Nội dung
- Marketing is taking the lead in the organization’s AI wave
- The standout brands on social are not only creative, but also know how to create the right emotion at the right time
- Real estate marketing continues to show that social media is an essential growth channel
- What this means for the Vietnamese market
- References
Social media is entering a new phase, where content, data and AI no longer operate separately but as one system. For Vietnamese marketers, three signals from the international market below show the game is shifting from “being present on social media” to “building the capability to create real business impact.”
Marketing is taking the lead in the organization’s AI wave
In a new global study by Boston Consulting Group, CMOs say the marketing department itself is taking the lead role in deciding AI investment for this function, rather than waiting for direction from the CEO or strategy team. This is a notable shift because marketing has long been one of the areas most strongly affected by AI, from content creation and personalization to distribution optimization and performance measurement.
The key point is not just the technology, but decision-making power. When marketing becomes the unit leading AI investment, the team has a chance to shorten the gap between idea and execution, while also building new workflows for social content, social listening and performance optimization. Source: Boston Consulting Group, “Moving the Agentic Marketing Transformation from Illusion to Reality” (15/6/2026).
The standout brands on social are not only creative, but also know how to create the right emotion at the right time
Sprout Social opens its midyear report by revisiting the brands, campaigns and social media moments that made the biggest impression in the first half of 2026. The picture it paints shows a clear trend: the brands that generate pull do so not simply because their content looks good or their ideas are unusual, but because they understand cultural context, community emotion and how people actually share on social media.
Notably, Sprout Social highlights the role of employee-generated content, as many brands use their own employees’ voices to feel more authentic, more approachable and more trustworthy in a social environment increasingly saturated with AI-generated content. In other words, the “human touch” is becoming a new competitive advantage in social media brand communication. Source: Sprout Social, “The best brands on social media in 2026 (so far)” (17/6/2026).
Real estate marketing continues to show that social media is an essential growth channel
HousingWire compiled 10 notable real estate marketing companies for 2026 and emphasized a familiar but still very important reality: brokers and real estate businesses that want sustainable growth must know how to use digital tools, with social media being an indispensable piece of the puzzle. The article shows that marketing service providers are increasingly judged by their ability to support website building, email, advertising and, especially, a systematic social media presence.
For visually driven sectors like real estate, social media is not only a place to post project listings but also a channel to build personal brands, nurture leads and create trust before customers make contact. HousingWire’s inclusion of social media in its evaluation criteria shows that this channel has become a basic capability standard, not a secondary option. Source: HousingWire, “The 10 best real estate marketing companies to boost your business in 2026” (17/6/2026).
What this means for the Vietnamese market
The three signals above show that social media in 2026 is no longer about posting consistently; it requires a systems mindset: using AI to accelerate, using authentic content to build connection and having the capability to link social to business goals. For Vietnamese companies, especially in retail, B2B and real estate, now is the time to review how social channels are run: who makes decisions, who creates content, which data is used for optimization and which measurements truly reflect growth.
If you only chase trends without a process, social media can easily become a channel that is “noisy but ineffective.” On the other hand, if you know how to combine AI, internal creators and a content strategy closely aligned with customer needs, Vietnamese brands can significantly narrow the gap with new international standards.
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References
- Moving the Agentic Marketing Transformation from Illusion to Reality
- The 10 best real estate marketing companies to boost your business in 2026
- The best brands on social media in 2026 (so far)
