New Marketing Strategy Utilizing VTubers
A VTuber is a content creator who uses avatars or 3D personalitys to engage in streaming activities. They primarily interact with viewers through platforms like YouTube and social media. However, in recent years, their scope of activity has expanded further, and the so-called ‘VTuber marketing,’ where they collaborate with companies and Japanese local governments, is gaining attention.
In the following sections, we will introduce the benefits for companies and Japanese local governments in employing VTubers, as well as examples of VTuber marketing in practice.
What is VTuber Marketing?
“VTuber Marketing” refers to a marketing strategy where companies and Japanese local governments collaborate with VTubers to enhance brand awareness and attract fans, particularly among younger audiences. This approach involves using virtual personalitys, who are popular among the youth, to promote products and services. Specifically, companies and local governments engage VTubers to highlight the appeal of their products or services. For instance, VTubers may serve as PR personalitys for a company or product, promote products during YouTube streams, or appear in TV commercials and advertisements. Various methods are employed to achieve these marketing goals.
Why Are VTubers Gaining Attention in Other Industries?
The VTuber industry has been experiencing a trend of increasing market size year by year, and further expansion is anticipated. The presence of VTubers is beginning to attract attention beyond the industry itself, and they can now be seen on terrestrial television and in advertisements around town.
In addition to their active roles in the entertainment industry, VTubers are also gaining attention from the perspective of regional revitalization, such as local PR and community development initiatives.
Benefits of Utilizing VTuber Marketing
Here, we will introduce the benefits of using “VTuber” in marketing.
Easily Reach the Younger Demographic
VTubers are highly popular content among younger audiences. This demographic actively uses social media and is sensitive to trends, making them more likely to show strong interest in products or services through VTubers. Therefore, leveraging VTubers who are popular among the younger generation can enhance the effectiveness of advertising and promotions targeted at them. It provides a significant opportunity for companies to directly approach generations that traditional advertising could not reach.
More Effective Compared to Other Influencers
When we think of influencers (individuals with a large following and significant influence on the public), YouTubers and Instagrammers might come to mind. However, among these, VTuber audiences tend to be particularly passionate. In fact, in the 2022 domestic ranking of super chats on YouTube, 28 out of the top 30 were VTubers. There is also a record of VTubers receiving more super chats than the hugely popular YouTuber Hikakin. This indicates that VTubers have a more passionate fan base than YouTubers or Instagrammers, and this high level of enthusiasm positively impacts marketing.
VTubers as a “Trigger” for Increasing Awareness
In recent years, the recognition of VTubers has been increasing across a wide range of age groups. VTubers are now seen in various media, including TV programs and commercials. Additionally, there are TV commercials and broadcasts where celebrities like Kazunari Ninomiya and Maki Goto appear as VTubers. By transforming celebrities into VTubers for impactful PR, it is possible to enhance the buzz. Moreover, employing VTubers can create opportunities for people who are unaware of a company or product to learn more about it or to encourage them to make a purchase.
Disadvantages of VTuber Marketing
Next, we will introduce the disadvantages of conducting VTuber marketing.
Operational Costs and Skill Requirements
To succeed in VTuber marketing, appropriate operational costs and skills are necessary. Be prepared for expenses at each stage of planning, production, and operation to create high-quality VTuber content. Additionally, specialized knowledge and skills in areas such as scriptwriting, personality design, and video editing are required.
Ineffective Management of VTubers Can Reduce Effectiveness
Insufficient management of VTubers can make it difficult to create content that meets the expectations of community fans, potentially leading to a decrease in marketing effectiveness. By researching and analyzing fan preferences and interests, and providing original content, you can meet fan expectations. It is crucial to develop content production and communication strategies based on the unique culture and values of the VTuber and their community.
Risk of Public Backlash
Since VTubers are public figures on the internet, they are constantly at risk of public backlash. Even a casual remark can be taken out of context and lead to controversy. There is also the possibility of negative impacts when companies use VTubers for product promotion and marketing. Even if a VTuber you employ becomes embroiled in controversy during their usual activities, the fact that you employed them remains unchanged, and the backlash can affect the company’s brand image. Therefore, it is necessary to employ VTubers with a lower risk of backlash or to provide them with preemptive training on how to handle such situations.
Industries Suited for VTuber Marketing
VTuber marketing is particularly effective in the gaming, beauty, food, and gadget industries. By having VTubers introduce the features and user experiences of products or services, companies can effectively boost the purchasing intent of their target young audience. The information dissemination power based on VTuber fans contributes to reaching young people and enhancing brand recognition.
For effective implementation, it is crucial to match the product or service image with the VTuber. By selecting a VTuber that aligns with the brand image, companies can maximize their marketing impact.
Successful Cases of VTuber Marketing
Here, we introduce successful cases of marketing using VTubers in companies.
Shampoo Product PR by VTubers from Nijisanji
The hair care brand H2O, which sells the women’s shampoo “ululis,” collaborated with three VTubers from the major VTuber agency “Nijisanji” for a promotional project. In this collaboration, the VTubers created videos showcasing the charm of the shampoo with their unique personalities, which received significant attention. The project achieved remarkable results, with a peak concurrent viewership of about 18,000 people, approximately 17,000 pieces of UGC (user-generated content) on X (Twitter), and the limited edition set selling out within just 10 minutes of the live broadcast.
https://ululis-kirameki-nijisanji.studio.site/[ja]
Saitama Virtual Tourism Ambassador “Kasukabe Tsukushi”
The VTuber “Kasukabe Tsukushi,” who acts as a virtual resident of Saitama Prefecture, was appointed as the “Saitama Virtual Tourism Ambassador” in 2021 (Reiwa 3). Up to now, she has frequently appeared on the YouTube channel “Chokotabi Saitama,” operated by Saitama Prefecture, and participated in local events, actively promoting Saitama Prefecture. Since Kasukabe Tsukushi began appearing on “Chokotabi Saitama,” the YouTube channel’s subscribers have increased 15-fold in a year and a half. Additionally, when the prefectural product tourism association recruited participants for a bus tour guided by Kasukabe Tsukushi, the capacity was reached within an hour and a half of sales starting. Furthermore, when a live broadcast was conducted, the access to related merchandise sites doubled, contributing significantly to the revitalization of Saitama Prefecture.
VTubers Introduce JA Town Products at the “Virtual Product Exhibition”
The “Virtual Product Exhibition” is an event regularly held by uyet Co., Ltd. (Yuet), where VTubers act as salespeople to support and connect with delicious local foods. For two consecutive years, in 2022 (Reiwa 4) and 2023 (Reiwa 5), it has collaborated with JA Town, operated by JA Zen-Noh. The main user demographic of JA Town is people in their late 30s to 50s, and by jointly holding the virtual product exhibition, the aim is to attract younger users, who have been less frequent users, to the sales site, thereby creating new customers. In 2022, about 1,200 people attended, and in 2023, more than 2,000 people participated.
Key Points for Successful VTuber Marketing
VTuber marketing is effective for reaching younger audiences, but simply utilizing VTubers does not guarantee success. Here, we introduce three key points necessary for successful VTuber marketing.
Ensuring Transparency and Trustworthiness
It is crucial for companies to prioritize transparency and engage in sincere communication. A lack of transparency or providing inaccurate information can quickly erode trust and significantly damage brand image. Therefore, maintaining transparency and providing highly reliable information are essential in marketing activities through VTubers.
Compliance with Stealth Marketing Regulations
As of October 1, 2023, Japanese regulations by the Consumer Affairs Agency strictly regulate stealth marketing, where facts are concealed despite being advertisements. In PR activities using VTubers for products or services, it is necessary to clearly indicate that the content is an advertisement, such as by labeling it as PR or promotion. Thus, it is important to comply with legal regulations and avoid misleading viewers.
Collaboration with VTuber Agencies
Some VTuber agencies are large-scale productions that not only support personality creation and video production/distribution but also propose appropriate management and promotion strategies. Effective VTuber marketing involves the following elements:
- Collaborating with agencies to select VTubers suitable for promoting your company’s services or products, and planning promotional activities or event appearances.
- Considering collaborations with popular VTubers currently managed by the agency or creating new original personalitys to approach the target audience.
- Working with agencies to manage and operate videos and posts on platforms like YouTube and social media, facilitating communication with the target audience.
By considering these elements and closely collaborating with VTuber agencies, you can expect to achieve more effective marketing strategies.
Summary: Achieve More Effective Advertising Strategies with VTuber Marketing!
In this article, we have thoroughly introduced the advantages, disadvantages, and successful case studies of VTuber marketing. When engaging in VTuber marketing, collaboration with VTuber agencies and ensuring transparency and trust are extremely important. By properly managing these aspects, you can develop effective advertising strategies.
Conversely, if you proceed with projects without expertise or industry knowledge, there is a risk of damaging the company’s image, and the promotional effects may be smaller than anticipated.
We encourage you to consider new advertising strategies by referring to this article.
Category: Internet
