In the era of explosive development of cyberspace, social networks are increasingly taking on an important role and position in human life in general and in the activities of the press and media in particular.
According to the overall report on the Vietnam Digital Market 2025, based on research by We Are Social & Meltwater, as of January 2025, there are 76.2 million social network users in Vietnam, accounting for 75.2% of the total population. The growth of social housing users in Vietnam is quite impressive, with 3.5 million people increasing (+4.8%) from the beginning of 2024 to the beginning of 2025. This shows that social networks are continuing to grow strongly and becoming a popular channel for consumers to access information.
The report also shows that social networks play an important role in guiding traffic to websites. Of which, Facebook accounts for 55.56% of website visits from social networks, showing that this platform has great potential in attracting users and effectively supporting SEO.
With the important role of social networks in the current period, to attract readers, especially young readers; to build and develop their own newspaper brand, it is impossible not to ignore the development of content on social networks. Press agencies can take advantage of social networks to create attractive content, insert website links into articles and exploit social signals (like, share, comment), increasing the level of interaction. This not only helps improve the reputation of the website but also increases the visibility of the website on search engines.
Taking advantage of social networks, press agencies in Vietnam in general and Lao Dong Newspaper in particular have been building their own ecosystems on social networks platforms such as Facebook, Tiktok, YouTube, considering this the second official distribution channel of press agencies to reach and expand to readers.
With TikTok, this is the social network used by many young people, especially Gen Z, and is also the social network with the fastest growth rate today. Press agencies that want to reach young readers cannot ignore this platform.
With many years of experience in producing and developing video content, Lao Dong Newspaper has quickly developed a plan to organize video content production for this platform. To post content to Tiktok, the channel management team will select content that is suitable for the platform's community principles, optimize display and presentation of video content to suit mobile device users. The videos have also been edited to be more attractive to users, so the newspaper's Tiktok channel has a fairly good growth rate and received very high reviews from the platform. Many of the newspaper's videos have trended and have huge views and interactions after a short time of posting.
From the content on Tiktok, the newspaper also received a lot of feedback and feedback from readers. This is a very rich source of topics for the newspaper's reporters to continue to fulfill the social responsibility of journalists.
As a long-standing video platform, YouTube still maintains its position as the largest online video platform today. Publishing content on YouTube is not only an addition to the method of publishing video products for press agencies but also brings a significant source of income to press agencies through the views of each video.
For YouTube, Lao Dong Newspaper focuses on producing video content over 8 minutes long to retain users longer and get more recommendations from the platform. With the ability to produce 25 to 30 daily videos on Lao Dong dien tu, these products continue to be posted on YouTube and are refined by the channel management team to attract more users.
The newspaper's YouTube channel also actively posts content on the community tab to increase interaction and display channel information.
With careful investment and steady steps, Lao Dong Newspaper's social media channels have been and are firmly positioned in the hearts of users on social media platforms, contributing to bringing the newspaper's image and brand further not only domestically but also in the world.
