3 days ago
Virtual influencers are rewriting the rules of social media
The influencer marketing landscape is experiencing a seismic shift as virtual influencers emerge from the digital realm to capture millions of followers and lucrative brand partnerships. With 58 per cent of people in the US following at least one virtual influencer, these computer-generated characters are no longer a futuristic concept – they're reshaping how brands connect with audiences.
The new digital stars
Virtual influencers are entirely computer-generated characters created using artificial intelligence, CGI, and advanced animation technologies. Unlike their human counterparts, these digital personalities exist solely in the virtual space, yet they maintain active social media presences, engage with followers, and collaborate with major brands.
Lu do Magalu leads with 7.1 million Instagram followers, making her the most successful digital personality globally. Originally designed in 2003 as a virtual assistant for Brazilian retail company Magazine Luiza, Lu has evolved into a full-fledged influencer phenomenon. Meanwhile, newcomers like Spain's Aitana López and the world's first digital supermodel Shudu are gaining significant traction, demonstrating the global appetite for virtual personalities.
The brand safety advantage
Virtual influencers offer brands unprecedented reliability. They are immune to scandals, controversies, and personal downtime that can derail traditional influencer campaigns. Unlike human influencers who may face personal challenges or voice controversial opinions, virtual influencers provide consistent brand messaging and are always 'camera-ready'.
They are ageless, endlessly productive, and free from scandals, making them a dependable choice for brands. This level of control allows companies to maintain their brand image while scaling content production without the unpredictability that sometimes comes with human partnerships.
The uncanny valley challenge
Despite their growing popularity, virtual influencers face a unique psychological challenge. A recent Australian study demonstrated that audiences may prefer less human-like AI influencers. The research revealed that virtual influencers with moderate and high levels of human likeness left audiences feeling unsettled and were deemed as 'creepy' and less trustworthy.
This 'uncanny valley' effect suggests that the most successful virtual influencers may be those that embrace their digital nature rather than attempting to perfectly mimic human appearance. Participants were more likely to accept messages from 2D digital personas that didn't attempt to visually mimic human appearance.
Market impact
The financial impact is substantial. According to IMH's AI Influencer Marketing Benchmark Report, nearly half of respondents who collaborated with AI influencers reported a 'very positive' experience. Additionally, 52.8 per cent believe that virtual influencer versatility will have a major effect on the future of marketing and entertainment.
Virtual influencers also offer cost advantages. While creation requires specialised talent, they eliminate ongoing expenses like travel, logistics, and the risk of human error or unavailability.
By Khaldoun Zaghir, General Manager, 5th Element.
