Virtual influencers take over the web

Meet Imma.

The Japanese influencer sporting a chic pink bob and almost 400,000 followers on Instagram and 471,000 on TikTok.

Imma’s content ranges from fashion to culture, art, film, and even comedy.

She recently had her own TED talk. She’s also been selected as one of the 'New 100 talent to watch' by Japan Economics Entertainment.

Okay? You say. What’s so special about Imma?

At first glance, Imma looks like your regular influencer.

Only she’s not, because she’s not real.

Imma is one of many virtual influencers that are rising in popularity and taking social media by storm.

This is not a new concept; virtual influencers have been a thing since 2018. However, with the current technological advancements on GenAI and the like, the cost, speed and quality of such virtual personas are 'only poised to improve,' according to a PitchBook report.

These advancements, coupled with the fact that influencer marketing has been steadily growing in popularity as of late, are fuelling the growth of these new social media superstars.

In 2023, a Sprout Social Survey reported that 81% of US-based social marketers said influencer marketing is an essential part of their strategy. 81% of marketers also said AI has a positive impact on their work. So it seems the combination of the two was inevitable.

The question is, do they have the same impact and staying power as human influencers?

While venture capitalists continue to invest in brands backed by flesh and bone, some of the biggest brands are now turning to virtual influencers to endorse their products.

Dior, Calvin Klein, and BMW have used Lil Miquela, who has close to 3 million Instagram followers. And Burberry, Adidas Tokyo, and IKEA Japan have all collabed with our girl Immy.

It makes you wonder, is this new wave of influencers the future of social media marketing?

A 2022 consumer research survey found that nearly half of people who follow social media personalities would be interested in following a virtual persona.

Admittedly, it's an opportunity for brands to try something new and stand out in the noisy, saturated landscape.

So, is it full steam ahead? And, if so, what are the benefits for brands?

Control over content.

When it comes to using virtual influencers, brands have a different level of control compared to their human counterparts. They’re fully customisable, meaning you have full creative control.

If your brand has a super specific message to get across, this is obviously hugely beneficial. It can take away some of the unpredictability that comes with working with humans.

Adaptability.

Think about it. They don’t age, they can speak any language you wish, they can ‘travel’ anywhere in the freakin’ world. If you’re a brand, this means you could basically use one influencer for multiple campaigns across different regions and countries. There's no need to find (and fork out for) different influencers for different markets.

Consistency.

Unlike human influencers, virtual ones don't age, change, or run into personal issues. They can maintain a consistent brand image over time, avoiding scandals or unpredictability.

24/7 Availability.

Virtual influencers don’t have limitations like time zones or personal schedules. They can engage with audiences around the clock. They can also respond to trends or interact in real-time across different markets.

Cost efficiency.

The initial investment in creating a virtual influencer can be high. But they can often be more cost-effective in the long run compared to top-tier human influencers, who demand high fees and ongoing contracts for their collaborations.

Novelty.

Virtual influencers are still a relatively new phenomenon. This means they generate buzz simply by their unique nature. Collaborating with one can lead to increased media coverage and social media attention, especially among younger, tech-savvy audiences.

Of course, there will always be the argument that these influencers aren’t as authentic as a real-life human.

This could limit that emotional connection and relatability that makes influencer marketing so valuable.

While that’s a valid point, virtual influencers represent an exciting frontier in the world of digital marketing.

And let’s be real, there are plenty of benefits here that outweigh the few downsides of choosing to work with them.

If you want an innovative way to stand out in a crowded marketplace, you’re looking right at your virtual solution. And she’s cute as heck, too!

-Sophie, Writer