Selling through storytelling.

From local specialties and agricultural supplies to clean produce, many businesses are leveraging social media to tell the stories behind their products. This approach not only builds trust with customers but also expands markets in the digital age.

On weekends, the online shop selling local specialties run by Ms. Do Ngoc My Xuyen, residing in Rach Gia ward, is bustling with orders. Having been involved in online business for nearly three years, Ms. Xuyen maintains a stable customer base not only thanks to reasonable prices but also because of her unique way of showcasing her products. Instead of posting a few short descriptions, she spends time visiting production sites, meeting with artisans, capturing real-life images, and then sharing them on social media. Each type of dried fish, honey, fish sauce, or traditional cake is associated with a story about the land, the people, and the process of making the product.

According to Ms. Xuyen, consumers are not only interested in price but also want to know where the product comes from, how it is produced, and whether its quality is guaranteed. Livestreams at production facilities, images documenting the processing process, and stories about the workers always receive a lot of customer attention. “There are some facilities I have to travel dozens of kilometers to see how they produce before I import goods. When I tell the real story behind the product, customers feel more secure. Many people buy because they trust the images and stories I share,” Ms. Xuyen said.

Ms. Do Ngoc My Xuyen (on the left) learns about the traditional Kinh 5 rice wine production process to share the story of its origins and production with customers. Photo: DANG LINH

The trend of selling through storytelling is increasingly appearing on digital platforms. Just a few minutes browsing social media, and users can come across images of simple rural kitchens, lush green vegetable gardens, or sprawling shrimp farms along the coast. Behind each product are everyday stories told through authentic images, creating a connection between seller and buyer.

Every evening, tens of thousands of people eagerly await videos showcasing the high-tech garden of Ms. Huynh Do My Tu in Dong Hoa commune. On her fan page with over 1 million members, Ms. Tu not only shares her methods of growing vegetables and melons but also inspires many families to adopt clean gardening practices. Since 2019, she has experimented with imported vegetable and melon varieties, while also implementing a greenhouse system and automated irrigation controlled via smartphone. With just a few simple steps, water and nutrients are delivered to each plant, saving gardeners time while maintaining high yields.

Images of melons, watermelons, bitter melons laden with fruit, or lush green vegetable beds frequently appear in her videos, attracting a large audience, with some clips reaching over 10 million views. Driven by the growing community's desire to learn, Ms. Tú has gradually expanded her services to include providing seeds, organic fertilizers, automatic irrigation equipment, and modern gardening solutions. Currently, each of Ms. Tú's livestream sessions receives significant interaction from viewers nationwide. Beyond selling agricultural supplies, she also designs and constructs greenhouses and high-tech vegetable gardens, and provides remote management support through automated systems.

Meanwhile, Mr. Tran Phuc Khang, residing in An Bien commune, chose to share his experience from his family's shrimp farms. Besides selling shrimp fry and supplies for the shrimp farming industry, he regularly creates instructional videos on social media.

In a short video of nearly 30 seconds, he stands beside a large plastic container next to his shrimp and crab pond, stirring a mixture of probiotics while demonstrating the correct fermentation technique to create a natural food source for shrimp and crabs. This authentic image quickly attracted tens of thousands of views. Within hours of posting, hundreds of comments appeared asking about pond environment treatment techniques, product usage, and ordering. “Instead of just posting to sell products, I share what I’ve successfully applied. When viewers see the results, they proactively contact me. Many customers from far away, who have never met me before, still order because they have been following my instructional videos for a long time,” Khang said.

DANG LINH

Source: https://baoangiang.com.vn/ban-hang-bang-cau-chuyen-a487650.html