1. Facebook
Facebook is one of the most widely used SNS platforms today. Even after many years of existence, it remains one of the most convenient places for people across the world to connect. Beyond sharing daily moments, photos, and personal thoughts, Facebook is also a powerful tool for work, business, and communication, especially effective for boosting market reach. It is used by nearly all age groups, from Gen X and Gen Y to Gen Z.

Advantages
+ Easier customer reach compared to other platforms.
+ Massive user base across all demographics.
+ Strong community-building features through Groups and Fanpages.
+ Flexible selling options from personal profiles to Fanpages and Facebook Shop.
+ Livestreaming is highly effective for real-time sales, building trust and immediate conversion.
+ Friend connections, community groups, and algorithmic recommendations help products spread quickly and reach the right -audience.

Disadvantages
– Low entry barrier; anyone can open a fanpage or sell via personal profiles → product duplication and competition.
– High risk of spam ads, scams, or malicious attacks (negative anonymous comments/reviews).
– Organic reach continues to decline; users are shifting to other platforms, increasing competition.

2. Zalo
Originally a messaging and calling app, Zalo has evolved into a major social platform in Vietnam, comparable to Facebook in influence. Its user-friendly interface, strong privacy features, and daily usage habits make it a trusted communication channel with significant impact in the market.

Advantages
+ Easy-to-use interface popular across all age groups, enabling broad customer reach.
+ Tied to daily messaging and work communication → convenient for sending product updates, promotions, and event notifications.
+ Low rate of fake accounts, high user authenticity → strong conversion potential.
+ Lower tool cost compared to foreign platforms like Facebook or TikTok.
+ Brands can attract customers using personal accounts and free Zalo features.
+ Broadcast messages & Zalo ZNS can effectively nurture customer relationships.

Disadvantages
– Weak Newsfeed; low engagement (likes/shares) → not suitable for broad marketing reach.
– Due to messaging nature, Zalo users are sensitive to notifications; excessive or irrelevant ads can reduce trust.
– Limited targeting options; cannot target based on purchase behavior and has fewer segmentation tools than other platforms.

3. Tiktok
TikTok is currently one of the most popular platforms among Vietnam’s younger population. Its unique short-video format encourages daily content consumption and helps users stay updated on trends. As TikTok continues to grow, it has transformed from an entertainment app into a powerful tool for e-commerce, advertising, and brand building.

Advantages
+ Rapidly growing user base → higher engagement and stronger brand awareness.
+ Young audience, primarily Gen Z → helps brands cultivate early loyalty.
+ “For You” algorithm personalizes content, enabling brands to reach high-potential customers.
+ Short, catchy, and creative content formats make virality easier.
+ Paid tools allow precise targeting by age, location, and interest.
+ Large ecosystem of TikTokers & influencers → natural storytelling and higher trust compared to traditional ads.

Disadvantages
– Audience is less diverse; mostly Gen Y and Gen Z → limited reach for broader markets.
– Working with many KOL/KOC can be challenging if they promote competitors or face personal issues.
– Less suitable for high-credibility sectors like finance or healthcare.
– Highly competitive platform requiring creative, trend-aligned content.

4. Youtube
YouTube is a global video-sharing platform that allows users to upload, watch, and share various types of content, from music videos and tutorials to vlogs, TV shows, films, and comedy. It significantly influences culture, education, business, society, and continues to push the development of video technology from HD to livestreaming. Ads on YouTube can reach a massive audience.

Advantages
+ One of the world’s largest video platforms → broad, global ad reach.
+ Advanced targeting tools (age, gender, interests, behavior).
+ Strong engagement — likes, comments, shares — providing feedback for brands.
+ Powerful analytics tools for performance optimization.
+ Flexible ad cost models (CPV/CPM), allowing brands to control their budgets.

Disadvantages
– High competition → brands need strong creative strategies and compelling content.
– Video production costs are often higher than other SNS platforms.
– High-quality ads require advanced production skills.
– Some users skip or block ads, reducing campaign effectiveness.

5. Instagram
Instagram focuses mainly on images, videos, and short clips, where users share their personal styles and moments. Compared to other platforms, Instagram has a younger, aesthetic-driven, and creative user base. It is ideal for reaching younger audiences, but brands must understand its strengths and limitations to maximize marketing outcomes.

Advantages
+ Popular among young users → ideal for creative, visually aligned brand content.
+ Flexible privacy settings, allowing users to interact comfortably with brands.
+ Multiple content formats beyond photos → enabling creative and multi-dimensional storytelling.

Disadvantages
– Requires strong investment in visuals; without high-quality images/videos, it’s hard to attract users.
– Links cannot be placed in captions → harder to drive direct traffic or conversions.
– Frequent algorithm changes → difficult to maintain stable engagement and visibility.

Each SNS platform plays a different role in the customer journey.

Therefore, instead of focusing on only one channel, brands should adopt an integrated multi-platform strategy to maximize communication effectiveness and reach the right target audience.

Multi-channel presence is not just a trend. it is the new standard for businesses competing in the digital age.