Social media influence shifts from entertainment to public opinion shaping

The evolving role of Key Opinion Leaders (KOLs) is shifting from mere entertainment to a form of social power that shapes public opinion and behavior. In Vietnam, law enforcement officers are increasingly adopting this role to enhance legal awareness. For example, Captain Nguyen Kim Nghia of the Tan An Commune Police uses his personal Facebook page to share relatable stories and videos, such as the ‘Following footsteps to school’ model, to educate the public on traffic safety and parental responsibilities.

However, this growing influence brings significant challenges. Experts from the Digital Trust Alliance note that KOLs now act as architects of public opinion, necessitating greater accountability. The rise of Artificial Intelligence (AI) has introduced new risks, including the difficulty of distinguishing real from fake content, the potential for identity theft through deepfakes, and the large-scale production of unverified, manipulative information. There is a growing call for credibility standards to create a ‘safety boundary’ for influencers operating in the digital space.