Tiếng việtVietnam’s creator economy has reached a pivotal moment. The number of active KOLs and KOCs in the country surged from 150,000 in 2022 to 200,000 by 2024, with the figure potentially approaching 300,000 when affiliate marketers are included . Behind this explosion of voices lies a fundamental shift: Vietnamese consumers now trust authentic peer recommendations more than polished brand messaging.
This guide outlines a strategic, scalable approach to building a Key Opinion Consumer (KOC) program that grows with your brand in Vietnam’s dynamic digital landscape.
Understanding the KOC Opportunity in Vietnam
Why KOCs, Not Just KOLs?
The distinction between KOLs and KOCs is crucial in Vietnam. While Key Opinion Leaders typically command followings of 100,000+ and operate as industry experts in one or two related fields, KOCs are everyday consumers with fewer than 50,000 followers who specialise in testing and reviewing products across categories .
Here’s the competitive advantage: KOCs are perceived as more trustworthy. Consumers increasingly recognise that KOLs receive significant payment for promotions, while KOCs are seen as sharing genuine experiences with little or no compensation . This perception is reinforced by academic research, which shows that KOC characteristics such as expertise, trustworthiness, usage similarity, source dynamism, and cognitive effort—combined with product-KOC alignment—significantly drive online customer engagement .
The Scale of the Ecosystem
Vietnam’s creator landscape operates across three tiers :
Celebrities: Singers, actors, beauty queens with high recognition and advertising fees reaching billions of VND
Macro-influencers: 100,000 to 1 million followers—highly sought after by major brands
Micro- and nano-influencers: 1,000 to 100,000 followers—prized for high community engagement and suitability for niche segments
The sweet spot for scalable KOC programs: Influencers with 10,000-50,000 followers are currently the most popular for brand collaborations, offering high engagement rates at lower costs .
The Trust Imperative
Trustworthiness is the currency of Vietnam’s creator economy. Research involving 350 young consumers confirms that KOC characteristics—including expertise, trustworthiness, and usage similarity—directly impact customer engagement . For the beauty industry specifically, attractiveness is the strongest predictor of purchase intention, followed by trustworthiness and interactivity, while expertise plays a less critical role .
However, credibility is fragile. When influencers lose credibility, Gen Z responds through “skepticism, emotional backlash, disengagement, and conditional forgiveness”—and this distrust transfers to endorsed brands .
Building a Scalable KOC Program: Step-by-Step
Phase 1: Define Your KOC Profile and Selection Criteria
Scalability begins with clarity. Not every creator is right for every brand.
Key characteristics to evaluate :
Usage similarity: Do they genuinely use products like yours?
Trustworthiness: Is their audience engaged with authentic content?
Source dynamism: Is their content style flexible and engaging?
Product-KOC alignment: Does the creator’s personal brand align with your product category?
Vietnam-specific considerations:
Trustworthiness is amplified in collectivist cultures like Vietnam, where tight group bonds influence decision-making
Celebrity-consumer congruence (shared beliefs and identity) has a stronger impact on recommendation credibility than celebrity-product congruence
Practical steps:
Create a scoring system weighting trustworthiness, engagement rate, alignment score, and category relevance
Use social listening tools to identify KOCs already discussing your category or competitors
Start with 10-20 test relationships before scaling
Phase 2: Implement a Tiered Program Structure
A scalable KOC program cannot treat all creators identically. A tiered approach allows you to test at scale while managing costs.
| Tier | Follower Count | Selection Criteria | Engagement Expectation | Compensation |
|---|---|---|---|---|
| Nano | 1,000-10,000 | High authenticity, niche relevance | 1-2 posts, product reviews | Free product + small fee |
| Micro | 10,000-50,000 | Strong engagement rate (>5%), category expertise | 3-5 posts, video content | Product + moderate fee |
| Macro | 50,000-100,000 | Proven conversion history, brand alignment | Full campaign activation | Negotiated fees |
| Strategic | 100,000+ | Brand ambassador potential | Multi-campaign partnership | Retainer-based |
Scaling insight: The most popular tier for brands targeting niche segments is the 10,000-50,000 range, offering the best balance of engagement and cost .
Phase 3: Create a “KOC Ambassador” Structure
The KOC Ambassador model—pioneered by platforms like ACCESSTRADE in partnership with VNGGames—offers a scalable framework :
Recruitment: Open applications from creators who genuinely use and enjoy your category
Performance tracking: Provide creators with tracking tools, professional media resources, and transparent commission structures
Long-term relationship: Build continuous brand advocacy rather than one-off promotions
Real-world example: Gomi Corporation Vietnam’s campaign with influencer Lê Thị Khánh Huyền (10+ million followers) generated over 12 million views and an 8.3% engagement rate within one week—more than double the beauty industry average of 3-4% .
Phase 4: Invest in Authentic Event Experiences
Vietnamese KOCs value experiential touchpoints. The Mistory “Water Puppet Dance” launch event demonstrated this powerfully: hundreds of KOLs and KOCs attended an unconventional event at the Vietnam Puppet Theatre, creating viral content that honoured Vietnamese heritage while showcasing products .
Key success factors:
Create photo-worthy, shareable experiences
Allow hands-on product trials with KOC feedback integrated
Align with cultural narratives that resonate with Vietnamese pride
Phase 5: Operationalise Content Review and Compliance
This is where many programs fail at scale. Without a structured review process, your brand risks the reputational damage caused by misleading KOC content.
The compliance landscape:
77% of young Vietnamese have witnessed false or misleading advertising from influencers
74% follow creators on TikTok—the same platform where lines between “authentic experiences” and advertising blur most dangerously
Legal requirements now mandate transparent disclosure of sponsorships
Scalable review protocols:
Pre-approval checklist: Verify claims, ingredient accuracy, and regulatory compliance
Disclosure verification: Ensure sponsorship and affiliate relationships are clearly stated
Legal compliance audit: Check for violations of the 2023 Law on Consumer Rights Protection
Post-campaign monitoring: Track compliance and address violations
Crucial rule: KOCs must personally experience products before sharing recommendations—and this should be documented .
Phase 6: Leverage Livestream Commerce at Scale
Livestreaming has become a central pillar of Vietnam’s e-commerce landscape. The “Mỗi xã một KOL, KOC bán sầu riêng online” (One KOL, One KOC per Commune Selling Durian Online) programme exemplifies how government and businesses are building scalable digital sales forces .
Key elements:
Livestreams can reach tens of thousands to hundreds of thousands of customers nationwide
KOCs can serve as “digital ambassadors” who authentically introduce products, production stories, and quality claims
Logistics partnerships (e.g., Viettel Post’s special logistics packages) support the commerce component
For beauty brands, livestream commerce combined with KOC authenticators offers massive potential.
Scaling Success: Monitoring and Optimisation
Key Metrics to Track
| Metric | What It Measures | Why It Matters for Scaling |
|---|---|---|
| Engagement Rate | Interactions per follower | Indicates genuine influence |
| Conversion Rate | Purchases per view | Direct ROI measure |
| Trust Score | Audience sentiment analysis | Predicts long-term brand impact |
| Content Authenticity | Disclosure compliance | Mitigates regulatory risk |
| Cost Per Acquisition (CPA) | Marketing spend per customer | Determines scalability feasibility |
Performance Benchmarks
The beauty industry in Vietnam sees average engagement rates of 3-4%. Top-performing campaigns can exceed this—Gomi Corporation’s campaign achieved 8.3% engagement . Use these figures as your baseline and target.
Frequently Asked Questions
What is the difference between a KOL and a KOC in Vietnam?
KOLs typically have over 100,000 followers and are considered experts in one or two related industries. KOCs generally have fewer than 50,000 followers and specialise in testing and reviewing products across multiple categories—they’re perceived as more trustworthy because they’re seen as genuine consumers rather than paid promoters .
Why are KOCs considered more trustworthy than KOLs?
Consumers are aware that KOLs often receive significant payment for promotions. KOCs are perceived to receive little or no compensation, making their recommendations feel more authentic. In collectivist cultures like Vietnam, this trust translates into stronger purchase intention .
How do I find and select the right KOCs for my brand?
Look for five key characteristics: expertise, trustworthiness, usage similarity, source dynamism, and cognitive effort. Product-KOC alignment also moderates engagement impact. Use social listening tools to identify creators already engaging with your product category .
What are the legal risks of using KOCs in Vietnam?
Vietnam’s 2023 Law on Consumer Rights Protection requires transparent disclosure of sponsorships. Recent fines have been issued to companies that fail to properly disclose influencer relationships. Additionally, 77% of young consumers have witnessed false or misleading influencer advertising, making compliance crucial for brand trust .
What is the KOC Ambassador model?
A structured affiliate marketing structure where creators receive performance tracking tools, media resources, and commission structures to promote products. Examples include ACCESSTRADE’s partnership with VNGGames, allowing gamers to monetise their content through authentic promotion .
How do I scale my KOC program without losing authenticity?
Implement a tiered program with clear guidelines, enforce disclosure requirements, require genuine product experience, and monitor compliance through a structured review process. Focus on “fit” over “fame” by choosing creators whose identity aligns with your brand—research show.
