JOURNAL · 17/04/2026
Video Marketing Trends in Vietnam 2026
The video marketing trends shaping Vietnam in 2026: short-form, AI-assisted production, live commerce and bilingual storytelling for Da Nang businesses.
Seven trends are shaping video marketing in Vietnam in 2026: vertical video under 60 seconds, AI assisted pre and post production, bilingual content, behind the scenes storytelling, vertical first framing, shoppable and live commerce video, and a higher baseline for production quality. Each section below says which goal the format fits and the minimum kit it needs.
Vietnam’s digital landscape is evolving fast, and video content is leading the charge. Vietnam counted 79.0 million social media identities and 85.6 million internet users at the end of 2025, according to DataReportal’s Digital 2026 Vietnam report, so brands that master video in 2026 reach almost the whole online market. Here’s what’s shaping the scene right now.
The Numbers Don’t Lie
Vietnam ranks among the top video-consuming markets in Southeast Asia. Before diving into trends, let’s look at the landscape that makes video marketing essential for Vietnamese businesses in 2026.
Social media identities, DataReportal 2026
Internet penetration, end of 2025
Active cellular connections
7 Video Marketing Trends for 2026
Short-Form Video Dominates (But Long-Form Fights Back)
TikTok and Instagram Reels still drive discovery, but YouTube long-form is seeing a renaissance. Smart brands create both: short hooks that drive viewers to deeper content. The sweet spot for Vietnamese audiences? 30-60 second Reels with a clear CTA, plus 5-8 minute deep dives on YouTube.
AI-Assisted Production (Not AI-Replaced)
AI tools speed up scripting, auto-captioning, and color grading, but Vietnamese audiences can spot fully AI-generated content. The winning formula: AI for efficiency in pre/post-production, human creativity for storytelling and on-camera presence.
Bilingual Content Goes Mainstream
With Vietnam’s growing international business scene (especially in Da Nang, HCMC, Hanoi), bilingual Vietnamese-English video content is no longer optional. Subtitles, dual-language descriptions, and even bilingual hosts help brands reach both local and expat audiences.
Behind-the-Scenes Content Builds Trust
Vietnamese consumers increasingly value authenticity. BTS content (factory tours, team intros, production process videos) builds trust faster than polished ads. Show the real people and process behind your brand.
Vertical Video Is the Default
With 137 million cellular connections active in Vietnam, roughly 134% of the population (DataReportal, Digital 2026), vertical (9:16) is no longer an afterthought: it’s the primary format. Even traditional brands are shooting vertical-first for social distribution, then cropping to 16:9 for websites and presentations.
Shoppable Video & Live Commerce
TikTok Shop is huge in Vietnam. Brands are integrating product links directly into video content, blurring the line between entertainment and e-commerce. Live shopping sessions on TikTok and Facebook now sit alongside paid media as a standard channel for consumer brands here.
Professional Quality Is Now Expected
The bar has risen. Even SMBs are investing in proper lighting, audio, and color grading. Shaky phone footage with bad audio no longer cuts it: Vietnamese viewers expect broadcast-quality production, even on social media.
What This Means for Your Business
SMBs & Startups
Start with consistent short-form content. 2-4 Reels per week using a studio setup beats one expensive TVC per quarter. Focus on authenticity and value-driven content.
Mid-Size Companies
Build a content library: product videos, team intros, customer testimonials, thought leadership. Repurpose across platforms. Invest in quarterly brand films.
International Brands
Localize, don’t just translate. Vietnamese audiences respond to local storytelling, humor, and cultural references. Partner with local production teams who understand the market.
Content Creators
Invest in your production quality. A well-lit, well-mic’d setup in a professional studio instantly separates your content from phone-shot footage. Consistency beats virality.
The Bottom Line
Video marketing in Vietnam 2026 rewards brands that combine professional production quality with authentic storytelling. You don’t need Hollywood budgets: you need the right studio, the right team, and a consistent publishing cadence.
What the September 2026 rental log says about these trends
Over the 30 days from 22 August to 21 September 2026, CINEFY’s equipment rental calendar logged 16 bookings. Lighting led with 4, gimbals 2 and wireless mics 2, and the gimbal went out with a mic in 2 of the 2 gimbal bookings, the third consecutive period that pairing held; one cinema body went out on a single booking that ran 6 days.
Read back against the seven trends above, what crews in Da Nang actually rent is not an expensive body. It is stable framing plus clean sound, which is exactly what a vertical series needs to hold a viewer past the first three seconds. Bodies move on long bookings for big projects, not on the weekly content rhythm.
Pick the format from the goal: a decision table
| Goal | Format | Runtime | Minimum kit |
|---|---|---|---|
| Reach and discovery | Vertical video for TikTok and Reels | 15 to 60 seconds | Gimbal, wireless mic, one soft light source |
| Convincing buyers who are already looking | Corporate video, interview | 2 to 5 minutes | Two cameras, key and fill light, lavalier mics |
| Selling in the moment | Livestream, shoppable video | Per session | Even light coverage, someone on audio, a backup connection |
| Building authority over time | Video podcast | 15 to 60 minutes | Treated room, two or three cameras, a mic per speaker |
One thing that gets missed when batching short videos into one shoot day: changing wardrobe and camera angle costs far less time than changing the lighting. Group the scripts into clusters that share a lighting setup, change wardrobe between clusters, and a four hour day yields roughly twice the finished videos it would if you shot the scripts in order.
Frequently Asked Questions
Video marketing questions for Vietnam
What video content works best for Vietnamese audiences?
Short-form vertical (30-60s) on TikTok/Reels for discovery. YouTube 5-8 min for deeper storytelling. Behind-the-scenes and authentic formats outperform polished corporate videos.
How much should a business budget for video marketing?
There is no single figure: cost follows shoot days, crew size, gear, locations, talent and the amount of post production, so CINEFY quotes video production line by line rather than publishing a package price. Send a brief with the goal, the runtime and where the video will run, and CINEFY returns an itemised quote within 24 hours.
Is TikTok or YouTube better for Vietnam marketing?
TikTok for brand awareness and younger audiences (18-35). YouTube for consideration-stage content, tutorials, and SEO. Best strategy uses both.
Should I produce bilingual video content?
If targeting both Vietnamese and international clients, yes. Bilingual content (Vietnamese + English subtitles) dramatically increases reach, especially in Da Nang’s growing market.
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