E24: Meet the Vietnamese founder tackling addictive short-form social content

"In Vietnam there's a joke... when you say something ridiculous online, people will say it's the consequence of watching more than three hours of TikTok a day," says Bao-Khanh Nguyen, the founder of social audio content platform OnMic.

Drained by his own experience with social media doom scrolling and superficial learning, Khanh decided to tackle it - with an app that entertains and educates with long-form audio content.

OnMic's users create and/or listen to voice-streaming sessions and exclusive audio series about common interests such as mental health, spirituality, travel, business, dealing with parents, and dating.

On the latest episode of #YouDontKnowVietnam, Khanh reveals:

🎤 What 200,000 young Vietnamese OnMic users are talking about right now

🎧 The type of long-form content they're diggin' (and why)

💡 Tips for hiring Gen Z talent in Vietnam

⚔️ Why Vietnam's Lunar New Year (Tết) is 'a bloody battlefield' for businesses trying to grab the attention of consumers

🇻🇳 What he's most excited about for Vietnam (and the country's drawbacks!)

Listen to episode 24 with Khanh - I've linked it in the comments 👇

#YouDontKnowVietnam #Vietnam #consumerinsights

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This podcast is brought to you by We Create Content, the content marketing agency that builds audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn, and follow the podcast on Instagram, TikTok and X. 

A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.