Lately, I’ve been seeing an increasing number of job listings in Myanmar for positions titled "Talent."
These aren't media companies or talent agencies—these are standard retail, consumer goods, and commercial businesses. But when you look at the actual job responsibilities, it boils down to one primary task: doing trending dances on Live streams or short videos on Tt to push sales.
I find this both frustrating and confusing.
First, misusing the term "Talent" for basic algorithmic trend-chasing seems completely disconnected from real skill or strategic marketing. But more importantly, from a business perspective, this is a terrible long-term marketing strategy.
Here is why this approach will backfire and lead to negative sales over time:
1. If you are known for dancing, you are NOT known for your brand.
Views do not equal brand equity. When a user watches a 10-second viral dance, they remember the song or the person—they do not remember the product quality, the brand name, or why they should buy it. The dancer gets the attention, while the product remains completely invisible.
2. It destroys pricing power and positioning.
If a business relies entirely on low-effort entertainment tricks to sell, it signals to the market that the product cannot stand on its own merit. Customers view the brand as a cheap novelty rather than a reliable, high-value provider.
3. High views, low conversion (The Vanity Metric Trap).
People scrolling on social media for cheap entertainment have zero purchase intent. Gathering thousands of empty views from scrollers who never intend to buy creates a false sense of performance. Meanwhile, actual paying customers who care about product details and value are turned off by the noise.
4. Zero customer retention.
When the current video trend dies or the "Talent" leaves the company, what remains of the brand? Nothing. There is no customer loyalty, no unique selling proposition, and no foundation for repeat purchases.
Trading product credibility for temporary algorithmic hype isn't building a business—it's just broadcasting noise.
Are local businesses just blindly copying this trend without understanding conversion economics, or do people actually believe that dancing around on camera leads to sustainable growth?