How Vietnam Influencer Are Using Local Language in Short Videos and E-commerce Live Streams to Shape Influencer Marketing

In recent years, Vietnam influencer have strategically integrated their native language into their content creation, especially in short videos and e-commerce live streaming. This approach not only broadens their appeal within the Vietnamese market but also enhances engagement, builds trust, and drives conversions in a way that resonates deeply with their audiences. Let’s dive into how this trend is impacting influencer marketing in Vietnam and why brands are increasingly focusing on collaborations that emphasize local language use.

1. Building Authentic Connections with Local Language Content

Vietnam influencer on platforms like TikTok, YouTube, and Instagram are leveraging the Vietnamese language to foster a sense of authenticity. When influencers speak directly to audiences in their own language, it creates an intimate, relatable environment that builds trust. This connection is especially powerful for younger audiences, such as Gen Z and millennials, who favor relatable, informal, and authentic content over more polished, traditional advertising.

By using colloquial Vietnamese expressions, cultural references, and local slang, influencers convey a sense of belonging that is difficult to achieve in another language. This approach appeals to audiences across all regions of Vietnam, who feel that these influencers genuinely understand and represent their values, aspirations, and concerns.

2. Enhanced Engagement in Short Video Production

Vietnam influencer are tapping into the power of short video production, particularly on TikTok and Instagram Reels, to reach vast audiences quickly. When influencers use Vietnamese language and culturally specific content, they generate higher engagement, as audiences find these videos more relatable and entertaining. Short-form content is ideal for capturing attention quickly, and by incorporating familiar language and expressions, influencers can make an instant connection that encourages likes, shares, and comments.

For instance, certain slang words or trending Vietnamese catchphrases often go viral, and influencers skillfully integrate these trends into their content to enhance engagement. Additionally, AI-driven tools and local editing apps like CapCut help influencers customize their videos with captions, effects, and filters that appeal to Vietnamese aesthetics, adding another layer of cultural relevance to their work.

3. Impact on E-commerce and Live Shopping

One of the most notable areas where local language use has proven advantageous is in e-commerce live streaming, particularly on platforms like TikTok live and Shopee shop. Vietname influencer conducting live sales in their native language create a familiar, conversational atmosphere, allowing them to effectively communicate product details, answer questions, and make viewers feel comfortable making purchases. This approach is especially effective for beauty and fashion products, as influencers can provide real-time feedback, share tips, and answer questions about the products in a way that feels personal and trustworthy.

Using Vietnamese in these live sessions enhances the shopping experience by making it interactive and engaging. Audiences feel like they’re getting personalized advice from a friend, which encourages impulsive buying decisions. The rapid rise of live commerce in Vietnam has proven that consumers are more likely to trust and buy from influencers who share their language and culture.

4. Boosting Regional Brand Appeal

For brands looking to penetrate the Vietnamese market, partnering with local influencers who use Vietnamese as their primary language can significantly enhance brand visibility and appeal. Many international brands are recognizing the importance of this approach, shifting from globalized English-language campaigns to culturally relevant content. Brands like L'Oréal and Vinamilk, for example, have embraced influencer marketing strategies that allow influencers to discuss products in Vietnamese, using language and cultural nuances that directly address Vietnamese consumer preferences.

This approach is proving effective not only for large brands but also for small and medium-sized businesses looking to gain a foothold in the Vietnamese market. Vietnamese language content by influencers not only increases visibility but also generates trust and establishes a strong brand presence within local communities.

5. Strengthening Community and Cultural Identity

Another significant impact of using Vietnamese in influencer content is the reinforcement of cultural identity. By sharing content in Vietnamese, influencers create a sense of community and pride in local culture. This is especially important for younger audiences who may be exposed to a globalized internet culture but are also seeking connections to their roots.

In a market like Vietnam, where social media influences buying behavior heavily, the use of local language enables influencers to become cultural ambassadors, celebrating Vietnamese heritage while driving engagement and sales. This strengthens the bond between the audience and the influencer, as well as between the consumer and the brand.

Conclusion

The use of Vietnamese language in influencer TikTok marketing is shaping the digital landscape in Vietnam, transforming how influencers connect with their audiences and influence purchasing decisions. By incorporating their native language, influencers are able to create authentic, culturally resonant content that appeals deeply to local audiences, enhancing trust and engagement. For brands, collaborating with influencers who emphasize local language and culture offers a powerful way to build community and strengthen brand loyalty in a competitive market.

As Vietnam’s digital space continues to grow, influencers’ use of Vietnamese language in short videos, live streaming, and e-commerce content is expected to further drive the evolution of influencer marketing. This trend highlights the growing importance of culturally tailored marketing approaches that respect and celebrate local identity, setting the stage for a future where authenticity and relatability are at the heart of successful brand-influencer partnerships.