Becoming a social media celebrity is the dream of many young people, a way to easily achieve their dream of wealth. However, this path is not simple if you consider it a serious career.
Many people have become successful by creating online content - Photo: Wind
According to data from Goldman Sachs, the influencer industry is currently worth approximately $250 billion, projected to grow to nearly $500 billion by 2027.
In the Vietnamese market, many brands are willing to spend a lot of money hiring influencers to advertise, motivating a host of young people to dedicate their full time to creating social media content, such as Khoai Lang Thang, Thien Nhan, and Huyen Phi…
These days, Le Tuan Khang, the duck farmer, is skyrocketing to internet fame, with his TikTok account surpassing 11 million followers, not including YouTube and Facebook.
Not only fans—who came to his house to show up—but many businesses were also vying for his attention.
Overloaded with advertising placements from brands.
Le Tuan Khang rose to prominence with his humorous videos - Photo: FBNV
"There's an overwhelming number of brands expressing interest in booking advertising on Khang's channel. Everyone wants to participate at this stage, benefiting from media attention and high video view counts. Brands are willing to pay double the normal amount, but Khang is not accepting," said Chung Duc Khanh, CEO of Wind Media, the company directly supporting Le Tuan Khang in technical aspects and content direction for online posting, and negotiating advertising contracts.
Speaking to Tuoi Tre Online , Mr. Chung Duc Khanh said that the company is currently collaborating with over 400 social media influencers, including more than 30 who have 1 million or more followers, such as Le Tuan Khang, Tun Cui Bap TV, Quynh Tran JP, Thien Nhan, Thung Long Family, etc.
When working, the company will chat to listen to and understand each person's personality and goals. In the market, there are those who are extroverted and outgoing. They also believe that the career of an online KOL is short-lived, so when they become famous, they should work intensely and earn as much as possible before their fame fades.
However, the company stated: "Khang is not someone who takes advantage of opportunities." He has no intention of exploiting media attention. Due to the pressure of public expectations and the fear of affecting his video content creation process, Khang has not accepted any new advertising contracts for 2025 and intends to return money for some contracts he has already signed.
Compared to the average, Khang's total income is much higher than many other KOLs, which is quite satisfying. However, it's not exceptionally high compared to those high-performing KOLs who also do affiliate marketing. That depends on each person's direction, personality, and abilities.
Mr. Chung Duc Khanh (center) chats with many young people about careers related to social media - Photo: Wind
Support the spread of positive content.
With 15 years of experience in advertising booking, the CEO of Babyface Entertainment shared that in the past two years, many major brands have agreed to pay Le Tuan Khang in particular, and some other KOLs in general, to integrate their brand into videos posted on social media platforms.
Because the content on these channels conveys a positive message, many people find it endearing, which helps to enhance the brand's image.
"For video ads, adding a shopping cart feature can potentially reduce engagement. Therefore, many businesses accept not needing to increase sales directly through video, as long as the advertising content is widely shared," said the CEO of Babyface Entertainment.
Mr. Nguyen Truong Son, chairman of the Vietnam Advertising Association, said that many businesses are willing to spend heavily on artists and online celebrities to promote their brands and products. The advantage of this group is their great appeal and strong reach.
Besides their positive contributions, many in this group have fallen into a state of power delusion and engaged in false advertising.
The new amended Advertising Bill, officially submitted to the National Assembly last month, considers tightening regulations on advertising by artists and KOLs online. This aims to increase consumer protection, create a more sustainable business environment, and support influencers who are pursuing legitimate careers.
KOLs (Key Opinion Leaders) strive to promote Vietnamese agricultural products - Photo: Provided by the interviewee.
To dare to receive love, one must dare to face negative reactions.
Becoming a social media celebrity means more scrutiny and greater pressure. In case of a slip of the tongue, careless words, or oversight, many people are immediately subjected to severe online attacks, leading to mental breakdown and requiring psychological treatment.
"When you're an ordinary person, only one spotlight shines on you. But when you're on stage, a hundred spotlights shine on you. There are people who love you, and people who hate you. You need to have a steely spirit, to dare to accept love but also dare to face negative reactions. Don't let yourself get too depressed by toxic comments," said Chung Duc Khanh.
According to Mr. Khanh, when becoming an influential person online, one needs to understand the three main circles: career (work and earning money), family and employees (which require more effort), and society (it's normal to have people who like and dislike you; the important thing is not to be morally corrupt and not break the law).
Source: https://tuoitre.vn/tu-hien-tuong-le-tuan-khang-den-nganh-cong-nghiep-nguoi-co-suc-anh-huong-20241203153649933.htm
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