Vietnam Communist Party to Use Social Media Influencers and AI in Propaganda Revamp

Vietnam's ruling Communist Party plans to revamp its propaganda efforts by drafting in social media influencers and artificial intelligence experts while adopting new formats such as podcasts and targeted content, internal documents seen by Reuters show.

The documents indicate that officials intend to bring in individuals with expertise in social media and AI as part of a broader effort to modernize how the party communicates with the public. This includes the production of podcasts and content tailored to specific audiences rather than relying solely on traditional state media channels.

Party leaders have directed relevant departments to identify suitable influencers and technical specialists who can assist in these initiatives. The internal materials emphasize the need to reach younger demographics and overseas Vietnamese communities through platforms where they are most active.

The changes reflect an acknowledgment that conventional propaganda methods have limited effectiveness in an era dominated by digital information flows. Officials are examining ways to blend ideological messaging with formats that align with current consumption habits.

According to the documents, the initiative will involve training existing personnel alongside the recruitment of external contributors with relevant skills. Targeted content will be designed to address particular interests and regional differences within the population.

The party will maintain oversight of all material produced under the new approach to ensure alignment with official positions. Internal reviews will assess the performance of these digital efforts against established metrics for reach and engagement.