{"id":16665,"date":"2026-09-15T10:30:00","date_gmt":"2026-09-15T03:30:00","guid":{"rendered":"https:\/\/rentracks.com.vn\/?p=16665"},"modified":"2026-09-15T09:11:54","modified_gmt":"2026-09-15T02:11:54","slug":"social-media-marketing-cho-gen-z-2026","status":"publish","type":"post","link":"https:\/\/rentracks.com.vn\/en\/social-media-marketing-cho-gen-z-2026\/","title":{"rendered":"Social media marketing cho gen Z: Nh\u1eefng thay \u0111\u1ed5i trong h\u00e0nh vi ng\u01b0\u1eddi tr\u1ebb 2026"},"content":{"rendered":"\n

Gen Z \u0111\u00e3 d\u1ea7n thay \u0111\u1ed5i c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c kh\u00e1m ph\u00e1, \u0111\u00e1nh gi\u00e1 v\u00e0 l\u1ef1a ch\u1ecdn tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i t\u1eeb l\u00e2u. M\u1ed9t s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 xu\u1ea5t hi\u1ec7n trong video gi\u1ea3i tr\u00ed, \u0111\u01b0\u1ee3c t\u00ecm ki\u1ebfm qua ph\u1ea7n g\u1ee3i \u00fd, ki\u1ec3m ch\u1ee9ng b\u1eb1ng b\u00ecnh lu\u1eadn v\u00e0 cu\u1ed1i c\u00f9ng \u0111\u01b0\u1ee3c mua ngay tr\u00ean n\u1ec1n t\u1ea3ng.<\/p>\n\n\n\n

Tuy nhi\u00ean, social media marketing cho gen Z kh\u00f4ng \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i \u0111\u0103ng th\u1eadt nhi\u1ec1u video ng\u1eafn ho\u1eb7c c\u1ed1 g\u1eafng n\u00f3i chuy\u1ec7n gi\u1ed1ng ng\u01b0\u1eddi tr\u1ebb. \u0110i\u1ec1u quan tr\u1ecdng h\u01a1n l\u00e0 hi\u1ec3u kh\u00e1ch h\u00e0ng \u0111ang s\u1eed d\u1ee5ng t\u1eebng n\u1ec1n t\u1ea3ng \u0111\u1ec3 l\u00e0m g\u00ec, n\u1ed9i dung n\u00e0o gi\u00fap h\u1ecd ra quy\u1ebft \u0111\u1ecbnh v\u00e0 c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u t\u1ea1o ra gi\u00e1 tr\u1ecb trong h\u00e0nh tr\u00ecnh \u0111\u00f3.<\/p>\n\n\n\n

1. V\u00ec sao th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c ri\u00eang cho Gen Z?<\/strong><\/h2>\n\n\n\n

1.1. Quy m\u00f4 social media l\u1edbn, nh\u01b0ng \u0111\u1ed9 ph\u1ee7 kh\u00f4ng ph\u1ea3i l\u00e0 to\u00e0n b\u1ed9 c\u00e2u chuy\u1ec7n<\/strong><\/h3>\n\n\n\n

Theo DataReportal \u2013 Digital 2026<\/em>: Vietnam, Vi\u1ec7t Nam c\u00f3 79 tri\u1ec7u danh t\u00ednh ng\u01b0\u1eddi d\u00f9ng <\/strong>m\u1ea1ng x\u00e3 h\u1ed9i v\u00e0o th\u00e1ng 10\/2025, t\u01b0\u01a1ng \u0111\u01b0\u01a1ng 77,6% d\u00e2n s\u1ed1<\/strong>. B\u00e1o c\u00e1o \u0111\u1ed3ng th\u1eddi ghi nh\u1eadn 85,6 tri\u1ec7u ng\u01b0\u1eddi<\/strong> s\u1eed d\u1ee5ng Internet, v\u1edbi t\u1ef7 l\u1ec7 th\u00e2m nh\u1eadp Internet 84.2%<\/strong>.
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Nh\u1eefng con s\u1ed1 n\u00e0y cho th\u1ea5y social media l\u00e0 m\u1ed9t m\u00f4i tr\u01b0\u1eddng ti\u1ebfp c\u1eadn r\u1ea5t l\u1edbn. Tuy nhi\u00ean, 79 tri\u1ec7u danh t\u00ednh kh\u00f4ng \u0111\u1ed3ng ngh\u0129a v\u1edbi 79 tri\u1ec7u c\u00e1 nh\u00e2n duy nh\u1ea5t, v\u00e0 c\u0169ng kh\u00f4ng ph\u1ea3i to\u00e0n b\u1ed9 \u0111\u1ec1u thu\u1ed9c Gen Z. DataReportal l\u01b0u \u00fd r\u1eb1ng s\u1ed1 li\u1ec7u c\u00f3 th\u1ec3 bao g\u1ed3m nhi\u1ec1u t\u00e0i kho\u1ea3n ho\u1eb7c ch\u1ecbu \u1ea3nh h\u01b0\u1edfng b\u1edfi ph\u01b0\u01a1ng ph\u00e1p \u0111o l\u01b0\u1eddng c\u1ee7a t\u1eebng n\u1ec1n t\u1ea3ng.<\/p>\n\n\n\n

V\u00ec v\u1eady, th\u01b0\u01a1ng hi\u1ec7u n\u00ean t\u1eadp trung v\u00e0o c\u00e2u h\u1ecfi: \u201cNh\u00f3m Gen Z m\u00ecnh mu\u1ed1n ti\u1ebfp c\u1eadn \u0111ang d\u00f9ng n\u1ec1n t\u1ea3ng n\u00e0o, trong ho\u00e0n c\u1ea3nh n\u00e0o v\u00e0 \u0111\u1ec3 gi\u1ea3i quy\u1ebft nhu c\u1ea7u g\u00ec?\u201d<\/p>\n\n\n\n

1.2. Gen Z kh\u00f4ng ph\u1ea3i m\u1ed9t t\u1ec7p kh\u00e1ch h\u00e0ng \u0111\u1ed3ng nh\u1ea5t<\/strong><\/h3>\n\n\n\n

M\u1ed9t sinh vi\u00ean \u0111ang t\u00ecm h\u1ecdc b\u1ed5ng, m\u1ed9t nh\u00e2n vi\u00ean v\u0103n ph\u00f2ng m\u1edbi \u0111i l\u00e0m v\u00e0 m\u1ed9t ng\u01b0\u1eddi s\u00e1ng t\u1ea1o n\u1ed9i dung c\u00f3 th\u1ec3 c\u00f9ng thu\u1ed9c Gen Z nh\u01b0ng c\u00f3 kh\u1ea3 n\u0103ng chi tr\u1ea3, m\u1ed1i quan t\u00e2m v\u00e0 h\u00e0nh vi mua h\u00e0ng r\u1ea5t kh\u00e1c nhau.
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\u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 social media marketing cho gen Z c\u1ea7n b\u1eaft \u0111\u1ea7u t\u1eeb ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng, thay v\u00ec gi\u1ea3 \u0111\u1ecbnh r\u1eb1ng m\u1ecdi ng\u01b0\u1eddi tr\u1ebb \u0111\u1ec1u th\u00edch c\u00f9ng m\u1ed9t lo\u1ea1i n\u1ed9i dung. M\u1ed9t chi\u1ebfn l\u01b0\u1ee3c t\u1ed1t ph\u1ea3i x\u00e1c \u0111\u1ecbnh r\u00f5 nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, nhu c\u1ea7u c\u1ee7a h\u1ecd v\u00e0 b\u1ed1i c\u1ea3nh s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m.<\/p>\n\n\n\n

1.3. H\u00e0nh vi n\u1ec1n t\u1ea3ng \u0111ang thay \u0111\u1ed5i<\/strong> <\/h3>\n\n\n\n

Theo Decision Lab <\/em>trong Connected Consumer Q4 2025<\/a>, v\u1ecb tr\u00ed d\u1eabn \u0111\u1ea7u c\u1ee7a c\u00e1c n\u1ec1n t\u1ea3ng m\u1ea1ng x\u00e3 h\u1ed9i t\u1ea1i Vi\u1ec7t Nam nh\u00ecn chung v\u1eabn \u1ed5n \u0111\u1ecbnh, v\u1edbi Facebook, Zalo<\/strong> v\u00e0 YouTube<\/strong> ti\u1ebfp t\u1ee5c gi\u1eef vai tr\u00f2 quan tr\u1ecdng v\u1edbi t\u1ef7 l\u1ec7 s\u1eed d\u1ee5ng l\u1ea7n l\u01b0\u1ee3t l\u00e0 94%, 89% v\u00e0 87%<\/strong>. TikTok \u0111\u1ea1t 77%<\/strong>, trong khi Threads \u0111\u1ea1t 23%<\/strong>.
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Ngu\u1ed3n: Clever Group<\/em><\/figcaption><\/figure><\/div>\n\n\n

Tuy nhi\u00ean, s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa c\u00e1c th\u1ebf h\u1ec7 \u0111ang ph\u00e2n h\u00f3a r\u00f5 h\u01a1n khi l\u00e0m social media marketing cho gen Z: Facebook v\u1eabn c\u00f3 s\u1ee9c h\u00fat l\u1edbn v\u1edbi Gen Y, trong khi m\u1ee9c \u0111\u1ed9 h\u1ea5p d\u1eabn \u0111\u1ed1i v\u1edbi Gen Z c\u00f3 xu h\u01b0\u1edbng gi\u1ea3m. Ng\u01b0\u1ee3c l\u1ea1i, Zalo \u0111\u00e3 v\u01b0\u1ee3t YouTube<\/strong> \u0111\u1ec3 tr\u1edf th\u00e0nh m\u1ed9t trong ba \u1ee9ng d\u1ee5ng thi\u1ebft y\u1ebfu c\u1ee7a Gen Z<\/strong>. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng n\u00ean \u00e1p d\u1ee5ng m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c social media gi\u1ed1ng nhau cho m\u1ecdi nh\u00f3m tu\u1ed5i, m\u00e0 c\u1ea7n l\u1ef1a ch\u1ecdn n\u1ec1n t\u1ea3ng v\u00e0 \u0111\u1ecbnh d\u1ea1ng n\u1ed9i dung d\u1ef1a tr\u00ean nhu c\u1ea7u s\u1eed d\u1ee5ng ri\u00eang c\u1ee7a t\u1eebng th\u1ebf h\u1ec7.<\/p>\n\n\n\n

Cho th\u1ea5y m\u1ed9t k\u1ebft lu\u1eadn quan tr\u1ecdng: kh\u00f4ng n\u00ean x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c ch\u1ec9 d\u1ef1a tr\u00ean \u0111\u1ed9 ph\u1ee7 c\u1ee7a n\u1ec1n t\u1ea3ng khi l\u00e0m social media marketing cho gen Z. TikTok c\u00f3 th\u1ec3 l\u00e0 n\u01a1i kh\u00e1m ph\u00e1, YouTube l\u00e0 n\u01a1i t\u00ecm hi\u1ec3u, c\u00f2n m\u1ed9t c\u1ed9ng \u0111\u1ed3ng tr\u00ean Facebook c\u00f3 th\u1ec3 l\u00e0 n\u01a1i ng\u01b0\u1eddi d\u00f9ng trao \u0111\u1ed5i kinh nghi\u1ec7m. Vai tr\u00f2 c\u1ee7a m\u1ed7i k\u00eanh c\u1ea7n \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh theo h\u00e0nh tr\u00ecnh c\u1ee7a c\u00e1c t\u1ec7p kh\u00e1ch h\u00e0ng kh\u00e1c nhau.<\/p>\n\n\n\n

2. Gen Z Vi\u1ec7t Nam \u0111ang s\u1eed d\u1ee5ng m\u1ea1ng x\u00e3 h\u1ed9i nh\u01b0 th\u1ebf n\u00e0o?<\/strong><\/h2>\n\n\n\n

2.1. T\u1eeb gi\u1ea3i tr\u00ed \u0111\u1ebfn kh\u00e1m ph\u00e1 v\u00e0 t\u00ecm hi\u1ec3u s\u1ea3n ph\u1ea9m<\/strong><\/h3>\n\n\n\n

Social media ng\u00e0y c\u00e0ng tr\u1edf th\u00e0nh m\u1ed9t ph\u1ea7n c\u1ee7a qu\u00e1 tr\u00ecnh kh\u00e1m ph\u00e1 th\u01b0\u01a1ng hi\u1ec7u. Ng\u01b0\u1eddi d\u00f9ng c\u00f3 th\u1ec3 b\u1eaft g\u1eb7p m\u1ed9t s\u1ea3n ph\u1ea9m trong video, t\u00ecm th\u00eam th\u00f4ng tin t\u1eeb link s\u1ea3n ph\u1ea9m g\u1eafn tr\u1ef1c ti\u1ebfp trong video \u0111\u00f3, xem \u0111\u00e1nh gi\u00e1 t\u1eeb creator v\u00e0 ki\u1ec3m tra \u0111\u00e1nh gi\u00e1 c\u1ee7a c\u1ed9ng \u0111\u1ed3ng tr\u01b0\u1edbc khi mua. V\u00e0 social media marketing cho gen Z c\u0169ng nh\u01b0 th\u1ebf.<\/p>\n\n\n\n

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B\u00e1o c\u00e1o Connected Consumer Q4 2025<\/a> c\u1ee7a Decision Lab<\/em> cho th\u1ea5y c\u00e1c n\u1ec1n t\u1ea3ng m\u1ea1ng x\u00e3 h\u1ed9i t\u1ea1i Vi\u1ec7t Nam v\u1eabn c\u00f3 vai tr\u00f2 ri\u00eang trong h\u00e0nh vi ng\u01b0\u1eddi d\u00f9ng, nh\u01b0ng m\u1ee9c \u0111\u1ed9 \u01b0u ti\u00ean c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa c\u00e1c th\u1ebf h\u1ec7. V\u1edbi Gen Z, TikTok v\u00e0 YouTube<\/strong> ti\u1ebfp t\u1ee5c quan tr\u1ecdng trong vi\u1ec7c gi\u1ea3i tr\u00ed, kh\u00e1m ph\u00e1 n\u1ed9i dung<\/strong>, trong khi Zalo<\/strong> ng\u00e0y c\u00e0ng c\u00f3 v\u1ecb tr\u00ed \u0111\u00e1ng ch\u00fa \u00fd trong c\u00e1c nhu c\u1ea7u giao ti\u1ebfp v\u00e0 s\u1eed d\u1ee5ng h\u1eb1ng ng\u00e0y<\/strong>. <\/p>\n\n\n\n

V\u00ec v\u1eady, th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng c\u1ea7n lo\u1ea1i b\u1ecf c\u00e1c n\u1ec1n t\u1ea3ng quen thu\u1ed9c \u0111\u1ec3 ti\u1ebfp c\u1eadn social media marketing cho gen Z. C\u00e1ch ti\u1ebfp c\u1eadn hi\u1ec7u qu\u1ea3 h\u01a1n l\u00e0 x\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau c\u1ee7a t\u1eebng k\u00eanh<\/strong>, sau \u0111\u00f3 l\u1ef1a ch\u1ecdn \u0111\u1ecbnh d\u1ea1ng, th\u00f4ng \u0111i\u1ec7p <\/strong>v\u00e0 c\u00e1ch tri\u1ec3n khai <\/strong>ph\u00f9 h\u1ee3p v\u1edbi h\u00e0nh vi ng\u01b0\u1eddi d\u00f9ng tr\u00ean n\u1ec1n t\u1ea3ng \u0111\u00f3.<\/p>\n\n\n\n

2.2. Ni\u1ec1m tin h\u00ecnh th\u00e0nh d\u1ef1a tr\u00ean \u00fd ki\u1ebfn c\u1ed9ng \u0111\u1ed3ng<\/strong><\/h3>\n\n\n\n

Gen Z kh\u00f4ng ch\u1ec9 \u0111\u00e1nh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u qua n\u1ed9i dung do doanh nghi\u1ec7p \u0111\u0103ng t\u1ea3i, m\u00e0 c\u00f2n quan s\u00e1t c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi, ti\u1ebfp nh\u1eadn ph\u1ea3n h\u1ed3i v\u00e0 x\u1eed l\u00fd nh\u1eefng tr\u1ea3i nghi\u1ec7m ch\u01b0a t\u00edch c\u1ef1c. V\u00ec v\u1eady, ph\u1ea7n b\u00ecnh lu\u1eadn, \u0111\u00e1nh gi\u00e1 s\u1ea3n ph\u1ea9m v\u00e0 n\u1ed9i dung t\u1eeb KOC khi l\u00e0m social media marketing cho gen Z tr\u1edf th\u00e0nh nh\u1eefng \u0111i\u1ec3m ch\u1ea1m quan tr\u1ecdng trong qu\u00e1 tr\u00ecnh h\u00ecnh th\u00e0nh ni\u1ec1m tin.<\/p>\n\n\n\n

Vai tr\u00f2 n\u00e0y c\u00e0ng r\u00f5 khi social media k\u1ebft n\u1ed1i v\u1edbi mua s\u1eafm. Theo Decision Lab<\/em> trong Connected Consumer Q4 2025<\/a>, Shopee<\/strong> ti\u1ebfp t\u1ee5c d\u1eabn \u0111\u1ea7u v\u1ec1 t\u1ef7 l\u1ec7 th\u00e2m nh\u1eadp n\u1ec1n t\u1ea3ng mua s\u1eafm tr\u1ef1c tuy\u1ebfn v\u1edbi 83%<\/strong>, ti\u1ebfp theo l\u00e0 TikTok Shop 58%<\/strong>, Lazada 39%<\/strong> v\u00e0 Facebook 29%<\/strong>. <\/p>\n\n\n\n

\u0110i\u1ec3m \u0111\u00e1ng ch\u00fa \u00fd l\u00e0 kho\u1ea3ng c\u00e1ch gi\u1eefa c\u00e1c n\u1ec1n t\u1ea3ng mua s\u1eafm c\u00f3 m\u1ee5c \u0111\u00edch v\u00e0 nh\u1eefng k\u00eanh thi\u00ean v\u1ec1 gi\u1ea3i tr\u00ed, kh\u00e1m ph\u00e1 n\u1ed9i dung \u0111ang r\u00f5 h\u01a1n. Shopee ti\u1ebfp t\u1ee5c gi\u1eef v\u1ecb tr\u00ed d\u1eabn \u0111\u1ea7u trong h\u00e0nh vi mua s\u1eafm, trong khi TikTok Shop c\u00f3 s\u1ef1 ph\u1ee5c h\u1ed3i nh\u1eb9; \u0111i\u1ec1u n\u00e0y cho th\u1ea5y th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n ph\u00e2n bi\u1ec7t gi\u1eefa n\u01a1i ng\u01b0\u1eddi d\u00f9ng kh\u00e1m ph\u00e1 s\u1ea3n ph\u1ea9m v\u00e0 n\u01a1i h\u1ecd th\u1ef1c s\u1ef1 th\u1ef1c hi\u1ec7n giao d\u1ecbch.<\/p>\n\n\n\n

2.3. T\u01b0\u01a1ng t\u00e1c l\u00e0 m\u1ed9t trong nh\u1eefng ti\u00eau ch\u00ed \u0111\u00e1nh gi\u00e1 n\u1ed9i dung<\/strong><\/h3>\n\n\n\n

Khi l\u00e0m social media marketing cho gen Z, th\u01b0\u01a1ng hi\u1ec7u n\u00ean ch\u1ee7 \u0111\u1ed9ng \u0111\u1eb7t c\u00e2u h\u1ecfi, tr\u1ea3 l\u1eddi b\u00ecnh lu\u1eadn b\u1eb1ng video khi ph\u00f9 h\u1ee3p, ghim nh\u1eefng ph\u1ea3n h\u1ed3i c\u00f3 gi\u00e1 tr\u1ecb v\u00e0 ph\u00e1t tri\u1ec3n n\u1ed9i dung m\u1edbi t\u1eeb c\u00e1c v\u1ea5n \u0111\u1ec1 ng\u01b0\u1eddi xem th\u01b0\u1eddng xuy\u00ean \u0111\u1ec1 c\u1eadp. C\u00e1ch l\u00e0m n\u00e0y bi\u1ebfn t\u01b0\u01a1ng t\u00e1c t\u1eeb m\u1ed9t ch\u1ec9 s\u1ed1 b\u00e1o c\u00e1o th\u00e0nh ngu\u1ed3n d\u1eef li\u1ec7u \u0111\u1ec3 hi\u1ec3u nhu c\u1ea7u v\u00e0 c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

M\u1ed7i ch\u1ec9 s\u1ed1 t\u01b0\u01a1ng t\u00e1c trong social media marketing cho gen Z n\u00ean \u0111\u01b0\u1ee3c \u0111\u1ecdc theo m\u1ed9t m\u1ee5c \u0111\u00edch kh\u00e1c nhau:<\/p>\n\n\n\n