Influencer and Vietnamese young people, According to the latest research (December 2019) of the Millennials and the Y generation in Vietnam of Vero – a Digital Marketing & PR Agency in Southeast Asia, the digital revolution in Vietnam has changed the way that the young generation interact with brands.
How are Influencer and Vietnamese young people?
This study is called “The New Age Influencer: Who is Gen Z and Gen Y Who Trusting In?” and how are influencer and Vietnamese young people?. It captures the continued development of influencers on online platforms, a part of broader generational change in Vietnam – most associated with technological advances. The research results are based on surveys of a representative group of 300 people of different generations such as Generation Y (also called Gen Y or Millennials, born between 1980 and 1994) and Generation Z (also called Gen Z, born from 1995 – 2010) in Hanoi and Ho Chi Minh City.
Research has shown that the traditional advertising media and brand promotion through celebrities are losing their influence in Vietnam. While celebrities on TV or music stars around the world are learning how to connect with their fans through social media, Internet-based influencers are getting more and more popular. It can be said to be comparable with the attraction of celebrities. For this reason, brands wishing to reach out to young consumers in Vietnam will especially benefit if they know how to adapt to an influencer marketing platform.
One of the most striking points from this research is influencer and Vietnamese young people of today are completely different from traditional advertising. In addition to becoming a brand ambassador, research also shows that influencers are above all “a source of information, as individuals with authentic and sympathetic stories to share”. Brands that leverage the power of influencers will be able to actively connect with potential customers willing to learn more about their brands. Nearly half of Vietnam’s followers said they enjoyed watching the influencer promote the brand, and 66% said they tend to trust a brand more after seeing an influencer posts related content or talks about that brand.
The research results have proved that influencer is the leader in the level of trust in the media. 70% of the followers surveyed said that influencers really believe in the brand they advertise, even if they are paid by brands to do that. This makes them different from regular advertising, and that is also the core value of the influencer.
Download this Research Report at https://vero-asean.com/vietnams-new-influencers/ and take the time to identify these findings in the broader context where Vietnamese society is developing very fast. At the same time, giving appropriate advice to brands who are still seeking to capture market change.
Nguyen Dinh Thanh, the co-founder of Elite PR School, pointed out the problem based on a quote in the research report: “Differences in behavior between generations are the result of profound changes in social structure”. Thanh said: “Gen Y grew up at the time the Internet first appeared in Vietnam and began to interact with the media on digital media more. Gen Z was born and received information primarily from the Internet because it is a familiar part of life, they do not have a clear separation between mass media and KOLs (influencers in a field). With Gen Z, traditional and orthodox media concepts are almost nonexistent”.
According to the research, Gen Y despite being extremely open to influencers, but Gen Z still has a much friendlier attitude – they follow more influencers and more topics, receive more content from influencers on many social networks (Instagram was not much known in Vietnam until Gen Z grew up), actively interacted with the content and above all bought more products promoted by influencers. The point of interest is that Gen Z is more concerned with content quality than the influencer’s popularity.
The study also pointed out noticeable differences between the northern and southern regions in Vietnam as well as differences in behavior between men and women. People in Hanoi believe more but also demand more; and women have more positive emotions for influencers while men are more likely to buy products promoted by influencers.
Vero is a Digital Marketing & PR Agency in Southeast Asia that has been operating in Vietnam since 2008 through a partner in Vietnam. In 2019, Vero decided to expand its services, separate from its partners, and open an entirely new independent office in Ho Chi Minh City with full capabilities to build integrated communication strategies. By doing so, Vero brings experts from the region and Vietnam in the fields of PR, digital and brand strategy.
“When Vero started more than 10 years ago, traditional media was still the way that brands in Southeast Asia used to build a reputation for themselves,” said Brian Griffin, Vero Southeast Asia director. “PR is still the core of Vero’s communication methods, but we have now integrated more services, of which more than half of our regional communications activities are based on digital platforms. As a Southeast Asia integrated brand strategy and integrated media consulting agency, we need to integrate our own data to gain insight into the markets Vero is operating in, helping our customers access to the best opportunities and solutions to achieve positive results. We all need to adapt to change to make sure that the content that delivers the best content deserves the trust of everyone”.
By ASEAN, for ASEAN – Vero now has offices in Ho Chi Minh City, Bangkok, Yangon and Jakarta, operating in all other countries in the region through local partnerships. Vero was honored to receive the PR Agency of the Year award from The Holmes Report in 2017, was named in the PR Agency of the Year list by The Holmes Report in 2019 and won the PR Campaign of the Year in 2019 by Campaign’s PR awarded. Vero works with leading brands and organizations in the industry from various fields, including technology, luxury goods, education, health, entertainment and e-sports, building prestige today. increasingly with diverse campaigns across ASEAN markets. Some of Vero’s current customers include Intel, AirAsia, Microsoft, Central Group Vietnam, Daikin, TikTok, Estée Lauder and The European Union.
Xuan Bach
* Source: Vero