Make Money 4.0: Reviewers "scratch and scratch" because of AI

Reviewer "scratched and bruised" by AI, focusing all on human factors to survive (Video: Khanh Vi).

The time to "relax" and make money from TikTok is over

Doan Van Phong (born in 1998, Cau Giay, Hanoi) started his content creation career quite by chance. Before that, he worked as a salesman, then had the opportunity to try his hand at being a host in some product review videos for technology channels.

Thanks to the accumulated practical experience, Phong gradually came up with the idea of ​​building his own channel.

Doan Van Phong (born in 1998, Cau Giay, Hanoi) started his content creation career quite by accident.

"My first job was in sales. Then, I had the opportunity to work as a reviewer for several technology channels. Over time, when I had enough skills and experience, I decided to develop my own channel, initially just as a part-time job," Phong shared.

In 2021, during the social distancing period due to the Covid-19 pandemic, Phong officially created the channel "Phong Gio". The content focuses on phone tips, advice on choosing a device, and technology topics close to life.

In the beginning, Phong posted 2-3 videos/week. When things were more stable, Phong maintained 4-5 videos/week. After the system was running smoothly, he began to expand into other areas, while also combining online business, creating an ecosystem revolving around his personal brand.

"Before, I used to do content quite relaxingly because it was just a side job. But now, when I own several channels with hundreds of thousands of followers, I have to spend more time, an average of 8 to 12 hours a day," he said.

"Scratched skin, peeling scales" because of the AI ​​wave

Since 2023, AI has exploded and rapidly spread into the content production field. Phong is one of the early creators to adopt this tool to support script writing, idea generation and information checking.

However, according to him, AI is not just a tool but is also becoming a formidable competitor.

"I see AI as a formidable opponent now. For example, if you ask me for advice on which phone to buy, the memory will only be around 10 models. But if you ask AI, there will be no limit.

However, AI is also something that everyone needs to check again. Right now, we are not in the habit of asking AI about everything, but if AI goes through the market education stage, everyone will have the habit of asking AI. At that time, AI will truly be a formidable opponent," Phong commented.

Phong acknowledges that AI makes accessing and creating content easier, but it also makes the market more competitive.

Knowledge-sharing videos or Q&A videos that were once the preserve of humans can now be created quickly with AI, forcing content creators to do more to keep their audience engaged.

Phong commented that AI is currently a formidable opponent for reviewers.

According to Phong, competition in the content creation industry today comes from two sides: one is the saturation of participants due to many people becoming unemployed or switching to working online; the other is the development of technology that has almost eliminated technical barriers.

"Competition is fierce now. In the past, to make YouTube videos, you had to invest in cameras and editing software. But now, there are so many support tools. It's easier to make, which means anyone can do it," Phong shared.

So, to position his personal brand among a jungle of content, he constantly learns, updates trends, and invests in the quality of personal experiences, something that AI can hardly replace.

"AI is a very useful tool for finding ideas, expanding content and saving research time. But it cannot replace humans, especially in things like real emotions, everyday stories or personal experiences. That is the difference that I want to keep in my content," Phong expressed.

Phong affirmed that he will continue to share content, but it will be emotional and more in-depth content than just providing pure information. He emphasized that viewers are no longer only interested in technical specifications, but want to feel real from real experiences.

Economically, Phong admits that profit margins have dropped significantly. Previously, just a few videos were enough to ensure income. Now, as the amount of content increases, production costs, human resources, equipment, etc. also increase, while advertising prices are decreasing due to the large number of participants in the market.

Phong said that he had to increase investment in technology and working time to keep the channel running.

"In the past, we worked less and earned more. Now, if we want to increase our income, we have to invest more people and more time, but the price has decreased. An advertising campaign only has so many spots, and there are too many content creators," he said.

In that context, Phong believes that a path like affiliate marketing would be an option, but requires the person doing it to be really serious, have a deep understanding of the product and industry, and not be superficial or follow trends.

Optimize costs, focus on human factors

At first, Phong produced videos based on inspiration, mainly what he found interesting and useful, then recorded and shared.

But over time, especially as AI developed and the market became more competitive, this approach became ineffective. He began to seriously build a systematic process, from coming up with ideas, assigning people to film and edit, to optimizing the time to post.

Phong's team currently has 3 people and works multi-tasking.

"Before, I only needed a few hours a day to have videos posted regularly. But now, to maintain efficiency and quality, I have to work 8-10 hours a day, sometimes until late at night. Without a process, I can't keep up with the market's pace," he confided.

Phong's team currently has three people. Each person must multitask, knowing how to do everything from A to Z, from writing the script, filming, editing, to post-production to avoid dependence and ensure that work is not interrupted when there is a shortage of people.

Along with ramping up production, Phong was also forced to cut costs. He moved his office to the suburbs, edited his own clips instead of outsourcing, and even took on additional video editing jobs for other parties to offset operating costs.

He also frankly acknowledged that the high price of e-commerce platforms is a barrier but at the same time it is a natural screening mechanism. Those who do not seriously invest and do not keep up with technology and processes will sooner or later be left behind.

"Competition is not only domestic now. Many foreign brands have hired Vietnamese people to create content and sell products across borders at lower costs. So if we don't change and optimize, we won't be able to survive, let alone develop," he frankly shared his opinion.

"There are videos where I invest in effects and 3D editing. On days when I'm tired, I just film simply. But no matter the format, I always try to keep the content valuable, emotional, and something that real people experience," Phong said.

The recent explosion of content has made many people think that they have to do a lot to keep their audience. Phong chose a different approach: do it regularly but maintain quality.

"If we don't change and optimize, we won't be able to survive, let alone develop," he frankly shared his opinion.

"I don't want to run after the "most, fastest" race. Because if I just do it for the sake of it, I won't be able to keep anyone in the long run. I choose to invest in each product, so that each video has its own unique quality," he confided.

Instead of relying solely on inspiration as before, Phong now packages that inspiration into a process: from the idea generation, implementation, to product completion, there is a clear plan. The team meets to discuss each content, ensuring that the product is not only good enough but also true to the value they want to convey.

Working on content full-time, while also juggling sales and team management, makes balancing work and personal life almost a luxury for Phong.

"Actually, it's a bit ideal to say that it's balanced. Being young, I accept spending more time on work. But I still try to keep one or two days a week to meet friends and family to remind myself that I'm still a normal person and not a machine," he confided.

Reviewer is no longer an easy job.

Phong started creating content when the market was less competitive, channels were sparse, and viewers were easily excited by simple and honest sharing.

"In the past, this job was like selling saliva to make money. I had time to work in parallel with my retail job, working a few hours a day to get results. But now it's completely different. There are too many people working, the platforms are constantly changing, and viewers have too many choices. Competition is fierce now, if you don't work seriously, you'll be left behind," he said.

For those who want to enter the industry, Phong frankly advises to prepare carefully both in terms of expectations and skills. Don't think that just turning on the camera and saying a few words can make money.

For those who want to enter the industry, Phong frankly advises to prepare carefully in both expectations and skills.

"Content production requires investment in time, equipment and people. If you are only good at one skill, it is not enough. Being good at two skills at a fairly good level, such as knowing how to film and edit while understanding the industry, is a big advantage. That way, the content you create will easily have value," he frankly shared.

For Phong, time is also a form of cost. He emphasizes that when choosing to invest in content creation to make money, each person also needs to consider: it is very possible that while pursuing this job, we are missing out on more suitable opportunities in other fields.

"No one is the same. Each person has their own strengths. But whoever cannot keep up will certainly be left behind. Especially in the current market, where there are many players and rapid changes, we cannot wait for the right time anymore," he shared.

He also shared an interesting perspective on the potential of the content market in Vietnam: with more than 70 million Internet users, each person watching videos for only 30 minutes/day is equivalent to more than 4 billion views/day on platforms. But that does not mean everyone is successful.

"There are many views to exploit but not everyone can reach them. The market is big but only for those who are serious. Before thinking about making money, you have to hone your skills first," Phong confided.

The AI ​​explosion is not just a challenge. It is a test. Only those who truly understand what they are doing, have a clear direction, and are willing to adapt, will be able to continue on this path.

Source: https://dantri.com.vn/cong-nghe/kiem-tien-40-reviewer-tray-vi-troc-vay-vi-ai-20250331110551314.htm