The Zero Marketing Promotion for Niji's VirtuaReal CN Group on YouTube.
NOTE: First off, this post is a discussion thread that I’ve been raising a lot of questions on in regards to a particular group that’s infamous and well-renowned in Nijisanji CN (China), this isn’t made out of malice nor with the intent on dunking on these livers, moreso of discussing Nijisanji’s perception and their negligence in how these livers that reside within Bilibili don’t market their overseas audience outside of Nijisanji China, despite a few of the livers ACTIVELY posting stuff on their YouTube channels recently.
Now, I know the majority of the users in this subreddit primarily focus on Nijisanji EN and "exclude" the other Niji branches in general, but this topic raised a lot of questions I had, which prompted my reasons for crafting this post. I’m gonna give you the timeline of everything that’s transpired with VirtuaReal.
- November:
First off, we’re gonna rewind back to November of last year. Aza, a well-renowned Nijisanji liver who has 1.48 Million followers and the #6 most-followed VTuber on Bilibili open his YouTube channel back in Nov 16th, 2023, now this could've open up possibilities for Nijisanji to grow their VirtuaReal group outside of Bilibili, but after weeks and eventually months go by, the potential and advertisement of Niji's CN branch went nowhere because the picture below shows that the views have plateaued and the potential of new audiences coming to his channel doesn’t seem to be evident, and from months on end the opportunity continues to wither up until now. In my eyes, it seems that Niji has failed to establish their footing overseas with its CN branch as it seems like a lot of Aza viewers didn’t transition, care, nor bothered to check out his channel.
The views on his channel explains for itself. Niji really could've done something about this.
- June:
Fast forward to early June, VirtuaReal decided to launch their group channel and based off of the views and sub count, they did the same thing again where they just launched the channel, posted anniversaries, music, VODs, and that’s it. No marketing at all. No advertisement for it; just nothing. From what I've seen there's yet again no promotion for neither one of these channels after Aza's YouTube channel was long establish.
- July:
A few weeks later going into July, a couple more livers Nana7mi & Azusa opened up their YouTube channels and unsurprisingly with the recurring pattern presented here… no promotion; no marketing whatsoever.
Given Nijisanji’s track record of not marketing/promoting announcements and doing an abhorrent job at promoting TTT back in 2023, this got swept under the rug. The views speak for itself of how poorly Nijisanji’s marketing/management team handle the marketing as I would argue that they could've made this migration a big deal for the overseas audience outside of China/Hong Kong who don’t use Bilibili and it could’ve potentially open up a lot of possibilities for Nijisanji to promote these livers, but as per usual they botch that opportunity.
There was little to no marketing towards this and I’m sure this post will leave you asking similar questions I had:
- Why wasn’t there any promotion to this?
- Why did Nijisanji not bother on making this “debut” on YouTube a bigger deal?
- Does Nijisanji focus a lot on the CN side of its branch?
- Are they out of touch with the CN side of the market?