Virtual Influencers: How AI-powered personas are shaping digital marketing

In the ever-evolving world of digital marketing, a new phenomenon has emerged that’s capturing the attention of brands and audiences like: virtual influencers.These AI-generated personas are not only redefining the concept of influence but also challenging the traditional boundaries of creativity in marketing. With millions of followers and lucrative brand deals, virtual influencers areproving to be a powerful force in the industry.

This blog post will delve into the rise of AI influencers, exploring what makes them so compelling to brands and audiences. We’ll examine key examples, discuss the benefits of working with virtual influencers, and provide actionable insights for marketing professionals looking to incorporate this trend into their strategies. By the end of this article, you'll have a deeper understanding of how AI influencers are reshaping the landscape of digital marketing and how youcan leverage them to enhance your campaigns.

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What are virtual influencers?

‍Defining virtual influencers

Virtual influencers, also known as AI influencers, are computer-generated characters that appear to be real people. These digital personas are created using a combination of artificial intelligence, 3D modeling, and CGI (computer-generated imagery). Unlike human influencers, virtual influencers are entirely fictional, controlled by their creators, and can be customized to fit specific brand narratives.

Key examples

• One of the most famous virtual influencers is Lil Miquela, a CGI character with over 3 million Instagram followers. Created by the tech startup Brud, Lil Miquela has collaborated with major brands like Calvin Klein, Prada, and Samsung. Her life like appearance and engaging content have made her a trendsetter in the fashion and tech industries.
• Another notable example is Shudu, dubbed the world's first digital supermodel. Created by British photographer Cameron-James Wilson, Shudu has modeled for luxury brands like Balmain and Fenty Beauty. Her presence has sparked conversations about diversity and representation in the fashion industry.‍
• Imma, a Japanese virtual influencer, is another prominent figure. Imma has worked with brands like IKEA andPuma, showcasing her versatility and appeal across various industries.

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The benefits of working with virtual influencers

‍Consistency and control

One of the biggest advantages of using virtual influencers is the level of control brands have over their image and messaging. Since these influencers are entirely fictional, brands can dictate every aspect of their appearance, personality, and behavior. This level of control ensures that the influencer consistently reflects the brand's values and messaging without the unpredictability associated with human influencers.

For example, Bermuda, another virtual influencer created by Brud, is known for her bold and outspoken personality. She has worked with brands like Patrón and Chanel, where her carefully crafted persona has been used to align perfectly with the brands' marketing goals.

Cost-Effectiveness

While the initial investment in creating a virtual influencer can be high, the long-term cost-effectiveness is significant. Virtual influencers don’t require travel expenses, accommodations, or the same level of compensation as human influencers. They can also be used across multiple campaigns and platforms without the limitations of a human schedule.

For instance, Blawko, another virtual influencer by Brud, has been part of several campaigns, allowing brands to use his image in diverse contexts without additional costs. This flexibility makes virtual influencers a financially viable option for ongoing brand engagement.

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Global reach and engagement

Virtual influencers have a unique ability to engage with global audiences in a way that feels personalized and authentic. Their fictional nature allows them to transcend cultural and geographic boundaries, making them appealing to adiverse range of demographics. Additionally, because they are not bound by physical constraints, virtual influencers can be "present" at multiple events or campaigns simultaneously, increasing their visibility and impact.

An excellent example is Noonoouri, a virtual influencer with a strong focus on fashion and beauty. She has collaborated with brands like Dior and Versace, and her digital presence allows her to engage with audiences around the world, regardless of time zones or physical location.

Practical advice for incorporating virtual influencers into your strategy

Identify the right fit

Not every brand is suited to work with virtual influencers. It's essential to assess whether a digital persona aligns with your brand values and resonates with your target audience. Consider conducting audience research to gauge their opennessto virtual influencers before making a significant investment. For example, brands targeting a tech-savvy or fashion-forward audience might findvirtual influencers like Lil Miquela or Shudu a perfect fit. Their personasalign well with brands that emphasize innovation, creativity, and cutting-edgetrends.

Start small

If you're new to the world of virtual influencers, consider starting with a smallercampaign to test the waters. This approach allows you to experiment with the concept and measure its effectiveness before committing to a larger, more expensive initiative. A  start by partnering with a virtual influencer for a limited-time social media campaign or product launch. For instance, a beauty brand could collaborate with Shudu for a new product line's Instagram campaign, using her influence to reach a wider audience.

Collaborate with experts

Given the technical complexity involved in creating virtual influencers, it's crucial to collaborate with experienced professionals. Partner with agencies or studios that specialize in CGI, AI, and digital marketing to ensure that your virtual influencer is developed and managed effectively. Companies like The Diigitals, the creators of Shudu, offer expertise in developing and managing virtual influencers, making them valuable partners for brands new to this space.

Measure and adapt

As with any marketing strategy, it's essential to track the performance of your virtual influencer campaigns and make adjustments as needed. Use analytics tools to measure engagement, reach, and ROI, and be prepared to adapt your approach based on the results. Brands can use platforms like Sprout Social or Hootsuite to monitor the impact of their campaigns, ensuring that their virtual influencer strategies are optimized for success.

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Conclusion

The rise ofAI influencers marks a significant shift in the world of digital marketing. These virtual personas offer brands unprecedented control, creativity, and reach, making them an attractive option for innovative campaigns. By understanding the benefits of virtual influencers, marketing professionals canmake informed decisions about incorporating these digital personas into their strategies.

As the landscape continues to evolve, staying ahead of trends like virtual influencers will be crucial for brands looking to maintain a competitive edge. Whether you're looking to enhance your brand's creativity, control, or global reach, virtual influencers present an exciting and effective solution.

Are you ready to explore the potential of virtual influencers for your brand? Start by researching the top AI influencers in your industry and consider how they could fit into your next campaign. For more insights on the latest trends in digital marketing, subscribe to our newsletter and stay informed.