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Social trends for businesses in 2025

Bao Tram -  

(VOVWORLD) - Staying ahead of the curve and adapting to the latest social trends is essential for businesses to remain competitive in an ever-evolving marketplace, where consumer preferences and behaviors can shift rapidly. To enable better connections with consumers in 2025, Meta has addressed six social trends – generative AI, business messaging, creators, video, threads, and cross-border shopping – which intersect with business across Meta’s platforms. As we step into a new year, Khoi Le, Country Director for Meta in Vietnam, talked to Digital Life about the potential implications for businesses in Vietnam.

Social trends for businesses in 2025 - ảnh 1(Photo credit: Meta)

Bao Tram: Thank you, Mr. Khoi, for joining us today on our first show of the Year of the Snake.  Which of Meta’s tools should Vietnamese businesses be focusing on and why?

Khoi Le: Vietnamese businesses should focus on Generative AI and Business Messaging. Generative AI tools, like Meta’s ad creative tools and the Meta AI assistant, are user-friendly and can significantly enhance content creation and campaign efficiency. For Business Messaging, Vietnam already leads globally in this sector, with 53% of users likely to make additional purchases through effective consultations. Tools like Discovery features on Messenger and AI-powered product discovery are available and proven to deliver high-quality leads and strong ROI (return on investment). We are also testing AI business agents in Vietnam to make use of the power of AI.

Bao Tram: How can businesses leverage messaging platforms to enhance customer engagement?

Khoi Le: Businesses can use Meta’s tailored messaging products, such as live streaming tools and private messaging during livestreams, to build stronger relationships with customers. These features drive high-quality leads and improve purchase decisions. One of our advertisers has seen measurable success with messaging tools, such as a 1.2-time-increase in ROAS (Return on Ad Spend) through Messenger's product discovery features.

Social trends for businesses in 2025 - ảnh 2Khoi Le, Country Director for Meta in Vietnam

Bao Tram: In Vietnam, Facebook has become the leading platform for live streaming. What role do you think short-form videos will play in marketing strategies for Vietnamese businesses?

Khoi Le: Short-form videos, such as Reels, are essential for driving engagement and conversions. With 53% of users more likely to purchase products promoted by creators on Reels, businesses should integrate video into their strategies. Live streaming on Facebook remains a top choice, particularly for showcasing products and driving purchase decisions, as 76% of Vietnamese consumers make buying decisions based on livestreams.

Bao Tram: Threads remains quite new in Vietnam and are most popular among young people or Gen Z. In your opinion, what should Vietnamese businesses do to leverage Threads to enhance their presence across multiple platforms and connect with a broader range of audiences?

Khoi Le: To leverage Threads, businesses should create content tailored to Gen Z’s interests. Businesses can use Threads as part of a multi-platform approach to share authentic, conversational updates and engage younger audiences.

Bao Tram: Thank you, Mr, Khoi, Country Director for Meta in Vietnam, for speaking to VOV24/7’s Digital Life today. 

Here are 6 social trends to watch in 2025 and their implications for Vietnamese businesses:

GENERATIVE AI

Meta continues to see strong adoption of its Generative AI ad creative tools, with more than 1 million advertisers globally using the tools and more than 15 million ads created with the tools in August 2024. Launched in Vietnam in December 2024, Meta AI is accessible free of charge across all Meta platforms, including Facebook, Instagram, WhatsApp, and Messenger.

Actions to consider: Should start testing Generative AI ad creative tools in your campaigns to find out what drives better performance.

BUSINESS MESSAGING

As a global leader in Business Messaging, Vietnam was introduced to tailored products by Meta in 2024, including Discovery features on Messenger and AI for Business Messaging.

Actions to consider: To find the right messaging solutions based on their objectives and capabilities, businesses should work with Meta Business Partners.

CREATORS

The creator economy is growing rapidly, and partnering with the right creators can help tell your brand's story and drive sales. Meta is currently testing Creator Testimonials, a new ad format that offers advertisers an additional, low-effort way to improve partnership ads performance.

Actions to consider: Businesses should actively seek partnerships with creators to enhance brand storytelling.

VIDEO

Users now spend 60% of their time on Instagram and Facebook engaging with video content. In Vietnam, Facebook has become the leading platform for live streaming. 76% of Vietnamese consumers make purchase decisions based on livestream content.

Actions to consider: Businesses should combine short videos like Reels into their marketing strategy and take advantage of new livestream features on Facebook Live.

THREADS

Since its launch, Threads has experienced impressive growth, reaching 300 million monthly users. In Vietnam, Gen Z represents the primary audience for Threads, accounting for 22% of users in Q3 2024, a 7% increase from the previous quarter. This highlights Threads' potential to engage young users, especially in the increasingly competitive social media landscape.

Actions to consider: Leverage Threads to enhance your presence across multiple platforms and connect with a broader range of audiences, particularly Gen Z.

CROSS-BORDER SHOPPING

Globally, cross-border eCommerce growth is expected to exceed that of domestic eCommerce by more than 100%. Cross-border purchases are driven, not just by price, but also by the desire to acquire higher-quality products and brands not available domestically.

Actions to consider: Establishing cross-border commerce operations can begin with leveraging AI virtual assistants and Meta's Advantage+ campaigns, which support customers and optimize campaigns without language or time zone barriers.

Bao Tram

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