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As the second half of 2026 enters peak campaign season, two signals from international markets are especially relevant for Vietnamese marketers: digital advertising may benefit strongly from major sporting events, while brand presence on LinkedIn continues to be a foundational asset that needs refreshing rather than maintaining old habits. These are two different angles, but both reflect the same reality: today’s social media effectiveness comes from following user behavior, not just repeating familiar formulas.
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Key points:
- Google Ads is said to benefit from the wave of interest around the World Cup, showing that major events can still trigger context-driven advertising demand.
- Improvements related to Gemini are also supporting Google’s advertising ecosystem, although the details of the impact still need further monitoring.
- Social Media Today suggests 5 ways to build an effective brand presence on LinkedIn, emphasizing the need to update organic strategy.
- For Vietnamese marketers, this is a good time to review how social media can be used for both brand awareness and conversion performance.
Google Ads benefits as the World Cup and Gemini continue to drive momentum
According to Social Media Today, Google’s advertising business is receiving another positive signal thanks to the buzz around the World Cup and improvements around Gemini. While the original article does not go into all the figures in the public excerpt, the main message is clear: global sporting events still have the power to drive stronger-than-usual search activity, content consumption, and advertising response.
What marketers need to note is that the impact of an event like the World Cup is not limited to views or social media discussion. When users are highly engaged with a topic, search behavior, product comparison, and interaction with contextual ads often rise as well. For advertisers, this is an opportunity to optimize targeting by timing, craft messaging that matches audience emotion, and design a landing page that fits user intent.
At the same time, improvements related to Gemini show that Google continues to strengthen AI capabilities across its advertising ecosystem. From a market perspective, this could make ad creation, optimization, and delivery increasingly dependent on data and automation. However, as tools become smarter, the role of content strategy and user understanding becomes even more important, because AI only performs well when the inputs are built in the right direction.
In other words, this news is not just about Google’s growth, but also a reminder to marketers that cultural and sporting “hot spots” remain powerful levers for advertising if they are used in the right context and at the right time. Source: Social Media Today.
LinkedIn is no longer a place to post just for the sake of it: 5 tips for building brand presence
In another article, Social Media Today emphasizes that many brands need to rethink how they use LinkedIn, especially as user behavior and engagement norms on the platform have changed significantly over the years. Instead of sticking to old thinking, marketers should treat LinkedIn as a channel for building credibility, connecting expertise, and nurturing brand awareness in a systematic way.
The article introduces 5 tips for building a stronger brand presence on LinkedIn, as part of a series of guides on organic social media for the second half of 2026. The core point here is not to “post more,” but to post with purpose: content needs to fit the platform’s professional context, reflect the brand’s real capabilities, and serve a long-term strategy rather than chase short-term engagement.
On LinkedIn, brands are often judged by the consistency of their tone, the quality of their content, how useful it is, and their ability to show up in important professional discussions. This is especially true as users become more sensitive to copied content, shallow messaging, or posts that exist only to “check the presence box.” If brands want to build sustainable presence, marketers need to combine company content, leadership voices, employee advocacy, and formats that build trust.
Notably, Social Media Today says it will continue releasing a series of overviews on building organic presence across major platforms in the coming weeks. For marketers, this is a reminder to update content standards for each channel instead of applying one formula everywhere. Source: Social Media Today.
A perspective for the Vietnamese market
For Vietnamese businesses, these two stories point in the same direction: social media is increasingly shaped by the specific usage context of each platform and each moment. If running ads, marketers should closely track major events that can create spikes in attention in order to design messaging, budgets, and delivery schedules more effectively. If working in B2B, building a presence on LinkedIn should not stop at having an account and posting regularly, but should involve a deeper content strategy that demonstrates expertise and creates trust signals.
In practice, many brands in Vietnam still allocate social media resources toward short-term activities, while platforms like LinkedIn are often overlooked. However, for companies in technology, services, education, finance, or recruitment, this is a very important space for building brand authority. The lesson from this international news is: social media effectiveness comes not only from reach, but from being on the right channel, at the right time, and with the right business objective.
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This article focuses on social media news with a perspective for the Vietnamese market.
References
- Google’s ads biz gets boost from World Cup hype, Gemini improvements
- 5 tips for building an effective brand presence on LinkedIn
