A Guide on Choosing an Influencer Marketing Agency in Vietnam (2026)

Vietnam’s influencer marketing industry has expanded rapidly, giving brands more agency options than ever before. But agencies vary significantly in their creator networks, campaign capabilities, pricing models, and measurement approach. Choosing the right partner depends on your marketing objectives, target audience, budget, and the level of support you need.

This guide explains what an influencer marketing agency in Vietnam does, how to evaluate one, and the leading influencer marketing agencies in Vietnam to consider in 2026.

What is an influencer marketing agency?

An influencer marketing agency finds, vets, and manages the creators who promote your product to their audience, then measures what that promotion did to your funnel.

In Vietnam specifically, that also means knowing which platform carries which job (TikTok for discovery, Facebook for community, and Zalo for retention) and which regulatory disclosures apply once a livestream turns into a sale.

What does a real influencer marketing agency actually do?

The gap between agencies shows up before a single post goes live. A real agency runs three functions in-house: sourcing, campaign management, and measurement. A reseller outsources at least one of them, usually the one that costs the most to build.

Influencer sourcing and fraud screening

A credible agency screens engagement rate against audience size, checks for follower authenticity (bought followers spike and plateau in patterns that are easy to spot with the right tooling), and cross-references which brands the creator has worked with before and how those campaigns performed. 

This is also where category fit gets decided: a beauty KOC with a highly engaged niche audience will often outperform a mega-influencer with broad but shallow reach on a considered-purchase product. If an agency cannot walk you through its screening process beyond “we check the numbers,” that is the sourcing function missing.

Campaign management and content approval

Vietnam’s amended Advertising Law put new obligations directly on the people writing the brief. Under Article 15a, an influencer must use or verify a product before promoting it, check the advertiser’s legal standing, and disclose paid content clearly as advertising, typically with #quangcao or #ad. Both the KOL and the brand can be held liable if the content is misleading. 

A real agency builds these checks into the brief before content goes out, not into a legal review after a post gets flagged: a written verification step before the creator touches the product, an approval flow that checks disclosure language and not just brand messaging, and a paper trail showing a business, not just an influencer, made the disclosure decision.

Performance measurement and reporting

A dashboard should show reach, engagement rate, click-through, and conversion where it is trackable and updated close to real-time. A recap deck of screenshots is not that. Ask what the agency can show you mid-campaign, not only after it closes. If the answer is a report at the end, you are paying for execution without visibility into whether it is working.

Why influencer marketing agency in Vietnam works differently

The KOL-KOC spectrum, and why the mix matters more than the size

A KOL, an artist, an expert, or a mega-creator, is valued for reach. A KOC is a regular buyer whose review reads like a real purchase decision rather than a script and is valued for trust. Vietnam market data backs the trust side: micro-influencers in the 10,000 to 50,000 follower range post engagement rates in the range of 5 to 10%, against roughly 1 to 2% for creators above 500,000 followers, per Vietnam’s social media market analysis. (Invest Vietnam, 2025)

For a B2B SaaS or tech company, that gap matters more than it does for FMCG. Your buyer is not making an impulse purchase off a livestream. They are checking whether someone who understands the category vouches for the product. A niche KOC or a founder-adjacent micro-creator in your category typically outperforms a mega-KOL with broad but shallow reach at a fraction of the cost.

The platforms that actually move Vietnamese consumers

Vietnam runs on 3 platforms doing 3 different jobs, plus one for retention.

Source: Invest Vietnam 

The mistake most brands make is running the same content across all 3. A better sequence: TikTok content built for discovery feeds Facebook groups built for community, which feeds Zalo official accounts built for service after the sale. For a tech or B2B audience, that funnel usually skews toward YouTube for the education layer and Zalo for the retention layer, with TikTok playing a smaller, top-of-funnel role than it does for consumer FMCG.

Red flags of an influencer marketing agency in Vietnam

Vague follower-count pitches with no engagement data

If a proposal leads with follower totals and never mentions engagement rate, audience authenticity, or past category performance, the agency is selling reach it has not verified. Follower count is also the easiest number to inflate, so a pitch that stops there is a pitch that has not done the screening work described above.

No direct access to raw campaign data or the KOL relationship

Ask to see the actual dashboard, not a recap. If the agency cannot produce raw numbers or hesitates when you ask whether the creator relationship is direct, you are likely one layer removed from the person who actually manages the talent. That extra layer shows up later as slower content turnaround and a pricing markup neither side can fully explain.

A one-size-fits-all KOL roster pitched to every client regardless of category

The same 15 names on every pitch deck, regardless of whether the client sells skincare or enterprise software, is a sign the agency is optimizing for its existing relationships, not for your product. A roster that never changes is a roster built around convenience, not fit.

Cookie-cutter or AI-generated content with no original creative angle

Content that copies whatever trend is running that week, instead of a brief built around your product, looks identical to genuinely original creative in a highlight reel. It does not look identical in the brief that produced it. Ask to see a past brief, not just a past output, and the difference becomes obvious fast: a copied trend has a one-line brief; a real strategy has a brief that references your product specifically.

How to choose the right influencer marketing agency in Vietnam for your product

Do they understand your product category

A generic digital agency markets from the outside; it learns your product from a briefing document. An agency that comes from inside the industry, such as an engineering company’s marketing arm, a former operator, or a specialist vertical shop, writes a sharper brief and books a more accurate creator because it already knows what makes the product different.

That understanding should extend past the product to the local channels around it. An agency that can name the exact communities and outlets it works with, not just influencer names, is showing you the same kind of specific proof this guide has been asking for throughout.

Can they show named case studies with numbers

A credible proof point names the client, states the result, and gives you a number to compare against an industry baseline. “We grew engagement significantly for a leading brand” is not proof; it is a sentence built to avoid a number. “Contributed to 500,000+ users and an 11% free-to-paid conversion rate for Saydi, against a 2 to 5% industry average” is proof because you can check it against your own funnel.

Do they work directly with talent or through brokers

A direct relationship with the creator means faster turnaround, better rates (no broker margin stacked on top of the agency’s own fee), and access to real performance history. A broker relationship adds a layer between you and the person actually managing the talent, which shows up later as slower approvals and thinner data. Ask how the agency was introduced to the creators on your shortlist. A hesitant answer usually means a broker sits somewhere in the chain.

What their pricing model signals

A flat fee tells you the agency gets paid whether the campaign works or not. A commission model ties the agency’s revenue to your media spend, which can quietly reward spending more rather than spending well. A performance-based model ties payment to the outcome you actually care about. 

None of these is automatically wrong, and most agencies blend two of the three, but the model tells you where the agency’s incentives sit. It is worth asking directly what happens to the fee if a campaign underperforms and watching how quickly the answer comes back.

Questions to ask before you look for an influencer marketing agency in Vietnam

1. Which of these creators have you worked with directly, and for how long?

This is the fastest way to test the broker question from the section above. A short or vague answer usually means the relationship runs through a third party, not the agency in front of you.

2. Can I see raw engagement data from a past campaign in my category?

Ask for the dashboard, not the recap deck. If the agency stalls or sends screenshots instead, the measurement function described earlier is likely missing.

3. What’s your fraud screening process for follower and engagement authenticity?

Any agency that sources creators regularly should have a specific answer, not just “we check the numbers.” A vague process here usually means the sourcing step is being skipped.

4. How is pricing structured, and what happens if a campaign underperforms?

The answer tells you where the agency’s incentives actually sit: flat fee, commission, or performance-based. Watch for hesitation on the second half of the question, since that is where the real accountability shows up.

5. Who owns the content and usage rights after the campaign ends?

Get this in writing before the campaign starts, not after. Rights vary by agency and by creator, and disputes over reuse are far cheaper to avoid than to resolve.

An agency that answers all five without redirecting to a case study deck has probably run the process you are asking about. One that answers only the last two has probably only sold it. Write the answers down. If you shortlist more than one agency, the gap between how specifically each one answers question 1 and question 2 is usually the fastest way to rank them, faster than comparing rate cards or roster size.

Top 5 influencer marketing agencies in Vietnam

1. SotaMedia

Website: sota.media

• SotaMedia is a technology marketing agency based in Vietnam that has expertise in influencer marketing. SotaMedia combines AI-powered marketing automation with technical fluency, allowing it to translate complex product value into campaigns that convert both technical evaluators and business decision-makers, helping brands connect with relevant creators and audiences through campaigns tied to clear business objectives.

• Best for: Tech founders and B2B SaaS companies that need an agency fluent enough in their product to write a technically accurate brief.

2. REVU

Website: vn.revu.net

• A Vietnam-based KOL and KOC booking platform working with a stated network of 2,000+ brands across KOL and KOC tiers. 

• Best for: Brands that want scale and platform-driven creator discovery. 

3. 7SAT

Website: 7saturday.com

• A fast-growing influencer marketing agency in Vietnam with a stated network spanning beauty, lifestyle, tech, education, and finance creators, and campaign history with brands including L’Oréal, Shopee, and Samsung. 
• Best for: FMCG and consumer brands running multi-category campaigns. 

4. Admatrix

Website: admatrix.vn

• An influencer marketing agency in Vietnam that is positioned around campaign optimization and ROI tracking, with a stated client list including PNJ, Viettel Money, and Katinat. 
• Best for: Brands that prioritize data-driven creator selection. 

5. On Digitals

Website: ondigitals.com

• A digital marketing and KOL collaboration agency with reported strength in technical and B2B categories, according to reviews on Clutch. 
• Best for: Brands in engineering or industrial sectors. 

Every agency on this list, including us, should be able to answer the five questions above without deflecting. That is the actual filter, more than any ranking, and it holds regardless of which agency you end up shortlisting first.

Conclusion

Choosing an influencer marketing agency in Vietnam comes down to more than comparing creator lists or campaign fees. Use the criteria and agency comparisons in this guide to narrow down your options and evaluate which partner best fits your budget, target market, and marketing goals.

If you are looking for an agency that can support your influencer marketing strategy from creator selection and campaign execution to performance tracking, you can contact SotaMedia for more information.