Influencer Marketing in Vietnam

Influencer Marketing Vietnam

Vietnam has one of the highest rates of social-media usage among countries with comparable per capita incomes. The total population of Vietnam is 96 million.

Approximately 34.7% of the population is urban.

The number of people living in major cities:

  • Ho Chi Minh – 7.298 million
  • Hanoi (capital) – 3.629 million
  • Can Tho – 1.075 million
  • Haiphong – 1.075 million
  • Da Nang – 952,000
  • Bien Hoa – 834,000

The internet penetration in Vietnam is about 52%.

Vietnamese users follow a variety of social media pages or accounts from celebrities, news pages, music channels and food/drink related accounts. Although the number, and variety, of channels used by influencers to share their content is increasing, most internet users in Vietnam like to use Facebook or YouTube to follow influencers.

The growing popularity of influencers among Vietnam internet users on Facebook may be one reason why marketers in the country are turning to social networks as a key business channel. Nearly 50% of businesses in the region were using a social network to promote their products and services.
Here is a quick lowdown on the top Social Media Networks in Vietnam

  • Facebook
  • Youtube
  • Facebook Messenger
  • Google+
  • Zalo
  • Instagram
  • Twitter
  • Skype
  • Viber
  • LinkedIn
Facebook

There are about 5.4 million Facebook active accounts in Vietnam. Vietnam is ranked seventh among the countries with the biggest number of Facebook users.  Facebook has what The Economist has called a “love-hate” relationship with Vietnam, given there are currently more than 5.4 million Facebook users in Vietnam, but access has been an issue since late 2009 although there is no official ban.

Instagram

There are 4.7 million Instagram Users in Vietnam. 55% are female and almost 85% are aged between 18 to 44.

Zalo
Zalo, a mobile-based free texting and calling application provided by the VinaGame Group (VNG), announced that it has had 70 million users in early 2017. About 8 in 10 smartphone users in Vietnam have installed the Vietnamese-created messaging app.

Top Influencer Marketing Statistics Every Marketer Should Know

  • 70% of teenage YouTube subscribers trust influencer opinions over traditional celebrities.
  • 86% of women turn to social networks before making a purchase.
  • 32% of influencers who currently work with brands cite Facebook as the best platform, followed by Instagram at 24%.
  • 71% of consumers are more likely to make a purchase based on a social media reference.
  • 86% of the most-viewed beauty videos on YouTube were made by influencers, compared to 14% by beauty brands, themselves.
  • 57% of beauty and fashion companies use influencers as part of their marketing strategies.
  • On average, businesses generate $6.50 for every $1 invested in influencer marketing.

 

Why Influencer Marketing?

 

Brands looking into influencer marketing should take note of the trends in the industry in order to fully strategise their campaign. We have identified 3 prominent trends of influencer marketing coming 2017:

Trend #1: Emphasis Towards Content Marketing

In 2016, we have seen and experienced both the good and not-so-positive impact influencer marketing can bring to a brand. Some prominent mistakes made by brands include the overuse of influencers, selecting influencers irrelevant to your brand and so on. But one big mistake that should be avoided is the posting of content which is irrelevant to the audience.

Coming 2017, the emphasis on quality content will be largely noticeable. Content posted by Vietnamese influencers not only have to be engaging and interactive, it also have to be new, natural, suited to the influencer and brand, shareable and encompasses a call-to-action to be able to reach out to a wide network of your target and produce positive results. Consequentially, brands which invest greatly in creating quality content will have an edge over the rest.

Trend #2: People-Centric Influencer Marketing

Most brands and marketers are focused on tapping on the hype of influencer marketing without considering the rationale behind those marketing efforts. In the upcoming year, it is crucial for brands to become more people-centric and focus on the audience when implementing each campaign.

Influencer marketing in 2017 will need to provide consumers with what they desire and explain how purchasing your product or service will add value to their life. With many marketers executing their marketing campaigns without much thought regarding their audience, being the first few to resonate with the audience will bring your brand ahead.

Trend #3: Vietnam Becoming Risk-Adverse

Being risk-adverse, Vietnamese consumers are increasingly relying on influencers and word-of-mouth to decide on their purchases. This should be seen as an opportunity to leverage on the available influencers to bring about more sales through the online platform. To be able to leverage on influencer marketing to provide a form of reassurance for the consumers would definitely bring about positive impact on your brand’s ROI.

Influencer marketing would hence be a great platform to reach out to Vietnam market, especially the young Vietnamese who constantly look online for reviews. These characteristics of the community is what make influencer marketing extremely effective in Vietnam.

 

How To Get Started With Influencer Marketing?

Reaching out to Influencer Personally or through Influencer Marketing Agency

You may ask, what are the various ways to engage Instagram influencers in Vietnam to perform influencer marketing? There are simply two options: businesses to reach out to influencers personally, or go through an influencer marketing agency.

On the surface, it may seem reasonable to reach out to influencers personally with the presumed low cost and easy reach. However, with the vast amount of influencers in Vietnam, each focusing on specific topics of interest, performing influencer marketing and liaising can be a real challenge. To execute an effective influencer marketing campaign, one should be sure to read up on the various aspect of influencer marketing from the various articles and ebooks available online.

Alternatively, an influencer marketing agency would be of great help in terms of identifying the right influencer for your marketing campaign, negotiating prices and measuring results.

Vietnam Fastest Growing Influencer Marketing Agency

StarNgage is an Influencer marketing and reporting platform allowing brands to customise, manage, launch, and measure digital advertising campaigns on Instagram. StarNgage empowers brands to partner and advertise with everyday influencers – the same way you would on search engines or social networks!

StarNgage provides 4 main services: Targeting, Identifying, Amplifying and Tracking.

Target

Set your targeted customer profiles and categories while indicating preferred Cost-Per Engagement

Identify

Search for category-specific and brand aligned Influencers with the right profile to promote your campaign through our patented matching algorithm

Amplify

Mobilise Influencers to create optimised visual content that engages your targeted consumers, amplifies your brand, and generate online buzz

Track

Track your influencer marketing performance through our dashboard and measure your ROI. Pay based on desired results.

How To Choose Your Influencer Marketing Goals and KPIs

 

The Most Common Influencer Marketing Campaign Goals

After activating more than 10,000 influencers across 120 campaigns, we’ve seen influencers used in many different ways. Here are the most common goals we saw across our campaigns.
  • Product Launches
  • Brand Awareness
  • Content Generation
  • Community Building

The Most Common Influencer Marketing Campaign KPIs

Target

Set your targeted customer profiles and categories while indicating preferred Cost-Per Engagement

Clicks

Easy to measure and one of the most important performance based metrics

Engagement

Includes any social action (like, comment and share). Requires a hashtag or unique link for proper attribution. More value than a click.

Conversion

Includes installs, sign-ups, form completions and purchases. Hardest to measure, requiring a pixel & unique link or a promo code for attribution.

How To Choose Your Influencer Types

 

The Pyramid of Influence

The pyramid of influence

The Pyramid of Influence encompasses the full spectrum of your influencer relationships. Here is a breakdown of how that pyramid works from the top down.   Not all influencers are the same. Over the past few years, there is a big shift in focus from these high-end influencers to micro-influencers. To explain the different types of influencers, StarNgage uses the Pyramid of Influence. Influencers with a high reach and lower relevance, like celebrities and thought leaders, are at the top of the pyramid, while those with lower reach but higher relevance, like advocate and current customers are at the bottom.   Micro-Influencers is a mix of people who have reach, but more importantly, have a high relevance among their audiences. Their influence lies in their niche understandings and the mutual trust with their audiences.

Spectrum of Influencers

The term ‘influencer’ used to describe celebrity and social media elite. But the mass adoption of social media leveled the playing field to include bloggers, instagrammers, youtubers and even everyday consumers. As such, the industry is working to establish a common taxonomy to talk about influencers. Influencers can be identified among the following three types:

Mega-influencers: Actors, artists, athletes and social media stars who have 500k+ followers and drive 2%  to 5% engagement per post. They have the highest reach on the influencer spectrum, with their influence driven by their celebrity (they tend to be brands in their own right). They have the lowest overall resonance when it comes to driving actions on behalf of a brand.

Macro-influencers: Professional bloggers, and YouTubers who have large base of 50,000 to 500,000 followers and drive 5%  to  20% engagement per post. They have the highest topical relevance on the spectrum, with category-specific influence – such as lifestyle, fashion or business.

Micro-influencers: Everyday consumers  who have 1,000 to 100,000 followers and drive 25% — 50% engagement per post. They have the highest brand relevance and resonance on the spectrum of influencers, with influence driven by their personal experience with a brand and their strength of relationship with their networks.

 

the spectrum of influence

Social Media Influencer Landscape in Vietnam

Mega-influencers: Earn their living some other way (e.g. athlete, actor, artist, top model, celebrity), and monetize their influence as a secondary source of income. (For example Chi Pu, Khả Ngân and Quỳnh Anh Shyn)

Macro-influencers: Earn their living as an influencer (e.g. professional blogger, creator, or journalist). (For example Toàn Shinoda, Dưa Leo and An Nguy)

Micro-influencers: Consumers who have relevant influence and may not know it, or aspire to become a macro-influencer. (For example Jncooking Channel and Bùi Nguyễn Trung Quân)

Brand Advocates: Consumers who are passionate and willing to share, but have little influence.

influencer landscape

Extracted from Strange.com

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