In Vietnam, nano and micro-influencers on TikTok emerged as the most sought-after influencer category with the highest engagement rates among SEA nations. Moreover, with the massive popularity of TikTok among GenZ, brands can engage with the younger generation and operate in niche markets.

‍affable.ai has packed data with various metrics to help brands to scale up their businesses and enhance TikTok influencer marketing strategies in 2023. This report discovers data regarding metrics such as audience demographics, the number of influencers under categories, and overall engagement rates.

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Table of Content:

1. Influencer Demographics
2. Number of influencers by Followers Count
3. Influencers Engagement Rates
4. Influencer Posts: 2021 Vs. 2022

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1. Influencers Demographics
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TikTok audience in Vietnam primarily comprises males accounting for 55.54% of the total audience base, and females users stand at 44.45%. Gen Z uses the platform the most, making up 71.59% of the user base, followed by millennials ( aged 26-32 years).  Based on affable.ai’s data, only 5.88% of the audience aged 33-39 years use TikTok, the lowest among the Southeast Asian countries. Therefore, the platform can be ideal for brands whose target audiences are younger generations.

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2. Number of influencers by Followers Count
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Micro-influencers with 10k-50k followers comprise a large segment of content creators on TikTok in Vietnam. There are a significant number of mid-tier and macro-influencers on the platform, which are great for achieving brand awareness and generating engagement. Nano-influencers with 5k-10k have a minuscule number accounting for only 50 individuals. However, brands can expect a rise in nano influencers in 2023. Celebrity influencers with 1M+ followers stood at 1132.

‍Discover top-performing content creators in your region through our Influencer Ranking page.

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3. Influencer Engagement Rates
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Despite having a low count in terms of followers, nano-influencers generated a *maximum engagement rate reaching 144.21%, implying influencers are winning followers’ attention and interacting with their content. The micro and mid-tier influencers have 77.21% and 72.54% engagement rates. Therefore, brands can collaborate with this category of influencers to attain brand visibility and operate in niche markets. On the other hand, macro-influencers generated an engagement of 64.45%, proving the strong relationship between the followers and users. If businesses in Vietnam are looking for wider audiences and brand exposure, they can rely on celebrity influencers, whose engagement rate is 32.61%.

Struggling to find high-engagement influencers for your brand? Access affable.ai’s influencer profile metrics to analyze.

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4. Influencer Posts: 2021 Vs. 2022
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The number of posts generated by content creators on TikTok saw a decline of 9.39%. Influencers. While there was 37.1 million influencer content in 2021, the number decreased to 33.7 million in 2022.

Check out our global influencer marketing report to see how TikTok will emerge as a powerful platform in 2023.

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