Nội dung
As social media continues to change rapidly and competition grows fiercer, simply “being present” on Facebook, Instagram, or TikTok is no longer enough to create an advantage. For Vietnamese marketers, the more important question is how to build a social media marketing strategy that is structured enough to both strengthen brand awareness and drive traffic and conversions.
A new list from Business of Apps shows that businesses are increasingly turning to agencies specializing in social media marketing to handle multiple challenges at once: content, community, influencers, paid advertising, and performance measurement. This reflects a clear reality: social media is no longer a “secondary” channel, but a core growth pillar.
-
Key points:
- Social media marketing is the use of social networks to promote products and services and create natural interaction with users.
- Business of Apps emphasizes that businesses often need agencies to handle strategy, content, community, advertising, and performance analysis at the same time.
- Instagram is playing a major role in product research behavior, especially in retail and e-commerce.
- Moburst is highlighted as one of the standout agencies thanks to its mobile-first approach and multi-channel campaign execution capabilities.
Social media marketing is no longer just “posting for the sake of it”
In Business of Apps’ roundup, social media marketing is described as the activity of using social networks to promote products and services and generate user interaction. The key point is that this is an inbound channel: instead of pushing one-way messages, brands need to create content compelling enough to draw users in, encourage engagement, and build recall.
The article also shows that the boundaries between social platform categories are becoming increasingly blurred. In the past, marketers could clearly separate social networks, media sharing, or microblogging; today, each platform tends to be more “multi-tasking,” which means content strategy must be flexible and closely aligned with user behavior.
For marketers, this means social media marketing can no longer be understood as just a posting calendar. It includes brand storytelling, community building, maintaining presence, and creating enough meaningful touchpoints to nurture purchase intent.
Why businesses turn to social media marketing agencies
According to Business of Apps, social media marketing companies are specialists that help businesses grow their brand, customer base, and revenue across platforms such as Facebook, Instagram, TikTok, LinkedIn, YouTube, and X. They typically handle multiple areas at once: content creation, paid ad management, KOL/KOC/influencer partnerships, community management, data analysis, and strategy development.
What stands out is that many agencies do not follow just one direction. Some focus on organic growth through posts, short videos, and community engagement. Others are stronger in paid social, optimizing for conversions, app installs, or traffic. Some combine both to maximize performance across each stage of the funnel.
In practical terms, this is why many brands do not handle everything in-house. As complexity increases, businesses need a partner capable of connecting creativity, communications, and performance measurement rather than simply managing isolated tasks.
Instagram and influencer marketing remain key priorities
Business of Apps cites data showing that around 80% of shoppers now use Instagram to research products and services before making a decision. This is a figure marketers should pay attention to, as it shows Instagram is not just an entertainment or visual platform, but an important touchpoint in the purchase consideration journey.
The article also emphasizes the role of influencer marketing. Nearly 50% of surveyed social marketers said influencer marketing delivers better ROI than other channels. At the same time, Instagram and TikTok are the two most popular platforms for this activity. This reflects a trend that combines creative content, the authenticity of influencers, and the fast spread enabled by video and short-form platforms.
For businesses, the lesson is not to chase influencer trends at any cost, but to place them in the right role within the overall strategy: supporting awareness, building trust, and driving action among target customers.
Moburst is mentioned by Business of Apps for its mobile-first strength
Among the standout companies, Moburst is introduced as a mobile-first full-service digital agency. Its capabilities span app marketing, ASO optimization, paid media, influencer marketing, social media management, SEO, and conversion optimization. According to the source, Moburst is known for data-driven campaigns and its ability to scale growth, brand awareness, and long-term engagement.
What is notable is that Moburst was founded in 2013 by Gilad Bechar and Lior Eldan with the goal of helping brands harness the power of mobile marketing during a period of rapid mobile market acceleration. This story shows that many leading agencies today do not just sell “campaign execution” services, but build deep expertise around a specific business growth need.
For brands prioritizing apps, e-commerce, or mobile-driven growth models, this kind of mobile-first approach can create a clear difference in execution effectiveness.
A perspective for the Vietnamese market
In Vietnam, social media marketing is entering a more mature phase. Businesses are no longer focused only on likes or followers; they are starting to ask about community quality, conversion costs, revenue generation, and long-term brand contribution. This is a positive signal because it pushes both brands and agencies to professionalize their approach.
From the international data compiled by Business of Apps, three takeaways stand out for Vietnamese marketers: first, content strategy should be built for each platform rather than copied across every channel; second, organic and paid social should be combined to control reach and conversions; third, if influencer marketing is used, it must be closely tied to business goals and measured clearly.
In other words, social media is no longer a place to “show up for the sake of visibility,” but a growth infrastructure that needs serious investment if businesses want to compete sustainably.
Reference source: Business of Apps, “Top Social Media Marketing Companies (2026),” published on 10/09/2025.
See more marketing news and guides at https://marketing365.vn.
Follow more updates from Marketing365 to stay up to date with the latest marketing trends.
Read more articles in the same category Digital Trends.
