Today, when smartphones have become an "extension of the body", "swiping" is no longer just a finger movement, but a cultural phenomenon. We no longer wait for TV commercials, but use our thumbs to filter content; we no longer look up to celebrities, but follow local bloggers; we no longer wait for brands to "tell us what to buy", but "swipe out" consumer desires.
This is **"Marketing in the Age of Scroll"**.
And all this has profoundly reshaped the cognition, consumption and life trajectory of the local young generation.
1. From "broadcast" to "algorithmic": the grammar of marketing has been rewritten
Advertisements used to be one-way transmission: TV, radio, bus stop light boxes, whoever has a bigger budget has a louder voice. But after entering the "swiping era", attention has become a scarce resource, users dominate content selection, and algorithms dominate content distribution.
Marketing now is not "I want to tell you what", but **"What do you want to see, I just appear"**.
✅ For example:
A young entrepreneur who sells local drinks in Ho Chi Minh City, Vietnam, used TikTok to show the handmade process behind lemon tea, which quickly went viral and doubled the daily sales of offline stores.
He did not hire an advertising company, but only used mobile phones, lights and titles that "can make people stay for 3 seconds longer".
This is the marketing power of the "slide era": content is advertising, and stories are brands.
2. "Reconnection" of local people: Scroll has changed the boundaries of their world
For many young people in developing countries, the way to obtain information was very limited before. But now, with a smartphone and a social account, they are both consumers and creators.
This opportunity to "define narratives by themselves" allows local young people to re-recognize themselves:
No longer just looking at the outside world, but realizing that their lives are also worth watching.
No longer waiting for job opportunities, but using content to create income: micro-business, e-commerce live broadcasts, course sales, product placement...
✨ They are not "a generation that is influenced", they are "a generation that actively markets themselves".
3. "Micro-influence" in the era of sliding: Every local creator is a brand carrier
Unlike in the past when only celebrities had commercial value, now even an English teacher in an ordinary village can get brand cooperation as long as the content is stable and the audience stickiness is strong.
This is the rise of the micro-influence economy.
Brands no longer blindly pursue traffic giants, but invest in small accounts, real people, and original creators who can truly "impress the circle". Especially in the local market, this "trust + association" communication method is far more effective than cold high-budget advertising.
4. From "content" to "culture": sliding is redefining ambitions and dreams
The most profound impact is psychological: young people no longer define "success" as "taking the civil service exam and entering a large enterprise." They see that ordinary people can also go out of the circle, realize their own value.
✊ What they think now is:
"I can also try to open an account."
"Can I tell my own story well?"
"Why can't the video I shot go viral?"
Swiping not only rewrites the marketing logic, but also rewrites the destiny model of a generation.
V. Future formula for content marketing: authenticity + rhythm + community + product strength
If you are a brand owner, marketer or content creator, then in this "sliding era", you need to remember a few key words:
Element Description
Authenticity The more local, the more original, the more touching
Rhythm The first 3 seconds determine the outcome, the first 6 seconds determine the spread
Community The fans who stay are the compound interest
Product strength Content is just a stepping stone, user experience is the repeat customer
AI-Assisted Content Disclaimer
This article was created with AI assistance and reviewed by a human for accuracy and clarity.