Vietnam Plans AI-Driven Propaganda Push Using Influencers
Vietnam’s ruling Communist Party is planning a major overhaul of its propaganda strategy by recruiting social media influencers and artificial intelligence experts while expanding the use of podcasts, short videos and targeted online content.
According to an unpublished draft prepared in April by the party’s propaganda committee, authorities aim to build a network of at least 1,000 influencers and 5,000 AI experts by 2030 to help distribute what officials describe as “positive” content.
The document stated that the strategy seeks to create “ideological immunity” across society against information considered harmful, toxic or false by authorities.
Rapid technological developments and changing media consumption habits have pushed the party to adopt new methods to spread its ideology among younger generations, the draft added.
Vietnam Expands Digital Narrative Control
The proposed strategy arrives as Vietnam’s security apparatus gains increasing influence under Communist Party chief and president To Lam, who previously led the country’s public security ministry.
Authorities in Vietnam tightly control public debate through state-directed media coverage and social media censorship. International rankings consistently place the country among the world’s most restrictive environments for press freedom.
Under the new proposal, officials want at least 80% of Vietnamese-language online content to be considered positive by the end of the decade.
The draft also calls for artificial intelligence systems to help remove within 24 hours at least 90% of online content that violates party guidelines.
Vietnamese technology companies are expected to develop AI tools capable of guiding public discussion and supporting content moderation efforts.
Podcasts And Short Videos Target Young Audiences
The strategy places strong emphasis on modern digital communication formats designed to appeal to younger audiences.
Officials plan to explain government policy through podcasts, short-form videos and targeted social media content tailored to specific demographic groups.
The document also proposes training government officials in digital communication skills while relying on influencers to engage more effectively with young internet users.
Vietnam remains one of Facebook’s largest markets globally, while platforms such as TikTok also attract millions of users. Data provider DataReportal estimated that Vietnam had 79 million active social media user identities by October, representing nearly 80% of the population.
Influencers Already Being Approached
Additional guidance issued by the Communist Party in May urged state media organisations to become more creative in their coverage of senior leaders and highlighted influencers as a useful model.
Reuters reported that some influencers have already been approached by authorities. One influencer said he rejected participation in order to maintain independence.
According to the source, requests from party officials generally involve sharing approved material or promoting official activities online.
Participants could reportedly receive benefits such as sponsored travel opportunities rather than direct financial compensation.
The influencer also said the Communist Youth Union invited several Vietnamese influencers on a study trip to China in April, continuing a series of similar visits in recent months.
Song Praising To Lam Raises Concerns
The push for more creative propaganda efforts has also created risks for authorities concerned about messaging that may conflict with official party narratives.
A song titled “My Uncle”, released in April and dedicated to To Lam, reportedly caused unease within the Communist Party. The song compared Lam to Vietnam’s founding communist leader Ho Chi Minh, widely known as Uncle Ho.
The music video featured footage of Lam meeting Chinese President Xi Jinping and Russian President Vladimir Putin.
Soon afterwards, state media organisations were reportedly instructed not to promote “improperly oriented” cultural content that could affect the prestige of communist leaders or party ideology.
With inputs from Reuters
