How do TikTok users in Vietnam grow?

VHO - TikTok is still a major social media platform in Vietnam, but recent figures show a significant change. This opens up new opportunities and challenges for digital content creators.

Statistics on Tiktok users in Vietnam in 2025. Photo: We Are Social & Meltwater

Based on research by We Are Social & Meltwater, the TikTok platform has 40.9 million users aged 18 and over in Vietnam by early 2025. This figure shows that the platform is still an effective reach channel, with 55.6% of adults and more than half of internet users who can be advertised on the platform. In terms of demographics, male users are slightly more dominant than female users.

However, the growth figures have declined. From January 2024 to January 2025, the number of users with access to ads decreased by 26.9 million, or 39.7%. This decline could come from changes in TikTok's policies or data calculations.

Content trends 2025

In 2025, TikTok's content trends are shifting dramatically. Instead of focusing on short-term trends, users are looking for and engaging with a variety of content, from education , science, art to unique interests. This opens up a wide playing field, creating opportunities for content creators with unique styles to shine.

At the same time, authenticity becomes a core element in building trust. Users are increasingly sophisticated and can easily recognize staged or fake content.

Therefore, creators need to focus on sharing stories, personal experiences and useful information in the most sincere way.

In 2025, brands will also actively participate in TikTok to reach potential customers, especially Gen Z. However, posting simple ads will no longer be effective.

Instead, brands need to create creative, engaging, and entertaining content. In addition, authenticity will be a key element of their marketing strategy.

Today's consumers are very concerned about social issues and want to support brands with ethical values ​​and community responsibility.

In addition, artificial intelligence (AI) also plays an increasingly important role in supporting content creators on TikTok. AI can help them create high-quality videos more quickly and easily, from suggesting ideas, creating special effects to optimizing content.

Comments will also become a new “stage” where users can express their opinions and interact with each other. Brands need to focus on managing and encouraging positive conversations to build community.

TikTok continues to be an ideal platform to reach Gen Z. Educational institutions and language centers can take advantage of TikTok to promote courses and share knowledge. Short and easy-to-understand videos are the key to attracting the attention of young users, increasing engagement and conversion.

In 2025, TikTok will focus on building authentic relationships within unique communities. Users will prioritize inclusivity and personal growth. The platform will continue to be a place for people to connect with others who share similar interests, share experiences, and learn from each other.

Affiliate marketing will also continue to grow strongly. Affiliate marketers will focus on segmenting content into hyper-specific niches to reach the right target audience. Optimizing this campaign with AI analytics tools will help increase efficiency and profits.

Users are looking for authentic content

Opportunities and challenges for digital content creators

TikTok is no longer a playground for trends alone. Users are looking for in-depth content in specific fields. This is a great opportunity for digital creators to demonstrate their expertise and thereby build a unique, quality community.

Along with this trend, authenticity becomes the core element to create sustainable value. Audiences want to connect with real people and stories. If you share your personal experiences sincerely, you will easily build trust and a deep connection with your audience.

The affiliate marketing market is also growing strongly in the “super niche” direction. Creators can partner with brands, focusing on specific products to increase conversion efficiency and revenue.

Leveraging artificial intelligence (AI) also helps them optimize the content production process, from idea generation to data analysis, saving time and increasing the likelihood of going viral.

However, along with the opportunities, digital creators also face many challenges. Data shows that the number of users who can access ads on TikTok is on a downward trend. This requires them to work harder to get their content shown to viewers, as organic reach may be affected.

Furthermore, the diversity of content also means fierce competition. Millions of creators are active every day. To stand out, you need not only quality content but also constant innovation and creativity. At the same time, the pressure to maintain authenticity and demonstrate social responsibility is also something that creators need to consider.

Finally, a major challenge is the dependence on TikTok's policies and algorithms. A small change from the platform can cause your content to suddenly lose engagement. Therefore, creators need to be flexible and ready to adapt to any changes to maintain sustainable growth.

Source: https://baovanhoa.vn/nhip-song-so/nguoi-dung-tiktok-o-viet-nam-tang-truong-ra-sao-168777.html