As consumer behavior increasingly shifts to digital environments, every interaction and every discussion on social media becomes a valuable data source that helps brands better understand how consumers discover, evaluate, and make purchase decisions.

However, data scattered across multiple platforms makes aggregating and extracting insights more complex. Therefore, Social Listening is no longer just about “listening,” but has become a tool that helps brands deeply understand the motivations and emotions behind each consumer behavior.

The “Vietnam Imported Seafood 2025” report, built from 416,978 social media discussions, provides a comprehensive view of how consumers approach, consider, and choose products in a rapidly shifting market.

Key insights from the data

From hundreds of thousands of discussions, the report identifies several important trends:

• The purchase journey starts with emotions and culinary experiences

• Discovery content and cooking recipes dominate, showing that users approach seafood as an experience, not just a product

• Trust becomes the deciding factor, with a clear preference for origin, certifications, and transparent information

• Consumers shift to rational thinking during the consideration stage, focusing on quality, value, and real-world proof

• Consumer behavior is shifting from dining out to cooking at home, opening opportunities to make imported seafood an everyday choice

The distinct role of each platform in the purchase journey

The data also shows that the purchase journey does not take place on a single channel, but is clearly layered:

• TikTok: creates emotion and triggers initial demand through experiential and inspirational content

• Facebook: where users compare, seek information, and make purchase decisions

• YouTube: helps reinforce trust through in-depth content, reviews, and real experiences

Download the report to fully understand:

• How the purchase journey actually unfolds on each platform

• The specific roles of TikTok, Facebook, and YouTube in conversion

• Which types of content are generating emotion, trust, and action

• And 3 strategic steps for brands to capture the market in the next 3–5 years