Funny story—I wouldn’t be writing for PhilSTAR Tech if it weren’t for me discovering one of my personal favorite VTubers, LeeYahGrl, over on Twitter, streaming for The Philippine Star. Here’s the thing, though—I wasn’t actively watching the stream at the time, nor was I aware that The Philippine Star did game streams. All it took was seeing a tweet about a VTuber in a major national news outlet to pique my interest, and one way or another, I went down the writing rabbit hole.
VTubers for Advertising
When you think about it, what’s the real distinction between having a celebrity endorser advertising a brand and a VTuber in that niche promoting a brand? While it’s true that an endorser’s recognizability affects the reach or effectiveness of an advertisement, for bigger VTubers, aren’t they somewhat celebrities in their own circles and niches?
We circle back to human celebrities and how they influence the status quo. Certain personalities tell the masses to try a certain product, eat at a certain restaurant, hold a particular opinion, and maybe even reconsider their perspectives. Again, this all ties into targeting a specific demographic.
Mascots and Influencers
While the idea of having a VTuber as a main endorser may seem odd, the easiest way to relate it to the mainstream is by comparing it to something more familiar. When you think of an influencer appealing to kids or the general public, you think of mascots.
Sure, some people might relate to Stefan from marketing or Abigail from sales, but when you see brand mascots on supermarket shelves or online, you’re drawn to them without a sales pitch—and that’s effective marketing. Disney has Mickey Mouse attracting children, McDonald’s has Ronald McDonald, and marketing around mascots is practically the same as having an influencer endorse a brand. The key difference, however, is that an influencer needs a genuine connection with both the brand and the audience for the endorsement to be effective, whereas a mascot can be entirely manufactured.
Where Do VTubers Fit in All This?
VTubers fulfill a specific niche, primarily targeting demographics such as the Otaku Community and Anime Enthusiasts, mainly within the Gen Z and Millennial age groups, based on surveys. With the kind of content VTubers produce daily—spanning different regions and nationalities—there are also additional audiences drawn in by the niche they cater to, with gaming being the most common.
Putting all of this together highlights why VTubers make great brand ambassadors for the Millennial and Gen Z markets, with their niche being adaptable based on client needs. There’s now a new layer of versatility in marketing thanks to VTubers, who gain exposure through social networking sites like Twitter, BlueSky, YouTube, TikTok, and even Instagram.
There was even an instance where Filipino VTubers were used to promote an indie game in the Philippines—the game in question, Good Knight, reached international recognition within the Indie Gaming scene.
PH VTubers in the Mainstream
While VTuber marketing is still relatively new—and, honestly, quite unconventional—it’s something that will take time to integrate seamlessly. Think about it: Filipino television is still filled with endless telenovelas, and lola would probably throw a fit if AlDub disappeared from the screen. Imagine how she’d react if a “cartoon” started selling her morning cereal!
The price of progress often involves moving away from tradition and leaning into technology. While not every group or institution can adapt this way, the fact that a Catholic institution like the University of Santo Tomas has embraced VTubers shows that when people are open to change, there will always be a way forward.
