Make Money 4.0: Reviewers "scratched and broken" because of AI

(Dan Tri) - Many people who once "made a living" with a few old formulas now have to cope with a new wave of technology with algorithms that change every day.

Reviewer suffers greatly from AI, goes all-in on the human element for survival ( Video : Khánh Vi).

The era of "relaxing" and making money from TikTok is over.

Doan Van Phong (born in 1998, Cau Giay, Hanoi ) started his content creation career quite by chance. Before that, he worked in sales, then had the opportunity to try his hand at being a presenter in some product review videos for technology channels.

Thanks to his accumulated practical experience, Phong gradually came up with the idea of ​​building his own channel.

Doan Van Phong (born in 1998, Cau Giay, Hanoi) started his content creation career quite by chance.

"My first job was in sales. Then, I had the opportunity to work as a reviewer for several tech channels. Over time, as I gained enough skills and experience, I decided to develop my own channel, initially as a part-time job," Phong shared.

In 2021, during the lockdown due to the Covid-19 pandemic, Phong officially launched his channel, "Phong Gió". The content focuses on phone tips, advice on choosing a device, and technology topics relevant to everyday life.

Initially, Phong posted 2-3 videos per week. As things stabilized, he maintained a rate of 4-5 videos per week. After the system ran smoothly, he began expanding into other areas, combining online business with online sales, creating an ecosystem around his personal brand.

"Previously, creating content was quite relaxing for me because it was just a side job. But now, having several channels with hundreds of thousands of followers, I have to dedicate more time, averaging 8 to 12 hours a day," he said.

"Getting your skin scraped and bruised" by the AI ​​wave.

Since 2023, AI has exploded and rapidly spread into the content production field. Phong is one of the early creators who adopted this tool to assist in scriptwriting, idea generation, and information verification.

However, according to him, AI is not just a tool but is also becoming a formidable competitor.

"I see AI as an incredibly formidable competitor now. For example, if you ask me for advice on which phone to buy, the memory is limited to around 10 models. But if you ask AI, there's no limit."

However, AI is also something that people need to re-evaluate. Right now, we don't have the habit of asking AI about everything, but once AI gets through the market education phase, everyone will get used to asking AI for advice. At that point, AI will truly be a formidable competitor," Phong commented.

Phong believes that AI makes accessing and creating content easier, but it also makes the market more competitive.

Knowledge-sharing or Q&A videos, once a strength of human creators, can now be rapidly produced thanks to AI. This forces content creators to do more to retain their audience.

Phong believes that AI is now a formidable competitor to reviewers.

According to Phong, competition in the content creation industry today comes from two sides: firstly, the saturation of participants due to many people being unemployed or shifting to online work; and secondly, technological advancements have virtually eliminated technical barriers.

"The competition is fierce now. In the past, making YouTube videos required investing in cameras and editing software. Now, there are so many tools available. It's easier, which means anyone can do it," Phong shared.

Therefore, to position his personal brand amidst a sea of ​​content, he constantly learns, updates on trends, and invests in the quality of the personal experience, something that AI can hardly replace.

"AI is a very useful tool for finding ideas, expanding content, and saving research time. But it can't replace humans, especially in things like genuine emotions, everyday stories, or personal experiences. That's the differentiating factor I want to retain in my content," Phong expressed.

Phong affirmed that he will continue creating content, but in a more emotional and in-depth way, rather than simply providing information. He emphasized that viewers are no longer interested in just technical specifications, but want to feel the experience firsthand.

Economically, Phong acknowledges that profit margins have decreased significantly. Previously, just a few videos were enough to guarantee income. Now, with the increase in content, production costs, labor, equipment, etc., have also risen, while advertising rates are decreasing due to the large number of participants in the market.

Phong said that increased investment in technology and working hours are necessary to maintain the channel's momentum.

"In the past, we did less work but earned more. Now, to increase income, we have to invest more people and more time, while prices have decreased. An advertising campaign only has a limited number of slots, but there are far too many content creators," he expressed.

In that context, Phong believes that affiliate marketing is a viable option, but it requires serious commitment and a deep understanding of the product and industry, rather than a superficial approach or simply following trends.

Optimize costs, focus on the human element.

Initially, Phong produced videos based on inspiration, mainly recording and sharing things he found interesting or useful.

But over time, especially with the development of AI and the increasingly competitive market, this approach became ineffective. He began seriously developing a systematic process, from brainstorming ideas and assigning people to film and edit, to optimizing the timing of uploads.

Phong's team currently has 3 people and they work on multiple tasks.

"Previously, I only needed a few hours a day to consistently upload videos. But now, to maintain productivity and quality, I have to work 8-10 hours a day, sometimes until late at night. Without a process, it's impossible to keep up with the pace of the market," he confided.

Phong's team currently has three people. Each person has to multitask, knowing how to do everything from A to Z, from scriptwriting, filming, editing, to post-production, to avoid dependence and ensure that work is not interrupted when there is a shortage of staff.

Along with increasing production, Phong was also forced to cut costs. He moved his office to the suburbs, edited his own videos instead of outsourcing, and even took on extra video editing work for other companies to offset operating expenses.

He also frankly acknowledged that the high floor price of e-commerce is a barrier, but at the same time, it's a natural selection mechanism. Those who don't seriously invest, who don't keep up with technology and processes, will sooner or later be left behind.

"Competition now isn't just domestic. Many foreign brands have hired Vietnamese people to create content and sell products across borders at a lower cost. So if we don't change and optimize, we won't be able to survive, let alone grow," he frankly shared his opinion.

"Some videos I invest in special effects and 3D rendering. On days when I'm tired, I just shoot simply. But no matter the format, I always try to keep the content valuable, emotional, and something that real people have experienced," Phong said.

The recent explosion of content has led many to believe they need to create a lot to retain their audience. Phong, however, chooses a different approach: consistent production while maintaining quality.

"If we don't change and optimize, we won't be able to survive, let alone thrive," he frankly shared his viewpoint.

"I don't want to chase the 'most, fastest' race. Because if you just do things half-heartedly, you won't be able to retain anyone in the long run. I choose to invest in each product, so that each video has its own unique quality," he confided.

Instead of relying solely on inspiration as before, Phong now packages that inspiration into a process: from idea generation and implementation to product completion, everything is clearly planned. The team meets before each content item, ensuring that the final product is not only good enough but also aligns with the values ​​they want to convey.

Working full-time as a content creator, while also juggling sales and team management, makes balancing work and personal life almost a luxury for Phong.

"Actually, saying it's a balance is a bit idealistic. Being young, I accept dedicating more time to work. But I still try to set aside one or two days a week to meet friends and family to remind myself that I'm still a normal person, not turning into a machine," he confided.

Being a reviewer is no longer an easy job.

Phong started creating content during a time when the market was less competitive, channels were scarce, and viewers were more easily engaged with simple and genuine sharing.

"In the past, this job was practically all about making money. I had time to do it alongside my retail work, just a few hours a day was enough to get results. But now it's completely different. There are too many people doing it, the platforms are constantly changing, and viewers have too many choices. Competition is fierce now; if you don't take it seriously, you'll be left behind," he said.

For those who want to enter the industry, Phong frankly advises thorough preparation in terms of both expectations and skills. He warns against thinking that simply turning on the camera and saying a few words will guarantee making money.

For those who want to enter the industry, Phong frankly advises them to prepare thoroughly in terms of both expectations and skills.

"Content production requires investment in time, equipment, and people. Being good at only one skill isn't enough. Being proficient in two skills—for example, knowing how to film and edit, and understanding the industry—is a huge advantage. That way, the content you create is more likely to be valuable," he frankly shared.

For Phong, time is also a form of expense. He emphasizes that when choosing to invest in content creation to make money, each person also needs to consider: it's very possible that while pursuing this work, we are missing out on more suitable opportunities in other fields.

"No two people are alike. Everyone has their own strengths. But those who don't keep up will certainly be left behind. Especially in today's market, which is both crowded and rapidly changing, you can no longer rely on waiting for the right time," he shared.

He also shared an interesting perspective on the potential of the content market in Vietnam: with over 70 million internet users, if each person watches videos for just 30 minutes a day, that's equivalent to over 4 billion views per day across platforms. But that doesn't mean everyone will succeed.

"There are many avenues to explore, but not everyone can reach them. The market is huge, but it's only for those who take it seriously. Before thinking about making money, you have to hone your skills first," Phong confided.

The explosion of AI is not just a challenge; it's a test. Only those who truly understand what they're doing, have a clear direction, and are willing to adapt will be able to continue on this path.

Source: https://dantri.com.vn/cong-nghe/kiem-tien-40-reviewer-tray-vi-troc-vay-vi-ai-20250331110551314.htm