Nội dung
As social media increasingly shapes how brands tell their stories and attract communities, two new stories from higher education and entertainment show a striking common thread: the more authentic the content, the stronger the connection it can create. For Vietnamese marketers, this is not just a communications story, but a question of trust, positioning, and sustainable community building.
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Key points:
- La Salle University is showing a notable turnaround thanks to enrollment growth, improved revenue, and strengthened academic reputation.
- La Salle’s case suggests that a clear, consistent brand story can strongly support enrollment communications across digital channels and social media.
- In local entertainment, the “done with people pleasers” trend shows that more authentic content, less focused on pleasing the crowd, can build a strong identity on social media.
- Together, the two stories reinforce one message: brands that want to go far on social media need real messaging, real communities, and real experiences.
La Salle and the lesson of a turnaround driven by a consistent brand story
According to University Business, La Salle University in Philadelphia is going through a notable recovery period at a time when many small private colleges in the U.S. are struggling after the pandemic. The school recorded a 23% increase in enrollment in 2024; the following year, it welcomed its largest freshman class since 2019. At the same time, La Salle’s revenue has risen 40% over the past three years, helping the university strengthen its position and reaffirm its academic reputation.
The key point for marketers is this: when the market changes, an organization does not just need to “fix” its product or service, but also to retell its story in a way that is easy to believe, easy to remember, and consistent. In a competitive enrollment environment, social media can become a channel that helps the university spread signs of recovery, from growing freshman numbers to expanding on-campus housing.
For education brands in Vietnam, the lesson here is not about the numbers alone, but about how to turn a difficult period into a recovery story with depth. If executed well on digital platforms, “behind the scenes” content, alumni stories, admissions experiences, and campus life can go a long way in building trust among parents and students.
Source: University Business.
When authentic content can be stronger than pleasing the crowd
The second story from WOGX centers on Hello Sister, a band in Orlando, with a direct message: they are “done with people pleasers.” Although the source is shown only in video format, the detail still points to a familiar trend on social media: audiences are increasingly responding positively to content with a clear identity that does not try to please everyone.
In the digital environment, many brands and creators fall into the trap of trying to optimize everything for short-term views: content that is too safe, too polished, or too eager to follow trends. But that very “safety” is what makes them fade in the eyes of the community. A local band like Hello Sister shows the power of a clear stance: being willing to say who you are, choosing the right audience, and keeping your own style.
For marketers, this is an important reminder when building content on TikTok, Instagram, Facebook, or YouTube Shorts. Optimizing engagement does not always mean chasing the crowd; sometimes, a consistent and distinctive voice is what helps a brand build long-term loyal communities.
Source: WOGX / FOX 51 Gainesville.
A perspective for the Vietnamese market
Although they come from two different sectors, the two stories meet at one point: social media is not only a place to distribute information, but also a place to test the credibility of a brand story. For Vietnamese businesses, especially in education, retail, entertainment, and services, the priority should not be appearing as often as possible, but appearing the right way.
From La Salle’s story, brands can draw a lesson about turning signs of recovery into credible content: the numbers must be consistent, the message must be clear, and the real-world experience must accurately reflect what is being told on social media. From Hello Sister, we can see the power of staying true to your identity and not trying to please everyone. In an increasingly noisy market, clarity becomes a competitive advantage.
In short, Vietnamese marketers should see social media as an ecosystem for building trust: content needs to be real, the voice needs to be consistent, and the community needs dialogue, not just “targeting.”
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References
- University Business — La Salle’s surprisingly simple advice to spark an enrollment turnaround
- WOGX — Hello Sister: Orlando band done with People Pleasers
