Choosing KOL for events: Attracting customers or 'view-baiting' tricks?

Recently, a cultural and tourism event in Hoa Binh city has become the center of controversy, not because of the content of the program, but because of the guest list. Guests attending the event included TikToker Hoang Cuu Bao, Thong Soai Ca, Duong XL... These are all people known on social networks through entertainment videos, creating content about partying or a gangster, stylish lifestyle.

This raises the question: Is the criteria for selecting KOLs (Key Opinion Leaders: people with influence on social networks) in events being misaligned? Is popularity being valued more than the real value they bring?

When the "famous" criterion overwhelms real value

In reality, many KOLs today have emerged thanks to shocking statements, offensive behaviors or even intentionally staged scandals. They may have a large number of followers, but does that influence really bring positive value to the community? When these faces are "respected" in cultural events, are we unintentionally promoting a "fast food" culture, superficial and lacking in depth?

The presence of TikTokers Hoang Cuu Bao, Thong Soai Ca, and Duong XL at a cultural event has caused controversy on social media. Photo: MXH

The fact that the organizers of the event in Hoa Binh city chose "internet idols" as judges, instead of cultural tourism researchers and prestigious artists, shows that the primary goal of this event is not to honor and spread authentic cultural values, but to attract attention at all costs.

Are the organizers equating temporary fame on social media with understanding and professional judgment in the field of culture? This is not only disrespectful to those who have devoted their lives to researching and contributing to culture, but also sends the wrong message to the public, especially the younger generation.

The consequences of "choosing the wrong person to entrust your gold" are extremely serious. When KOLs who lack expertise, or even have deviant lifestyles, are praised, they naturally become "virtual" role models in the eyes of a segment of young people. Instead of seeking true values ​​from knowledgeable and ethical people, young people can be swept away by frivolous trends and nonsense content. More dangerously, the negative behaviors and vulgar language of these KOLs can gradually become the "norm" in the behavior and communication of a segment of young people.

Cultural events, which should be a place to inspire national pride and educate traditional and aesthetic values, are at risk of turning into a variety show, where KOLs who are only good at creating drama take over the airwaves. The meaningful message of the event is overshadowed by the appearance of unrelated people, making the public skeptical about the true purpose and value of the program.

In particular, if KOLs lack professional ethics and do not have widely recognized real values, this can encourage a superficial lifestyle and the trend of "being famous at all costs". Instead of cultivating real knowledge and skills, many young people can be lured into shortcuts to become famous quickly, leading to the degradation of moral values ​​in society.

It's time to change the criteria for selecting KOLs

Popularity does not necessarily mean prestige or real value. When organizing a cultural or educational event, the organizers need to carefully consider the people they choose to make sure they can bring positive impact.

Not necessarily social media celebrities with a large following. Cultural and educational events should have people with real knowledge and skills, instead of just relying on popularity.

In addition, event organizers need to have clear criteria for selecting KOLs, avoiding the situation of inviting inappropriate people just to attract attention. Selecting KOLs for cultural events is not only a simple matter for the organizers but also affects public awareness. Selecting KOLs is not simply an advertising strategy to attract crowds. It is also an act of social responsibility, especially when targeting the younger generation.

If we continue to turn a blind eye to this "deviation", we are condoning the degradation of cultural and moral values. The cultural event in Hoa Binh is just a typical example, and if there are no timely changes, we will witness more such "deviation", causing unpredictable consequences for the future of society.

Phuong Cuc

Source: https://congthuong.vn/chon-kol-cho-su-kien-hut-khach-hay-chieu-tro-cau-view-380954.html