Looking back at the boom time of 2018, the hottest topic in influencer marketing was the wave of concerns about the problem of virtual likes when brands were afraid of throwing money out the window with KOLs. Since then, the launch of a new series of KOLs platforms with the claim of using AI or machine learning technology has the mission to relieve that worry for customers.
- Celebrities jump into the content creation race
- The rise of TikTok and content competition among social media platforms
- Advertising coverage of KOL players
- Manipulation of personal media
However, the statement is still just a statement, before we can see how AI or machine learning will change influencer marketing, in 2019 we have moved on to hotter topics around KOL.
Let’s review the most remarkable trends around Influencer Marketing in Vietnam in 2019.
1. Celebrities jump into the content creation race
Celebrities no longer post event photos or flashy fashion photos on Facebook because these types of content are dwindling engagement. Popularity is no longer a guarantee for good social media interactions.
Having a social media channel with content that focuses on certain topics and areas is easier to attract specific audiences and increase engagement sustainably. More than popularity, quality social media channels are a stronger guarantee of advertising sponsorship.
New content creation is the real race.
2. The rise of TikTok and content competition among social media platforms
After becoming the top most downloaded social networking application in Vietnam, 2018 is also the year Tiktok and its Tiktok KOLs actively approach brands and advertisers to promote advertising activities on social networking platforms. this video.
No matter how the advertising budget fluctuates, the KOL can go up or down, but the platform is always the “take it all”. Watching the huge advertising money flowing into Google & Facebook’s pockets every day is not pleasant. Not only Tiktok, but other social media platforms are always jumping in to force Google & Facebook to split the billion-user pie. And as a result, the battle for compelling content between platforms opens up ahead.
Remember in 2017, when launching Facebook Watch to compete with Youtube, Facebook spent money on the most expensive football stars to get exclusive content for Facebook Watch. The story is also repeated in the country when Lotus launched in Vietnam in 2019. During the past 1 year, Lotus has used many policies to attract the most famous content creators to produce & publish content on Lotus.
3. More advertising coverage of KOL sport stars
2019 continues to be a year of player advertising coverage. The budget just shifts from player to player but it’s still football for this year.
Although players are currently the top people who create the most interactions on social networks today, this craze is also a bit tiring. It makes the brand stand in front of 2 options: Or quickly rush into the fever, as popular as people see Quang Hai everywhere. Or be careful to dodge when the football storm breaks out. The experience from the campaigns running parallel to the football fever of 2018 is not very pleasant.
Anyway, Tet advertising season has come, and this will also be another season of player coverage.
4. Media manipulation from individual
When media power is left in the hands of individuals with weak legal constraints, one sees a shadow over social networks. Every individual, big or small, is now a match that has the ability to ignite the flames of a brand crisis.
Starting from a travel blogger who uses media influence to intimidate businesses or groups of individuals, they set up a group to review bad restaurants. Many other manipulations of personal communications are even more sophisticated.
