Market Booking KOL/KOC in Vietnam is developing at a breakneck speed in recent years. This is seen as the \”golden key\” that helps SMEs quickly reach target customers. However, behind that glamorous appearance are countless traps.
According to unofficial statistics, more than 40% small businesses that first independently implemented influencer marketing campaigns encountered serious problems. The most common issues are partners \”no-showing\” at the last minute or charging sky-high prices.
At DPS.MEDIA, with experience serving over 5,400 customers since 2017, we have witnessed many \“hilarious yet tearful\” stories. Many business owners lost tens of millions of dong in deposits without receiving any results.
This article is not just empty theory. These are \”blood and bone\” lessons distilled from implementing thousands of campaigns. We will help you expose the tricks and build a tight workflow to protect your budget.
The nature and hidden risks of the current KOL/KOC Booking market
Market Booking KOL/KOC today is very different from 5 years ago. The shift from KOL (Key Opinion Leader) to KOC (Key Opinion Consumer) is the dominant trend. This brings opportunities but also comes with new, sophisticated risks.
The rise of KOC and the matrix of real and fake
KOC is favored for its authenticity and high engagement with followers. They are often direct consumers who experience the product and give objective reviews. The cost to collaborate with KOC is also usually more affordable than A-list KOLs.
However, the \”explosion\” in the number of KOCs has created a maze of real and fake. Many individuals use tools to boost fake engagement (buff sub, buff like) to beautify their profiles. The goal is to fool inexperienced brands and get high-price booking contracts.
These fake metrics are very hard to detect with the naked eye. SMEs often lack specialized tools for analysis. As a result, they pay real money for fake numbers and get zero campaign effectiveness.
Why SMEs are ”tasty bait” for scam tactics?
SMEs often have limited marketing budgets and want to see quick results. This hasty mentality makes them easily skip thorough partner vetting steps. This is the weakness that bad actors often target and exploit.
In addition, SMEs often lack dedicated staff for influencer marketing. The person in charge often has to multitask and doesn't know the standard workflow. Lack of contract legal knowledge is also a big loophole.
Scammers often exploit the greed for cheap deals or make huge sales promises. Once they receive the deposit, they start delaying, making excuses not to do the work, and finally cut off contact.
List of common risks when self-booking KOL/KOC
Below are the most common risks that DPS.MEDIA has compiled from real customer consulting:
- Last-minute no-show: KOL/KOC accepts a higher-paying job and cancels close to the time without notice.
- Inflating metrics: Using fake followers and fake engagement to quote prices many times the real value.
- Sparse content: Producing content just for show, not matching the brief, without heart, negatively affecting brand image.
- \”Holding\” deposits: Receive deposit and don't implement the work, drag their feet and don't refund when demanded.
- Violating exclusivity commitments: Accept ads from direct competitors during the exclusivity period.
- KOL scandal: Personal media crisis during the campaign, causing collateral damage to the brand.
Real-life example of a failed campaign due to complacency
A natural cosmetics business customer (name withheld) directly contacted a hot TikToker with 500k followers. Trusting the glamorous appearance and \”guaranteed viral\” promises, she transferred 70% of the contract value, equivalent to 35 million dong, without any legal documents.
On the scheduled video day, the TikToker kept reporting busy and requesting rescheduling. After 1 month of delay, when the customer demanded a refund, contact was blocked. After DPS.MEDIA investigated, we discovered 80% of this person's followers were fake and they had a history of \”no-showing\” many small shops.
Lessons learned and the role of Agency
The biggest lesson is never to do business based on vague trust. All collaborations must be specified in legally binding documents. Subjectivity is the poison that kills your marketing budget.
Partnering with a reputable Agency like DPS.MEDIA will help businesses establish a \“safety shield\”. We have strict partner vetting processes and experience handling emerging situations. This maximizes risk reduction when executing Booking KOL/KOC.
| Comparison Criteria | KOL (Key Opinion Leader) | KOC (Key Opinion Consumer) |
|---|---|---|
| Reach | Very high, reaching the masses. | Average or low, niche focus. |
| Reliability level | May be seen as \”advertising\”. | High, considered authentic review. |
| Booking cost | Very high (tens to hundreds of millions). | Low to average, flexible. |
| Conversion rate (CR) | Usually lower than KOC. | Usually higher due to reliability. |
| Risk of fake metrics | Yes, but easier to control. | Very high, hard to detect manually. |
Decoding sophisticated ”price inflation” tricks in KOL/KOC Booking activities
One of the biggest headaches for SMEs is not knowing if the price Booking KOL/KOC they offer is reasonable or not. Price chaos and overpricing are very common, making businesses easily get \“ripped off\” heavily if they lack pricing experience.
Sky-high pricing structures not based on effectiveness
Many KOL/KOC provide rate cards that are very baseless. They often price based on total number of followers instead of actual engagement metrics. This is a classic trap for newcomers.
For example, a KOC with 200k followers but each post only gets a few hundred likes, a few dozen comments. They still quote 15-20 million VND for a TikTok video, equal to those with 10 times better engagement. If you only look at the 200k followers number, you will definitely buy expensive.
A professional rate card needs to clearly break down categories. Value must be calculated based on factors such as: content production cost, image usage fee, commitment period, and most importantly, average engagement rate (ER – Engagement Rate).
Detecting fake followers and engagement to reprice
The first step to avoid being overpriced is to know how to \”check\” real metrics. Never trust the statistics provided by KOC/KOL on image files. Request direct access to platform reports (insights view) or use third-party tools.
Signs of boosted engagement are often very noticeable if paid attention. For example: unusually high likes but very few comments or all meaningless spam comments. Or follower growth chart with sudden steep spikes in a short time.
When detecting these signs, you have a solid basis to renegotiate the price. Be straightforward to point out that the price they offer is not commensurate with the actual follower quality. This is an important step to bring the contract value to a realistic level.
The art of negotiating price based on real value
Price negotiation in Booking KOL/KOC is an art. You shouldn't push the price too low making the partner lose interest, but also absolutely don't accept the first price right away. The principle is \”win-win\”, both parties benefit based on real value.
Prepare market data in advance as negotiation basis. For example: \”With the current engagement rate 3% in the beauty industry, the average market price ranges from X to Y. Your proposed price is 40% higher than the average\”.
Don't hesitate to propose more flexible cooperation options. Instead of paying a large lump sum upfront, propose a fixed salary plus performance bonus model (sales, number of leads...). This way shares risk and creates motivation for KOC/KOL to work better.
Signs to identify an dishonest quote
Below are the red flags you need to be wary of when receiving a rate card:
- Rate card only has one fixed price, no service package options.
- Price unusually too high or too low compared to similar KOC/KOL.
- Refuses to provide detailed platform insights data when requested.
- Requires 100% payment before implementing any work.
- No minimum KPI commitment policy (e.g., minimum views).
- Rate card presented carelessly, unprofessionally, with basic spelling errors.
Example of a successful negotiation deal by DPS.MEDIA
We once represented a fashion brand working with a famous Fashionista. The initial rate quoted by the manager was 80 million VND for 1 Facebook post and 1 Instagram story. After analysis, we saw that her recent engagement was dropping 30%.
DPS.MEDIA used this data to negotiate. We proposed a fixed price of 50 million VND, with a 20 million VND bonus if the post achieved over 10,000 natural interactions. The partner side agreed. As a result, the brand saved on fixed costs and the campaign still achieved high effectiveness thanks to the bonus mechanism.
Takeaway: Never accept the first price offered
Always remember that the rate card is just an asking price, not a fixed listed price. There is always room for negotiation. Your strongest weapon at the negotiation table is data on the actual performance effectiveness of that KOC/KOL.
| Classify KOC/KOL | Follower count | Estimated average price range (VND/Post) |
|---|---|---|
| Nano KOC | 1K – 10K Followers | 500K – 2.000K (Or just barter products) |
| Micro KOC | 10K – 50K Followers | 2.000K – 8.000K |
| Mid-tier KOC/KOL | 50K – 200K Followers | 8.000K – 25.000K |
| Macro KOL | 200K – 1M Followers | 25.000K – 80.000K+ |
| Mega/Celeb KOL | 1M+ Followers | 100.000K+ (Usually negotiated separately) |
Standard KOL/KOC Booking process to ”surely” avoid no-shows
To avoid being \”no-showed\” or receiving low-quality content products, you need a professional and tight workflow. Looseness in organization is the leading cause of failure in campaigns. Booking KOL/KOC.
Build a clear Creative Brief like ”broad daylight”
A sketchy Creative Brief (creative requirements summary) is the beginning of all troubles. Don't just send the product and tell the KOC \”just review naturally okay\”. This will lead to content completely misaligned with the message the brand wants to convey.
The brief needs to clearly specify: main message (key message), unique selling points (USP) to emphasize, desired video/image style, mandatory keywords, and most importantly, the FORBIDDEN things not to mention.
At the same time, respect the KOC's creativity. The brief should only serve as guidance, don't turn it into a rigid script. Let them tell the story in their own language to ensure authenticity and appeal to viewers.
Legal contract: The ”protective talisman” of the business
Contracts are vital when working with KOLs/KOCs. Many small businesses skip this step or use sketchy templates downloaded from the internet. This leads to very high legal risks when disputes arise.
When a KOL no-shows, the business has no solid legal basis to reclaim the deposit. Requesting compensation for campaign delays also becomes extremely difficult. Don't skimp on hiring a lawyer or using agency services for a tight contract.
The contract needs to clearly specify the responsibilities of both parties. Penalty clauses for deadline delays, unilateral cancellations, or content not meeting requirements must be detailed with specific cash penalty amounts.
”Must-have” clauses in Booking contracts
For maximum safety, your contract Booking KOL/KOC must definitely include the following clauses:
- Detailed Timeline: Clearly stipulate the script submission date, approval date, airing date, and duration the post is kept on the channel.
- KPI Commitment: Minimum KPI level for views/engagement (if agreed) and handling plan if not achieved.
- Intellectual Property Rights: Which channels the brand can use the image/video on, for how long.
- Payment Terms: Details on payment milestones, conditions for the next payment.
- Exclusivity Terms: Prohibit working with competitors for a certain period before and after the campaign.
- Violation Penalties and Compensation: Specific penalty levels for each contract violation (e.g., no-show penalty 20% of contract value).
Strategy for deposits and milestone payments
Absolutely never pay 100% of the contract value before the work is completed. This is the golden rule to hold the upper hand. A one-time payment leaves you with no negotiation leverage if issues arise.
Break the payment into multiple installments based on work progress. A common model that DPS.MEDIA often applies is: 30% advance after signing the contract, 30% after approving the demo content, and 40% remaining after the post has aired for the committed time and acceptance report is provided.
Holding back a significant amount until the last minute creates strong motivation for the KOC/KOL to fulfill their responsibilities. They will be more accountable in ensuring the post is not hidden or deleted early.
Example: Contract that saved a brand from a ”flip-flop”
One of our clients once signed a contract with a hot mom to promote mother and baby products. Close to the posting date, this hot mom suddenly demanded an additional 20% price increase citing \”channel engagement suddenly surged\”, otherwise she would cancel.
Thanks to the clear contract violation penalty clause: \”If one party unilaterally terminates the contract without just cause within 3 days of the campaign, they must compensate 3 times the contract value\”. We enforced this clause. As a result, the hot mom had to stick to the original agreement to avoid heavy penalties.
Takeaway: Process is discipline, discipline creates safety
Don't work on feelings. Build a standard booking process and follow it disciplinedly. From briefing, signing contracts to acceptance and payment, everything must be clear as black and white. Your professionalism will also make partners respect and work more seriously.
Effective steps to vet KOC/KOL before investing
Vetting is the most important step to eliminate \”fake KOCs\” and faces with hidden risks. Investing time in this step will save you a lot of money and avoid headaches later. Booking KOL/KOC.
Use in-depth Audit tools to scan for fake metrics
As mentioned, the naked eye cannot distinguish real from fake followers. You need third-party tools for deep insights into KOC data. These tools can analyze real audience rate, demographics, and detect abnormal growth behaviors.
At DPS.MEDIA, we use a system of premium paid tools to perform in-depth audit process for clients. We analyze follower growth/decline history over the past 6 months, check comment quality to eliminate spam comments.
If you are an SME without budget for expensive tools, consider free or basic packages like Social Blade, NoxInfluencer to check basic metrics. Not in-depth but helps detect obvious fraud cases.
Evaluate audience fit (Audience Fit)
A KOC with good stats may not suit your brand. The key is whether their follower demographics match your target customer profile. This decides the campaign's conversion rate.
Example: You sell premium household products for housewives aged 30-45. If you book an entertainment KOC whose fans are mainly students (Gen Z), even high engagement won't sell much.
Request KOC to provide demographics data on age, gender, and location of their followers. Compare this data with your customer profile to assess fit.
Check activity history and community reputation (Reputation Check)
Don't just look at what KOC shows on their profile. Spend time researching their reputation in the community and marketing circle. \”Good news travels fast, bad news travels faster\” in this industry.
Join KOL/KOC review groups, marketing communities on Facebook. Use group search with the KOC's name you're considering to check for any \”drama\” posts about no-shows, poor work attitude, etc.
Also, review their old sponsored posts. See how they interacted with past brands, if professional, and if posts were deleted after contract end. These are valuable clues to assess professionalism.
Checklist of KOC/KOL vetting criteria
To not miss any key factors, use the vetting checklist below before deciding to collaborate:
- What is the True Engagement Rate? Is it above industry average?
- Follower quality: What percentage are fake accounts, clones?
- Audience File Fit: Does age, gender, location match the target customer?
- Ad Frequency: Are they receiving bookings too densely causing audience ”overload”?
- Content Quality: Are images and videos well-invested? Is the writing style suitable for the brand?
- Reputation History: Have they ever had scandals for canceling schedules or poor work attitude?
Example: Escaped a scam thanks to community check
We once planned to recommend a lifestyle KOC to a client with a very attractive profile and glamorous images. However, during the “Reputation Check” step on a private group of Brand Managers, we discovered this person was being accused by 3 other brands.
Specifically, this KOC had a habit of taking deposits and then frequently reporting illness to postpone schedules, dragging it out until the brand got frustrated and had to cancel the contract and lose the deposit. Thanks to this valuable information, DPS.MEDIA immediately eliminated this candidate and protected the client from a clear risk.
| Evaluation Factors | GOOD Signs (Should Choose) | BAD Signs (Red Flag) |
|---|---|---|
| Follower Growth | Steady, natural growth over time. | Sudden spike in a few days, then flat or declining. |
| Comment Quality | Comments with content, relevant to the post, with dialogue. | All icons, spammy comments like ”so pretty”, ”awesome” repeated. |
| Engagement Rate (ER) | Stable at average-good industry level (e.g., 2-5%). | Too low (1% with large audience). |
| Ad Frequency | Balanced between natural and sponsored content. | Continuously posting ads, dense like a ”convenience store”. |
| Brand Response | Professional, provides full insights when asked. | Delayed, evasive when asked for data, indifferent attitude. |
Risk management and crisis handling when KOL/KOC Booking campaign goes wrong
No matter how thoroughly you prepare, risks always exist in human interactions. The key is not absolute risk avoidance, but having timely response scripts to minimize damage when incidents occur during the process Booking KOL/KOC.
Always have a Backup Plan B for key positions
In large campaigns, fully relying on a single KOL (Key Asset) is extremely risky. If that KOL faces health issues, family matters, or last-minute cancellation, your entire campaign will stall.
Always prepare a list of backup options (Backup List). These are KOCs/KOLs with equivalent fit levels that you've preliminarily contacted to check schedules and quotes. If option A fails, you can activate option B immediately without being passive.
For campaigns during peak times like Tet or major Sales days, having backups is even more critical. The cost to hold these backups (light booking fee to reserve schedule) is much cheaper than the damage from a failed campaign.
Process for handling content severely deviating from brief
This is a very common situation: KOL sends back demo video/images not matching the agreed creative brief. Errors could be wrong product message, poor image quality, or violating taboos.
First, stay calm and don't criticize harshly. Compare the demo with the confirmed brief. Point out specific discrepancies based on that document. Request the KOL to revise according to the commitment.
If the KOL is uncooperative or makes superficial edits, use contract clauses to apply pressure. Hold payment for subsequent installments until the product meets requirements. Firmness based on legal grounds is necessary now.
Dealing with PR crises originating from KOL
The most terrifying risk is when your brand's KOL/KOC gets involved in serious personal scandals (fraud, shocking statements, legal violations...). At this time, the public's anger can easily spread to your brand.
According to 2024 influencer marketing market reports, quick reaction is the key. The brand needs to immediately review the contract to consider the possibility of unilaterally terminating the collaboration. Temporarily hide or remove immediately all posts and images related to that KOL on the brand's channels.
Depending on the severity, prepare a short, neutral press release affirming the brand's stance of not supporting wrongdoing. Staying silent or deliberately covering up at this time will only make the crisis worse.
Basic steps to handle last-minute no-shows
When facing a KOL \”disappearing\” right before the crucial moment, follow these steps in order of priority:
- Step 1 – Confirm status: Try to contact through all channels (phone, email, manager) to accurately confirm that they cannot perform the job. Keep all contact evidence.
- Step 2 – Activate Plan B: Immediately contact the backup KOC/KOL list to fill the gap, accepting slightly higher costs if needed to salvage the campaign.
- Step 3 – Handle legal and financial matters: Send a contract breach notice to the KOL, demanding refund of the deposit and compensation as per the signed terms. If the amount is large, be prepared to involve a lawyer.
- Step 4 – Internal notification: Update the situation to relevant departments (Sales, Marketing) to adjust ad running plans or other supporting activities.
Takeaway: Staying calm is strength
Crises and risks are part of the game. The difference between winners and losers is the ability to stay calm and handle issues systematically. Don't let emotions take over. Stick closely to the process, contracts, and prepared contingency plans to weather the storm.
Conclusion: Smart investment for KOL/KOC Booking activities
The Influencer Marketing market in Vietnam is still fertile ground for SMEs if exploited properly. Activities Booking KOL/KOC, when done professionally, will bring superior communication effectiveness and sales.
However, as we have analyzed, this is not a playground for naivety and complacency. To avoid becoming a victim of no-shows or price inflation, businesses need to equip themselves with knowledge, tools, and a disciplined workflow. Don't let others” \”bloody\” lessons become your own due to lack of preparation.
In summary, for success, remember: Always thoroughly evaluate with data, work based on tight legal contracts, never pay 100% upfront, and always have risk management plans. This is the best “armor” for your budget.
If you are an SME business looking for a Booking KOL/KOC safe, effective, and transparent solution, contact DPS.MEDIA right away. With real-world experience and professional processes, we are ready to accompany you to conquer the market, optimizing every marketing dollar spent.
