Key Opinion Leaders (KOLs) possess immense “soft power,” capable of influencing public discourse and shaping social trends.

Effectively harnessing this power can help spread positive content, counteract harmful narratives, and foster a healthier online environment.

Mobilizing KOLs for positive digital influence

According to Le Quang Tu Do, Director of the Authority of Broadcasting and Electronic Information (Ministry of Information and Communications), government oversight alone is insufficient to maintain order in the digital space.

To address this challenge, the Ministry of Information and Communications (MIC) has engaged KOLs, multi-channel management companies, advertising agencies, brands, and cross-border digital platforms.

Rather than merely regulating these entities, the ministry sees them as partners in executing media campaigns that serve the public good.

In 2023, the MIC expanded its network and fostered connections with digital influencers.

By 2024, the ministry began actively integrating this network into official communication campaigns, using a strategic approach: promoting positive content to drown out negativity.

Successful initiatives have been accompanied by recognition events to honor individuals and organizations that contribute positively to online discourse.

This sends a clear message: content creators who uphold ethical standards will receive public acknowledgment and governmental support.

The urgency of cleaning up the online space

Vo Quoc Hung, Growth Director of Tonkin Media, emphasized that maintaining a clean and healthy online environment is more critical than ever.

With the rapid adoption of digital platforms - especially among young people and even children - social media has become a primary source of cultural and societal information.

The rise of video-based social networks has further amplified the influence of KOLs.

They have the power to ignite public debates, shape opinions, and, in some cases, escalate social controversies.

Therefore, it is crucial to channel this influence towards promoting valuable content.

“When effectively mobilized, KOLs can generate widespread impact, especially on social media.

Positive information, including government policies, can be disseminated rapidly, making the digital space ‘cleaner’ while reducing the visibility of harmful content,” Hung explained.

This approach not only maximizes the reach of beneficial messages but also mitigates potential risks associated with negative or misleading narratives from certain influencers.

Strategic use of KOLs in communication campaigns

Nguyen Duy Vi, CEO of Buzi Agency, praised the MIC’s approach of leveraging KOLs for online advocacy.

Given the vast scale of social media, government agencies cannot monitor and regulate every piece of content.

Instead of allocating excessive resources to counter harmful content, enlisting KOLs offers a more efficient solution.

“A single positive message from a KOL can reach hundreds of thousands, even millions of people in a short time.

This rapid dissemination helps reinforce constructive narratives while discrediting false or harmful information,” Vi explained.

However, he cautioned that KOL selection must be handled carefully.

Not all influencers have a strong sense of social responsibility, and partnering with the wrong individuals can backfire, undermining the credibility of official campaigns.

If a KOL is involved in scandals or has a history of controversial behavior, their association with a campaign could diminish its effectiveness.

Additionally, Vi emphasized the need for stricter regulations and penalties for those who create and spread harmful content.

KOLs embrace their role in promoting positive digital trends

From the perspective of a KOL, tech reviewer Nguyen Ngoc Duy Luan, a recent recipient of a Tech Awards 2024 honor, fully supports initiatives to clean up the online space.

He cited the MIC’s campaign against fake news as a particularly meaningful effort.

“If the authorities request my participation in such initiatives, I will join immediately,” Luan affirmed.

Similarly, social media influencer Chau Muoi, who has spent over seven years reviewing household products on platforms like Facebook and TikTok, believes using KOLs for advocacy is a highly effective strategy.

“This approach not only spreads positive messages to our audience but also serves as a reminder for KOLs themselves to lead by example, inspire others, and uphold digital integrity,” she shared.

By fostering a culture of ethical influence, Vietnam’s digital landscape can become a space where positivity prevails, shaping a more responsible and informed online community.

Le My