VTubers: An Introduction to the Future of Virtual Entertainment
Ever wonder what the perfect intersection of gaming, live entertainment, and virtual reality could look like? Combine those, then add a splash of Japanese anime culture, and you’ve probably found yourself at the doorstep of the incredible new frontier of VTubing.
But what exactly is VTubing? At its core, VTubing refers to a style of content creation where the creator uses motion-capture software and digital art rigging to impose the appearance of an animated character over themselves while they perform and entertain on a live streaming platform.
To quote Virtual Humans:
“VTubers have a similar appeal as human livestreamers: They play games and chat with a captive audience over a screen, sharing inside jokes and ultimately providing an entertaining escape to fans. Except, VTubers do it all as anime characters. In just a few years since its onset, the VTuber industry has grown from a small content niche into a multimillion dollar industry.”
As one might imagine, with such a (relatively) novel concept, the definition can change depending on who you ask. Luckily, we managed to speak with eight different and unique professional VTubers about their creative journeys, as well as the power VTubing can bring to brands, partners, communities and more!
Before we get into those amazing creators, though, you might be wondering: are VTubers a good fit for my brand?
VTubers have touched practically every industry to some extent: from music and fashion to video games, and even traditional sports (keep scrolling)! Don’t be fooled by the Japanese anime aesthetics: While it’s true that in Japan and other Asian countries VTubers are used in commercials, billboards, even entertainment inside bars, it’s important to note is that VTubers are very diverse and speak to different audiences!
For brands, that means there are the standard things to consider (region, age, language, and so on), and it must be said that not every VTuber is a perfect fit for every brand partnership.
Luckily, by the end of this article, you’ll be familiar with a few talents that VTubing has to offer!
Ironmouse, one of the most successful VTubers and livestreaming creators to date, has over 2 million followers on Twitch. (Image Source: Virtual Humans)VTUbers for Brands
Due to the virtual nature of these creators, VTubing is one of the more innovative ways through which brands can connect to a diverse global audience. On average, VTubing tends to be most popular with young consumer audiences (ages 15-29, according to Yano Research Institute Ltd.), and VTubers naturally communicate in a way that reflects this, or even set new trends themselves.
Beyond that, there are several reasons why brands should consider partnering with VTubers:
Unique, Highly-Engaging Content
VTubers are known for their strong and interactive relationships with their fans. They often engage with their audience through live chats, social media interactions, and personalized content. This high level of engagement translates into a more authentic and trusted connection with their viewers.
Creative Freedom
Brands and VTubers can collaborate to develop content that seamlessly integrates the brand message without feeling like a forced advertisement.
Niche Communities
VTubers often cater to specific niches, through their unique talents and interests, like gaming, performing arts, or fashion. Partnering with a VTuber allows brands to target these niche communities directly, reaching potential customers with a high interest in their product or service.
Measurable Results
Engagement metrics on VTuber platforms are readily available, allowing brands to track the success of their collaborations and measure the return on investment.
Long-Term Partnerships
The virtual nature of VTubers allows for long-term partnerships that can evolve over time. Brands can build a strong relationship with a VTuber and their audience, fostering brand loyalty.
By considering these factors, brands can leverage the unique potential of VTubing to achieve their marketing goals and connect with their target audience in a creative and engaging way.
Industry Case Study: Hololive at the Dodgers Game
“Hololive Night” was an exclusive event hosted by the Los Angeles Dodgers in collaboration with VTuber agency Hololive in July 2024.
The event included photo ops with cut-outs of the world-famous VTubers, pop-up collab merch, and special performances on the large stadium screen from some of Hololive’s VTubing talent, including Gawr Gura’s rendition of “Take Me Out to the Ball Game”!
As for a grand finale, attendees were treated to a live drone show featuring Hololive characters and music.
Hololive is one of the most well-known VTuber agencies among VShojo, MSM, AnyColo and more.
Meet the Talented Creators Revolutionizing Virtual Entertainment
