In the context of e-commerce shifting strongly towards shopping combined with entertainment (Shoppertainment), TikTok Affiliate marketing is not only a tool for generating income but has also become an essential digital skill for the younger generation. To equip young people with this mindset and practical skills, on December 23rd in Bac Ninh, the Department of E-commerce and Digital Economy (Ministry of Industry and Trade), in collaboration with the Banking Academy – Bac Ninh Branch and the Bac Ninh Department of Industry and Trade, organized a conference to enhance skills and develop human resources.
From market trends to professional job requirements
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Ms. Tran Quynh Trang, expert from the Center for E-commerce and Digital Economy Development (Department of E-commerce and Digital Economy)
At the conference, Ms. Tran Quynh Trang, an expert from the Center for E-commerce and Digital Economy Development (Department of E-commerce and Digital Economy), shared in-depth content surrounding TikTok Affiliate, from the overall picture of the e-commerce market to specific implementation steps on the TikTok platform. According to Ms. Trang, in the context of the digital economy in 2025, when Vietnam's e-commerce is projected to exceed $30 billion and account for approximately 10% of total retail sales, TikTok Affiliate is no longer an experimental activity but is gradually forming as a new profession, requiring professionalism, discipline, and compliance with the law.
From a market perspective, the rapid growth of short videos and the "shoppertainment" trend—shopping combined with entertainment—is fundamentally changing consumer behavior, especially among young customers. Today's consumers tend to access products through real-life experiences and reviews rather than traditional advertising. TikTok Affiliate opens up opportunities for students not only to generate legitimate additional income but also to hone their market analysis skills, digital communication skills, and ability to adapt to the rapid changes in technology.
However, to participate effectively and legally, TikTok Affiliate marketers need to meet the basic requirements of the platform's policies, while also complying with current laws and regulations regarding e-commerce, advertising, and consumer protection.
During the conference, Ms. Tran Quynh Trang shared that TikTok accounts participating in affiliate marketing must be genuine, stable accounts, with the account holder being at least 18 years old, having a certain number of followers, and containing content that does not violate community guidelines and is in line with Vietnamese customs and traditions. This is not only a technical requirement but also a factor in ensuring the transparency and health of the digital business environment.
On a platform that meets all the necessary criteria, creative content plays a crucial role in determining the effectiveness of affiliate marketing. According to Ms. Trang, students need to approach content creation systematically, clearly identifying what viewers care about, why the content is valuable, how to deliver it, and what makes it appealing in the first few seconds. Building a coherent script with clear guidance and a call to action will increase the conversion rate from viewers to buyers, thereby improving business effectiveness.
Besides content, the conference also emphasized the increasingly important role of artificial intelligence in video production and optimization. Current AI tools can support students from idea generation and scriptwriting to image and sound creation, editing, and finalizing videos. Proper application of AI not only saves time and costs but also contributes to improving the quality of content, creating a competitive advantage in the increasingly fierce digital environment. However, the use of AI must be accompanied by awareness of personal data security and compliance with data regulations.
Another important topic discussed by experts from the Department of E-commerce and Digital Technology at the conference was the strategy for building personal branding based on the KOC (Key Opinion Consumer) model – an influential consumer. For students, this is a suitable approach due to its authenticity, approachability, and ability to build trust with viewers. Instead of chasing a glamorous image, students can start with products and services closely related to their academic and daily lives, thereby building a community of followers based on honesty and real-life experiences.
Based on practical experience, experts also note that TikTok Affiliate marketing is a process that requires perseverance and adherence to principles. While it's common to see no immediate results, participants can improve gradually if they understand their target audience, choose appropriate posting times, and continuously refine their content. More importantly, all activities must be conducted within the legal framework, ensuring consumer rights and contributing to a healthy e-commerce environment.
Artificial intelligence – A tool to help students create effective TikTok affiliate programs.
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Mr. Cao Qui Long, expert at the Center for E-commerce and Digital Technology Development (eComDX), Department of E-commerce and Digital Economy.
Following up on the topics of TikTok Affiliate, the conference also dedicated significant time to discussing the role of artificial intelligence in enhancing the effectiveness of students' learning and digital business. At the conference, Mr. Cao Qui Long, an expert from the Center for E-commerce and Digital Technology Development (eComDX), Department of E-commerce and Digital Economy, clarified how AI can become a practical tool to help students effectively implement affiliate marketing models on the TikTok platform, as previously analyzed by Ms. Tran Quynh Trang.
According to Mr. Cao Qui Long, in the context of TikTok Affiliate's increasingly professional development, AI plays the role of an "intelligent assistant" helping content creators and digital businesses optimize the entire process, from idea generation and video script writing to analyzing viewer behavior and evaluating conversion effectiveness. However, he also emphasized that most current AI tools still belong to the narrow category of artificial intelligence, only effective when guided by humans with the right goals and tightly controlled. Therefore, understanding the true nature of AI is crucial for students to use this technology as a tool to support thinking, rather than replacing thinking.
For students at the Banking Academy's Bac Ninh branch, AI is considered particularly suitable when combined with the TikTok Affiliate model, as this group of students has a background in data analysis, financial management, and business performance evaluation. Applying AI helps students utilize their specialized knowledge in e-commerce practice, from analyzing consumer trends and optimizing content costs to managing cash flow and measuring the effectiveness of affiliate marketing on digital platforms.
Mr. Cao Qui Long also noted that for AI to truly be valuable in TikTok Affiliate marketing, students need to develop systematic skills in working with the technology, where clear commands, accurate goal setting, and continuous adjustment based on real-world feedback are key factors. Simultaneously, students need to enhance their awareness of information security and ethical responsibility in using AI, especially in the context of increasing risks of data breaches and misinformation. According to him, only when AI is used for the right purpose, within reasonable limits, and coupled with sound business thinking, will this technology truly become a leverage to help students implement TikTok Affiliate marketing effectively and sustainably.
The TikTok Affiliate program is opening up a practical approach for students of the Banking Academy's Bac Ninh branch, and students nationwide, to participate more deeply in the digital economy. Through the support of state management agencies, training institutions, and experts, students have more opportunities to access new knowledge, hone their digital skills, and gradually develop a professional mindset in the field of e-commerce. This is also an important foundation contributing to the development of high-quality human resources, meeting the requirements of national digital transformation in the coming period.
