Vietnam Among World’s Top 10 in Social Media Users: Digital Marketing Emerges as a Career of the Future

As Vietnam becomes one of the world’s most active nations on social media, the country is positioning itself as a dynamic environment for digital marketing growth. With increasing demand for digital-savvy talent, the field of Digital & Social Media Marketing is gaining traction as one of the most strategic career paths for Gen Z and future professionals. 

Vietnam’s Digital Adoption Accelerates Across All Demographics 

From city dwellers to rural communities, Vietnamese people are embracing digital platforms as part of their daily lives – whether for entertainment, communication, education, or business. The sight of a small business owner livestreaming via Facebook or a student ordering lunch through a mobile app is now commonplace. 

According to the Digital Vietnam 2024 report by We Are Social, by January 2024 Vietnam had: 

• Over 168 million mobile connections 

• 78 million internet users 

• 72.7 million social media users 

These figures put Vietnam among the top 10 countries globally for social media usage – a clear indicator of the population’s shift to online environments and digital-first behaviours. 

Consumers are rapidly shifting to the digital space.   

Digital Marketing Investment on the Rise 

With digital engagement booming, businesses are shifting their marketing strategies to meet customers where they spend the most time – on platforms like Facebook, TikTok, Instagram, and YouTube. 

According to Statista, digital ad spending in Vietnam is forecast to reach USD 1.8 billion by 2028, with an average annual growth rate of over 9%. This trend reflects how brands are actively reallocating budgets from traditional advertising to digital platforms that offer real-time interaction, measurable results, and precise targeting. 

High Demand for Skilled Digital Marketers 

Digital Marketing remains one of the most in-demand industries, especially for roles focused on social media content, community building, and data-driven engagement strategies. 

A recent survey by the British University Vietnam (BUV) found that: 

• Around 40 – 50% of graduates from international Digital & Social Media Marketing programmes are now working at multinational companies or abroad. 

• Average starting salaries range from VND 25 – 40 million/month, depending on the role and experience. 

BUV’s Forward-Thinking Programme Prepares Students for a Digital Future 

To meet market demands and provide future-ready education, BUV is launching its Bachelor’s in Digital & Social Media Marketing in 2025. The programme is designed to go beyond general marketing principles and instead deep-dive into social media as a standalone strategic domain. 

Unlike conventional courses that treat social media as a subset of marketing, BUV’s curriculum gives social platforms the attention they deserve – covering not only content creation and ad management, but also analytics, community engagement, crisis response, and social impact. 

“We aim to equip students not only with technical know-how, but also with strategic thinking and the ability to influence the digital ecosystem,” said Dr. Tingting Xie, Programme Lead at British University Vietnam. “Today’s marketers are not just operators – they are communicators, analysts, and cultural connectors.” 

An Integrated Learning Model: From Strategy to Execution 

BUV’s Digital & Social Media Marketing programme follows a closed-loop learning model that mirrors real industry workflows: 

1. Market & Consumer Insight: Students start with deep analysis of digital behaviour, data, and market trends. 

1. Tools & Application: They learn to apply modern digital platforms to real-world challenges. 

1. Strategy Building: The curriculum guides students in developing full-scale digital marketing strategies aligned with business goals. 

1. Practical Implementation: Through projects, simulations, and internships, students gain hands-on experience solving real business problems. 

The unique aspect of BUV’s Digital & Social Media Marketing programme lies in its “closed-loop teaching and learning” integrated design. 

 Learning That Goes Beyond the Classroom 

The programme offers extensive real-world exposure through: 

• Field trips to partner companies 

• Guest lectures from industry leaders 

• Live consulting projects with brands 

• Marketing case competitions 

This balance of theory and practice ensures that students learn to execute – becoming job-ready the moment they graduate. In a rapidly evolving digital economy, where social media plays an increasingly central role in shaping trends and consumer habits, Digital Marketing is more than just a fashionable major – it’s a launchpad for long-term career success.  

Learn more about the Digital & Social Media Marketing programme here