What KOLs need to know for sustainable growth.

The KOL (Key Opinion Leader) industry has boomed in recent years. Photo: Jing Daily .

The market for key opinion leaders (KOLs, KOCs) in Vietnam has grown rapidly over the past decade, becoming an indispensable part of brands' marketing strategies. A SocialLift report predicts this market will reach $150–200 million by 2025, with an annual growth rate of 20–25%.

According to a report by NielsenIQ Vietnam , approximately 50% of consumers stated that their purchasing decisions are influenced by KOLs and KOCs. In this context, online influencers are increasingly playing a crucial role in shaping public opinion, impacting consumer behavior, and building trust in brands.

However, a lack of knowledge about the law, media risk management skills, and information verification can lead to negative consequences. This affects not only the individual but also the entire community of followers.

The Ho Chi Minh City Press Center, a unit under the Department of Culture and Sports , will launch a special training program themed "Responsible Influencers - Doing Business with Integrity in the Digital Age" in mid-June. The center will be responsible for guiding the professional content and ensuring the program's legitimacy.

The program's partner, Golden Communication Group, is responsible for organizing and coordinating the activities. Simultaneously, this major domestic media group will provide training on "Media Risk Management for Social Media Influencers".

The year 2025 is jokingly called "the year of the number 9" by netizens, implying that many negative news events will surface at once. In reality, many believe that starting in March, a series of incidents involving celebrities have been discovered and spread rapidly.

The year 2025 is being called "Year 9" online because so many events are expected to happen. Photo: Facebook.

To address this issue, the training program provides up-to-date and useful content, including basic government regulations on managing and using internet services and providing information online, national security considerations, and disciplinary procedures.

In addition, recent events regarding counterfeit products, regulations on online business, awareness of genuine and fake goods, price listing, and transparency will also be shared at the program. KOLs will be advised on policies and tax obligations for those participating in profitable activities on social media, as well as skills in managing media risks.

Ms. Nguyen Huong Thuy from the Department of Broadcasting, Television and Electronic Information (Ministry of Culture, Sports and Tourism) stated that the role of KOLs has expanded to shape consumer trends, partly impacting political and social issues. Therefore, many regulations and training courses have been established to ensure that KOL activities comply with the law and social norms.

Influencers, especially those in highly sensitive sectors like healthcare and finance, need to stay informed about legal regulations to avoid negatively impacting themselves or consumers. Above all, anyone aiming for a long-term online career should also equip themselves with professional media management skills.

Source: https://znews.vn/dieu-kol-can-biet-de-phat-trien-ben-vung-post1558608.html