Ha Tran, Influencer Solutions Director at WPP Media Vietnam, presented this analysis at the Vietnam iContent 2025 event on 29/11. Ms. Ha Tran highlighted that influencer marketing has proven effective across many aspects in recent years. In fact, 97% of advertisers confirm its effectiveness, while 59% plan to increase their KOL/KOC budgets to promote products and services.

Ms. Ha Tran stated WPP Media shared insights at the event. Photo: Quynh Tung

Previously, statistics from WPP Media indicated that platforms such as TikTok, YouTube Shorts, Facebook, Shopee Live, and TikTok Shop have facilitated the outstanding growth of short videos and livestream shopping. Consumers can now enjoy entertainment, discover products, and make purchases within a single, seamless journey. Direct interaction with influencers through live broadcasts, flash deals, and mini-games not only increases authenticity but also accelerates purchasing decisions.

Ms. Tran analyzed that the explosive growth of the Internet in Vietnam has provided a strong impetus for the influencer marketing trend. By early 2025, approximately 79,8 million Vietnamese people will be using the Internet, representing 78,8% of the total population. Nearly 76,2 million social media accounts are actively used. On average, Vietnamese users spend hours daily on digital platforms, making social media a primary space for accessing information, entertainment, and shopping.

WPP Media's analysis, based on its Brand.AI evaluation system (a platform for analyzing and optimizing influencer marketing campaigns developed by WPP Media), shows that TikTok contributed over 60% of total interactions from sponsored content in 2024. Over 80% of WPP Media's campaigns that same year utilized short videos due to their fast conversion capability, optimized costs, and high virality.

The director of influencer solutions, WPP Media Vietnam, shared insights on content creators' responsibilities. Photo: Quynh Tung

Within this digital ecosystem, influencers serve as an important bridge between brands and consumers. Their ability to tell stories connected to local culture, regions, habits, and contexts allows them to not only convey messages but also create vivid brand experiences, increasing trust and community engagement.

As a member of the WPP group, one of the world's largest communication groups with over 40,000 specialists across more than 80 markets, WPP Media offers solutions that integrate media, data, technology, and influencer marketing. Having been present in Vietnam for over 20 years, the company has partnered with many major brands to implement integrated communication campaigns, from traditional platforms to digital and influencer marketing, thereby enhancing brand reputation and value.

According to a WPP Media representative, brand safety and transparency are always prioritized. Facing challenges such as fake followers, inauthentic engagement, or non-transparent advertising, WPP Media implements various measures. These include whitelisting (content and display channel selection) and a "Know your campaign" checklist (brand campaign review) to ensure compliance with legal regulations. Additionally, the company developed a technology-integrated influencer evaluation system, helping brands select suitable and reliable partners.

Ms. Ha Tran emphasized that creators' responsibilities are crucial, including: compliance with regulations (legal, information transparency); adherence to direction and values; professional workflow; and ensuring authenticity, respecting the audience.

"WPP Media will act as a bridge to build sustainable relationships between content creators and brands, ensuring campaigns are effective and safe. The company also has a set of partner evaluation standards, including careful partner selection, communication plan implementation, and commitment to scope of work", Ms. Ha stated.

To help address these issues, WPP Media introduced its Brand.AI solution. This platform allows for follower verification, filtering of fake engagement, measurement of actual engagement, and analysis of target customer groups by age, gender, region, consumer behavior, and interests. Consequently, brands can optimize content and select suitable influencers, ensuring investment efficiency and maximizing profits.

Through the application of this technology, influencer marketing campaigns implemented by WPP Media in Vietnam achieve a balance between creativity, transparency, and effectiveness, while maintaining brand reputation and positive consumer experiences.

Ms. Ha Tran committed to being a bridge between brands and influencers, ensuring transparency, content safety, and compliance with legal regulations. The goal is to help campaigns be both creative and effective, protecting brand reputation and consumer experience.

With a direction that combines technology with brand safety standards, WPP Media continues to lead the influencer marketing trend in Vietnam, contributing to shaping the future of the communication industry in the digital era.

(Source: WPP Media)