Challenges and opportunities at the National KOL Conference
In recent years, the KOL market in Vietnam has developed explosively on platforms such as TikTok, Facebook, YouTube. They not only promote brands, but also influence consumer behavior, entertainment trends and social views. However, rapid popularity also carries risks: false advertising, spreading fake news that causes public outrage.
The challenge at this National KOL Conference is how to promote potential and influence while still controlling the negative impact of people like KOLs and KOCs.
Another important highlight of the conference is the launch of the "Digital Trust" Alliance, gathering prestigious KOLs working on a voluntary basis. The alliance will play a leading role in leading community initiatives, fighting fake news, improving network safety skills, and at the same time orienting content creators to trustful behavior.
In addition, the conference also introduced the program "Crediting influential people", aiming to build a code of conduct, transparent standards in advertising, self-control of content before posting, and commitment to responsibility for speech.
As one of the invited characters to attend the National KOL Conference, Miss Huynh Thi Thanh Thuy said: KOLs are people who possess a strong influence, especially in the digital age. The value of fame lies not only in the spread, but in the fact that you use that influence to create positive changes for the community. I really hope that this KOL conference will create new transformations on digital platforms.
Expectations at the National KOL Conference
The National KOL Conference has set out many important expectations to contribute to the country's development in the digital age.
Sharing with Lao Dong reporter before the conference, Mr. Le Quoc Vinh - Chairman of Le Bros, Chairman of CSMO Vietnam - commented: "If we only consider KOLs as people who use their fame to advertise sales and make money, it is not accurate.KOLs use their ideas to influence a certain group of audiences.
They are professional users, knowledgeable, their views and thoughts to create influence.Maybe they are not intentional, but thanks to their reputation and ability, their voice naturally has the power to spread in the community.Therefore, Mr. Vinh hopes that the conference will have the most standard assessments of the KOL definition.
With more than 15 years of experience in communication and public relations, Tam An experts expect the National KOL Conference to become a turning point in shaping professional standards and social responsibility for the Vietnamese KOL community.
In the context of trust becoming expensive and information spreading at an unprecedented speed, what the public expects is not virtual numbers, but real influence associated with real value. Therefore, I believe the conference needs to initiate a new referral system: More transparent, more standard, so that KOLs not only promote products but also contribute to creating a civilized and safe digital space, said media expert Tam An.
Ms. Tam An hopes that the event will become a bridge between the State, businesses, digital platforms and the content creation community, to form a " triangle of trust".
Miss Vietnam 2018 Tran Tieu Vy also expressed her expectations for the upcoming KOL assessment criteria: This is a positive signal to help identify quality content, while encouraging creators to affirm their own reputation and style. When everyone is aiming for good values, the online environment will become healthier and more meaningful for everyone.
Talking to reporters, owner of the TikToker Vinh Thich An Ngon channel, who owns more than 1.9 million followers, said that he hopes for policies and mechanisms for KOLs, so that young people in general and KOLs in particular will be more responsible for the content they convey.
"Luckily being welcomed by everyone on social networks, I am aware of what content I have to convey in the face of the current realities of society. I try to incorporate and spread positive content to easily touch the emotions of viewers, calling on the community to towards humanistic values. No tricks, no tragedy of the story, my responsibility is to produce clean and real content, Vinh Thich An Ngon said.
TikToker Vinh Thich An Ngon is known as a food reviewer. He emphasized that he is a demanding person, meticulously from small details such as choosing a restaurant, finding a location so that the audience would not feel disappointed when going out to eat.
The KOL Conference with the country's rising era will lay the foundation, creating a way for trust to be led, promoted, and spread so that in the social network environment, digital platforms are both "green, clean" and bring benefits, contributing a positive voice to the community.
