By now, just about everyone’s used to influencer culture being a thing.

Internet users are accustomed to seeing them in their social media feeds, and many even aspire to become influencers themselves one day. 

Businesses and companies of all types have embraced the many benefits of influencer marketing in recent years, as well.

Now there’s a new emerging influencer trend to be aware of — the rise of the VTuber. 

But what are VTubers, and how does VTubing work? And most importantly of all, is this trend merely a flash in the pan, or is it something modern marketers should take seriously and integrate into their ongoing branding campaigns? 

Here’s a closer look at everything you need to know.

In other words, the medium has a lot of potential thanks to the wealth of possibilities it presents, meaning it would be a smart move to integrate it into your marketing plans now. 

Here are some pointers for doing precisely that:

1. Establish who your target market is

Successful influencer partnerships, on YouTube or elsewhere, start with a clear picture of who your target audience is from a marketing standpoint. 

What were the results of past marketing efforts, especially any that involved video?

Consider what topics and styles yielded the highest engagement rates, and keep that in mind when choosing VTubers to approach. 

You’ll find today’s VTubers cover a wide range of subjects and tones in their videos, so finding the right fit for your brand may be easier than you think. 

You just need to know what you’re looking for.

2. Prioritize fit, not follower count

Although you definitely want to choose an established VTuber with an engaged following, keep in mind that follower count isn’t everything. 

In fact, there are some real advantages to partnering with micro-influencers instead of bigger macro-influencers with larger audiences, including higher loyalty levels and engagement rates.

Take the time to find exactly the right fit for your brand. Don’t ignore qualifications like follower count, but focus more intently on whether you can see the VTuber gelling with your business goals. 

Are they a good fit for your developing brand image? Is their audience the type of audience your products and services were designed for?

One thing a lot of marketers overlook is the cultural nuance VTubers often bring to the table. Since so many VTubers originate from or are influenced by Japanese pop culture, tapping into their audience means jumping into communities that value authenticity, creativity, and sometimes just pure weirdness (in the best possible way). It might look niche from the outside, but the numbers don’t really back that up. Back in early 2025, Hololive alone amassed millions of subscribers who weren’t necessarily anime fans to start with.

Another little wrinkle? VTuber personalities tend to foster a different kind of loyalty — more like a club than a basic follower list. If your brand lends itself to inside jokes or recurring communities, you’ll probably find VTubers incredibly effective at bridging that gap between corporate messaging and something that feels like, well, hanging out. Honestly, it can be kind of wild to watch a branded collab snowball because a character drops a catchphrase or gets memed. The right fit is more than a look or a trending game; it’s a genuine overlap in vibe.

3. Create an organized system for tracking progress

YouTube influencer marketing typically involves video-embedded links to the products, services, or website you’re looking to promote. 

However, many marketers fail to consider how they’ll track how well each portion of their campaign progresses. Custom links are perhaps the easiest way to do this.

Create a different custom tracking link for each video you ask your influencers to create. This makes it easy to keep your results organized and assess which of the VTubers you partner with (as well as which content approaches) are the most effective. 

Then, use what you learn to determine which influencers and content styles you’d like to move forward with.

In addition, coupon codes are a great way to keep track of conversions that might otherwise fall through the cracks. 

Keep in mind that many YouTube users open additional browser windows to search for information on products or brands that capture their curiosity. 

Many also watch the content via interfaces (like Apple TV) that make it difficult to impossible to click embedded links.

Dedicated coupon codes — one for each piece of content — make it easier to determine whether additional sales came about because of one of your influencer videos.

4. Get creative with future campaigns

Once you’re entirely comfortable with the idea of VTuber marketing and have a better idea of how your audience responds to their unique content, you can start getting more creative. VTubing works as well as it does because it’s groundbreaking — different, fresh, and engaging in a unique way.

In other words, it’s the perfect medium for daring marketers who aren’t afraid to take risks and generate some buzz. 

Research different trend-setting approaches to brand building, put your heads together with the rest of your creative team and see what you come up with. 

You just might hit on something incredible that keeps people talking about your brand for years to come in all the right ways.

Wrap Up: Step into the Future of Digital Marketing with VTubers

Successful marketing campaigns are about more than just creating great products and trusting that they’ll sell themselves.

It’s about creating a powerful brand identity and using your marketing material to weave a compelling story around your company. 

VTubers are part of the future of digital marketing, so a forward-thinking marketing campaign should include them.

It’s also to your benefit to learn more about the emerging role of AI influencers in marketing, in general. 

Check out our comprehensive report, learn everything you need to know and get ready to take a giant step forward into the future.

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