It used to take a campaign — a big-budget one — to influence purchase behavior. Multiple media touchpoints, polished TV commercials, full-page ads, and celebrity endorsements were essential parts of the playbook. Influence was built over time and across channels. But now, just one 15-second vertical video recorded on a phone can spark a purchase instantly. The era of short-form content has arrived, and it’s changing everything about how consumers make decisions.
This shift is playing out rapidly in Vietnam. On platforms like TikTok and Instagram Reels, a single clip from a local creator can generate thousands of purchases within hours. The traditional funnel has flattened. Awareness, desire, and conversion are collapsing into a single moment — scroll, pause, watch, buy. Impulse buying is not a new phenomenon, but its triggers have evolved. The decision to buy is no longer delayed by research or comparison. Today’s consumer sees a recommendation from someone relatable, feels an emotional response, and acts immediately.
The trust that once belonged to established brands or professional marketing campaigns is now being redirected toward local content creators. These creators, many of whom operate on a micro or nano level, are building powerful connections with their audiences. They speak in local dialects, share personal experiences, and create content that reflects everyday realities. Their authenticity is the secret to their influence. What they say carries weight — not because it’s scripted or paid, but because it feels real.
In Vietnam, the impact of these local creators is visible in every category. From snacks and beauty products to fashion and tech gadgets, a wave of purchases often follows after just one viral video. A quick food review shot on a sidewalk or a skincare unboxing in a bedroom can create more traction than a highly polished TV ad. Creators with a few thousand followers often outperform those with massive followings because they are seen as more trustworthy, more “like us,” and more credible.
Short-form video platforms have become fertile ground for impulse buying because they blend entertainment with emotional appeal and ease of purchase. The consumer is already relaxed, engaged, and in discovery mode. There is no hard sell, no lengthy explanation, just a moment that captures attention and sparks curiosity. Add to that the seamless shopping integration — one tap and the product is in the cart — and the frictionless path to purchase becomes irresistible.
This creates a major opportunity for both local and global brands operating in Vietnam. The playbook must evolve. It's not about producing the most polished commercial or securing the biggest celebrity. Success now depends on understanding the cultural context, identifying creators who align with the brand’s values, and giving them the freedom to speak authentically. The voice of the creator must come first, not the brand guidelines.
Collaboration is key, not control. The best-performing content often looks nothing like a traditional ad. It might be shaky, spontaneous, or even filmed in poor lighting — but it connects. That connection is what drives conversion. The packaging, pricing, and performance of a product still matter, but what makes people care today is how it's presented through the lens of someone they trust.
Localization goes far beyond translation. It’s about tone, pacing, references, and emotional nuance. Global campaigns must be adapted, not transplanted. The Vietnamese audience responds to humor, trends, and cultural cues that may not translate directly from other markets. Brands that succeed in this environment are those that observe, listen, and adapt rather than impose.
This isn’t just a passing trend. It reflects a deeper shift in consumer expectations and media behavior. People don’t want to be talked at — they want to be spoken with. They want brands to feel familiar, not distant. They trust individuals who show their daily lives, not just endorsements. In this landscape, short-form creators have become the new storefronts. Their content is the digital equivalent of window shopping — only now, the window talks back, recommends a product, and gives a link.
The implications are profound. Marketing is no longer just about broadcasting a message. It’s about participating in a conversation that’s already happening. Brands must position themselves not as the star of the show but as a trusted guest in the feed. That means being relatable, responsive, and real.
There’s never been a more exciting time for marketers who are willing to embrace this shift. The barriers to entry are lower. The creative possibilities are broader. And the feedback loop is faster. Campaigns can be tested, adjusted, and amplified in real time. Insights can be drawn from comments, shares, and engagement metrics that reflect genuine audience sentiment.
Impulse buying driven by short-form content is not just about quick wins. It’s a signal that power has shifted. Influence is now in the hands of creators — and by extension, the communities that follow them. Brands that recognize and respect this power will thrive. Those that don’t will find themselves speaking to an audience that has already moved on.
The question is no longer whether to engage with creators. It’s how to do it meaningfully. Because in today’s Vietnam, the most impactful moment in a consumer’s journey doesn’t happen in a store, a focus group, or even a brand’s own page. It happens in a video that’s watched in bed, on the bus, or between classes — and it happens in seconds. Brands that are ready for that moment will be the ones that win.
