INFLUENCER MARKETING

VIETNAM INDUSTRY REPORT 2019

Table of content

1. State of Influencer Market in 2019 3 3. Key guidelines for 2020 35

● Influencer Marketing in Asia at a glance 4 ● Integrated approach 37

● Top influencers & creators in Vietnam 11 ● Result-oriented approach 42

● Influencer's impact on Target Audience 15 ● Analytical approach 44

● Market response 23

2. Trends and Forecasts 27 4. About CastingAsia 46

● Influencer marketing and social commerce 28 ● CastingAsia integrated-approaching solution 49

● Creativity remains the core growth 30 ● CastingAsia result-oriented & analytic solution 53

● YouTube trends 32

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1. State of Influencer Marketing 2019
2. Trends and Forecasts
3. Key guidelines for 2020
4. About CastingAsia

3
INFLUENCER MARKETING
IN ASIA AT A GLANCE
4
 The Effectiveness Of Influencer Marketing

80 %
of marketers says
Influencer Marketing
creates a good
impact to their brand

80% of marketers find influencer marketing effective in

achieving brand awareness and direct response goals
based on their KPI results. The majority considered it as
the best ROI strategy, with 71% of them rating the quality
of leads generated as better than other marketing tactics

Source: Mediakix 2019

5
Social platforms are embracing
influencers & creators

32 million 12 million 5 million

Vietnamese users Vietnamese users Vietnamese users

YouTube & TikTok HAVE

EMERGED AS THE TOP CHOICES FOR
MOST EFFECTIVE SOCIAL MEDIUM FOR INFLUENCERS
to engage to their audience in Vietnam

6
 Social media platforms impact on business

The value of social media platforms for B2C & B2B

Findings show that more consumers are making

purchase decisions inspired by social media. Nearly 60%
of the B2C companies report that social media helps
increase their revenue and sales, compared to only 46%
of B2B companies. B2C companies prefer
consumer-focused platforms like Facebook and YouTube,
while B2B companies prefer LinkedIn and Twitter because
they can easily target other businesses.

Source: Clutch
7
The rise of micro & nano-influencers

Followers reaction by influencer category groups

ENGAGEMENT RATE IS VITAL

Micro influencers dominate the rate of fan reaction across
engagements, likes and sharing activities

8
Top 3 fast-growing influencer/creator categories in Vietnam

Family & kid Influencers Gaming Influencers Lifestyle Influencers

Gia đình Huy Khánh Quang Cuốn Cris Phan Giang Ơi Ohsusu
cam cam Vê Lốc

9
Top YouTube trends for influencer/creator

CONTENT STYLE CATEGORY

● Lifestyle, How-to tutorials. ● Vlog ● Family, Mom & Baby

● Mukbang, Cooking show. ● ASMR ● Gaming
● ASMR ● Mukbang ● Lifestyle
● Nostalgic content ● Parody ● Food
● Daily challenges/Pranks ● Music video & short films ● Hot Couple

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 TOP INFLUENCERS &
CREATORS IN VIETNAM

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 Top 10 influencers
Source: Buzzmetric (Report in October, 2019)

Buzzmetric social index metrix based on:

● Buzz Volume
● Sentiment Score
● Coverage
● Object Mention
Buzzmetric social index

12
 Top 10 creators (Based on views)
Source: noxinfluencer.com

Average viewers (millions)

13
 Top 10 creators (Based on subscribers)
Source: noxinfluencer.com

Subscribers (million)

14
 INFLUENCERS’ IMPACT
ON TARGET AUDIENCE

Source: Rakuten Marketing 15

Impact on Sponsored links click

61
%
of audience said they will
click on a sponsored link
provided by an influencer to
find out more about the
product

Although audience now tend to avoid sponsored content,

there are still positive attitude with high percentage of clicks
on link posted by influencer.

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Impact on Purchase behaviour

80
%
of consumers
made a purchase
after clicking on the
link/image on an
influencer’s posts

74% could spend up to

$629
on a single purchase
inspired by an “When a shopper does find a product through an influencer,
influencer they’re not afraid to open their wallets”. ¾ of consumers
recommendation surveyed said they would spend up to $629 on a purchase
inspired by influencers, 42% would spend less than $100.

17
Impact on Brand/Product Discovery

Audience discover new brand/product

through influencer:

65 24 %
at least once a week daily
%

“Brands are presented with many opportunities to reach new consumers through
influencers”, with 65% of shoppers said influencer they followed introduce new
brands/products weekly to them, and 24% saying they did so daily. Less than 1% of
respondents said they “never” discover a new brand or product through an influencer.

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Impact on consumers’ sharing actions
Top reason for sharing:

One note to keep in mind is that sharing is the

oversaturation of content that currently exists. If

90 66 50
Content in
% %
Interesting
%
To refer friends a
consumers see them too frequently, they’re less
inclined to thoroughly read or share that content again.
some fashion and different brand/product
Consumers mostly share visual content. 69% percent
of surveyed consumers said that they typically share
Top formats of shared content: images/photos from influencers with others, followed
by video (48%), written content (38%), and live stream
video (27%).

69 48 38
Pictures
%
Video
%
Written
%

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How do customers find influencers?

Most consumers find new influencers through social media

recommendations and referrals. Interestingly, almost ⅓ of

53 48 32% % % people surveyed said they follow an influencer in exchange

for prize/gift code of a giveaway or minigame
Social media Friends
Giveaways
recommendations & Family

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Why do customers find influencers?

49 %
of customers said they follow
influencers for entertainment
and product/brand discovery

46 %
said they follow an influencer
for product/brand
recommendation
There are benefits customers gained from influencers. The
most common benefits are entertainment and product
discovery. 46% of them said influencer recommendations
can help them decide on what product/brand to choose.
Only 3% felt that they didn’t get anything beneficial from
an influencer.

21
What types of content and influencer do audiences like?

Popular influencer types by gender:

56 %

of women follow
54 %

of men follow
Beauty influencers Gaming influencers

Content format preferences:

Females’ top influencer categories are beauty (56%),

entertainers (48%), and a tie between celebrities and
fashion (47%). Men follow gaming influencers (54%),
64 % 61 % 38 % influencers dealing with technology (46%), and
Video Pictures Written entertainment (44%). Visual formats are still preferred.
content

22
 MARKET
RESPONSE
23
 The growth of brand spend
on influencer marketing
Spending plan on influencer marketing in 2019

In 2018, only 39% of marketers planned to grow their

influencer marketing budget, while in 2019, nearly
two-thirds (65%) of marketers decided to increase their
spending on influencer marketing.

Source: Influencer Marketing Hub 2019

24
 Influencer Marketing in
marketer's minds

Influencer marketing is no longer an “extra" tactic but has become an always-on strategy, an integral
part of the whole digital media plan, appears throughout the whole customer's journey.

Source: Linqia 2019

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The urge for fraud solution
Increased investment in influencer marketing creates market demands, as well as room for fraud

According to a survey conducted by There is now an estimated $100 million problem of

Influencermarketinghub, Nearly 2/3 of Respondents Have fraudulent influencers, as purchasing fake followers,
Experienced Influencer Fraud fake likes are cheap and easy to do.

1. To measure impact
TECHNOLOGY IS 2. To remove the risk of destroying trust

THE KEY 3. To drive results

26
1. State of Influencer Marketing 2019
2. Trends and Forecasts
3. Key guidelines for 2020
4. About CastingAsia

27
#1
INFLUENCER MARKETING
& SOCIAL COMMERCE

28
 ● Instagram has Checkout, a feature that allows
users to buy products within the app.

● Snapchat gives selected few top-tier influencers to

have a “shop” button”, to sell products from their
respective brands.

● TikTok has begun testing features in which

influencers can link to ecommerce sites from
their videos and profile pages.

With the rise of influencer marketing many other

platforms will then adjust itself, give marketer and
influencers the ability to create shoppable posts to
keep up with the demand and benefit from influencers
activities.

Checkout feature on Instagram

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#2
CREATIVITY REMAINS THE
CORE GROWTH

30
Consumers are becoming pickier when considering a
post/video is “interesting or not". Influencers share
that their biggest problem is “creativity blocks" when
all topics seem to have been covered already.

While it seems that only “now-trending” content could

success and people cannot think of any new ideas,
phenomena like 1977 Vlog in late 2019 still exist.
Using old materials to create new content, they proved
that creativity still plays the utmost important part
without having well-invested production.

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#3
CONTENT CREATORS
TRENDS

32
YouTuber back then could arguably be considered the
pioneer in starting the influencer wave: not just
celebrity, anyone can become impactful with the
message they deliver to their own audience!

From a video-uploaded-only platform, YouTube has

now expanded into multiple other content formats,
from live streaming, TV, paid movie channel to written
& photo newsfeed.

And with the rise of video marketing - the

phenomenon of TikTok, Snapchat, Facebook story,
livestream & 360 degree video, Instagram Story & Live
TV,... YouTube will remain the top platform for
content creation while other platforms try to adapt
and create more video formats.

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Lifestyle & how-to/tutorial content will be on the rise.
The 4.0 generation go online to find entertaining &
relaxing moment that they can laugh about and share
with friends, rather than complicated content that
could usually be found in TV.

Findings show that engagements and views drop

significantly when audience see signs of sponsorship
in a video/post. So content that looks more honest
with story-telling vibe will engage audience more.

For influencer, this is also one solution for creativity

block, because it simply is sharing their life stories.
Each individual will have their own life experience and
storytelling style, thus creating their own types of
creative.

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1. State of Influencer Marketing 2019
2. Trends and Forecasts
3. Key guidelines for 2020
4. About CastingAsia

35
3 APPROACHES TO INFLUENCER MARKETING

Integrated Result-oriented Tech-based

The online-offline relationships New cost model Data driven
Mega, micro & nano influencers Measurement metrics From selection to measuring success
Creativity Risk management

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 MORE THAN JUST A TACTIC

Influencer marketing helps create advertising

that’s led from consumer insight, that feels
trustworthy, culturally relevant to both the

INTEGRATED brand and the audience.

APPROACH Consider integrate influencer marketing to

your entire marketing strategy for campaign,
not just a bolt-on. Leverage the insights, utilise
the creative across all your channels and tie up
the messaging.

(WARC 2019)

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USE DIFFERENT TYPES OF INFLUENCERS

FOLLOWERS COMMON
EFFECTIVENESS
STRATEGY

Impression, Reach,
1M+ Brand Lift Brand Awareness
Top Star

Macro Engagements,
100K - 1M Interest
Views

Micro 10K - 100K Click, Conversions Conversion

Brand Preference
Nano 1K - 10K (All of the above) Brand Connection
Credibility
Brand Preference Loyalty
End User 100 - 1K
(All of the above)

A study from Shareablee and Fullscreen found that: influencers with smaller audiences were more impactful.
Celebrity is effective in the initial stages, while micro-influencers really make impact on consumer interests.
Those who engaged with Micro-influencers are most likely try the recommend products (45%).

38
USE DIFFERENT CHANNELS AND PLATFORMS

Influencer can create impact both online & offline

Marketer will have to optimize all channels and utilize influencers'

inventories in order to keep up with the influencer marketing wave.
Influencer who works mainly on one platform can promote a
product/brand/service on multiple other social accounts of theirs
(YouTuber can engage with their audience on Instagram,
Facebook…)

CastingAsia team with advanced technology can help marketers

and influencers optimize their campaigns with cross-channel
strategy and technical support

39
 Case study: Traveloka
The first Vietnamese Online Influencer Campaign that integrated with Offline OOH Advertising. By
having Influencers using their online presence to promote OOH advertisements, the campaign achieved
121% interaction KPI, with a total of 13,000 conversations gained throughout the journey.

40
Case study: TikTok - Dọn Nghiệp Thoát Ế

TikTok utilized all layers of influencers

The campaign kicked off with one

hero-influencer then macro, micro and
nano influencer in different stages.
With this integrated approach,
Influencer were present throughout the
whole customer journey.

Videos with hashtag #Donnghiepthoate

reached and led to over 1.7 million
views on Facebook, and over 25,000
views on TikTok, creating a booming
effect leads to 7,000 TikTok app
downloads in just one week.

41
 NEW COST MODELS,
MEASUREMENT METRICS

RESULT-ORIENTED 61% of marketers agree that it’s challenging to find

the best influencers for a campaign. Brands need

APPROACH to avoid wasting investment, instead find solution

to measure the actual effectiveness of influencer
marketing activities.

42
USE ADVANCED PERFORMANCED-BASE
PAYMENT SOLUTIONS

CPE (Cost Per Engagement)

CPC (Cost Per Click)
CPA (Cost Per Action)
With these new methods, marketers can set
campaign budgets by themselves to maximize
utilization of their spending on Influencer
Marketing activities

43
 The leverage of micro influencers creates the needs to measure
campaigns more effectively to track performance and avoid fraud

Influencer marketing technology is developed with platform like

CastingAsia Marketplace to help managing campaigns easily

and effectively by providing these solution:

TECH-BASED Data Driven

Fraud
Dashboard

APPROACH Protection

Performance
Based Qualified
Payment Influencers

44
 HOW TO ASSESS POTENTIAL INFLUENCERS FOR YOUR CAMPAIGN

Scale, reach of engagement Size of potential audience Brand Affinity

on a regular day/month Fans and followers demographic Find posts influencers have
talked about brands before

Velocity or the trend Past campaign performance

in performance To see If they are brand-ready

Social Media Analytics company Shareablee suggests using

engagement metrics rather than the size of following.

45
1. State of Influencer Marketing 2019
2. Trends and Forecasts
3. Key guidelines for 2020
4. About CastingAsia

46
Bringing Brands and Creators Together
One of the largest influencer marketing platforms in Asia
Make Influencer Marketing Easy and Efficient!

Happy Customers Countries Supported platforms

1,500+ 17 countries

Influencers Creator in our network Total reach

100,000+ 970+ 17B+

CastingAsia is a full-stack influencer marketing solution and one of the largest influencer and creator networks in Asia.

Using advanced data analytics and machine learning, CastingAsia finds the best influencers for your campaign by accessing
data from over 100,000 influencers. On top of that, through CastingAsia’s powerful dashboard, you can access real time
campaign reports, intelligent measurement tools, and printing of reports with just the simple click of a button.

Additionally, performance-based campaigns with CPA and CPC-based capabilities can also be implemented.

48
© AnyMind Group All rights reserved
CASTINGASIA’S
INTEGRATED
SOLUTION

49
ONE-STOP SOLUTION FOR INFLUENCER MARKETING

THE
PLA
3-in-1 Software-as-a-Service Platform

TFO A data-driven service designed to

RM effectively manage Macro &
S Micro KOLs

A uniquely designed platform

that maximizes Nano & Micro
influencers for maximum
efficiency

A top-star network platform

focused on boosting quality of
content

50
ONE-STOP SOLUTION FOR INFLUENCER MARKETING

THE
NET
A leading influencer network in APAC

W
OR Strategic partnerships
K with Celebrities & VIPs

Premium
Macro & Micro- KOL Network

Largest
Micro & Nano-influencers Network

51
ONE-STOP SOLUTION FOR INFLUENCER MARKETING

THE
Discovery Ideation & Design

SER
Research/ Digital & Social Audit/ Creative Concept/ Content Strategy/

VIC
Social & Influencer Marketing Influencers Selection Strategy/
Planning/ Strategy Distribution Strategy
ES

Management &
Measurement
Influencer Campaign Management, Influencer
Relationship Management, Influencer & Social
Media Campaign Effectivity Measurement

52
 CASTINGASIA’S
RESULT-ORIENTED
& ANALYTICAL
SOLUTION

53
CASTINGASIA MARKETPLACE
The marketplace allows advertiser to create performance-based campaigns, connect to thousands of
micro-influencers with organic reach and receive real-time report on influencer’s activities

Micro/Nano
INFLUENCER ADVERTISER

54
CASTINGASIA MARKETPLACE PLATFORM

20,000+ 19 5 1
KOLs in ASIA Categories Filters Dashboard

News.Beauty.Comedy.Sports.Fanpag Age. Gender. Number of Report all KOL results in

5,000+ e.Celebrity.Food&Drink.Kid&Family.Te
chnology.RealEstate.Pets.Games.Aut
followers. Interest.
National Location. And
1 dashboard
Micro and nano
omobiles.Fitness.Travel.Finance.Fash more coming soon…
influencers in Vietnam
ion.Arts.Business.

55
ANSWERING ROI FOR INFLUENCE PERFORMANCE

NEW BUYING MODEL

Pay per engagement. Pay per post is also available.
New buying model: CPC (Cost per Click), CPA (Cost per Action)

ROI HIGH QUALITY ENGAGEMENT

Fraud security levers and checkpoints throughout influencer onboarding
and measurement process

AUTOMATED & SCALABLE

Forget tons of paperwork and processing time. Engage with thousands of
micro-KOLs with machine speed.

56
 CHECK POINTS TO SECURE AUTHENTICITY

BAN MANUAL CHECKS

Posts/influencers which exhibit By CastingAsia staff
strange behaviour

REPORT ACTIVE INFLUENCERS

Advertisers can report suspicious Only influencers with over 1,000 followers and who
posts/influencers, after which have been active in the past 3 months are eligible to
CastingAsia staff will conduct checks join the platform

57
 THANK YOU
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● Room 1603-1605, Ruby Tower, 81 - 83 - 85 Ham Nghi, District 1

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 Disclaimer

While we have made every attempt to ensure that the information contained in this Report has been obtained from reliable sources,
CastingAsia is not responsible for any errors or omissions, or for the results obtained from the use of this information. All
information in this Report is provided “as is”, with no guarantee of completeness, accuracy, timeliness of of the results obtained
from the use of this information, and without warranty of any kind, express or implied, including, but not limited to warranties of
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