Is Online Content in Vietnam Actually a Wasteland? Let’s Look Deeper.

Since I posted an article on HaiVL on Tuesday, it has raised eyebrows for two big reasons. First, the 9gag-like HaiVL community caught wind of the post, and then many people didn’t like my statement that “content in Vietnam is a wasteland”. So let’s take a closer look at the state of online content in Vietnam.

A key issue: generating content that lasts

First, let me get something out of the way. The content in Vietnam itself is not “bad” or “good”. The issue is organizing the content. Organizing it into a way that lasts and is easy to find and digest for new users on the web.

The forum model is as outdated as Geocities and Altavista. It was slowly driven out by blogs and then into even newer more sophisticated models. We’re way passed Web 2.0 by now. Certainly, in the US, forums are still used on company websites for questions and answers that are very specific, but the majority of internet users have flocked to new sharing and linking models. People have moved onto Wikipedia, Quora, Reddit, Digg, Stack Overflow, Pinterest, Facebook, Craiglist, Tumblr, 9gag, 4chan, and more. Each site has its own unique niche and user experience idiosyncrasies, but they all excel at one thing: user generated content.

How does this work in Vietnam?

A large amount of content in Vietnam is generated on news sites and forums. Forums like Tinhte and Webtretho publish news and allow users to start their own discussions. On Alexa’s web rankings, you can see that among the top 20 sites in Vietnam, at least 10 of the websites fall into this category.

These old models lack two things:

• The initial content is generated by publishers, not by users. It’s a news-based forum.
• It is not organized in a user-friendly way. Some of the best comments are embedded deep within the discussion.

If you look at these two things, in a way, it looks like Vietnam hasn’t even entered Web 2.0 yet. Has it missed the boat? I mean, Vietnam’s Pinterest clones all haven’t gained traction (including Rocket Internet’s attempt as well). But no, there are obviously enclaves of the twenty-first century web out there, like LinkHay, Zing Me, and obviously Facebook is growing in Vietnam like crazy. But Vietnamese users outside of these spaces are mostly sifting through Web 1.0. Why?

Is it because of Vietnamese users?

It’s always a senseless comparison, but startup scenes across the world are always comparing themselves to Silicon Valley. And one of the key things we envy in the Valley is the early adopter culture. Open up a new, random over-rated social media website like App.net and people flock to it. You may not be successful but at least you got a ton of user feedback in the interim. This doesn’t exist in Vietnam. Not only is the internet population (35 percent) relatively small but it’s so fragmented that most websites don’t get critical mass. For example, Linkhay, an awesome Digg lookalike, has been sitting under 200,000 users for years.

And it’s not an anomaly. Several of my sources working in search engines across Vietnam for the past few years have found that Vietnamese content is lacking (the 13th most populous country in the world and it’s not even on the map). This is why CocCoc and NHN Naver are looking to work with content industry professionals to get more Vietnamese content online. Only in the past year or so has this improved. It’s hard to find the best doctor online, or find out where the best place to buy a specific type of cloth is. Is it because Vietnamese users are unwilling to participate?

What did HaiVL, Foody.vn and others do right?

I think Vietnamese users are still getting accustomed to generating content on their own. This is why I really do think HaiVL is a pioneer. Because they’ve out-executed lots of other Vietnamese companies in the content space. The interesting thing is, as Dave McClure would say ”it turns out all you gotta do is copy great shit 99 percent then innovate one percent every month and you can beat the crap outta most people.” To win in Vietnam, it’s not just about cloning the right model, it’s about cloning very well. It’s about adapting a model we see somewhere else and executing it really well. And what HaiVL has done is get people to freely give content. So the problem isn’t with the users, it’s with what people are building.

One of the key things that HaiVL did was to perform really well on Facebook – not everybody can do that. And Facebook has only recently hit Vietnam, so upvoting and prioritizing best responses isn’t commonplace yet. What HaiVL is basically doing is educating the masses in a new way of interacting with content, in the same way that Nhom Mua and Rocket Internet are educating people on e-commerce.

To me, the country’s users are ready now, it just takes a few startups like HaiVL to take it to the next level. After all, HaiVL has great topics and fun material, and everybody needs comedy in their life. Next, who can take the success behind HaiVL and apply it to different niches of the content market?

Note: We’ve tried our best to cover a lot of the websites in this space and key aspects of the field, but we know we may have missed many, please let us know in the comments.