Responsible Influence

At some point, both the social community and the authorities have been troubled by the "unsightly" behavior of some KOLs (influencers).

Strict and timely handling of KOLs showing signs of wrongdoing is necessary and expected by the public.

Among KOLs, in addition to celebrities in various fields, especially arts and sports , there are also "national" KOLs who are digital content creators on social networks. These KOLs have a huge number of followers, even up to tens of millions of people.

On the occasion of its 10th anniversary in Vietnam last year, YouTube said it had built a vibrant community of creators in Vietnam with more than 1,800 channels reaching over 1 million subscribers and 24,000 channels exceeding 100,000 subscribers. The reach and popularity of social networks is also very wide. According to the annual report Digital 2025: Vietnam, conducted by We Are Social and Meltwater, as of January 2025, Vietnam had 76.2 million social network users (accounting for about 75.2% of the population). Authorities and organizations need to promote the strengths of KOLs to support communication that "benefits the country and the people". These are YouTubers, TikTokers, Facebookers, Travel Vloggers, etc. In addition to mobilizing KOLs to participate, there should be paid "orders" for them.

This has proven to be highly effective. In 2021, the Tourism Information Center (General Department of Tourism) launched the campaign "Vietnam: Go To Love!" on the YouTube digital platform with the participation of many famous YouTube content creators, influential among young people with a large following. Each YouTube content creator plays the role of an "online tour guide" exploring the culture, cuisine, people and nature of Vietnam. 5 months ago, singer Hoa Minzy "stirred up" the YouTube world with the MV "Bac Bling" contributing to promoting the culture, history and famous landscapes of Bac Ninh. On Hoa Minzy's official YouTube channel with nearly 3 million subscribers, after 5 months of release, this MV has had more than 253 million views, creating a very interesting "looking towards, looking for Bac Ninh" effect...

From these positive actions, in addition to reasonable solutions to effectively manage the activities of KOLs, authorities and organizations need to "order" KOLs specific tasks and projects so that this "army" can promote its strengths to serve the social community well.

Source: https://nld.com.vn/anh-huong-co-trach-nhiem-196250830203127061.htm