Vietnam Joins Global Top 10 in Social Media Growth!

As digital and social media marketing gains traction, it has become a hotbed for study, promising enticing career opportunities and competitive salaries. The scene is lively in Vietnam, where office workers scroll through social media during lunch breaks, homemakers shop for groceries via mobile apps, and small business owners harness Facebook as their primary sales channel. Both urban and rural consumers are diving headfirst into the digital realm.

The latest “Digital Vietnam 2024” report by We Are Social reveals some staggering figures: as of January 2024, Vietnam boasts over 168 million mobile connections—outstripping its total population—with 78 million internet users and 72.7 million social media enthusiasts. This dramatic spike signals a substantial shift in consumer preferences toward digital platforms.

Digital Advertising Soars

As social media becomes more integral to daily life, businesses are ramping up their investment in digital marketing. Projections by Statista estimate Vietnam’s digital advertising spend will soar to a staggering US$1.8 billion by 2028, reflecting a compound annual growth rate of over 9%. This trend underscores a significant transition from traditional advertising to online avenues.

The thirst for digital marketing professionals is palpable. In particular, roles related to social media are in high demand, with starting salaries reaching as high as 40 million Vietnamese dong (US$ 1,543) per month, depending on experience and position.

A survey from British University Vietnam (BUV) highlights that 40%-50% of graduates in digital marketing and social media from international universities find themselves in multinational firms or abroad, drawing starting salaries around VND 30 million (US$ 1,157) monthly.

Adapting Curricula to New Demands

In response to this growing demand, Vietnamese universities are revamping their curricula to include modules on digital and multi-platform communication. Starting in 2025, BUV will roll out a Digital & Social Media Marketing program that emphasizes hands-on application and practical skill development.

According to a BUV representative, while many existing programs merely skim the surface of digital marketing, BUV’s approach takes a deep dive into social media—a key player in shaping consumer behavior and brand strategies.

Comprehensive Training for a Digital Age

Social media has transformed into a multifaceted ecosystem that significantly influences brand visibility, customer behavior, and business strategy. Thus, training in this sphere now goes well beyond running ads or crafting content; it encompasses building online communities, analyzing consumer data, navigating communication crises, and tracking engagement in real time.

“This is precisely why BUV has developed a program that specializes in social media content. It ensures students emerge not just as technically adept marketers but as savvy influencers who can seamlessly connect brands with a digitally active society where Gen Z and Gen Alpha continuously interact and shape trends,” said Dr. Tingting Xie, Program Lead of the Digital & Social Media Marketing Program.

The program boasts a unique “closed-loop” learning structure, starting with market trend analysis and consumer behavior insights. Students then learn to apply modern digital tools to real-world situations, develop marketing strategies aligned with business goals, and finally engage in hands-on exercises through projects, simulations, and team assignments.

Blending Theory and Practice

The program ensures a balanced approach, with students benefitting from lectures infused with industry insights. Company visits, expert talks, consultancy projects, and competitions tackling real business challenges enrich their learning experience. This approach guarantees that graduates are not only academically astute but also fully equipped to transition seamlessly into the workforce.

As digital economies continue to expand and social media usage climbs, digital marketing is solidifying its position as a strategic career path for those seeking to thrive in this rapidly transforming market.

BUV stands out as the first university in Vietnam to earn a QS 5-star rating, making it the first in both Vietnam and ASEAN accredited by the U.K.’s Quality Assurance Agency (QAA). Its programs are tailored to meet industry needs, harmonizing academic excellence with practical experience. BUV proudly reports a remarkable 100% rate of graduate employment or further study within three months of graduation.

Questions & Answers

What is the projected growth of digital advertising spending in Vietnam?
Digital advertising spending in Vietnam is expected to reach US$1.8 billion by 2028, with a compound annual growth rate exceeding 9%.

How does BUV’s Digital & Social Media Marketing program differentiate itself?
BUV’s program uniquely emphasizes social media, enhancing students’ technical skills while fostering their abilities to connect brands with consumers in the digital age.

What opportunities are available for graduates in this field?
Graduates of digital marketing programs in Vietnam often find lucrative roles in multinational companies or pursue opportunities abroad, with many receiving attractive starting salaries.