TikTok representatives, along with content creators and partners from the Asia Pacific region, at the launch event for The Art and Science of Authenticity report.
This forecast reflects the increasingly important role of content creators in driving commercial growth, especially as consumers increasingly value authenticity and relatable real-life experiences.
This information was presented at the launch event of The Art and Science of Authenticity Report on February 5, 2026. The report also predicts that in the Asia-Pacific (APAC) region, the trade contribution from the creative economy could reach US$1.2 trillion by 2030, a 1.4-fold increase compared to 2025. This trend emerges as consumers become less interested in overly polished, staged content, instead prioritizing everyday stories, genuine emotions, and a high degree of personal connection.
According to TikTok's creator-led marketing previously focused on industries like fashion , beauty, and lifestyle. However, creator-led commercial contributions are now expanding dramatically into many other areas such as video games, financial services, fast-moving consumer goods, apps, and electronics.
Many brands in these sectors have proactively increased collaborations with content creators as a core strategy to organically reach consumers, build trust, and drive purchasing behavior. This demonstrates a clear shift in the role of content creators, from building brand awareness to driving action and actual conversions.
The report also indicates that authenticity is becoming a key criterion in shaping consumer behavior. In the APAC region, 3 out of 4 consumers said they tend to ignore overly polished or inauthentic content, while 76% want brands to present themselves in a more relatable and genuine way. In Vietnam, the impact is significantly higher, with 95% of consumers acknowledging that authentic content directly influences their purchasing decisions. Vietnamese consumers are also 1.3 times more influenced by livestream content than the regional average, and are more interested in the brand's development story, behind-the-scenes narrative, and journey.
Ms. Tram Nguyen, Marketing Director of TikTok Vietnam, believes that in the current context, authenticity has gone beyond being just a creative choice to become an effective growth strategy. According to her, content that reflects genuine emotions, everyday moments, and imperfections creates a deeper connection with viewers, thereby generating a significant commercial impact.
Reports indicate that 9 out of 10 Vietnamese consumers say authentic content directly influences their purchasing decisions. If the ability of authentic content to capture attention is considered an "art," then converting that attention into concrete business results lies in the "science." Through behavioral analytics tools like TikTok Market Scope, brands can track and analyze various signals during the consumer's consideration phase, thereby adjusting content in real time to optimize campaign effectiveness.
Furthermore, the trend of AI-generated content (AIGC) is strongly driving the creative process. Two out of three consumers in the APAC region have expressed a desire for brands and creators to apply AI in content production. On TikTok, users show 1.5 times more interest in AIGC content compared to other platforms.
TikTok reports that, as of Q3 2025, the number of creators capable of earning income on the platform has increased by over 1,200% year-on-year, making TikTok one of the fastest-growing creator communities globally. In Vietnam and many markets in the region, an increasing number of creators are transforming their personal life experiences into sustainable commercial value, helping to shape the future of the creative economy.
Source: https://vtv.vn/nen-kinh-te-sang-tao-cua-viet-nam-du-bao-se-dat-quy-mo-95-ty-usd-100260207104901063.htm
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