Vietnam Influencer Marketing Platform Market Size, Share, Growth and Forecast, 2025-2035

Video-first audiences push brands toward creator software

The Vietnam influencer marketing platform market was valued at USD 96.5 million in 2025 and is projected to increase from USD 122.0 million in 2026 to USD 523.7 million by 2035, registering a CAGR of 17.57% during 2026–2035. Demand comes from a large video-first audience, the fast growth of shoppable short video and livestreams, and brand pressure to prove the sales return of creator campaigns. Ho Chi Minh City held the largest regional share, 42.0% in 2025, because most consumer brands, agencies and creator networks run their campaigns from the city. Tier 2 and three provinces grow fastest at 18.78% a year, as local sellers and regional brands start paying creators to reach buyers outside the largest cities. The amended advertising law that took effect in January 2026 makes creators and brands share responsibility for sponsored content, which raises demand for tools that vet creators, store briefs and track disclosure.

Which creator software and fees are counted in Vietnam?

The estimate measures what brands, agencies and sellers in Vietnam spend on software and technology-led services used to find, hire, manage, measure and pay social media creators. It covers subscriptions, campaign commissions, managed service fees, creator marketplace take rates and performance-based fees charged by platform providers. Values are stated in USD million at current prices and exclude taxes.

The estimate excludes fees paid directly to creators, paid media bought on social networks and the value of goods sold through creator links. The value chain runs from social networks and data providers through creator platforms, agencies and creator networks to brands, sellers and individual creators.

Discovery tools and FMCG brands carry most platform value

Why do discovery tools lead creator software spending?

Based on solution type, the market is categorized into influencer discovery and matching, campaign workflow management, analytics and attribution, social commerce and affiliate enablement, and compliance and fraud detection. Influencer Discovery & Matching led with 30.0% of 2025 value, because brands must search large creator pools before any campaign starts. Social Commerce & Affiliate Enablement grows fastest at 18.53% a year, as tagged products in short videos tie creator pay to sales.

How do self-service tools change platform buying?

Based on deployment model, the market is categorized into self-service SaaS, managed cloud platform, API-embedded platform and hybrid managed technology. Self-Service SaaS led with 38.0% of 2025 value, because agencies and large brands run frequent campaigns in-house. API-Embedded Platform grows fastest at 18.32% a year, as marketplaces and social apps build creator tools straight into their seller centers.

Which industries spend most on creator platforms?

Based on end-use industry, the market is categorized into FMCG and beauty, retail and e-commerce, fashion and lifestyle, technology and electronics, and financial services and healthcare. FMCG & Beauty led with 34.0% of 2025 value, because cosmetics and daily goods brands run creator reviews all year. Retail & E-commerce grows fastest at 18.14% a year, as online sellers pay creators per order.

Social reach, shoppable video and AI matching lift demand

How does deep social reach and video use lift demand?

Deep social reach and heavy video use lift demand, because brands can reach most consumers through creators on a few large apps. Internet users reached 84.15% of the population in 2024, up from 78.08% a year earlier, according to World Bank data. TikTok reported more than 70 million monthly users in Vietnam at its July 2026 seller summit. YouTube counted more than 50 million adult users in November 2024, with about 1,800 local channels above one million subscribers. As a result, brands need software to search, compare and book creators at scale across these networks. This need explains why discovery and matching tools hold the largest share of influencer marketing platform spending.

Why does social commerce integration raise platform spending?

Social commerce integration raises platform spending, because creators now sell products directly inside videos and livestreams instead of only building awareness. TikTok Shop said affiliate creators rose 140% in 2025, while short videos with product links grew 45% over 2024, according to Brands Vietnam. YouTube and Shopee launched the YouTube Shopping Affiliate program in Ho Chi Minh City on Nov. 2, 2024, letting creators tag Shopee products. Shopee and Meta then added Vietnam to a Facebook Live shopping pilot in October 2025. Consequently, brands buy affiliate tracking software and payout tools, and this solution grows fastest at 18.53% a year.

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How do AI matching and measurement tools drive adoption?

AI matching and performance measurement drive adoption, because brands want proof that creator budgets turn into sales. AnyMind Group added generative AI features to AnyTag in June 2024, recommending creators from a brand brief and budget. At launch, AnyTag held data on more than 750,000 influencers and more than 9,000 past campaigns across Asia Pacific. AnyMind also began managing TAMI, an AI-driven virtual influencer launched for Vietnamese audiences in January 2024. In turn, analytics and attribution tools gain budget as marketers compare creators by cost per order rather than follower count. Wider artificial intelligence adoption among local agencies supports the same shift toward measured campaigns.

Why do new advertising duties push brands to software?

New advertising duties push brands toward software, because every party in the creator chain now carries legal risk. The National Assembly passed the revised advertising law on June 16, 2025, with 453 of 461 deputies in favor, according to Viet Nam News. The law took effect on Jan. 1, 2026, and requires influencers to label sponsored content and verify advertisers. Decree 147, effective Dec. 25, 2024, also requires verified accounts before users can post or livestream. As a result, brands want platforms that store contracts, product documents and disclosure records for each creator. This demand supports compliance and fraud detection tools, which still hold a small but rising share.

Affiliate creators, AI tools and new ad rules reshape work

How is the rise of affiliate creators changing campaigns?

The rise of affiliate creators is changing campaigns, because many small creators now earn commissions instead of fixed fees. TikTok Shop reported that affiliate creators joining livestream sales doubled in 2025, while buyers rose 36%. In the first half of 2024, affiliate creators joining TikTok Shop had already grown 2.5 times. Ecomobi opened a 4,000 square meter livestream facility with 51 studios and more than 150 hosts, according to its September 2025 release. Therefore, brands shift budget from a few celebrities to hundreds of micro creators paid by results. This shift lifts demand for tools that track links, codes and payouts for each creator in one place.

Why is the shift toward AI-built content rising?

The shift toward AI-built content and virtual creators is rising, because brands want faster content at lower cost per post. AnyMind said in April 2024 that it was developing an AI livestreamer for e-commerce on its AnyX, AnyTag and AnyChat tools. Its virtual influencer TAMI had more than 100,000 Instagram followers at that time. Metub, which works with more than 5,000 creators and artists, formed a music joint venture with Virgin Music Group in September 2025. As a result, the wider creator economy in Vietnam now mixes human, virtual and label-backed talent. Platforms that rate all three types in one search therefore gain an edge with agencies.

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Can compliance tools open a new revenue stream?

Compliance tools open a clear new revenue stream, because new laws make brands and creators answer for false claims. The E-commerce Law adopted on Dec. 10, 2025, takes effect on July 1, 2026, according to Apolat Legal. It requires livestream hosts to refuse sellers that lack quality or advertising documents. Hosts must also stop broadcasts and remove content once violations are found or authorities ask. In April 2025, police arrested two well-known creators over a candy promotion that sold more than 100,000 boxes. Consequently, platforms that verify product papers and creator claims can charge brands a premium, and compliance and fraud detection gains share through 2035.

Is there room to grow with smaller sellers and provinces?

Smaller sellers and provincial brands offer a second opening, because many have started selling online only recently. TikTok Shop plans 60 days of free commission for OCOP, farm and craft village sellers in the second half of 2026. The package is expected to reach up to VND100 billion in support, with training on livestreaming and creator work. Sellers on TikTok Shop also rose 42% in 2025, adding many first-time merchants and new demand for creator tools. In turn, small business accounts need low-cost self-service tools, which helps Tier 2 and three provinces become the fastest-growing zone of the market. Simple monthly plans and pay-per-order pricing fit these buyers best.

False claims, fraud and thin budgets weigh on adoption

How do false claims and creator scandals hurt trust?

False claims and creator scandals hurt trust, because buyers question products promoted by well-known faces. Police arrested Quang Linh Vlogs and Hang Du Muc in April 2025 over Kera candy, according to Tuoi Tre News. Each had already been fined VND70 million for false advertising. As a result, brands now slow approvals and ask for stricter vetting, which lengthens campaign cycles for platforms. Providers that check product papers and creator history before booking can turn this caution into steady demand.

Why does fake engagement complicate measurement?

Fake engagement complicates measurement, because bought followers and views inflate the apparent reach of many creators. Brands that pay by audience size can lose budget to accounts with little real influence. Consequently, platforms must invest in audit data and fraud checks, which raises their costs. Verified-account rules under Decree 147 help, but they do not remove paid engagement on their own. Brands therefore ask for audited audience data before they sign larger creator contracts.

How do small budgets limit software subscriptions?

Small budgets limit software subscriptions, because many local sellers spend only modest sums on each campaign. These buyers often contact creators directly through messages rather than paying for a platform license. In turn, providers struggle to convert free users into paying accounts outside large cities. Commission and pay-per-order pricing can lower this barrier for small business accounts. Bundled tools offered by marketplaces and agencies also help small sellers start with little upfront cost.

Will dependence on a few social networks raise risk?

Dependence on a few social networks raises risk, because platforms rely on data access and creator tools set by TikTok, Meta and YouTube. A change in data access, commission rules or ranking can cut the value of a third-party tool quickly. Consequently, providers spread their tools across several networks and marketplaces. Close partnerships and official API access reduce this risk over the forecast period. Providers with their own creator data also depend less on any single network.

Ho Chi Minh City leads while smaller provinces grow fastest

Why does Ho Chi Minh City lead creator software spending?

Ho Chi Minh City held 42.0% of 2025 value and grows at 17.18% a year, because most consumer brands, agencies and creator networks base their teams in the city. The enlarged city has more than 14 million people after its merger with Binh Duong and Ba Ria-Vung Tau in 2025. YouTube and Shopee also launched their shopping affiliate program there in November 2024. As a result, new platform features usually reach agencies in Ho Chi Minh City first.

How does Hanoi support platform demand?

Hanoi held 30.0% of 2025 value and grows at 17.48% a year, because the capital hosts large banks, telecom groups, state-linked brands and national media. Its population passed 8.8 million under the 2025 provincial reorganization, which widens regional demand for creator campaigns. Many financial services and technology brands plan campaigns from Hanoi offices. This mix supports demand for measurement, reporting and compliance tools in the capital. Regulated brands in banking and healthcare also need careful records for each sponsored post, which favors managed platforms with approval workflows.

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What lifts demand in Other Tier 1 provinces?

Other Tier 1 provinces held 12.0% of 2025 value and grow at 17.98% a year, because cities such as Haiphong and Can Tho host growing retail and manufacturing brands. These companies increasingly hire creators to reach younger buyers in their home markets. Consequently, they adopt managed and self-service tools through agencies based in the two largest cities. Local food, retail and consumer goods makers also test affiliate campaigns with regional creators, which adds steady demand for low-cost tracking tools.

How do Da Nang and the Central Coast add creators?

Da Nang and the Central Coast held 8.0% of 2025 value and grow at 18.08% a year, because tourism and hospitality brands rely on travel creators. The merged Da Nang has about 3 million people and drew 12 million tourists in 2024, which lifts regional demand for travel creators. Hotels, resorts and food brands therefore use creator campaigns to fill rooms and tables.

Why are Tier 2 and three provinces growing fastest?

Tier 2 and three provinces held 8.0% of 2025 value and grow fastest at 18.78% a year, because farm, craft and OCOP sellers are joining social commerce for the first time. TikTok Shop support for these sellers in 2026 includes creator and livestream training. In turn, low-cost self-service tools find new buyers in these provinces.

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Launches, laws and enforcement cases from 2024 to 2026

AI search, product tagging and audits change campaign work

• AI search tools rank creators from a written brief, images and budget, which cuts the time agencies spend on shortlists.
• Product tagging in short videos and livestreams links each creator post to orders, so brands can pay by result.
• Audience audits built on social media analytics flag bought followers and weak engagement before contracts are signed.
• Compliance records store briefs, product papers and sponsored labels for each post, which helps brands meet the 2026 advertising rules.

Regional platforms and local creator networks compete

Competition combines regional software companies, local creator networks and global tool providers. AnyMind Group runs AnyTag in Vietnam and added generative AI search in June 2024, while also managing the virtual influencer TAMI. Ecomobi links creators with sellers on TikTok Shop and Shopee and runs a large livestream facility with 51 studios. Metub manages more than 5,000 creators and artists and formed a music joint venture with Virgin Music Group in 2025. Hiip has worked with about 6,000 influencers and more than 500 brands across Vietnam and Thailand. Social networks also shape the market, because their own affiliate tools compete with third-party software. Companies compete on creator data quality, sales tracking, compliance records and pricing that suits small sellers, which defines how each influencer marketing platform wins accounts.

Companies profiled and their roles in this market

Credence Research view on compliance-ready creator tools

Credence Research's view is that Vietnamese creator software will grow strongly through 2035, as brands move from celebrity posts to measured campaigns with many smaller creators. Shoppable video on TikTok, YouTube and Facebook makes sales tracking the main reason to buy a platform. The 2026 advertising rules and the E-commerce Law add a second reason, since brands need records that prove each creator checked the product. Discovery tools should keep the largest share of the influencer marketing platform market. However, scandals and fake engagement will keep pressure on platforms to prove data quality.

How the creator software spending estimate was built

The report uses 2025 as the base year, with values in USD million at current prices. Market values come from the Credence Research model, which combines active advertisers, creator campaign volumes, average platform fees and commission rates. Regional shares and segment splits by solution type, deployment model and end-use industry are Credence Research estimates. Sources used are World Bank data, laws and decrees, government statements, company releases and news reports, and no interviews or surveys were used.

Shoppable video and compliance set the path to 2035

The market is expected to reach USD 523.7 million by 2035, a 17.57% CAGR during 2026–2035, as brands pay creators by results and need software to manage many small partners. Growth should be strongest in Tier 2 and three provinces and in social commerce tools, while Ho Chi Minh City keeps the largest share. Compliance features will become standard across creator software after the 2026 laws. In contrast, new creator scandals or tighter data access on social networks would slow platform adoption, especially among small sellers.

Note: The depth of individual sections depends on data availability for this market. Volume, capacity, trade and other unit-based metrics are included where applicable.