The Rise of Short-Form Video in CLMV Digital Marketing

Posted byContent Posted onJune 12, 2026 Comments0

Tags: #CLMV, #CLMVMarket, #DigitalMarketing, #MarketingSolution

The Rise of Short-Form Video in CLMV Digital Marketing

Short-form video has become one of the most influential formats in digital marketing across Southeast Asia, and the CLMV markets (Cambodia, Laos, Myanmar, and Vietnam) are no exception. From TikTok feeds in Phnom Penh to Facebook Reels in Yangon, consumers are spending more time watching short videos than ever before. This shift is supported by growing digital adoption across the region.

According to DataReportal, Vietnam recorded 79.8 million internet users at the start of 2025, representing 78.8% of the population. Meanwhile, Myanmar had 33.4 million internet users (61.1% penetration), Cambodia had 10.8 million internet users (60.7%), and Laos had 4.97 million internet users (63.6%).

As internet access continues to expand across CLMV, short-form video is becoming an increasingly important channel for how consumers discover content, brands, and products. For businesses looking to grow in the region, understanding this shift is no longer optional.

Why Short-Form Video Resonates in CLMV

Several factors make short-form video particularly effective across CLMV. First, these markets are overwhelmingly mobile-first, with smartphones serving as the primary gateway to the internet. This makes vertical, bite-sized video content a natural fit for everyday digital consumption. At the same time, CLMV countries have relatively young populations that are highly engaged with platforms such as TikTok, Facebook Reels, and Instagram Reels.

In Vietnam alone, TikTok’s advertising audience exceeds 40 million users, highlighting the scale of short-form video adoption in the region. Combined with growing creator economies, increasing social commerce activity, and steadily rising social media engagement, these trends have created an environment where short-form video can deliver both reach and engagement at scale.

The Platforms and Trends Shaping Growth

TikTok has emerged as one of the most influential platforms in the region. In markets such as Cambodia and Vietnam, the platform reaches a substantial share of the online population, while Myanmar and Laos continue to see strong growth in adoption. For brands, this presents a unique opportunity to connect with audiences through content that feels immediate, entertaining, and highly shareable. Content that reflects local culture, language, and everyday experiences tends to outperform generic campaigns adapted from other markets. This is why many brands are shifting their investments toward local creators and micro-influencers who can build trust and relevance within their communities.

Turning Views into Business Results

While TikTok continues to capture attention, Facebook remains a critical part of the digital ecosystem across CLMV. Rather than viewing the platforms as competitors, leading brands are using them together. By repurposing short-form content across TikTok and Facebook Reels, businesses can maximize reach while maintaining production efficiency.

At the same time, the rapid growth of social commerce is creating new opportunities to turn engagement into sales, allowing consumers to move from discovery to purchase with minimal friction.

Understanding the Opportunities Across CLMV

The opportunity varies across markets. Vietnam remains the region’s most digitally mature market, offering a sophisticated influencer ecosystem and widespread social media adoption. Cambodia stands out for its exceptionally high engagement with short-form video, while Myanmar rewards brands that invest in local storytelling and community-focused content. Laos also continues to show strong digital growth and presents significant long-term potential.

As digital behavior continues to evolve, short-form video is no longer an emerging trend in CLMV, it has become a core part of how consumers discover brands, products, and ideas. Businesses that invest in understanding local audiences and creating relevant video content today will be better positioned to compete as the region’s digital economy continues to expand.

At Happio, we help brands navigate the complexities of the CLMV markets through localized market insights, content strategies, influencer marketing, and digital campaigns tailored to each country’s unique audience.

Whether you’re looking to launch in a new market or strengthen your regional presence, our team can help you create strategies that drive meaningful engagement and business growth.

Looking to unlock growth opportunities across CLMV? Reach out to Happio and let’s build your regional growth strategy together.