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Virtual Influencers: The future of Marketing?

13.February.2020

Computer-generated influencers are on the rise and more brands are now collaborating with them.

The robots and AI industry have developed extremely quickly over the last decades and ranks among the fastest-growing industries in the world. While we are still far away from interacting with a human-sized robot in our daily lives, Social Media is already taking a leap into AI, introducing a new wave of online personalities: Virtual Influencers.

These computer-generated influencers closely imitate human characteristics, personalities, and appearances. But unlike us, they will consistently stick to their script, always look impeccable and obviously, don’t need any day off. In other words, virtual influencers can easily be shaped to fit any company’s objective to deliver sponsored content to consumers.

Acting like the Gen Z’ers with captivating, aspirational life stories, Virtual Influencers’ ‘lives’ continue to fascinate real people all over the world.

@Miquela Sousa is one of the first virtual influencers to appear on Instagram and counts over 1 million followers to date. The 19-year-old, Brazilian/Spanish model and musician fill her feed with an endless stream of “outfit-of-the-day” shots.

For instance, she features popular brands such as Chanel, Calvin Klein and Supreme. Miquela shares pictures of herself attending events with fellow influencers and celebrity friends, along with memes and inspirational quotes. She even uses her platform to support social causes including Black Lives Matter and transgender rights. 

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Miquela (@lilmiquela) on

Expect computer-generated influencers appearing in more and more of your favorite brands’ marketing campaigns in the future!

 
 
 
 
 
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A post shared by Miquela (@lilmiquela) on

From a business perspective, Virtual Influencers will give brands more control over collaborations.

They can offer brands and advertisers an opportunity to connect alongside traditional channels. This resonates specifically to Millennials and Gen Z population. More brands are now starting to see the benefits of using this new generation of influencers as an advertising opportunity, mainly on Instagram, especially now that they are integrated with e-commerce. 

For instance, Dior associated with Noonoouri, a Virtual Influencer with over 300K followers.

 
 
 
 
 
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A post shared by Dior Makeup (@diormakeup) on

Even more, big brands such as KFCBalmain and Louis Vuitton, also chose to use virtual influencers on social media. 

 
 
 
 
 
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A post shared by Kentucky Fried Chicken (@kfc) on

 
 
 
 
 
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A post shared by BALMAIN (@balmain) on

It seems like the concept of virtual life impacting our media is starting to make a stand. With Social media platforms and digital formats taking over traditional channels, there is clearly room for virtual influencers to capitalize and play an important influential role. Although this isn’t a new frontier, there is still plenty of room for discovery.

If you are interested to know more about influencer marketing, contact us!

+852 51785925