The Truth About Virtual Influencers

Should brands really be investing their dollars into virtual influencers?

What are virtual influencers?

Virtual influencers are digital characters created using computer-generated imagery (CGI) and AI. CGI is used to create the character’s appearance, while AI is used to give the character lifelike qualities, such as the ability to speak and interact with people. These virtual personas are designed to look and act like real humans, complete with unique personalities and elaborate backstories.

While virtual influencers seem like a newer phenomenon, some — like Lil Miquela (2.5M Instagram followers) — have been around since 2016.

The pros and cons of virtual influencers

While the rise of virtual influencers may be an exciting new pursuit for some brands, many in the marketing industry are against the futuristic trend. Like any other marketing trend, there are both pros and cons to working with virtual influencers, as outlined by Digiday.

Pros

• Cost efficiency: In the long run, virtual influencers can be more cost-effective. There's no need for travel expenses, accommodation, or physical products. Everything can be digitally rendered, often resulting in lower overall costs.
• Flexibility: Virtual influencers aren’t constrained to the same 24-hour days as human influencers, which means it’s easier for them to cater to your brand’s campaign timelines. Additionally, they can be placed in any scenario or environment, limited only by the imagination of their creators.
• Brand control: Brands can maintain complete control over virtual influencers, ensuring their messaging remains consistent and on-brand.

Cons

• High tech costs: Despite advanced technology, creating and managing a virtual influencer is complex and resource-intensive.
• Authenticity: Virtual influencers lack genuine human experiences and emotions, which can hinder deep connections and trust with audiences.
• Real market impact: While virtual influencers may lower content costs in the long run, they cannot replicate the real connections that human influencers foster with their audiences.

So, should your brand work with virtual influencers?

If your brand has some breathing room in your budget, working with virtual influencers could be an interesting experiment to test out. However, if you’re working with a tight budget, we recommend sticking to the tried-and-true channel and continuing to foster long-term relationships with human influencers.

Authenticity over novelty

The allure of virtual influencers is undeniable, offering brands unprecedented control over brand messaging. However, human influencers still hold the upper hand when it comes to genuine influence and connection. Their ability to share authentic experiences makes them indispensable for building trust and loyalty among audiences.