Video Views: 235.2M+

#hungriviu

Video Views: 95M+

Brand case:

No matter which platform a brand advertises on, user engagement and interactivity will be prioritized to evaluate advertising effectiveness. Whether the target audience is attracted to the content and whether they show a positive response to the brand, such as sincere consumption, can give some clues from these two sets of data. What makes TikTok different from previous social media is that it can mobilize users to interact with topics to the greatest extent, triggering a snowball effect, thereby promoting brand influence.

By inviting members of the TikTok community to co-create, brands have further strengthened their relationship with users, and brands are popular on TikTok precisely because they embrace community culture and actively integrate into it, aiming to achieve co-creation.

Fami, a soymilk brand, launched a hashtag challenge #nhalanoi to spread the brand concept of “Love Your Home” on this special day of Vietnam Family Day, accompanied by a catchy brand BGM, the challenge successfully promoted family member organizations a cohesive campaign that generated about 173 million views, and the scale of videos under the label was as high as 38,900.

Fami’s inspiration for other brands:

· The cooking and food preparation process will be the source of the ASMR video

·Video content can be menu inspiration for sharing healthy recipes and fitness plans, dining with friends and family

·Using this trend to extend to other categories, dig into other topics around food & beverages, such as the layout design of the storage room, to achieve mutual penetration between brands in this way.

2. News & Entertainment

In the past, when it comes to people’s stereotypes about TikTok, they have to mention funny editing, vulgar fun and lip-synching, but today’s TikTok has evolved to be more inclusive, especially after the epidemic, current affairs and people’s livelihood. There has been a surge in related content, and content themed on movies, games, comics, and animations is also increasingly sought after by TikTok users. Many users learn about emergencies at home and abroad through TikTok, and there are many people who use TikTok to watch popular science and commentary videos.

Returning to the protagonist of this article, TikTok users in Vietnam, they have invested a lot of personal feelings in the heart-warming news related to the epidemic. Although the situation is difficult, the unity shown by the people is really moving. Millions of users share their own personal experiences via the hashtag #ONhaVanVui.

In addition, the entertainment of netizens in other countries and regions is also unwilling to be missed by the Vietnamese people. Bloggers challenged the “nationalization” of topics in other countries through some localized adaptations, enriching the content dimension of the platform. From the popularity of “Squid Game” around the world causing netizens to compete for cosplay, restoring the characters and scenes in the play, to the emergence of large-scale follow-jump videos after the release of Lisa’s new song “Lalisa”, a member of the popular Korean girl group Black Pink, the concept of entertainment has no borders. confirmed again.

News & Entertainment is one of the most viewed categories on TikTok. In Vietnam in 2021, the number of TikTok video views related to this category will increase by 244% year-on-year, and the number of video creations will increase by 198%.

Under the repeated epidemics, people are spending more and more time at home and online. A leisure and entertainment destination for all ages, TikTok has become the “Happy Home” in the hearts of Vietnamese people. News & Entertainment also jumped to the top of the list from a less popular category in previous years.

The top 5 popular tags in Vietnam during the statistical time are:

#TikToknews

Video Views: 41B+

#ONhaVanVui

Video Views: 34.2B+

#ONhaXemTin

Video Views: 28.3B+

#PhimHay

Video Views: 14.2B+

#ONhaGiaiTri

Video Views: 10.7B+

The fastest growing trending tags in 2022:

#ONhaXemTin

Video Views: 28.3B+

#squidgame

Video Views: 2.7B+

#yeah1digital

Video Views: 3.7B+

#TVshowhay

Video Views: 8.3B+

#KhoPhimNgonTinh

Video Views: 2.1B+

Brand case:

Local Vietnamese company POPS Wordwide has launched a campaign to participate in TikTok’s creative program while also partnering with external agencies to produce videos. POPS Worldwide divided the 24 new creatives into 2 groups whose styles were film editing and characterization-focused video production.

POPS Worldwide uses In-Feed advertisements to make users move to the download page of the app while watching the video. POPS Worldwide claims that the conversion rate increased by 1.6 times after the creative video was released. , the installed cost of APP is reduced by 30%.

Some of POPS Worldwide’s inspiration for other brands:

Brands should put the needs of TikTok’s core users first when creating content for the platform. TikTok has done everything it can to keep netizens online. Brands take advantage of the situation to create stalks and play stalks to capture the interests of users to facilitate the next penetration and transformation, thereby locking loyal users. The fit of empathy and values ​​will be the key to opening the door of users’ hearts

· Catch the trend of the Internet. The time at home has been further extended due to the impact of the epidemic. When posting videos, the hashtag #athome moments (i.e. #ONhaXemTin, #ONhaVanVui), which is designed for Vietnamese people at home to have fun, will be a good way to effectively connect with the audience.

· Re-condensed the brand tonality, implanted the brand concept in the information points of the announcement, and matched the eye-catching editing techniques and soundtracks to make the content more appealing and attractive

3. Mother & Child

TikTok has become another treasured place for moms and dads to show off their babies. On TikTok, the number of videos on topics such as how to properly parent children, how to overcome postpartum depression, and parenting experience sharing has skyrocketed. Here, moms and dads find like-minded people, find solace, and find solutions…

Among them, the fastest growing is the popular science video. This type of video shares precautions and lightning protection guidelines to parents at different parenting stages. Some professionals will also actively share their professional knowledge on the platform. New parents who have been instructed will also actively interact with the blogger. The heat is also set off.

This category on TikTok saw a 179% year-over-year increase in video views and a 202% increase in video creations. After the outbreak of the epidemic, many parents left their original office environment to work from home and take care of their children, and experienced a more onerous, anxious and tense period. Parents are having a tough time, and being able to get some advice, guidance, can help them stay calm during these uncertain times.

Another growth point for this topic comes from the boom in the e-commerce market. The convenience, utility and fun of online shopping has been captured by parents, which has led to a surge in product reviews on TikTok.

The top 5 popular tags in Vietnam during the statistical time are:

#education

Video Views: 6.9B+

#giadinh

Video Views: 5.2B+

#baby

Video Views: 2.6B+

#family

Video Views: 1.78B+

#babykopohome

Video Views: 1.15B+

The fastest growing trending tags in 2022:

#mebim

Video Views: 306M+

#goodmanteam

Video Views: 636M+

#landaulamme1991

Video Views: 19.5M+

#reviewbimsua

Video Views: 23.6M+

#be_an_dam

Video Views: 36.5M+

*Brand case:

Johnson & Johnson used the funnel marketing concept to design different campaigns. It started with lead ads, sending samples of new products to potential users, then activating this group through interactive games, and then using ads to drive conversions.

A series of campaigns generated more than 9,000 leads for Johnson & Johnson, and sales of baby bath products increased 23-fold.

Some of Johnson & Johnson’s inspirations for other brands:

·Collect some common sense mistakes and create video content similar to rumors and answers

· Identify market needs, invite experts to answer questions, and guide mothers through different stages of parenting: breastfeeding, weaning, etc.

· Attract mothers to participate through tag challenges and interesting themes