From 'phenomenon' Le Tuan Khang to the influencer industry

Becoming an internet celebrity is the dream of many young people, to easily reach the dream of wealth. However, this path is not simple if you consider it a serious career.

Many people make a living by creating content online - Photo: Wind

According to data from Goldman Sachs, the influencer industry is currently worth around $250 billion, forecast to grow to nearly $500 billion by 2027.

In the Vietnamese market, many brands are willing to spend a lot of money hiring influential people to advertise, motivating a series of young people to spend all their time creating content to post on social networks such as Khoai Lang Thang, Thien Nhan, Huyen Phi...

These days, duck herder Le Tuan Khang is rising like an internet phenomenon, his personal page on TikTok has surpassed 11 million followers, not including YouTube and Facebook.

Not only fans came to his house, many businesses also sought him out.

Brand overload for advertising

Le Tuan Khang became famous with humorous videos - Photo: FBNV

"There is an overload of brands offering to book (place ads) on Khang's channel. Everyone really wants to participate in this phase, to benefit from media, and have their videos receive high views. Brands are willing to pay double the normal amount, but Khang does not accept," said Mr. Chung Duc Khanh, CEO of Wind Media Company - the unit that directly supports Le Tuan Khang in the technical and content orientation stages posted online, and negotiates advertising contracts.

Talking to Tuoi Tre Online , Mr. Chung Duc Khanh said that the company is working with more than 400 influencers on social networks, including more than 30 people who own 1 million or more followers such as: Le Tuan Khang, Tun Cui Bap TV, Quynh Tran JP, Thien Nhan, Thung Long Family...

When working, the company will chat to listen and understand each person's personality and orientation. In the market, there are extroverted and bold people. At the same time, they think that the KOL career on the internet is very short, so when they become famous, they should work with high intensity, collect as much as possible, before the halo fades.

However, the company said: "Khang is not a person who takes advantage of the media wave." There is no intention to take advantage of the media wave. Because of too much pressure from everyone's expectations, afraid of affecting the process of creating content for videos, Khang has not accepted any new advertising contracts for 2025, and at the same time intends to return money for some signed contracts.

Compared to the general level, Khang's total income is much higher than other KOLs, quite satisfactory. However, it is not much higher than that of high-productivity KOLs who do affiliate marketing. It depends on each person's orientation, personality and ability.

Mr. Chung Duc Khanh (middle) talks with many young people about careers related to social networks - Photo: Wind

Support the spread of positive content

With 15 years of experience in the field of advertising booking, the CEO of Babyface Entertainment shared that in the past two years, many big brands have agreed to pay money for Le Tuan Khang in particular and some other KOLs in general to integrate their brands into videos posted on social networking platforms.

Because the content of these channels conveys positive messages, many people find them cute, contributing to making the brand image more popular.

"For video ads, adding a shopping cart can reduce interaction. Therefore, many businesses accept that they don't need to increase sales directly through videos, as long as the advertising content is spread," said the CEO of Babyface Entertainment.

Mr. Nguyen Truong Son - Chairman of the Vietnam Advertising Association - said that many businesses are willing to spend a lot of money on artists and online celebrities to promote their brands and products. The advantage of this group of people is that they have great appeal and strong influence.

Besides their positive contributions, there are many people in the above group who fall into the "high" of power and false advertising.

The newly revised Advertising Bill was officially submitted to the National Assembly last month, considering tightening advertising for artists and KOLs online. This aims to increase consumer protection, create a more sustainable business environment, and support influencers who are doing their jobs honestly.

KOLs strive to promote Vietnamese agricultural products - Photo: NVCC

Dare to receive love, dare to face negative reactions

Becoming famous online means more eyes watching, more pressure. In case of saying something wrong, careless, or careless… many people are immediately attacked online, mentally exhausted, and need psychological treatment.

"When you are a normal person, you only have one spotlight on you. But when you are on stage, there are 100 spotlights on you. Some people love you, some people hate you. You have to have a spirit of steel, dare to accept love and also dare to face negative reactions. Don't let yourself be too depressed by toxic comments," said Mr. Chung Duc Khanh.

According to Mr. Khanh, when becoming an influential person on the internet, you need to clearly understand the three main circles, including: career (work to make money), family - employees (so you need to try harder), society (it's normal to have people who like you and people who hate you, the important thing is not to lose morals and not to break the law).

Source: https://tuoitre.vn/tu-hien-tuong-le-tuan-khang-den-nganh-cong-nghiep-nguoi-co-suc-anh-huong-20241203153649933.htm