Promoting the role of influencers in national image communication

Although not yet identified or recognized as an official profession, with media campaigns attracting tens of millions, even hundreds of millions of views, the KOL force (influencers) is being evaluated as a positive factor in propaganda and community connection activities in Vietnam.

KOL Conference with the era of national rise. (Photo: THE DAI)

At forums and seminars on national press and media in the digital age, experts affirmed that building a national brand is not only the responsibility of the press or state management agencies. This is a long-term strategy that requires the participation of the whole society, in which KOLs, content creators, and the overseas Vietnamese community… all have the ability to strongly spread the country’s message and image to the public at home and abroad.

In practice, the KOL team in Vietnam is actively operating on many online platforms, has a large number of followers and high levels of interaction, especially among young people. With the advantage of familiar language, flexible creativity, easy access and inspiration, this force is becoming an effective channel to spread messages to the public.

In the context of the whole country celebrating the 80th anniversary of the August Revolution and National Day September 2, the spirit of patriotism and national pride is being actively shared widely by the KOL team on platforms such as TikTok, Facebook...

Through short videos , clips, reels, many events and large-scale art programs such as Fatherland in the Heart, Radiant Vietnam, and Glorious Youth are vividly promoted, creating positive effects and receiving strong responses from the community. Not only contributing to conveying the atmosphere towards the big holiday, KOL also arouses and connects the emotions of the young generation with the historical values ​​of the nation.

The role of KOLs in sharing the national image is increasingly evident, contributing to shaping the image of a dynamic, modern and integrated Vietnam. Recognizing the potential of this resource, a number of state agencies have initially cooperated and exploited the strengths of influential individuals in a number of communication programs, creating resonance between official propaganda channels and social media spaces.

However, according to the assessment of some management units, KOL activities are currently still isolated, lacking connection and synchronization in a unified state communication strategy.

The role of KOLs in sharing the national image is increasingly evident, contributing to shaping the image of a dynamic, modern and integrated Vietnam. Recognizing the potential of this resource, a number of state agencies have initially cooperated and exploited the strengths of influential individuals in a number of communication programs, creating resonance between official propaganda channels and social media spaces.

On the other hand, most of the content produced by KOLs is spontaneous and not systematically oriented. Therefore, despite having a large young audience, being active on social media platforms, being able to create entertainment value, accessing international culture, connecting with foreign content creators, etc., most KOLs lack basic knowledge about culture, history, foreign affairs as well as national strategic issues.

This affects the effectiveness of communication when they participate in directional propaganda campaigns. If connected and provided with adequate information, equipped with solid information transmission skills, the content created by KOLs will not only be entertaining but also contribute to improving communication effectiveness, widely disseminating Vietnamese values ​​in the digital space.

With the creativity of young people, this team can actively accompany in promoting the image of the country, culture and people of Vietnam. To effectively promote the role of KOLs in national communication activities, there needs to be proactiveness and close coordination from functional agencies. The Ministry of Culture, Sports and Tourism, the Ministry of Foreign Affairs and related units need to study and establish an effective coordination mechanism, moving towards building a specialized focal point for national image communication.

In addition to providing official information and updating key events so that the KOL network can grasp the propaganda orientation, accompany and participate in conveying clear, attractive and effective media stories, organizing specialized training courses and providing basic knowledge about culture, history, foreign affairs, society, etc. specifically for KOLs is very necessary.

This is an important condition to raise awareness, support this force to convey the right message, unify orientation and professionalism. Effectively exploiting KOL resources is also a direction in line with modern communication trends, a practical solution to promote the national image in the digital age.

NGOC LIEN

Source: https://nhandan.vn/phat-huy-vai-tro-nguoi-co-anh-huong-trong-truyen-thong-hinh-anh-quoc-gia-post903142.html