Who and how virtual influencers impact social media marketing?
In recent years, a new type of influencer has emerged in the world of social media marketing: virtual influencers. Unlike traditional influencers who are real people, virtual influencers are entirely digital creations, often designed using CGI (computer-generated imagery). They are not bound by physical limitations, allowing brands to craft the perfect persona to engage with audiences. In this article, we’ll explore what virtual influencers are, how they work, and why they’re becoming a key part of many marketing strategies.
What are virtual influencers?
Virtual influencers are digital characters or avatars controlled by brands, creative teams, or individuals. These characters look and behave like humans, appearing on social media platforms just like any other influencer would. They post content, interact with followers, and even promote products or services. The major difference, of course, is that they are not real people. Instead, their personalities, actions, and messages are all crafted in a controlled, digital environment.
These influencers are typically created using advanced CGI technology to produce realistic images, videos, and animations. Some even have backstories, unique personalities, and specific aesthetics designed to appeal to particular target audiences.
How do virtual influencers work?
The primary advantage of virtual influencers is that they allow brands to maintain a high level of control over their messaging and image. Unlike human influencers who can develop their own personalities and narratives over time, virtual influencers are entirely managed by the brands that create them.
Here’s how it works:
- Brand Control: Virtual influencers can be programmed to behave in ways that align with brand values and messaging, ensuring the content stays on message.
- Engagement: Like human influencers, virtual influencers can interact with followers by liking, commenting, and responding to messages, which helps to build a loyal community.
- Content Creation: Since they’re entirely digital, brands can create content with virtual influencers that might be difficult or impossible to achieve with a human influencer, such as fantastical environments or scenarios.
Benefits of virtual influencers for brands
Brands are increasingly adopting virtual influencers as a marketing tool because of the many advantages they offer. Here are just a few reasons why virtual influencers are so appealing:
- Complete control: With a virtual influencer, the brand has full control over their image, messaging, and even their activities. There’s no risk of controversy or a sudden change in the influencer’s behavior.
- Cost efficiency: While the initial creation of a virtual influencer can be expensive, they don’t require ongoing payments or contracts like human influencers do. Brands can also scale their virtual influencer’s presence across multiple campaigns or platforms.
- Limitless creativity: Virtual influencers aren’t confined by the same physical or logistical constraints as real people. Brands can create highly stylized content, from futuristic worlds to surreal scenarios that would be impossible with a human influencer.
- Appeal to younger audiences: Many virtual influencers have found their niche among younger generations, especially those who are drawn to technology and gaming. These influencers can connect with audiences who may be less engaged by traditional celebrity endorsements.
Examples of popular virtual influencers
The virtual influencer space is still relatively new, but there are already a few well-known digital influencers making waves. Some of the most popular include:
- Lil Miquela: Perhaps one of the most famous virtual influencers, Lil Miquela is a digital character who has appeared in numerous ad campaigns for brands like Prada, Calvin Klein, and Samsung.
- Shudu: Shudu is another highly successful virtual model, known for her stunning, lifelike appearance. She has collaborated with fashion brands and even walked in virtual runway shows.
- Imma: A virtual influencer from Japan, Imma has become a fashion icon, working with high-profile brands like IKEA and Dior.
These virtual influencers are not only used for promoting products but are also known for engaging in fashion, music, and lifestyle content. They’ve even started to gain substantial followings, making them as influential as their human counterparts.
What are the challenges of using virtual influencers?
While virtual influencers offer many benefits, they also come with certain challenges. The most notable of these is the authenticity question. Social media audiences tend to gravitate toward influencers who seem genuine, and some people may struggle to connect with a character that is entirely computer-generated.
There’s also the matter of creativity—while virtual influencers are limitless in their potential for unique content, brands need to strike a balance between creativity and staying true to their audience’s expectations.
