KOLs are becoming an indispensable spearhead in every modern communication campaign. Collaborating with the right influencers helps businesses reach target customers quickly. The Influencer Marketing market in Vietnam is witnessing remarkable growth year after year.

According to the latest statistics, more than 80% of consumers trust recommendations from reputable figures on social media. This demonstrates the tremendous power of marketing through celebrities. Businesses need to seize this trend to avoid being left behind.

However, selecting and hiring KOL suitable ones is not a simple task. Many businesses face difficulties in pricing and measuring actual effectiveness. This article will provide a comprehensive view of the market and detailed pricing tables.

Experts at DPS.MEDIA assess that transparency in pricing is a key factor. We have compiled data from thousands of campaigns to provide the most accurate information. You will find budget optimization solutions right below.

1. The Importance of KOL Campaigns in Marketing

Using KOL is not just simply borrowing the image of celebrities to advertise products. This is a strategy to build trust based on the personal credibility of influencers. Today's customers are often skeptical of traditional advertisements.

They tend to seek validation from people they admire or trust. When an Influencer shares real experiences, the message becomes natural and more easily accepted. This is the fastest way for the brand to enter consumers' minds.

Moreover, the algorithms of current social media platforms prioritize content from content creators. Brand posts are often limited in natural reach compared to personal accounts. Collaborating with celebrities helps you overcome this barrier effectively.

Rapidly Increase Brand Awareness

A successful campaign KOL successful campaigns can help the brand reach millions of people overnight. The spread of social media creates a strong domino effect. When celebrities mention the brand name, followers will be curious and seek information.

This is especially important for newly launched products or brands that haven't established a foothold. Appearing alongside reputable representatives helps elevate the business's position. Customers will implicitly assume your product is quality because it's endorsed by celebrities.

Real example, a domestic cosmetics brand increased 300% keyword searches for the brand only after 2 weeks. They collaborated with 5 top Beauty Bloggers to review the product simultaneously. The resonance effect created a lively discussion wave on beauty forums.

Boost Order Conversion Rates

The ultimate goal of all marketing activities remains sales revenue. KOL can directly impact fans' purchasing decisions. Calls to action from them often have higher persuasiveness than messages from the brand.

Livestream sales programs combined with Influencers are an exploding trend in Vietnam. Viewers can see the product visually and hear authentic reviews. Instant emotions and trust drive them to place orders immediately.

Research from DPS.MEDIA indicates that the conversion rate from Influencer traffic is 3 times higher than display ads. This shows that investing in people always brings attractive ROI (return on investment). Businesses need to maximize this potential sales channel.

Build Sustainable Trust and Reputation

Trust is hard to build but easy to lose in the online business environment. KOL act as a bridge of trust between businesses and consumers. Their endorsement helps eliminate psychological barriers about product quality.

When an industry expert gives a positive review of your service, the brand value increases significantly. Customers believe that the expert has verified it for them. This is the deciding factor to retain loyal customers.

However, brands need to carefully select representatives that align with core values. A mismatched combination can backfire and reduce credibility. Sincerity and transparency are always the key in this relationship.

Reach the Right Target Customers

Each KOL all have a follower base with distinct demographic characteristics. Analyzing their fan base helps businesses target potential customers accurately. You don't need to waste budget on broad advertising to uninterested people.

For example, if you sell baby and maternity products, collaborate with reputable Hot Moms. Their followers are surely new moms with shopping needs. The target reach rate is nearly absolute in this case.

This helps optimize cost per impression and increase campaign effectiveness. Audience analysis data from platforms will help you make accurate decisions. Don't choose the most famous, choose the most suitable.

• Save costs: Eliminate useless impressions.
• High interaction: Content suitable for viewer preferences.
• Quick response: Receive direct feedback from customers.
• Easy to measure: Track effectiveness via exclusive discount codes.
• Flexible: Easily adjust messages for different audience groups.
• Create trends: Ability to generate new consumer trends.

2. Popular KOL Groups in Vietnam

Market KOL Vietnam currently has a very diverse market with many different segments. Understanding each group helps businesses allocate budgets reasonably. Each group has its own advantages and limitations suitable for different campaign objectives.

Hiring the most famous isn't always the most effective. Sometimes, small influencers with quality fans bring huge sales. Smart choice depends on understanding your product well.

We often classify based on follower count and influence level. However, engagement rate is the most important metric. Let's dive into the characteristics of the 4 main groups below.

Celebrity – Top-Tier Famous People

This is the group KOL with the greatest influence, often singers, actors, or famous athletes. This group can create immediate national brand reach. Every move of theirs is eagerly followed by media and the public.

Collaborating with Celebs elevates brand prestige and builds solid credibility. However, the cost to invite them is very expensive and the workflow is complex. Businesses need a large budget and a solid communication plan.

Example: Major phone brands often invite Son Tung M-TP or My Tam as ambassadors. Their images appear on all mass media. This affirms the brand's leading position in the market.

Macro Influencer – Large Influencer

This group includes experts, hot TikTokers, or YouTubers with 100,000 to 1 million followers. They are trendsetters and have significant voice in their communities. Their content is often high-quality and well-invested.

The advantage of Macro Influencers is balancing reach and engagement. They are professional in creating ad content while keeping their unique style. This is a popular choice for new product launch campaigns.

According to experts' experience, this group delivers very good branding results. They help brands reach a wide customer base while ensuring targeting. Booking costs are also more affordable than Celebrities.

Micro Influencer – Small Influencer

Micro Influencers have 10,000 to 100,000 followers, often focused on a niche field. They could be beauty bloggers, food reviewers, or tech enthusiasts. The biggest strength of this group is their close relationship with followers.

Interactions on their posts are often genuine and have deep discussions. Followers see them as friends and absolutely trust product suggestions. This is the group KOL with the highest order conversion rate currently.

SME businesses favor this group for reasonable costs and easy effectiveness measurement. You can hire 10-20 Micro Influencers at once to create spread effects. This “drizzle penetrates” strategy is extremely effective for consumer products.

Nano Influencer – Super Small Influencer

Nano Influencers are ordinary social media users with 1,000 to 10,000 followers. Their voice carries weight with family, friends, and social circles. Authenticity and closeness are this group's strongest weapons.

The cost to hire Nano Influencers is extremely low, sometimes just product gifts (barter). However, managing a large number of Nano Influencers requires time and effort. Businesses need an effective campaign management system.

This is a great solution for Seeding campaigns on community groups. Their rustic reviews help increase product trust on e-commerce platforms. Don't underestimate the power of these everyday “brand ambassadors”.

3. Professional and Effective KOL Hiring Process

For a campaign KOL to succeed, businesses need to follow a structured and professional workflow. Impulsive booking can lead to budget waste and communication risks. A detailed plan helps you control all arising situations well.

From ideation to contract acceptance is a long journey requiring meticulousness. Clearly defining KPIs from the start will guide all activities. Don't rush booking without understanding what you want to achieve.

The team at DPS.MEDIA always recommends clients create a detailed brief (requirements document). This helps Influencers understand the message and create content correctly. Below are the standardized steps for the most effective workflow.

Step 1: Determine Objectives and Budget

Before searching for representatives, answer: What is the campaign's objective? Do you want to increase brand awareness or boost end-of-year sales? Each objective corresponds to different Influencer groups and content implementation methods.

Next, clearly determine the maximum budget you can allocate for this activity. The budget will decide the number and quality of Influencers you can collaborate with. Reserve about 10-15% for unexpected additional costs.

A common mistake is wanting everything but having a limited budget. Focus resources on the most important objective at the current time. Focus will bring clear and measurable results.

Step 2: Search and Screen Suitable Candidates

This is the most important step deciding the success or failure of the entire marketing campaign. You need to create a list of potential candidates based on image and fan base criteria. Use Social Listening tools to check their activity history.

Pay attention to their communication style and values shown on social media. Do they align with your brand's culture and positioning? Don't just look at fake followers, scrutinize actual engagement.

Example: A clean food brand shouldn't choose KOL someone with a party lifestyle, lacking healthiness. Image contradictions will make customers feel offended and distrustful. “Fit” matters more than fame.

Step 3: Negotiate Prices and Sign Contracts

After selecting a suitable person, contact to get the rate card and negotiate. Rental prices are usually not fixed and can be bargained based on workload. Clarify rights to image usage and post maintenance duration.

The contract needs to clearly stipulate the number of posts, content format, and completion deadline. KPI commitment terms (views, likes, comments, clicks) also need to be specifically recorded. This protects the business's interests if results don't meet expectations.

Especially note exclusivity terms for images during the campaign period. You don't want your representative advertising for you and PR for competitors at the same time. Legal tightness is mandatory.

Step 4: Monitor Campaign and Acceptance

The work doesn't end after the post is published on social media. You need to closely monitor community reactions to handle crisis situations promptly. Require Influencers to positively interact with customer comments.

At the end of the campaign, compile data reports to evaluate effectiveness against initial KPIs. ROI, CPC, CPA metrics need thorough analysis according to the 2024 market report. This is valuable data to optimize future campaigns.

• On time: Ensure posts go up at golden hours.
• Content: Strictly review content before publishing.
• Hashtag: Use the correct and complete campaign hashtag set.
• Link tracking: Ensure the link to the landing page works well.
• Seeding: Combine clever seeding to guide public opinion.
• Reporting: Update real-time data to adjust budget.

4. Latest Updated KOL Hiring Price Table 2025

Hiring costs KOL are always a top concern for business owners. However, there is no fixed price table applicable to all cases. Prices depend on the platform, fame level, and specific requirements of each brand.

The current market has strong price fluctuations between platforms like TikTok, Facebook, and YouTube. TikTok is emerging as the channel with the fastest rising booking costs due to high viral effectiveness. Meanwhile, Facebook maintains stable prices for photo posts and articles.

To give you an overview and more accurate budgeting, we provide reference prices. Note that these are average prices and may vary by time. Contact directly for the most accurate quote.

Factors Affecting Booking Costs

Besides follower count, many other factors affect an Influencer's fee. Engagement Rate is the most important factor in pricing a post. An account with few followers but high engagement often has more value than a million-follower “dead” account.

Industry is also a key factor; fields like Finance, Real Estate often have higher booking prices than FMCG. The reason is that these industries' customer bases are hard to reach and have high lifetime value. Content difficulty also correlates with costs.

Booking timing also significantly affects your budget. During holidays or major sales seasons, prices often increase 20-30% due to high market demand. Planning early helps you “lock” better prices.

Additional Costs to Note

Besides the basic booking fee paid to KOL, businesses need to calculate additional fees. Content production costs (shooting, photography, editing) if high quality is required are charged separately. If you require Influencers to attend events or livestream at stores, there will be additional travel and accommodation fees.

Image copyright fees for running ads (Media Usage Right) are also significant. Usually, the booking price only includes posting on the Influencer's channel. If you want to use that image for Ads, you must pay an additional 30-50% of the contract value.

Don't forget personal income tax (10%) when working with freelance Influencers. Transparent tax and fee handling from the start avoids disputes later. Prepare a contingency budget for these items.

Ways to Optimize Budget When Hiring Influencers

To save costs, businesses should aim for long-term collaborations instead of one-off bookings. 6-month or 1-year brand ambassador packages often have attractive discounts. Moreover, frequent appearances help customers remember the brand better.

Barter method (product exchange) is also a good way to work with Micro and Nano Influencers. Instead of cash, you can send high-value product sets for them to experience and review. This saves cash and effectively clears inventory.

Leverage relationships with professional Agencies for the best dealer prices. Units like DPS.MEDIA often have wholesale deals with large Influencer networks. You will receive comprehensive digital marketing solutions with optimized costs better than self-booking.

Price Comparison Between Platforms

TikTok currently has the lowest CPM (Cost Per Mille) and best natural viral potential. If budget is tight and you want to reach youth, TikTok is the top choice. However, content lifespan on TikTok is very short, only about 2-3 days.

YouTube has the highest production and booking costs but provides long-term value. YouTube videos can be searched again after years, bringing sustainable traffic. This is suitable for products needing technical explanations or detailed reviews.

Facebook remains the safe and stable channel for most industries in Vietnam. Link sharing and long-form writing features help convey messages most fully. Multi-channel combination is still the wisest strategy to optimize costs.

5. Common Risks and Crisis Management Methods

Working with people always carries unpredictable risks, and Influencer Marketing is no exception. A personal scandal of KOL can lead to the collapse of the representative brand's image. Risk management is a must-have skill for marketers.

Many cases where brands are boycotted just because the representative makes improper statements. Or simply, Influencers take money but work sloppily, not meeting committed KPIs. Thorough legal preparation and crisis handling scripts are your shield.

Expert digital marketing association recommends businesses have clear penalty clauses for violations. Don't let emotions influence business collaborations. Below are common risks and effective prevention methods.

KOL Involved in Personal Scandals

This is the biggest nightmare for all brands when booking celebrities. Scandals can come from leaked sensitive clips, shocking statements, or legal violations. Then, the brand needs to act immediately to cut negative ties.

The solution is to always have a “Morality Clause” in the contract. This allows the brand to unilaterally terminate the contract and demand compensation if the KOL's image is tarnished. Pause all related advertising activities immediately when something happens.

Example: When a famous comedian was boycotted for charity issues, brands quietly removed his image. Silence and quick withdrawal are often the wisest handling method. Don't try to defend or go against the furious public opinion.

Issue of Fake Interaction Hacking

Many Influencers use tricks like boosting likes and comments to beautify their profile. If businesses aren't alert, they'll easily be fooled by these fake numbers. The result is spending budget but getting no real orders.

To detect, carefully check the list of interactors on old posts. If they're all foreign fake accounts or clones without avatars, be cautious. Average engagement rate usually falls around 2-5% of followers; if too low or unusually high, it's suspicious.

Require Influencers to provide screen-recorded Insight videos (account details). Reach scope and actual viewer numbers are figures that can't be faked. Base evaluations on real data.

Contract Violations and Deadlines

Lack of professionalism in timing and work commitments is common among young KOLs. Late posting, wrong content, or early self-deletion seriously affects campaign progress. This is especially harmful in product launch phases needing synchronization.

Break payment process into installments (e.g., 30-30-40). Only pay the remainder when all commitments are fully met. Holding the “financial leverage” gives you more say in the process.

Create a detailed timeline table and require confirmation via email or document. Regularly remind before important deadlines. Continuous communication minimizes “forgetting” or “missing” information.

Effective Risk Management Strategy

Never put all eggs in one basket in Influencer Marketing. Allocate budget to multiple KOL different ones to minimize dependency. If one has an issue, your campaign can continue with the others.

Always have a Plan B (Backup Plan) for every situation. Prepare a list of backup Influencers for immediate replacement if needed. Flexibility in management helps businesses safely weather storms.

Conclusion

The strategy of using KOL is and will continue to be the dominant trend in marketing in the coming time. Grasping the pricing table and standard workflow helps businesses optimize investment budgets. This is a game of true understanding and value connection.

Don't hesitate to start experimenting with small campaigns to draw experience lessons. The market always changes, and only those who dare to step forward find their own success formula. Turn influencers into your strategic partners.

If you're still struggling to find effective and safe booking solutions, consider professional consulting units. A clear roadmap will help you go faster and farther than competitors. Wishing your business explosive sales this year.

• Define clear objectives before booking.
• Select Influencers based on fit, not just fame.
• Negotiate tight contracts to protect interests.
• Combine multi-channel and diverse Influencer groups.
• Monitor, measure, and continuously optimize.
• Always have backup risk management plans.