The reality of turning passion into profession as social media influencer

"Popular KOLs enjoy financial freedom, flexible schedules, and no direct management," Hai explains, inspired by successful figures in the field who have purchased homes and vehicles from their earnings.

Despite his parents considering the job unstable and recommending further education, Hai decided against applying to university, seeing it as an unnecessary expense and a waste of his time.

Committed to succeeding as a KOL, Hai produces diverse content including provocative videos, challenges, and opinion pieces, aiming to gain 100,000 followers and move into affiliate marketing and brand partnerships.

Influencers must produce a diverse range of content. Illustration photo by Pexels

Hang, a 24-year-old from Lang Son Province, earns VND15 million (US$606) monthly as a full-time key opinion customer (KOC), nearly double her previous salary as an accountant, which she quit two years ago. Despite her satisfaction, her parents remain concerned, urging her to return to her former job for the sake of stability and future pension benefits.

KOL, KOC, and influencer are terms that define jobs centered on leveraging influence via social media platforms. Although this career path is not novel, it continues to attract significant interest from the youth across various countries, including Vietnam. A 2021 study in the UK showed that over half of the teenagers surveyed aspired to be social media influencers.

The allure of this profession for young people stems from various factors including the chance for rapid fame, opportunities for self-expression, potentially high earnings, and the ability to connect with diverse individuals.

In Vietnam, numerous groups exist to help individuals build personal brands, enhance engagement, and negotiate partnerships with brands. The largest of these groups boasts nearly 400,000 members and sees around 100 posts each day.

Additionally, there has been an increase in enrollments at institutions offering training for KOLs and KOCs, signaling a growing interest in these careers beyond mere social media engagement.

Vu Dieu Thuy, the founder of Kolin Academy for KOL and Influencer Training, notes that since 2020, a shift towards online advertising has opened new opportunities for the youth. Consequently, the demand for KOCs and KOLs has steadily increased.

Her academy trains about 50 students monthly, with most participants between the ages of 25 to 35. The training involves six to 10 in-person sessions and extends from one to three months online, with tuition fees varying between VND8-40 million.

Despite the advantages young people have today in entering this field, such as their technological savvy and creativity, Thuy acknowledges that pursuing a career as a KOL or KOC presents substantial challenges.

Young students attend a KOL and KOC training session in early 2024. Photo courtesy of Thuy

Influencers encounter stiff competition in a saturated market, constant demands to produce fresh content, challenges in managing their reputation and crisis situations, and the necessity to always be online. Moreover, income instability is common, particularly for those who are still building their audience.

Le Anh Tu, a lecturer in public relations and communications at Van Lang University (HCMC) and CEO of iGem Agency, attributes the growing interest in becoming KOLs and KOCs to the surge in social media and e-commerce platforms. He notes that tales of massive earnings and highly profitable live streams capture the imagination of many young individuals.

However, he warns: "Unrealistic expectations of a straightforward, lucrative career lure many into this field, but many face disappointment and struggle to find a viable career path, eventually losing their drive."

Hai acknowledges the truth in his parents' warnings about the career's instability. A 2022 HypeAuditor survey indicated that 36.7% of influencers in the U.K. and 22.2% in the U.S. experienced a notable decrease in income during economic slumps, with many reporting a reduction in earnings exceeding 30% due to brands pulling out of collaborations and slashing budgets.

Minh Hang, despite earning a stable income from her KOC activities, often feels overwhelmed. To maintain audience engagement, she must continually brainstorm new ideas and time her posts precisely, cutting her sleep to just three to four hours a night and frequently missing meals.

Being a social media influencer also makes Hang vulnerable to harsh criticism regarding her appearance and the products she promotes. She once faced a boycott and had to issue a public apology for endorsing a substandard product.

"Being a KOC is akin to constantly trying to please everyone. When you succeed, you receive praise, but failures lead to harsh criticism," Hang reflects.

Tu advises young people to fully understand the demands and realities of KOL and KOC roles, noting that they are not effortless paths to financial success. He emphasizes the importance of dedication, skill development, and precise goal-setting.

"With the professionalization of the field, marked by the rise of talent management and risk management agencies, today's KOLs and KOCs must deepen their knowledge of communications and marketing to enhance their professionalism and sustain their careers," he adds.