Virtual Influencers and How Marketers Can Use Them

A perfect example of this is the rising trend of virtual influencers. Fictional characters on social media present a massive opportunity. Though several brands have partnered with virtual influencers and even created their own, it is safe to say this trend will expand even more this year as brands experiment in the metaverse.

Not such a crazy idea

While there are obvious differences between real and virtual influencers, people experience and interact with both in the same way. Most people interacting with Addison Rae, Zach King or Kendall Jenner have never met them in real life. Any connection or relationship between the creator and audiences is digital, and audiences mainly interact with influencers indirectly via the content they create.

A skeptic may say, “Well, theoretically, yes, but we still know that they are real people.” However, for years, most people on social media have been interacting with accounts that are not really a person at all.

These accounts are more commonly known as “meme accounts,” such as @FuckJerry and @MyTherapistSays on Instagram. These accounts have gained millions of highly engaged followers despite not having a persona.

One way of looking at a virtual influencer is the evolution of meme accounts. The only difference is you add a face, tone and POV. This is exactly what the meme account @Litquidity did when it created the virtual influencer, Bart P. Fuchs IV (@thisguyfuchz).

Success boils down to good storytelling.

Brands getting in the game

It’s no wonder brands are experimenting with virtual influencers to engage their customers. Using computer-generated imagery, they can create avatars with lifelike features and characteristics that partake in the same day-to-day, Instagram-worthy activities as human influencers, reaching similar audiences.

Collaborating with virtual influencers also allows brands to maintain complete control over the messaging and creative process from conception to execution. Marketers have the ability to innovate in ways that were never possible. For example, digital celebrity and Roblox creator Kai was able to perform in seven different virtual concert venues simultaneously, an impossible feat for a human influencer.