How AI-Generated Characters in social media will play a role in marketing?
In the bustling and noisy arena of social media, creators (“influencers”) have become the go-to stars for brands looking to shine. But let's face it, traditional influencer marketing is filled with hurdles and headaches.
Prices have increased significantly, 44% from 2020 to 2021 and 45% from 2021 to June 2022 on average (Source: The Motherhood Agency). Organic reach has also fallen off a cliff in the past several years across all platforms.
Tapping content from creators, however, is a necessity to be relevant in social media, and thus, relevant in marketing.
So, don’t fret, there’s a new player in town that's turning heads and breaking traditional barriers. Meet the virtual influencers, the pixel-perfect personalities that are reimagining how we connect and create online. Intrigued? Let’s learn more about them and how they can help your brand grow.
What Are Virtual Influencers Anyway?
Ever stumbled upon an Instagram influencer who seemed a bit too perfect? Maybe their smile was just right, their travels to exotic, and their style out of this world? Well, you might've just crossed paths with a virtual influencer.
Virtual influencers are computer-generated characters designed with human-like features and personalities. You might also call them digital avatars, CGI models, or even digital celebs. Some, like Barbie, have become mainstream, while many virtual influencers are still finding their footing on the online stage. A few have already amassed millions of Instagram followers.
These characters may not exist in our physical world, but they lead lives that feel surprisingly real. And the credit goes to talented teams of designers, artists, and writers who craft these artificial beings and the stories they associate with on our feed.
How Virtual Influencers Work
Virtual influencers bring a fascinating blend of technology, creativity, and marketing strategy together. But how exactly do they come to life, and what makes them tick? Let's break it down:
- Creation and Design: Virtual influencers are crafted using advanced computer graphics software like Cinema 4D, Unreal Engine, Adobe Illustrator, Photoshop, and Lightroom. They are meticulously designed by professionals to have human-like features and expressions so that they can resonate with the audience.
- Personality and Storytelling: Unlike traditional CGI characters, creators provide virtual influencers with their unique backstories, interests, and even values. These digital characters are often seen engaging with their followers, sharing personal experiences, and taking stands on social issues. This unique storytelling aspect helps them connect with audiences on a whole new level, making them a focal point for brand collaborations.
- Collaborations and Partnerships:Virtual influencers collaborating with real-world brands and celebrities is already a reality. For instance, virtual influencer Lil Miquela is often seen partnering with brands like Samsung and Calvin Klein.
- Omnichannel Presence: Virtual influencers are not confined to a single platform. Today, these digital presences are everywhere, from Instagram to YouTube to TikTok,, engaging with followers and participating in various activities. Their virtual nature allows them to be present anywhere, anytime, breaking all geographical norms.
- Future Prospects: The Global Influencer Market was valued at $16.4 Billion in 2022 (Source: Influencer Marketing Hub, 2023) and is on an upward trajectory. Projected to grow exponentially, the market is expected to touch $143 Billion by 2030 (Source: Statista, 2023). In my opinion, Virtual Influencers will undoubtedly play a significant role in this growth, showcasing the growing potential of this innovative marketing approach.
Virtual influencers are more than just digital avatars; they are now becoming the new frontier in influencer marketing, offering brands control, creativity, and endless possibilities. Whether it's a virtual fashion icon strutting down a digital runway or a pixel-powered activist raising awareness, these digital personas are redefining the way we think about influence online.
The Benefits of Collaborating with Virtual Influencers
Virtual influencers are quickly becoming an integral part of brand marketing strategies. Let's take a look at some of the primary benefits virtual influencers offer and some standout collaborations in the USA.
Benefits for Brands:
- Control and Consistency: Virtual influencers offer brands complete control over their appearance, messaging, and actions. This level of control over campaigns ensures consistency in brand representation and eliminates potential PR risks associated with human influencers.
- Global Reach: Imagine having an influencer who can speak to audiences in New York, Tokyo, and Paris all at the same time. With virtual influencers, that’s not a far-fetched imagination anymore. These influencers transcend geographical boundaries, allowing brands to reach diverse audiences without the limitations of language, culture, or location.
- 24/7 Availability: Unlike human influencers, virtual ones are available around the clock, enabling continuous engagement with audiences and timely responses to trends and events.