The challenges of creative professions

The series of articles “KOL/KOC - The dark side of the halo and legal gaps” published in SGGP Newspaper from September 14 to September 18 clarified the roles and responsibilities of KOL/KOC (influencers/influential consumers) in complying with the law and future trends. Looking back at recent years, it can be seen that the “success formula” in building personal brands of KOL/KOC has changed a lot.

Meichan (left) and Vung (right) are successful in the field of content creation thanks to interesting stories about life and learning process.

The simpler, the more effective

The current entertainment trend of the audience does not stop at attractive TV shows, famous singers and actors, but expands to many areas of life. From there, creative stories gradually gain attention, create great inspiration for young people and gradually become a real career. The number of content creators increases over time, still loyal to the old formula: find a niche content, record videos to share and post on suitable platforms. At the most basic level, this job does not require investment in professional tools or a large team, and is easy to reach most young people. Along with the development of photo and video editing software, the birth of vertical video format, content creation is simpler than ever.

Creative storytelling has begun to take a new direction. Instead of trying to find their own niche, many creators choose to pursue content that expresses life in a truthful and simple way. This creative direction has the potential to develop because it shows many interesting aspects of life, expressing the personality and style of the storyteller. On the audience side, many people enjoy daily videos because they find empathy. Those simple contents penetrate the minds of viewers gently but effectively. With the positive energy and special inspiration that creators bring, many people also rely on it to imagine an ideal life, a style worth learning. It can be said that this is a common formula for everyone: beginners and famous people.

Success comes with challenges

The more convenient it is, the harder it is for creators to maintain themselves. The objective difficulty is finding a place in an environment saturated with content, the subjective difficulty is remaining steadfast in their true purpose when opening a channel, ensuring that they provide useful content and not confusing the interests of all parties: themselves, brands, partners and fans. On the other hand, creators need to clearly understand the content they create, avoid transmitting false information, leading to disagreements and arguments.

Rising from videos recording her life studying abroad in Germany, Thach Trang (owner of the YouTube channel my20s with more than 560,000 followers) has become a youth phenomenon. The popularity does not stop at millions of views, thousands of comments, but also the magnificent Meet and Greet at the Vietnam National Academy of Music. However, this female YouTuber is currently caught up in controversies about using paintings without permission for commercial activities, not being transparent when paying benefits to volunteers, not being honest with the stories told in the videos...

Not only Thach Trang, but also some famous Vloggers (video storytellers) in the field of life have also "encroached" on business activities, such as: receiving advertising products, affiliate marketing, launching their own brands... Although they come and stay in the hearts of the audience with the promise of not commercializing the content of the story, many creators have encountered scandals related to excessive advertising, selling products at high prices, and launching many copycat designs. Stopping at the right time, knowing enough, and learning the law are prerequisites for many KOLs/KOCs to learn how to correct their mistakes. Next is the category of ethics, there are violations that cannot be resolved by law, but belong to ethical standards. These are things that no textbook can teach systematically and in detail. Every incident that occurs is a warning lesson for those who are and will be entering the content creation environment. At the same time, it is also a typical example for young people to better understand the real role and responsibility of those considered "idols".

Every playground 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 picture for this field. However, if young people only see the halo and step into the game without understanding the rules, it will lead to unnecessary mistakes. Each incident that occurs not only affects the individual, but also erodes the trust of the audience, and affects other creators who are trying every day.

GRACE

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