Optimising the exhibition information funnel: moving from rigid templates to an experience-led, customer-connecting approach
- The SECC HCMC page shows a professional, international-standard communication style but is held back by overly formulaic, templated content.
- Although video posts of exhibition openings achieve good engagement (median video engagement of 32 versus 23 for Reels), the page has an information gap: users are confused about how to contact event organisers directly.
- Audience data coverage is limited, with 84.7% of gender data unidentified.
01 · Positioning & voiceWhat the Page says, and how it says it
Positioned as a professional, standards-driven international exhibition centre
Content focuses on promoting large international events held in halls A and B, citing floor area, number of exhibiting companies and strict business dress code rules.
Builds SECC's international reputation as a leading venue for major events. However, this positioning leans towards administrative B2B and lacks emotional connection with walk-in visitors and the general public.
Triển lãm có diện tích khoảng 10,000 mét vuông, với sự tham gia của hơn 600 gian hàng đến từ các doanh nghiệp có uy tín trong ngành!
Translation: "The exhibition covers around 10,000 square metres, with more than 600 booths from reputable companies in the industry!"
A formal, serious, international-standard bilingual voice
All posts are written in both English and Vietnamese, using a formal, polite administrative style and listing strict dress code and age restrictions in detail.
Maintains the professional standing of a leading international convention centre. However, this writing is quite long-winded and lacks a 'hook' to hold readers scrolling quickly through their feed.
Dresscode: business/casual, no flip-flops, no short skirts/pants/jeans/tank top, no pets allowed.
02 · Content pillarsThe themes the Page returns to
Content focuses entirely on live updates from the opening days of major trade fairs at SECC, combined with brief introductions to the industry and visitor rules.
03 · What worksThe content that drives engagement
Effective use of video to convey the scale of the exhibition space
Video clearly dominates, accounting for 39 of 50 posts, with a median engagement of 32, well above Reels (23).
Videos capturing the bustling exhibition floor create a strong visual sense of the event's scale, encouraging users to want to visit in person.
Triển lãm có tổng diện tích hơn 9000 mét vuông, vợ sự tham gia của 350+ doanh nghiệp đến từ Việt Nam và Quốc tế!
Translation: "The exhibition covers more than 9000 square metres in total, with 350+ companies from Vietnam and abroad taking part!"
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04 · What does not workContent that fails to land
Formulaic content and missing direct contact information for event organisers
Posts follow a fixed template, repeating paragraphs of rigid dress code rules. In addition, the page does not provide contact or registration details for each exhibition's organiser, which confuses users.
This weakens user experience and the conversion rate to actual visits. Users who want to register cannot find a way through (the funnel is blocked).
Trang phục: Doanh nhân/lịch sự, không mặc quần ngắn/váy ngắn/áo thun 3 lỗ, không mang dép hở ngón, không mang theo thú cưng.
Translation: "Dress code: business/smart, no shorts/short skirts/tank tops, no open-toe sandals, no pets."
05 · AudienceWho engages with the Page
Fragmented audience profile with a very high share of unidentified users
Of 1,384 unique engaged profiles, 1,173 have no identified gender (84.7%) and 1,352 have no identified age (97.6%). The small identified group is concentrated mainly in Ho Chi Minh City (69 people) and in the 25-34 working-age group (20 people).
The serious lack of demographic information makes it hard for SECC to personalise its communication. The group with data matches the profile of trade visitors and office workers in Ho Chi Minh City attending B2B exhibitions.
06 · OpportunitiesWhat is worth testing next
Co-branded content partnerships and registration funnel optimisation
Customers engage strongly with lifestyle exhibitions (pets, beauty, travel, sports) and often ask about event registration links.
SECC could ask or work with each exhibition's organiser to include a direct registration link and tag the organiser's page in posts. This may make things easier for users and extend cross-reach from partner pages.
Triển lãm Làm đẹp Quốc tế Hàng đầu Việt Nam x Triển lãm Quốc tế về Công nghệ Sản xuất Mỹ phẩm... đã Khai Mạc sáng nay!
Translation: "Vietnam's Leading International Beauty Exhibition x International Exhibition on Cosmetics Manufacturing Technology... opened this morning!"
07 · Action planIf we ran this Page
Add organisers' registration links and pin registration guidance directly in the comments of opening posts.
Immediately resolve customers' confusion about where to register, as reflected in comment c9539.
- Goal
- Unblock the information funnel, improve the visitor experience and convert engagement into actual attendance.
- KPI
- The page responds to 100% of registration questions.
- Success when
- No more unanswered comments asking how to register or how to contact organisers.
Design a short, visual infographic template for visitor rules (dress code, age, admission tickets) to attach to posts.
Replace overly long Vietnamese and English warning paragraphs so users can absorb the information while scrolling quickly.
- Goal
- Optimise post length and improve the page's visual appeal and professionalism.
- KPI
- Character length of the visitor rules text in new posts is cut by at least 40%.
- Success when
- Text length is cut significantly while 100% of the standard information is still conveyed clearly through the accompanying image or video.
Test co-branded content by directly tagging the event organiser's official page.
Use the event organiser's audience to increase organic reach for the SECC page and offset the limits of the audience data.
- Goal
- Increase organic engagement (reactions, shares) on exhibition opening posts.
- KPI
- Median engagement of co-branded posts exceeds 50.
- Success when
- Median engagement grows by at least 20% from the current level (29.5).
Suggested experiment (A/B test)
HypothesisReplacing the long standard text with 1 infographic summarising visitor rules (dress code, age, ticket type) in exhibition opening posts may increase engagement (reactions, shares) thanks to cleaner content.
08 · LimitationsWhat this data cannot tell us yet
Data limitations
- The sample focuses only on event opening announcements and exhibition space imagery, and lacks other post types (internal news, service offers, travel directions) needed for a complete view of the content strategy.
- There is no data on ad spend or actual reach to clearly separate organic engagement from paid engagement.
- Demographic information (age, gender, city) on the engaged audience has a very high anonymous/unknown share (over 84%), reducing the reliability of target customer profiling.
Data still needed
- Detailed data on organic reach versus paid reach for each post.
- Complete demographic statistics on followers rather than only users with public engagement.
- Detailed reports on link clicks to the visitor registration website or Zalo OA to assess actual conversion effectiveness.
Methodology & data sources
This article is edited from an AI report that Fanpage Insight generated on Oct 8, 2026 from public data on the SECC HCMC Facebook Page. Figures are kept exactly as reported; each finding is labeled as an Observation (drawn directly from the data) or a Hypothesis (needs further testing), with a confidence level. This is independent analysis with no commercial affiliation to the brand mentioned. Images are thumbnails of the original posts, used for citation.
- Posts analyzed
- 12 posts
- Content read
- 12 posts read in full
- Comments read
- 4
- Engagement metric
- Reactions + comments + shares, recorded at collection time
- Report date
- Oct 8, 2026
- Finding labels
- Observation: drawn directly from the data. Hypothesis: an inference that needs testing
- Report ID
- 3612b0b7
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