Short video is the default: where Vietnam campaigns should start in 2026
Short video, creators and livestreams are no longer new; they are the baseline. What matters is that every small clip adds up to one consistent brand image.
Short video is now the norm
Vietnam's 2026 market analyses suggest short video and livestreaming are no longer “emerging”. One marketing community goes as far as saying a brand absent from short video is effectively absent from market memory. Younger audiences want content that is quick, entertaining and interactive.
Overt ads are backfiring
Viewers accept video that feels real and sits in a specific usage context. Hard-sell advertising is increasingly skipped, which pushes brands toward everyday storytelling, humor and lifestyle.
Small creators, big trust
Many brands are shifting from mega-influencers to nano and micro-influencers for higher engagement and trust. Livestream commerce is also seen as a major conversion channel, where video and seller credibility act as proof of purchase.
Brand awareness does not come from one big story, but from hundreds of small signals repeated consistently.
The challenge: consistency, not noise
When you produce many clips, the risk is a diluted brand image. Double D's approach:
- One core idea, many variations: each clip is another way of telling the same message.
- A production rulebook: shared framing, cut rhythm, captions and sound so every clip recognizes the others.
- Measured by data: keep clips that earn full views and action, retire the rest.
- Channels by audience: Gen Z and young millennials on TikTok and YouTube; older groups still on Facebook and Zalo.
A note: some livestream spending figures in secondary reports should be checked against their original source before they inform a plan.