The power of personal branding: How Vietnamese influencers are shaping their online presence

In the digital age, social media has become a cornerstone of modern communication, profoundly changing how we interact and share our lives with others. In Vietnam, social media usage is booming, with over 70 million active users as of January 2023, representing a staggering 71% of the population. This surge in social media activity has paved the way for the rise of influencers and the concept of personal branding. Here’s a recap of our research on “Influencers’ perception of personal branding on social media in Vietnam.”

The Rise of Influencers in Vietnam

Influencers have become key players in marketing, with over 90% of Vietnamese consumers trusting influencers over traditional advertisements. This shift underscores the power of word-of-mouth marketing, where influencers, through their personal pages, share experiences and recommendations that foster public trust. This trust has made influencer marketing a simple yet highly effective promotional strategy.

The Importance of Personal Branding

With the growing influence of social media, influencers must focus on more than just content creation; they need to develop long-term personal branding strategies. Personal branding involves continuous learning and skill development to create and maintain a strong online presence. In Vietnam, understanding how influencers perceive and build their personal brands is crucial for both influencers and businesses looking to connect with target audiences effectively.

Key Factors in Building a Personal Brand

Research reveals several factors that are critical to forming a personal brand for influencers:

  1. Keeping Up with Social Trends: Influencers need to stay current with trends and align their content to resonate with their audience. This dynamic approach ensures that they remain relevant and engaging.
  2. Understanding the Audience: Knowing what the audience likes and values is essential. Authentic engagement with followers builds a strong, trusted brand.
  3. Leveraging Expertise: Influencers who share their specialized knowledge and skills tend to create content that is both credible and engaging, establishing themselves as trustworthy sources.
  4. Personal Interests and Strengths: Influencers often base their content on their unique abilities and passions. Authenticity and self-expression are key elements of a strong personal brand.
  5. Personality and Image: Influencers can either project their true selves or strategically craft a public persona. Both approaches can be effective, depending on how well they align with the influencer’s goals and audience expectations.

Strategies for a Strong Personal Brand

Successful influencers often have strategic plans and clear goals. They continuously refine their image and adapt to audience feedback, ensuring their content remains relevant and engaging. This adaptability, combined with the strategic use of technology for content creation, helps influencers maintain a strong online presence.

Opinions on the use of AI-based content creation tools are mixed among influencers. While some find these tools helpful, others worry about losing the personal touch that is crucial to their brand’s authenticity.

Takeaways for Influencers and Businesses

For influencers, staying updated with social trends, showcasing expertise, and leveraging technology are essential strategies for building a strong personal brand. Authenticity and responsiveness to audience feedback also play a critical role in maintaining public trust and engagement.

For businesses, understanding influencers’ personal branding strategies can help in selecting the right influencers for marketing campaigns. Aligning with influencers who resonate with the brand’s values and target audience can maximize the impact of influencer partnerships.


The research on Vietnamese influencers’ perceptions of personal branding provides valuable insights into the complex process of building a personal brand on social media. It highlights the importance of staying relevant, understanding the audience, and leveraging expertise and technology. For both influencers and businesses, these findings offer practical guidance on navigating the ever-evolving landscape of social media.

As the digital world continues to evolve, the ability of influencers to balance authenticity with strategic branding will be key to their success. Embracing both innovation and timeless values, the influencers of the future will be those who can foster meaningful relationships while leveraging the latest technological tools.

Ly-Le, T. M., & Hoang, T. N. (2024). Influencers’ perception of personal branding on social media in Vietnam. In N. C. Bi & R. Zhang (Eds.), Global perspectives on social media influencers and strategic business communication (pp. 41-57). IGI Global.

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