A promising outlook for local platforms

Vietnamese social media platforms are carving out a distinct niche by delivering unique value tailored to domestic user needs.

Moving beyond basic connectivity, these platforms are contributing to cultural preservation and public administration, establishing their presence alongside global competitors.

According to the Authority of Broadcasting, Television, and Electronic Information (ABTEI) under the Ministry of Information and Communications, as of November 15, 2024, Vietnam had issued 1,056 social media licenses, with 40 new platforms approved in 2024 alone.

Currently, around 110 million accounts belong to Vietnamese social media users, and many local platforms have made significant strides in attracting and retaining their audiences.

Zalo, for instance, reported 76.5 million monthly active users by mid-2024, surpassing global giants like Facebook (72 million), YouTube (63 million), and TikTok (67 million). Meanwhile, the rising platform YooLife has gained traction, ranking among the top 10 most downloaded apps on Apple’s App Store and securing fourth place on Google Play’s free app list in November 2024.

YooLife: Innovating through cultural immersion

YooLife differentiates itself by leveraging cutting-edge VR360 (360-degree virtual reality) technology to vividly recreate Vietnam’s cultural and historical heritage.

A standout project launched in November 2024 was the VR360 virtualization of the Vietnam Military History Museum, which garnered millions of online visits and widespread praise. The platform continued its momentum in December with a VR360 project chronicling the Vietnam People’s Army's history, from its founding as the Vietnam Liberation Army Propaganda Team to its present-day stature.

Through the immersive combination of modern technology, visuals, narration, and music, YooLife appeals particularly to younger audiences, fostering a deeper connection with Vietnam’s rich cultural past.

Zalo: Bridging citizens and government

 
While YooLife focuses on cultural preservation, Zalo takes a different route, becoming a critical tool for digital transformation in public administration.

Zalo Official Account (Zalo OA): By the end of 2024, over 17,200 state agencies, from central to local levels, used Zalo OA for official communications. The platform facilitates two-way interaction, enabling citizens to receive timely updates from government agencies and report local issues.

Currently, 4,024 communes, wards, and towns (40% nationwide) operate Zalo OA accounts. The government aims to expand this coverage to 100% by the end of 2025.

Zalo Mini App: This feature offers micro-applications integrated within Zalo to provide essential public services. By the end of 2024, over 460 Zalo Mini Apps were launched, including the "Vietnam Disaster Prevention" app, helping citizens access disaster-related updates and report incidents directly to authorities.

Vietnamese social media platforms are thriving by addressing localized needs. YooLife uses innovative technology to preserve and celebrate national culture, while Zalo strengthens connections between citizens and government in the era of digital transformation.

These distinct strategies position local platforms to compete effectively with global giants, signaling strong potential for further growth and innovation.

Trong Dat