HCM City hosts Vietnam iContent 2024

The Vietnam iContent 2024 was held for the first time in Ho Chi Minh City on November 30, attracting over 200 delegates from Government agencies, major platforms like Google, Meta, TikTok, and content creators themselves.

The event provided a platform to discuss trends and solutions for promoting safe and responsible digital content creation in Vietnam.

"From a time when the concept of 'digital content creator' didn't exist, within 10 years it has become a profession, creating a powerful community in Vietnam. Digital creation has reached a scale like a miniature society," stated Mr. Le Quang Tu Do, Head of the Authority of Broadcasting and Electronic Information under the Ministry of Information and Communications.

Looking back over the past decade, the rapid growth of social media, particularly Facebook, with 20 million users in Vietnam (22% of the population) starting in 2014, created significant opportunities for content creators.

By 2019, the official arrival of TikTok spurred a transformation, with short-form vertical videos replacing traditional formats. However, during 2020-2023, negative content proliferated on social media, raising concerns about social norms and values.

By 2024, the content creation industry has stabilized, with collaboration between platforms, creators, and regulatory bodies aiming to foster positive and healthy content.

Ms. Nguyen Minh Dinh Nhu, Publicis Groupe Vietnam, noted that content creators help brands increase interaction rates by 2.5 times compared to traditional advertising, especially among younger demographics.

“The period from 2019-2023 witnessed the explosion of TikTok in Vietnam, with over 4 million content creators participating, driving a significant increase in brand marketing budgets – from 20% in 2023 to 30% in 2024,” she emphasized.