brief analysis on #NCT brand promotional strategy, a thread:
quick disclaimer that i am in no way a marketing professional. i took marketing lessons in uni and was part of an advertising org throughout my stay. so these are all my knowledge from experience and lessons!

feel free to add more inputs or correct me too <3
this actually came about bec i tweeted about this. i was thinking for reasons why they'd make such a move lol. of course, this is just MY OPINION as i'm basing it from my prior know-hows in mktg/ad. https://twitter.com/renjeonah/status/1348564708123570176?s=20
first of all, a history on what the nct brand is:

#NCT is the main brand which has four subunits (u, 127, dream, and wayv). to be able to market such a huge group with a variety of people and content is difficult, but SM actually made a smart move on handling it.
let's start with perhaps one of the most efficient social media for k-pop groups, twitter.

nct used @NCTsmtown as their primary twitter from their debut. nct u, nct 127, and nct dream all used this acc throughout their rookie period. perhaps this is to allow the GP to know them
still as one group, one brand -- which is NCT.

following that, on 2017, they started creating separate twitter accounts for 127 ( @NCTsmtown_127) and dream ( @NCTsmtown_DREAM). i believe this was a way to start streamlining "group" activities into separate accs after rookie year.
still as one group, one brand -- which is NCT.following that, on 2017, they started creating separate twitter accounts for 127 ( @NCTsmtown_127) and dream ( @NCTsmtown_DREAM). i believe this was a way to start streamlining "group" activities into separate accs after rookie year.
still as one group, one brand -- which is NCT.following that, on 2017, they started creating separate twitter accounts for 127 ( @NCTsmtown_127) and dream ( @NCTsmtown_DREAM). i believe this was a way to start streamlining "group" activities into separate accs after rookie year.
the following year, SM launched perhaps one of the most ambitious projects that time -- NCT 2018. they made all the groups, the members, of the brand come together for an album, Empathy. the members were very active in vlive that time and it was gaining interest from the GP.
as the world is becoming more and more digital (and social media reliant), they made three youtube channels under the nct brand: nct daily, nct music, and nct dance. perhaps with a goal of showcasing various charms of nct and its members to the GP.
as the world is becoming more and more digital (and social media reliant), they made three youtube channels under the nct brand: nct daily, nct music, and nct dance. perhaps with a goal of showcasing various charms of nct and its members to the GP.
as the world is becoming more and more digital (and social media reliant), they made three youtube channels under the nct brand: nct daily, nct music, and nct dance. perhaps with a goal of showcasing various charms of nct and its members to the GP.
as the world is becoming more and more digital (and social media reliant), they made three youtube channels under the nct brand: nct daily, nct music, and nct dance. perhaps with a goal of showcasing various charms of nct and its members to the GP.
nct moved from uploading their contents to smtown yt channel to their own channels, which has a specific purpose. nct daily for vlogs/behinds/variety. nct music and dance for covers and dance/vocal practices.
this is actually how "messy" nct contents are before their own channels were made. imagine, the smtown yt channel uploads so many contents from various artists; it's really hard to streamline nct content from here.

making the nct channels is a very smart move.
nct daily actually grew to a very, very, very well-known k-pop youtube channel. keep in mind that it's not even the "official" channel of nct posting contents. it helps the GP and the fans to know which content is which, basing from where it's uploaded.
and now, with sm launching another ambitious project in nct 2020 to top nct 2018, the nct brand is becoming more and more well-known within the GP.

see the change in their overall brand ranking:

december 2019 december 2020
and now, with sm launching another ambitious project in nct 2020 to top nct 2018, the nct brand is becoming more and more well-known within the GP.see the change in their overall brand ranking:december 2019 december 2020
and now, with sm launching another ambitious project in nct 2020 to top nct 2018, the nct brand is becoming more and more well-known within the GP.see the change in their overall brand ranking:december 2019 december 2020
since the NCT brand is now established, the next goal is /probably/ to make the GP know more and become interested in its subunits.

and with that, the project of nct content channels had to cease to pave way to individual unit contents. https://twitter.com/NCTsmtown/status/1348561081397075968?s=20
my best bet is that since the content channels were created during nct 2018, it has served its purpose and it means to culminate nct 2020 promotions as well.
end notes:
- if you look at the engagement nct received over time, it actually increased! back then their tweets barely reached 10k likes and now they can get 100k easily.
- their vlives used to take a while to garner 10M hearts, and now? :D
- nct daily contents get ~1M views
all these conclude that nct is becoming more and more successful and that the promotional efforts are effective. when one is effective, usually marketing people will think of other ways as to not saturate the promos. they are very "neo" after all.
more end notes!
- lol if i add other types of online promos they do such as lysn, bubble, etc. it will be lengthy hahaha but that's very interesting to look into as well!
- but those focus more on parasocial interaction with fans and that's marketing but on another level ^^
end notes again
- perhaaaaaps this is why wayv contents weren't introduced to the pre-existing channels. they already planned to move on with individualized yt channels.
- this is in no way to excuse their mistreatment with wayv of course; that's a different story all together.
end notes more and more

- this is my prediction for the remaining uploads in the nct daily channel
- thought about this bec this is how we used to plan our promo releases in our ad org haha there's a set posting time
- if i'm right then sm... hire me? ๐Ÿคฃ https://twitter.com/renjeonah/status/1348568953287708673?s=19
end noooootes!! (HAHA)

- did some snooping around and found out that youtube is also streamlining artist channels this 2021!
- channels with "๐…˜๐…ฅ๐…ฎ " sign means they're official channels
- for easier access to artist music & content for fans
- reference:
end noooootes!! (HAHA)- did some snooping around and found out that youtube is also streamlining artist channels this 2021!- channels with "๐…˜๐…ฅ๐…ฎ " sign means they're official channels- for easier access to artist music & content for fans- reference:
end noooootes!! (HAHA)- did some snooping around and found out that youtube is also streamlining artist channels this 2021!- channels with "๐…˜๐…ฅ๐…ฎ " sign means they're official channels- for easier access to artist music & content for fans- reference:
end noooootes!! (HAHA)- did some snooping around and found out that youtube is also streamlining artist channels this 2021!- channels with "๐…˜๐…ฅ๐…ฎ " sign means they're official channels- for easier access to artist music & content for fans- reference:
end noooootes!! (HAHA)- did some snooping around and found out that youtube is also streamlining artist channels this 2021!- channels with "๐…˜๐…ฅ๐…ฎ " sign means they're official channels- for easier access to artist music & content for fans- reference:
<end of thread !!>
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