THE NEXT GENERATION OF TUBERS: VTUBERS

Virtual YouTubers are content creators who use digital avatars or virtual characters to interact with their audience in online videos and live streams. Think of it like a cartoon character, but instead of being hand-drawn or animated by an individual, the cartoon or 3-D image is generated by a computer. They have become a cultural phenomenon in Japan, and this trend has started to gain a following around the world. The avatars are often controlled by real people who use motion capture technology and voice modulation to bring them to life. VTubers have been used in various marketing campaigns, as they provide a unique way to engage with audiences and create a sense of intimacy and authenticity.

WHY NOT A REGULAR YOUTUBER?

VTubers offer a unique and immersive experience by using virtual avatars and motion-capture technology to create a sense of interaction and engagement that traditional streamers and content creators may not be able to match. Many VTubers have developed distinct personalities and storylines for their avatars, which adds an extra layer of entertainment for viewers. This combination of interactivity and storytelling has made VTubers incredibly popular.

VTubers hide their identities to maintain the illusion of their virtual persona and preserve the mystique around the character they portray. Additionally, since VTubers are not bound by real-world constraints such as physical appearance, age, or gender, they can appeal to a wider audience.

BRAND AMBASSADORS

VTubers can become valuable assets to companies looking to reach a younger and more tech-savvy audience. Companies can sponsor VTubers to use or mention their products during live streams or in recorded content, and some VTubers are even hired as brand ambassadors.

Suntory Nomu is a VTuber who is known for her gameplay and karaoke content. She also happens to be the VTuber brand ambassador for Suntory, one of the biggest beverage companies in Japan.

Next is N-ko Mei Kurono, a sheep/human character that is the ambassador for Netflix’s anime YouTube channel. Her role is to promote upcoming series as well as live-action series.

N-ko Mei Kurono is also a bilingual VTuber since Netflix’s audience and the popularity of anime goes beyond Japan’s borders.

SO… IS IT A TREND OR A FAD?

This is the million-dollar marketing/advertising question. Are VTubers something that will be popular for years to come? Or is this something that became popular due to the COVID-19 pandemic, and it’s destined to go away?

Looking at the current situation in Japan, there are now agencies dedicated to finding and popularizing VTubers. One example is Hololive, a talent agency with a roster of 50 content creators. Hololive can be seen advertising its services and creators across popular spots in Tokyo.

There is no bigger VTuber in Japan at the moment than Gawr Gura (https://www.youtube.com/@GawrGura), who happens to be a Hololive VTuber. If you aren’t familiar with VTubers, we invite you to check out Gawr Gura’s stream section on YouTube.