The challenges of a creative career.

The series of articles "KOLs/KOCs - The Dark Side of Fame and Legal Gaps," published in the Saigon Giai Phong newspaper from September 14th to 18th, clarified the roles and responsibilities of KOLs/KOCs (influencers/influential consumers) in complying with the law and future trends. Looking back at recent years, it can be seen that the "formula for success" in building personal brands for KOLs/KOCs has undergone many changes.

Meichan (left) and Vừng (right) have achieved success in the field of content creation thanks to their engaging stories about life and learning.

The simpler, the more effective.

Today's entertainment trends extend beyond captivating television programs and famous singers and actors, encompassing many aspects of life. As a result, creative work is gaining attention, inspiring young people and gradually becoming a legitimate profession. The number of content creators is steadily increasing, remaining true to the old formula: finding a niche content area, creating and sharing videos , and uploading them to suitable platforms. At its most basic level, this work doesn't require professional equipment or a large team, and is easily accessible to most young people. With the development of photo and video editing software and the advent of vertical video formats, content creation has become simpler than ever.

The creative landscape is taking a new direction. Instead of trying to find their own niche, many creators are choosing to pursue content that portrays life authentically and simply. This creative approach has potential for growth because it showcases many interesting aspects of life, reflecting the personality and style of the storyteller. From the audience's perspective, many enjoy these everyday videos because they find them relatable. This simple content subtly and effectively penetrates the viewer's mind. With the positive energy and unique inspiration that creators bring, many also use it to envision an ideal life and a style worth emulating. It can be said that this is a common formula for everyone: beginners and established creators alike.

Success comes with challenges.

The more convenient things become, the harder it is for creators to maintain their integrity. The objective challenge is finding a foothold in a saturated content environment, while the subjective challenge is remaining steadfast in their true purpose when starting a channel, ensuring they deliver useful content and avoid blurring the lines between the interests of all parties involved: themselves, brands, partners, and fans. Furthermore, creators need to thoroughly understand the content they create, avoiding the dissemination of misinformation that could lead to disagreements and controversies.

Rising to prominence through videos documenting her life as a student in Germany, Thach Trang (owner of the YouTube channel my20s with over 560,000 followers) has become a youth phenomenon. Her popularity extends beyond millions of views and thousands of comments to include a grand Meet and Greet event at the Vietnam National Academy of Music. However, this YouTuber is currently facing controversy regarding the unauthorized use of artwork in commercial activities, a lack of transparency in rewarding volunteers, and dishonesty in the stories she tells in her videos.

It's not just Thach Trang; several other popular vloggers (video storytellers) in the lifestyle field have also ventured into business activities, such as accepting advertising deals, affiliate marketing, and launching their own brands. While they may have gained popularity with promises of non-commercialization, many creators have faced negative publicity related to excessive advertising, overpriced products, and the release of plagiarized designs. Knowing when to stop, understanding the rules, and learning about the law are prerequisites for many KOLs/KOCs to learn how to correct their mistakes. Next is the ethical aspect; some violations cannot be resolved through legal means but fall under ethical standards. These are things that no textbook can teach systematically and in detail. Each incident serves as a cautionary tale for those currently and potentially entering the content creation environment. It also provides a prime example for young people to better understand the true role and responsibility of those considered "idols."

Every playing field has its own rules, and content creation is no exception. The development of digital platforms and the success of content creators have painted a bright overall picture for this field. However, if young people only see the glamour and enter the field without fully understanding the rules, it will lead to unnecessary mistakes. Each incident not only affects the individual but also erodes audience trust and impacts other creators who are striving every day.

GRACE

Source: https://www.sggp.org.vn/thach-thuc-cua-nghe-sang-tao-post814967.html