The above data was cited by Ms. Ngo Thi Bich Hanh, representative of the Ho Chi Minh City Art Center (BHD), from statistics in 2023 of the Washington Post (USA).
Made from nothing
Within the framework of the International Digital Content Creators Festival (Create Fest) recently held in Ho Chi Minh City, a discussion session took place with the theme "Zero to Hero: Stories behind a "social media phenomenon" with the speaker being Le Tuan Khang, the creator of the trend "death anniversary on the island". Le Tuan Khang currently has 13.3 million followers on TikTok; 2.6 million followers on Facebook and 720,000 YouTube followers. Although Khang said that his life has not changed after becoming famous, looking at the "huge" number of followers and advertising cooperation with big brands, many people believe that his income is not small. In addition, he also has the opportunity to act in Ly Hai's film.
Born in 2002 in Soc Trang , Le Tuan Khang only studied until grade 7 and started creating content on platforms while raising ducks in his hometown. At first, Khang also tried to invest in making long-form content but only had 1 subscription, less than 100 views before being loved by the audience for short clips on TikTok like today.
With YouTuber Dinh Vo Hoai Phuong (Khoai Lang Thang), his image appears on a series of billboards on the streets, means of transport..., he is one of the "hot" names in the advertising field, not an artist or A-list star.
In the case of TikToker Thien Nhan (real name Tong Thanh Nhan), he started out as a clothing seller, having to rent a room. Suddenly becoming a prominent content creator on social media, Thien Nhan now has a factory, a coffee shop and a snack shop. His previous household business model has just been converted into an enterprise and he is the director. Not only successful in business, Thien Nhan also actively participates in activities to support local sellers to get acquainted with online sales and how to effectively exploit the livestream format.
Content creators tour Kimberly-Clark Binh Duong factory Photo: AN NA
Must calculate long distance
During a recent Kimberly-Clark Binh Duong factory tour for content creators in TikTok Shop's "Shop with peace of mind" campaign, a brand representative said that many advertising clips were made with large budgets but were not as effective as review clips from content creators. The brand brought content creators to visit the factory directly, witness the actual production process, meet the people behind the products and tell the story to consumers through a genuine perspective.
In addition to traditional advertising, brands have spent a lot of money on advertising on digital platforms, especially influencers (KOL/KOC). Mr. Le Trung Tin, Marketing Director of Coca-Cola Vietnam, said that when working with digital content creators, the brand only notes what not to do, leaving the rest to their creativity. Their creativity with colorful clips, creating connections with consumers besides just conveying advertising messages..., has surprised the brand.
Mr. Nicholas Pham, Director of Strategic Partnership Development for Tik Tok Asia-Pacific, cited data showing that Vietnamese TikTok users currently account for nearly 70% of the population using the internet and have a growth rate in the top 5 in the region. "Vietnamese content creators are not inferior to other countries in the region - from content creation ability to video quality. Many faces have changed their lives thanks to participating in the content creation industry" - Mr. Nicholas Pham said.
According to Mr. Nicholas Pham, content creators can earn income from sources such as bookings from brands, selling products, livestreaming to receive gifts... He cited a recent example of a content creator from Indonesia who succeeded with a very difficult content, which is astronomy. The source of income that this person received was from being invited to be a speaker and other sources of income. "The current growing content trend is long, informative and highly reliable clips, requiring content creators to invest a lot of time and effort to have quality clips. Therefore, when doing this job, you must be serious and think long-term" - Mr. Nicholas Pham advised.
According to industry experts, content creators when receiving bookings from any brand or manufacturer need to sign a clear contract, verifying reputation, quality... to avoid falling into disputes or scandals such as advertising goods of unknown origin, deceiving consumers...
Easily stressed, exhausted
Content creation is a high-pressure profession, requiring a lot of energy and organizational skills to avoid burnout.
At Tao Fest, the couple Ninh Duong Story (Ninh Anh Bui and Nguyen Tung Duong) admitted that there were times when they felt exhausted due to their busy travel and work schedules. However, the couple tried to overcome it by detecting early signs of overload so they could rest and restore their energy.
There are many platforms for content creators to freely use, but the "rules of the game" are different and constantly updated. Therefore, participants in the industry must always be creative. Negative and toxic comments on social networks also force creators to have the courage to cope.
Source: https://nld.com.vn/kiem-bon-tien-tu-sang-tao-noi-dung-so-196250603205843366.htm
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