Intro: Why Vietnam Influencer Marketing Is Booming, But Risky
If you’re a U.S. advertiser or brand looking to crack the Southeast Asian market, Vietnam is probably on your radar. And for good reason. TikTok is blowing up there, Facebook still rules, and Instagram? Yeah, it’s catching fire with the younger crowd. Plus, Vietnamese influencers—especially those lifestyle and beauty creators—can push products like hotcakes.
But hold up. Before you wire that payment and say “Let’s go,” let me tell you—this game ain’t all sunshine and rainbows.
I’ve seen U.S. brands sink thousands into “hot” Vietnamese influencers, only to end up with fake engagement, content delays, or worse—compliance issues that get their ads banned. You don’t wanna be that guy.
So, let’s break it down: here are 5 brutal traps you need to watch out for when working with influencers in Vietnam.
Trap #1: Fake Followers & Engagement Farms—Numbers Look Good, Sales Flop
Let’s keep it real: bot farms are alive and kicking in Vietnam. You’ll see creators with 500k followers, but when they post, the comments are full of “Nice pic” and heart emojis from accounts with no profile pics. Yeah…red flag.
I had a client—a U.S. skincare brand—pay a beauty influencer $3,000 for an Instagram campaign. Looked promising. Until the product launch came. 50 comments, 48 were bots. Orders? Zero.
✅ Pro Tip: Before partnering, always run their profile through tools like HypeAuditor or SocialBlade. If their audience is 60%+ from Indonesia, India, or other random countries—it’s fishy. Vietnam should dominate their demographics.
Trap #2: Overpromising, Under-delivering—The “Sure, I Can Do That” Scam
Vietnamese influencers are friendly, but sometimes too agreeable. You want 3 TikToks, 2 IG Reels, and a story set? “Okay, okay.” Then deadline day comes, and guess what?
Silence.
One of my buddies, pushing a fashion label from L.A., hired a TikTok star from Ho Chi Minh City. Paid $5,000 upfront. Content? Three weeks late. And when it finally came—low-res videos shot in a dim room.
✅ Pro Tip: Split payments—50% upfront, 50% after content approval. Use platforms like Baoliba.com or Influencer Marketing Hub’s contract templates to lock it down.
Trap #3: Payment Nightmares—Good Luck Getting That Refund
Venmo? Forget it. PayPal? Maybe. Bank transfers? Get ready for currency fees and delays.
A U.S. wellness brand I worked with sent $2,000 to a Vietnamese influencer via Western Union (rookie mistake). The content never went live. Requesting a refund was like asking for the moon.
✅ Pro Tip: Stick to PayPal Business or Wise for payments. You get better security, and in case things go south, you’ve got at least a shot at a dispute.
Trap #4: Cultural Disconnect—What’s Funny in the U.S. Can Tank in Vietnam
Ever seen a TikTok ad that made you cringe? Now imagine that in another country.
One U.S. sneaker brand tried a “funny” influencer campaign—comparing their shoes to Vietnamese street food. Locals? Not laughing. They were pissed. Sales? Down. Brand rep? Bruised.
✅ Pro Tip: Trust the influencer’s local knowledge, but also double-check your creative approach with a native marketing consultant. Vietnamese humor and Western humor? Not always a match.
Trap #5: TikTok Ads Bans—Say Goodbye to Your Account
TikTok is the platform in Vietnam, but their ad policies are strict. Influencers sometimes slip in unapproved claims like “guaranteed weight loss” or “whiten skin fast.” That can get your brand flagged.
One U.S. supplement brand paid $8,000 for a TikTok collab. The influencer hyped “miracle health effects.” Boom—TikTok banned the ad account.
✅ Pro Tip: Always pre-approve content before it goes live. Make sure your influencer knows TikTok Vietnam’s ad policies (which can be stricter than the U.S.).
Quick Reality Check: Is Vietnam Worth It?
Look—this market is popping. TikTok Shop Vietnam had over 13 million orders in one month in 2024. Beauty, fashion, wellness? All booming.
But this ain’t plug-and-play. You need to know the terrain.
Local partners, solid contracts, staged payments, and a nose for BS.
Get these right, and Vietnam? It’s money.
Conclusion: Know the Hustle, Reap the Rewards
Working with Vietnamese influencers can unlock crazy growth for U.S. brands. But step in blind, and you’re writing checks to thin air.
Remember the basics:
- Vet their audience—no bot farms.
- Stage your payments—don’t pay it all upfront.
- Check the content—before it hits TikTok.
- Respect the culture—it ain’t all burgers and fries.
- Get the payment right—PayPal, Wise. Period.
Get this playbook down, and you’ll be ahead of 90% of advertisers trying to “figure out” Vietnam.
And trust me—when that first TikTok video goes viral, and your Shopify dashboard lights up like Christmas…yeah, it’s worth it.
