A NEW ERA in Influencer marketing

Introducing you to the world of virtual influencers

A virtual influencer is a digital character that was created using computer graphics software. This character is then given a made-up personality and will at all times act on social media platforms as if he/she is the real influencer. It is creating a real mishmash in influencer marketing.

Benefits of having a virtual influencer

Easy control, means no surprises in the behavior of this good-looking computer-created influencer. No scandals, no misunderstood tweets, interviews..etc anything that can affect on brand’s reputation.

Without a doubt, we can say that they are cost-effective. No more expenses like wardrobe, make-up, hair, plane tickets, hotels,..etc. Now you just need a graphic designer and you are already a click away from new content.

Also, we found out that virtual influencers have almost three times the engagement rate of real influencers. And that is a big deal for influencer marketing.

But it is not all sugar, spice, and everything nice in the world of influencers:

In 2020, a negative fall in followers has occurred on most virtual influencers’ accounts. So the question is, what occurred, deleted bots, or did real followers dislike the content and start leaving?!

As you can see virtual influencers are not exactly a new phenomenon but the following fact will shock you. The first virtual influencer started posting photos on Instagram in 2016.! Yes, quite a shock!

With freckles all over her pretty face, a 19 old girl named Miquela Sosa, with the nickname Lil Miquela started posting pictures on Instagram, 6 years ago. If you take a look at her feed you will see her selfies, outfits, coffee dates, eating ice cream with friends and you will think that is a typical teen with a bunch of followers living life to the fullest.

Influencers impact on Millennials and Gen Z

It is a little hard to see the comments from real teens asking her about skincare, diet, working out routine, etc. The fact that in 2019, a study shows that 42% of millennials and Generation Z didn’t know that they are following a computer-generated influencer.

The numbers behind Lil Miquela are 3.1 million Instagram followers, 12500 $ for a sponsored post, and yearly she cashes in 10mil for the company that created her.

There’s no doubt that influencer marketing is moneymaking. The market in 2016 was $1.7 billion and it grow to $9.7 billion in 2020. In 2021 was $13.8 billion. This year with a continuous steady growth the market is projected to expand to a tremendous $16.4 billion industry. 

What proportion of those deals will be with virtual influencers? Can’t wait to find out!

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