In this episode of SEA CONNECT – Leadership Talks, Lars Voedisch interviews Hao, the co-founder and CEO of Vietcetera, delving into the complexities of effectively engaging with consumers in Vietnam’s unique media landscape. Hao emphasizes the dual nature of the Vietnamese language, which, while presenting a barrier to entry for international brands, also fosters a distinct media environment with significant opportunities for those who can navigate it successfully. He observes the evolving trends in media consumption, particularly the rise of short-form video content and the growing influence of content creators, alongside the declining impact of traditional media outlets.
Despite its relatively smaller market size compared to regional giants, Hao underscores Vietnam’s attractiveness to media advertisers. This appeal is attributed to the country’s burgeoning middle class, characterised by increasing disposable income and a growing appetite for high-quality content, coupled with high levels of digital engagement and internet penetration.
Sharing Vietcetera’s own experience, Hao reveals their strategy for revenue growth, which centers on producing and delivering top-tier, expert-driven content within niche areas. This approach allows them to cater to specific audience segments with specialized interests, fostering deeper engagement and loyalty. Additionally, Vietcetera has cultivated successful partnerships with brands that share their commitment to innovation and setting new industry standards, further enhancing their market position.
Lars and Hao also touches upon the broader impact of the current global economic situation on media spending, highlighting a degree of caution and constraint among advertisers. However, Hao remains optimistic about the opportunities in Vietnam, particularly for those who prioritize quality content and seamless brand integration. He emphasizes that these factors are crucial for achieving a strong commercial return in Vietnam’s rapidly evolving and increasingly sophisticated media market.
Key Takeaways from the Episode 2 – Leveraging Content Marketing, Podcasts, Social Media, AI, and Newsjacking to Connect with Consumers:
- Unique Linguistic Landscape: The exclusive use of the Vietnamese language within Vietnam creates a distinct media environment, posing challenges for international brands but offering significant opportunities for those who can adapt their content and messaging effectively.
- Shifting Consumption Patterns: Vietnamese media consumption is rapidly evolving, with a notable surge in short-form video content, the increasing influence of content creators, and a corresponding decline in the reach and impact of traditional media outlets.
- Attractive Market for Advertisers: Despite its smaller size compared to other regional markets, Vietnam remains an appealing destination for media advertisers due to its expanding middle class with rising disposable incomes and a strong appetite for quality content, coupled with high levels of digital engagement and internet penetration.
- Vietcetera’s Growth Strategy: Vietcetera has achieved revenue growth by focusing on delivering high-quality, specialised content within niche areas, catering to specific audience segments with unique interests. This approach, combined with partnerships with innovative and standard-setting brands, has strengthened their market position.
- Successful Brand Collaboration: Brands that have successfully partnered with Vietcetera demonstrate a willingness to innovate and push boundaries within their respective categories, aligning with Vietcetera’s commitment to quality and thought leadership.
- Content Creators as a Double-Edged Sword: The rise of content creators presents both opportunities and challenges for media companies and brands. While offering new avenues for collaboration and audience reach, it also necessitates careful navigation and strategic partnerships to maintain brand integrity and achieve desired outcomes.
- Importance of Quality and Integration: In Vietnam’s dynamic and evolving media landscape, a focus on producing and delivering high-quality content, coupled with seamless and effective brand integration, is crucial for maximising commercial returns and achieving long-term success.
Soundbites
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Hao Tran –
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