Online media channels for agricultural marketing: Which is the right choice?

In the context of consumers increasingly attached to the online environment, choosing the right media channel plays a decisive role in the marketing strategy for the agricultural market in general and fruit in particular. The latest data in 2024 shows that each platform has its own characteristics, from user target, outstanding features to ways to connect with customers.

TikTok is currently the favorite playground of Gen Z with 67 million users in Vietnam. This is the platform with the highest interaction rate, especially thanks to short videos, creative challenges and rapidly changing trends. With the content having to be engaging from the first seconds, TikTok is suitable for introducing agricultural products in a fun and viral way, and can also be combined with food influencers to create attractive recipes or challenges.

Facebook still holds the position as the most popular social network with more than 72 million users. This platform has a large number of users, most of whom are women. Although the natural views of posts are increasingly limited, Facebook is still effective in building communities through groups and direct interaction activities such as livestreams. For the fruit industry, this is a suitable place to create discussion groups, share recipes and build a healthy lifestyle associated with the product.

Instagram, with about 10.9 million users, strongly attracts the younger generation and is inclined towards visual images. Features such as Stories or Reels help brands easily introduce agricultural products with vivid and eye-catching images. Content about fashion, lifestyle or campaigns combined with food bloggers and influencers often create high appeal, helping brands spread quickly.

Zalo with more than 76.5 million users, is considered the most popular platform in Vietnam. Not only a messaging tool, Zalo also supports businesses through its official brand page, customer care account and community connection capabilities. This is a suitable channel for agricultural brands in Vietnam to launch promotions, maintain close relationships and take care of customers in a sustainable way.

YouTube with 63 million users stands out for its ability to deliver long video content. This is an ideal place to tell brand stories, share market education videos, introduce production processes, or instructions on how to prepare dishes from agricultural products. In addition, short videos (Shorts) are also increasingly effective in attracting attention quickly. Collaborating with influencers or implementing sponsorship programs helps products reach more consumers.

It can be seen that each social media platform brings different opportunities to the agricultural market. If TikTok and Instagram create attraction with trends and images, Facebook and Zalo are suitable for community building and customer care, while YouTube expands the space for brands to tell in-depth stories. The skillful combination of channels will help Vietnamese agricultural products both spread creative images and affirm sustainable value in the market.

Source: Synthesis