Vietnam exhibits rapid top-of-funnel engagement but fragile mid-funnel retention, making early performance signals unreliable without controlled validation loops.

Trust is socially constructed through peer visibility, informal endorsement, and repeated exposure rather than authority or brand sophistication.

Short-form, emotionally resonant creative outperforms explanatory formats, even for complex products, as long as value is immediately legible.

Influencer-driven discovery is powerful but unstable, requiring strict filtering and containment to avoid attribution noise and budget leakage.

Scaling requires aggressive creative rotation and pacing control, as fatigue sets in faster than in neighboring SEA markets.