1. No Clear Campaign Objective in Vietnam
A common issue among brands entering Vietnam is launching campaigns without a clear direction.
Many companies expect higher engagement or sales from Vietnamese audiences but do not define KPIs, leading to:
– Spending that does not match the campaign’s purpose
– Choosing premium Vietnam-based KOLs despite a limited budget
– Difficulty measuring performance
– Weak planning that creates instability
– Content that fails to convert Vietnamese users

• Brands should:
– Build a structured plan that fits the Vietnam digital landscape
– Set KPIs from the beginning
– Group KOLs based on Vietnam-specific objectives (awareness, conversion, review content, etc.)

2. Choosing the Wrong KOL for the Vietnam Market
Many foreign brands select well-known KOLs simply because they are famous in Vietnam.
However, a large following is not enough. In Vietnam, relevance matters far more:
– The KOL’s image may not match the brand’s message
– Their audience may not represent the target Vietnamese demographic
– Followers may not care about the product category
– Some KOLs in Vietnam may have inflated numbers with low real engagement

• Brands should:
– Prioritize relevance over fame
– Review audience data specific to Vietnam
– Check engagement authenticity
– Ensure alignment between the KOL’s content style and the brand’s positioning in Vietnam

3. Weak Risk Management for Vietnam-Based KOLs
Every KOL has personal habits, viewpoints, and lifestyles that can affect a campaign, especially in Vietnam where public opinion moves quickly.
Campaigns often fail because of:
– Personal scandals
– Controversial statements
– Negative public image
– Working with competing brands in Vietnam

• Brands should:
– Review background and past incidents in Vietnam
– Add content approval and crisis clauses tailored for Vietnam
– Monitor posts and audience responses during the campaign

4. Content That Feels Inauthentic to Vietnamese Audiences
Vietnamese users value authenticity.
When brands intervene too much in the KOL’s creative process, the content ends up looking staged, which reduces trust:
– Forced acting that feels unnatural to Vietnamese viewers
– Overly long, advertisement-like scripts
– Repetitive content across multiple Vietnam-based KOLs

• Brands should:
– Give guidelines but allow the KOL’s natural Vietnamese style to come through
– Encourage real product experience
– Prioritize storytelling familiar to Vietnamese consumers

5. Poor Product or Messaging for the Vietnam Market
Even a top-tier Vietnam KOL cannot compensate for a weak proposition. Campaigns often fail because:
– No clear USP for Vietnamese consumers
– Messaging that does not match local expectations
– Product quality does not align with Vietnam’s competitive landscape
– Price is too high for local purchasing power

• Brands should:
– Adapt or optimize the product for Vietnam before promoting
– Build simple, relatable messaging for Vietnamese audiences
– Use real Vietnam market feedback to improve the offering

6. Unprofessional Execution in Vietnam
Some brands underestimate the operational complexity of KOL campaigns in Vietnam.
A simple “send brief and wait for posting” workflow rarely succeeds. Common issues include:
– No tracking of posting schedules or content review
– Posts getting lost among other campaigns in Vietnam’s crowded social media space
– No performance measurement
– No testing of multiple content formats that work well with Vietnamese audiences

• Brands should:
– Establish a structured timeline tailored to the Vietnam digital ecosystem
– Track traffic, reach, engagement, and sentiment
– Optimize content mid-campaign
– Use KOL management tools or work with a Vietnam-based MCN like YS STUDIO for smoother execution

7. Lack of Understanding of the Vietnam Market
Many international brands underestimate how quickly Vietnamese consumer behavior and trends change.
Even well-made campaigns can fail due to:
– Vietnamese consumers becoming more selective and comparison-driven
– Rapid shifts in local communication trends
– High competition that leads to “ad fatigue” among Vietnamese viewers

• Brands should:
– Continuously update Vietnam market insights and adjust strategies
– Use local data to refine messaging
– Customize content formats for each platform used in Vietnam

KOL campaigns can help brands build strong presence and reach new customers in Vietnam.

To see real results, brands must set clear goals, choose the right Vietnam-based KOLs, and maintain a professional execution process.
Investing in product quality, authentic content, and well-structured communication is vital for long-term success in Vietnam.

For companies with limited resources or experience,
partnering with a reliable Vietnam MCN such as YS STUDIO is an effective way to ensure campaigns are managed properly and deliver real impact.