One of the biggest marketing pull of the previous ingredient #1 “Worldbuilding”, is “No storyline”.
Now, let’s go to the other end and expound on Ingredient #2: “Compelling Storylines”.
Indeed, one of the other biggest draws of marketing in the Metaverse is the creation of compelling characters and storylines that capture the imagination of users. In a virtual world, these characters and storylines can be used to create immersive and interactive experiences that drive engagement and loyalty, and can be particularly powerful for storytelling and experiential marketing.
There are a few key considerations to keep in mind when creating compelling characters and storylines for a virtual world. First, it is important to craft authentic characters that users can relate to and connect with. This might involve developing detailed backstories and motivations for characters, and creating distinct personalities and characteristics that make them stand out.
In addition to creating compelling characters, it is also important to craft engaging and believable storylines that draw users into the world and keep them coming back for more.
This might involve weaving together multiple narrative threads, introducing twists and turns, and creating conflicts and challenges for characters to overcome.
What is it?
I’ve always been keenly interested and professionally involved in parasocial relationships since 2017. Hatsune Miku is almost always top-of-mind whenever we talk about Vtubers or virtual human celebrities, because she’s really cute.
Hatsune Miku is a virtual singer and a phenomenon in pop culture. The literal translation of her name means- “The First Sound of the Future.” Hatsune Miku’s story says that she comes from a near future where music has been lost. She came out as a 16-year-old singing android who showed the world how to enjoy music and unite the world with music again.
Miku has become a virtual A.I. pop star who has captivated the world with her distinctive turquoise pigtails, expressive blue eyes, and futuristic style. Miku, however, is more than just a singing voice; she is a fully developed character with a fascinating backstory, a nuanced personality, and a passionate following. She has performed live in front of sold-out crowds using holographic projection technology all over the world.
These performances are extremely immersive because Miku’s virtual form shares the stage with dancers and live bands. The events are proof of how emerging technology can unite people and foster shared experiences even when they are geographically separated by great distances.
Miku’s music has also caused a stir in the metaverse. Miku has a diverse and extensive discography that appeals to a wide range of fans, and she has written over 100,000 original songs. Using the Vocaloid software that powers Miku’s singing voice, many of these songs were written by fans. As a result, there is now a thriving and active community of fans and creators who focus on creating new Miku’s content. People feel heard and appreciated by a large fan base.
As one Otaku fan puts it-
“For an otaku audience eager to both consume and produce a technologized, artificial, endearing, and seductive fantasy of femininity from fragments of digital information, an idol such as Hatsune Miku promises a relationship which is in at least some ways superior to that offered by a flesh and blood performer.”Source
Miku has gained popularity in the metaverse through her collectables in addition to her music. Fans can collect a wide range of Miku-themed goods, including T-shirts, keychains, action figures, and plush toys. Miku is becoming more and more recognized as a fully developed character with a unique identity and personality thanks to physical merchandise.
Overall, Hatsune Miku’s concerts, music, and merchandise have had a big impact on the metaverse. Miku will undoubtedly remain a popular figure in the metaverse for a long time to come thanks to her distinctive aesthetic, enduring appeal, and broad appeal.
By the way, aside from Vocaloids like Hatsune Miku, there is another trend of VTubers, which are human-animated (usually female) virtual characters engineered by mocap or digital tracking. Vtubers are already among the most popular female streamers in the world- In Q3 2022, 50% of the top female streamers on the most popular social media networks were VTubers based on hours watched. They are big business- just look at HoloLive!
How Might Marketers Learn from The Case Study of Hatsune Miku in Modern Storytelling?
Overall, the key to creating compelling characters and storylines for a virtual world is to focus on authenticity and empathy. By crafting rich and detailed worlds and characters, marketers and storytellers can create engaging and memorable experiences in the Metaverse that capture the imagination of users and drive brand loyalty.