Social networks have revolutionized the way brands can interact with their audience. In recent years, a new trend has emerged: that of virtual influencers. These fictional personalities may look real, but they are entirely created by computer developers. In this article, we’ll take a closer look at virtual influencers, their impact on brands and on social media culture.
Definition of the term “virtual influencer”:
Virtual influencers are avatars with accounts on social networks. They are created by computer developers who use 3D creation software to model the characters, giving them personality traits, clothing style and voice. With advances in artificial intelligence, these virtual influencers may soon be able to function without the presence of a human. They are designed to look like real people, with their own personality and lifestyle. They often have hundreds of thousands of followers and are used by brands to promote their products and services.
Why brands they use virtual influencers?
Brands have started using virtual influencers to promote their products and services due to their high popularity on social media. Virtual influencers can be used to target younger, more connected audiences that are often hard to reach with traditional marketing methods. Additionally, brands can fully control how their virtual influencers are portrayed, giving them a level of control they might never have with real people.
Are virtual influencers popular?
Yes, virtual influencers are becoming more and more popular. Many brands have started using virtual influencers to promote their products, and they often have thousands of social media followers. Virtual influencers have even started collaborating with each other, creating fictional stories and interactions to entertain their audiences.
Lil Miquela, L.‘influencer who does not exist… but that brands are snapping up
Lil Miquela, a 19-year-old American of Spanish and Brazilian origin, was created by the Brud company. This CGI was originally intended to poke fun at Instagram influencers. However, the project has grown much larger than expected. Brud therefore made the decision to continue to develop her skills, in particular by giving her singing talents. Lil Miquela is also a committed person who has supported the fight once morest racism or once morest attacks on the LGBTQ+ community. She was also included in a list of the top 25 online influencers published by Time magazine in 2018. Lil Miquela is currently the most well-known virtual Instagrammer with over 3 million followers on her Instagram account.
Virtual influencers are a relatively new trend on social media, but they are growing in popularity. Brands use them to promote their products and services. But some are still worried regarding the use of these fictional characters. Despite this, virtual influencers seem to be here to stay, as they represent a new way for brands to reach their connected audience.
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About Sanae Ettaoui
Student in Master 2 Commerce-Electronics at the University of Strasbourg.
