In 2024, Vietnam’s digital landscape underwent significant transformations, presenting both opportunities and challenges for marketing, public relations, and communication professionals. The “SocialTrend Reply 2024” report by YouNet Media offers a comprehensive analysis of these shifts, highlighting key trends and actionable insights for practitioners.
The Ascendancy of Vietnamese Cinema
Vietnamese cinema experienced a renaissance in 2024, with over 90 domestic films stirring social media, representing more than 20% of hot topics in the film sector. The top two positions in the list of the ten hottest film topics were occupied by Vietnamese productions: “Đi Giữa Trời Rực Rỡ” and “Lật Mặt 7: Một Điều Ước.” These films significantly contributed to the 47.3% share of discussions about Vietnamese movies among the 447 film-related topics on social media.
The success of Vietnamese films indicates a growing audience preference for local content. Brands should consider integrating local cultural elements and narratives into their marketing strategies to align with this trend and enhance relatability. Engaging in partnerships with the film industry, such as product placements or co-branded promotions, can tap into the expanding fan base of Vietnamese cinema, providing a platform for increased brand exposure.
Social Slang: The Safe Haven for Trend Adoption
The proliferation of over 60 new slang terms enriched the “GenZ dictionary,” generating more than 16.3 million discussions and 133.2 million interactions on social media. Over 185 brands leveraged these social slangs in their posts to boost engagement. Notably, six out of the top ten trends that brands adopted were slang terms, with “Ngoan Xinh Yêu” leading the pack. These slang terms maintained their trend status on social media for an average of over 43 days.
Utilizing popular slang can enhance brand relatability and engagement, especially among younger demographics. However, it’s crucial for brands to ensure the context and usage align with their brand identity to maintain authenticity. Given that the average lifespan of slang trends is around 43 days, brands should act swiftly to incorporate relevant slang into their communications to maximize impact before the trend fades.
Strategic Implications for Practitioners
The insights from the report underscore the importance of cultural relevance and timely engagement in Vietnam’s dynamic digital landscape.
Aligning marketing strategies with prevailing cultural trends, such as popular music and films, can significantly enhance brand engagement and consumer connection. The rapid evolution of social media trends necessitates that brands remain vigilant and responsive, swiftly integrating relevant trends into their communication strategies to maintain relevance and engagement. While adopting trends can boost engagement, it’s imperative that brands maintain authenticity, ensuring that any trend adoption aligns seamlessly with their core values and messaging to preserve brand integrity.
2024 has been a transformative year for Vietnam’s digital and cultural landscape. By strategically engaging with emerging trends in music, cinema, and social slang, and by maintaining agility and authenticity, brands can effectively navigate this dynamic environment, fostering deeper connections with their audiences and achieving sustained success.