In previous threads, I proposed a similar idea to the founder of CandyJapan. I dont know if he took them as a cue to try out youtube. Either way, this is not what I originally proposed. This was my last comment in the matter: https://news.ycombinator.com/item?id=16015617
Before I continue, its easy to stand here and say "You are doing it wrong". Please dont confuse this with me being such an asshole.
My goal here is to refine the idea, purpose, and outcome.
Idea
Having people dressed in cosplay review the candy. Possibly an attractive female.
Purpose
Get people to pay attention and buy some candy.
Outcome
Pay a actor/cosplayer to record videos for your own channel and promote that on social. Contact other youtubers and have them run your content on their channel. A cross channel feature, if you will.
Reason is that you control everything. There is little to be lost here, because your product wont need to be shipped, and the only thing exchanging hands is money. You also control the narrative and the direction of the leads to whatever collection method you decide to use.
Lets compare to the approach taken by OP.
Idea
Find a bunch of cosplayer channels. Send them free candy. Get a review.
Purpose
Get subscribers to click through and make some sales.
Outcome
Not all candy got to the channels, reviews were controlled by the channel owner (big no no unless it is a paid and scripted promotion), and no sales because you weren't in control of the narrative.
This is more common than youd think because people often think that youtube is a QVC like experience. People watch and buy. Happens often, but its not the main driver. Youtube's experience is in the "AS SEEN ON TV" product types. It is a way to get your offering out there on a platform, get some recognition and then market with the fact that you have been featured on the platform. This is why scripted and paid promotions work. You can say "AS SEEN ON $SOMEONE'S CHANNEL".
Where to go from here? Where would I go from here?
You already invested $1000+ of marketing and got a front page post on HN. Not a bad deal, but this has no long term value.
Id remove the line that says "Contact me to review my product". The outcome will be similar.
Then, I'd start looking for writers to produce me some good video scripts (less than a $100). Make sure the script is about the candy. Not the cosplayer. The cosplayer is a way to differentiate your content. It is not the focal point. Have your writers produce content about the actual candy. Think of Lucky Strike "Its toasted". Tell me how Pocky are made and how delicious they are. Come up with some ways to rate candy and rate them. So many ideas...
Id look for local cosplayers and record one of them following the scripts. Better yet, hire an actor and have them dress up. Same outcome.
Next, Id share the initial videos to my current client base. Make sure to let them know you will be reviewing their favorite candy on the videos. Share the story of the candy.
Publish it on your own channels. And pay someone to promote it on aggregators.
From there, reach out to influencers and ask how much do they charge by 30 seconds of promotion (important). Most will undercut their own rates by diving it in 30 second intervals. It also opens up Instagram videos. Then have them run your content as a feature. They love this kind of stiff because all they have to do is click publish. Easy money.
Main point is that marketing is not something you let others do for you. You can let them take control. You meed to live and breathe your own product. Not the boxes. Or the subscription. But the candy. Your goal is to have people feel excited about the candy offered in candyjapan. It will eventually force you to open an online retail store.
As always, this is not an attack. It is an outsiders perspective. From someone who has been, is, and will continue to be in similar trenches. Feel free to reach out privately. Best of luck.
PS. You are not in the subscription business. You are in the pleasure business. Candy is a luxury and a pleasure.
Before I continue, its easy to stand here and say "You are doing it wrong". Please dont confuse this with me being such an asshole.
My goal here is to refine the idea, purpose, and outcome.
Idea
Having people dressed in cosplay review the candy. Possibly an attractive female.
Purpose
Get people to pay attention and buy some candy.
Outcome
Pay a actor/cosplayer to record videos for your own channel and promote that on social. Contact other youtubers and have them run your content on their channel. A cross channel feature, if you will.
Reason is that you control everything. There is little to be lost here, because your product wont need to be shipped, and the only thing exchanging hands is money. You also control the narrative and the direction of the leads to whatever collection method you decide to use.
Lets compare to the approach taken by OP.
Idea
Find a bunch of cosplayer channels. Send them free candy. Get a review.
Purpose
Get subscribers to click through and make some sales.
Outcome
Not all candy got to the channels, reviews were controlled by the channel owner (big no no unless it is a paid and scripted promotion), and no sales because you weren't in control of the narrative.
This is more common than youd think because people often think that youtube is a QVC like experience. People watch and buy. Happens often, but its not the main driver. Youtube's experience is in the "AS SEEN ON TV" product types. It is a way to get your offering out there on a platform, get some recognition and then market with the fact that you have been featured on the platform. This is why scripted and paid promotions work. You can say "AS SEEN ON $SOMEONE'S CHANNEL".
Where to go from here? Where would I go from here?
You already invested $1000+ of marketing and got a front page post on HN. Not a bad deal, but this has no long term value.
Id remove the line that says "Contact me to review my product". The outcome will be similar.
Then, I'd start looking for writers to produce me some good video scripts (less than a $100). Make sure the script is about the candy. Not the cosplayer. The cosplayer is a way to differentiate your content. It is not the focal point. Have your writers produce content about the actual candy. Think of Lucky Strike "Its toasted". Tell me how Pocky are made and how delicious they are. Come up with some ways to rate candy and rate them. So many ideas...
Id look for local cosplayers and record one of them following the scripts. Better yet, hire an actor and have them dress up. Same outcome.
Next, Id share the initial videos to my current client base. Make sure to let them know you will be reviewing their favorite candy on the videos. Share the story of the candy.
Publish it on your own channels. And pay someone to promote it on aggregators.
From there, reach out to influencers and ask how much do they charge by 30 seconds of promotion (important). Most will undercut their own rates by diving it in 30 second intervals. It also opens up Instagram videos. Then have them run your content as a feature. They love this kind of stiff because all they have to do is click publish. Easy money.
Main point is that marketing is not something you let others do for you. You can let them take control. You meed to live and breathe your own product. Not the boxes. Or the subscription. But the candy. Your goal is to have people feel excited about the candy offered in candyjapan. It will eventually force you to open an online retail store.
As always, this is not an attack. It is an outsiders perspective. From someone who has been, is, and will continue to be in similar trenches. Feel free to reach out privately. Best of luck.
PS. You are not in the subscription business. You are in the pleasure business. Candy is a luxury and a pleasure.