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This report aims provides insight into the Banking Industry in Vietnam. We look into people's preferences into their customer experience; using either traditional or digital banks, we deep dive into the topics driving social conversations about the banking industry, and the top mentioned brands related to the banking industry in Vietnam.

We have explored the latest trends and unpacked the current situation faced by the digital banking industry in Vietnam.

Download the whitepaper and read more.

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Media Monitoring is more than just a buzz word 

There are many common misconceptions about media monitoring that need to be cleared up sooner rather than later to give your brand the best chance of positive PR. Rather than letting your company succumb to the myths and misinformation being spread around, here are three of the most prevalent misunderstandings and the fact behind the fiction:

There's more to media monitoring than the digital platforms.

Myth #1 - You only need digital

While digital platforms are becoming more important to media monitoring, this is by no means the only area you need to be covering. Tweets, online newspapers and blogs are of course crucial, but so too are traditional media options, like local newspapers, talkback radio and other offline sources.

In fact, the best way to approach your media monitoring strategy is to accept that digital and traditional media are commonly connected, rather than separate features. For instance, social is often used as an extension to broadcast offerings, according to a study from Nielsen.

Here at Isentia, we understand that all platforms are important. No matter how small. 

Myth #2 - Only the big publications matter

For many companies, getting the brand name or products mentioned on a national radio show or published in a country-wide newspaper can mean a big break. Alternatively, a negative story across these major platforms could result in a significant blow to your reputation and profitability.

It is clear, then, that keeping tabs on the big media players is crucial. However, while some media monitoring providers will focus on national newspapers, big brand radio shows and other major publications, these strategies could be missing an important element.

National publications can give you a clear picture of what millions of consumers are reading, thinking and discussing, but this is unlikely to give you much information on what the local people believe.

If your business operates in a rural or remote location, you need to be tracking the local publications.

If your business operates in a rural or remote location, you need to be tracking the local publications - no matter how small. Similarly, even newspapers circulating in smaller parts of big cities can provide a significant level of insight, if only you are aware of their readership and content.

Myth #3 - Listening is the most important part

While media monitoring is critical for business success, listening to the conversations about your brand and industry is far from the be-all and end-all to your strategies.

Once you have uncovered a relevant story or discussion, it's not enough to simply stand idly by and learn from the experience. Taking the next step involves getting an insightful and useable report, deciding on relevant and effective action and getting involved in the discussions.

Of course, this is all easier said than done, but with the right media monitoring tools, you can get started with your best foot forward. Click here to check out some of our services so that you can be on the right track! 

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A look into the changing consumption of news, and believability

It’s not a new statement to say we’ve shifted the way we consume or engage with news. However, it’s often forgotten that this shift isn’t occurring at a ‘moment in time’, it continues. While whether we click, scroll or turn a page, how we choose to consume our media is also more interesting when considering how this changes the behaviors or trust surrounding this activity.

‘When we are no longer able to change a situation- we are challenged to change ourselves ‘– Viktor E. Frankl

Much like the saying ‘you are what you read’, is our chosen method of consumption a reflection of our identity and which does our level trust in what we read, depend on the format.

While it may be easy to image an older generation still pouring over the news within a double page spread, every generation is playing its part in this shift. Looking at Australia specifically, the younger generation is still driving the most change but is this perhaps only a result of never relying on ‘one’ channel for news.

We look into how the landscape has changed, and what else can be unearthed.

Key findings in the shift of the media landscape   

• The growth of stories format and the shift to online videos, audios, images and live streams
• Digital rival’s TV for news consumption
• Social media has replaced ‘serious news’ with the trending, the viral and the buzzworthy
• The news cycle is now 24/7
• There has been a significant increase in fake news and a shift in the amount of trust people have in news
• Australians get their news from the following sources:

• Facebook 41%
• FB Messenger 11%
• WhatsApp 10%
• Instagram 9%
• Snapchat 5%
• 6 out of 10 New Zealanders read news content online and audiences spend almost 3 hours per watching broadcast TV

Trending news

With unlimited access to news and a 24/7 news cycle, people have to find a way to process the information. News happens instantaneously now and what happens today is often forgotten tomorrow.  In the world of social media, most scroll through their newsfeed and only stop to look at topics and buzzworthy or trending stories that are relevant to their current situation. Not only that, watching short video clips that provide main headlines and brief conclusions are on the rise.

Fake news

A recent study conducted by the News and Media Research Centre revealed that 73% of Australian news consumers have experience a range of fake news including:

• Poor journalism (40%).
• Politically or commercially fabricated news (25%)
• Stories pushing a political agenda (38%);
• Advertorial (33%);
• Satire (25%); and
• The use of the term ‘fake news’ to discredit the media (37%)

Those who mainly use online news as their news source were more susceptible to encountering fake news compared to print and TV and as a result, their trust in the news has diminished.

The number of stories labelled ‘fake news’ seems to be increasing almost as quickly as our concern about it. The term has been used for everything from hoaxes and satire, to contentious articles, and genuinely false information. After a data search was conducted for the number of fake news mentions across broadcast, press and online across ANZ, it was discovered Australia had a significantly higher mention rate over a 6-month period in comparison to New Zealand especially across broadcast. Over November, December and January we saw a large spike in fake news mentions across the ANZ region, especially across online - this could be as a result of Facebook being in the spotlight around fake news stories on their platform and several inquests happening during this time.

With this data it can be assumed that with so much fake news being reported, our trust in news will be affected.

Trust in news

'Trust in the news is up — but there's still only a 50-50 chance you'll trust me on that', ABC News Online

The trust in news on social media remains low however trust is highest in established news brands, public broadcasters and print newspapers. Consumers seek quality, credibility and reputation when seeking out the news and albeit its use has been declining since 2016, television is still the most popular platform for news consumption. Although there is mistrust, consumption of news on social media is very much on the rise and although there has been a steady hold with the decline in traditional formats, it could be considered ‘a new balancing act’ as it becomes the norm for digital news consumption behaviours to coexist alongside more traditional means.

Shift in demographics

A study conducted by Western Sydney University outlines younger Australians are the ones driving change in terms of news consumption and below are some interesting facts from the study:

• YouTube is their preferred social media platform (37 per cent), Facebook (15 per cent) Instagram (10 per cent) and Snapchat (6 per cent)
• They do not trust news organisations and are not reading print newspapers
• They engage with news stories as it makes them feel happy and motivated and knowledgeable
• They think news organisations don’t understand young people’s lives and don’t cover the issues that matter to them.
• Social media is a popular news source, but they are not confident about spotting fake news online

Paywalls

Trust leads to payment for news and those who pay for print newspapers or online news sources are much more likely to trust news than people who don’t pay for it. Australians remain overwhelmingly reluctant to pay for online news as there is so much information readily available for free. But when they do pay, they expect more than just the headlines – with trust in the brand and in-depth news analysis being the primary reasons that they would be willing to pay. Interestingly, although print runs are decreasing, their overall readership is not. The combined print and online readership of newspapers has been growing steadily over the past few years. One of the main reasons for the increased discussions around paywalls are due to businesses having a loss in net profit. As a result of this, businesses are introducing an online paywall, to “win back” their lost net profit. After some analysis, we found mentions around paywall to be increasing month on month in New Zealand as it is becoming more of a topical conversation in the land of the long white cloud. Comparatively, Australia are also discussing paywall however the more prominent conversations were earlier this year (February and March) and have been declining since. Could paywalls and digital subscription services be the future of receiving online content and news?

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The global landscape of Muslim travel has fundamentally changed in the post-pandemic era. We are no longer talking about a niche market but about a dynamic, rapidly expanding demographic reshaping global tourism. We recently worked on a co-branded report with Have Halal, Will Travel (HHWT), which included an analysis of 1.4 million data points on mainstream and social media sources in the APAC region from 1st November 2024 - 31st August 2025 to a significant shift in modern travel. Asia has emerged as the new epicentre for travel conversations, surpassing the Middle East. As countries seek to attract this market for economic growth, especially amid declining tourism from other regions, the space has become crowded. For brands and destinations looking to capitalise on the right audiences, superficial efforts are no longer enough. Being authentic is the crucial currency in this new world.

Prashant Saxena, VP of Revenue and Insights, for the SEA region presented this report at the Have Halal, Will Travel Deep Dive session on "Brave New World" that saw PR & Comms and marketing folks from airlines, hotels and tourism boards interested to understand what the latest travel insights are and why Muslim travel is surging. We interacted with the attendees at our booth to introduce them to our media monitoring and audience intelligence capabilities.

Walking the talk: building culturally inclusive infrastructure

Destinations and brands are "walking the talk" by moving beyond marketing campaigns to tangible, on-the-ground investment. Nations are actively developing Muslim-friendly infrastructure, including airlines, hotels, and payment platforms, to cater to this influx of travelers. This does not mean providing only basic services, but rather aiming to be as culturally inclusive as possible by embedding Muslim-friendly considerations into the travel experience. This is also in part exacerbated by the decline in Chinese travellers to Southeast Asia, which has led to nations in this region attracting Muslim tourists and looking at them as the best option, seeing how much of a muslim crowd there already is domestically.

For example, Vietnam is building a comprehensive Halal tourism ecosystem with the goal of establishing Muslim-friendly zones in its capital by 2030. Similarly, the Philippines has rolled out halal-accredited establishments and essential services like healthcare and finance , while Australia is mainstreaming halal food alongside other ethical/lifestyle choices like 'vegan' and 'gluten-free'. This changes the narrative, showing a deep commitment that resonates far more powerfully than a simple welcome.

Owning the narrative by navigating traveller concerns

The necessity is for brands and tourism destinations to take control of the story, even when there are issues. The opportunity is immense, but travellers are acutely aware of challenges. Conversations around rising costs and scams have dominated online discussions, particularly in Southeast Asia. Countries like Malaysia and Turkey have seen negative sentiment due to issues with halal certification and travel scams, which erode trust at a foundational level. In Indonesia, some even link inflation to the regulatory burdens of halal certification on small businesses.

The best way for brands and tourism groups to address these concerns is to clearly explain what they are doing to fix them. Admitting there are problems shows responsibility and helps build trust by proving they listen to travelers. Technology, like apps for faith-based services, is helpful, but it is not enough on its own. They must be backed by transparent action on the ground.

The authenticity playbook: a strategic guide to aid authentic communication

Brands need to understand that in an increasingly digital world, audiences are highly alert to signals of what feels "real". The report introduces an "authenticity playbook" that outlines key cues that shape whether audiences trust and engage with content. The analysis shows that social media posts with more authenticity cues or signals have higher engagement rates.

To make the most of this, brands should create strategies that are both efficient and focus on the human qualities people care about. Communication from brands or leaders should include:

• Cultural anchoring: Brands should do more than just make small gestures. They can offer useful guides for halal food, point out easy-to-find prayer spaces, and highlight truly inclusive experiences. For example, AirAsia understands its audience and operates many flights between countries with large Muslim populations. The airline makes its message clear through special deals, collaborations with influencers, and partnerships with online travel agencies to offer the best packages, while also promoting halal food and Muslim-friendly services.
• Endorsement and validation: Brands should work with trusted Muslim travel influencers and, even more importantly, encourage regular travelers to share their stories and reviews. This kind of social proof is much more believable than traditional ads.
• Consistent voice: Brands need to maintain a reliable, familiar tone across all communication channels. Being consistent shows they are stable and committed, which helps build a strong brand image over time.

The Muslim travel market is evolving with sophistication and purpose. Travellers today are looking for more than just halal food options. They are seeking digital detox retreats inspired by Islamic values, regenerative tourism that supports local communities, and safe spaces for solo female travelers. For destinations and brands, the path forward requires an authentic and strategic commitment. The ones that master the art of genuine connection and consistently "walk the talk" will not only capture a share of this thriving market but will also earn its most valuable asset: trust.

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Interested in learning how Isentia can help? Fill in your details below to get access to our latest co-branded report on "Muslim Travel Pulse: evolving audience perception on Muslim food, travel and trade" and read more about our cues designed to measure brand authenticity.

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