Virtual influencers are no longer just a novelty — they are a legitimate and growing force in the influencer marketing ecosystem, especially in regions like Southeast Asia, where tech-savvy consumers are quick to embrace new digital trends. These AI-driven digital personalities are becoming mainstream, offering unique opportunities for businesses to engage with audiences in creative and innovative ways.
As brands seek to stand out in increasingly crowded digital spaces, the rise of virtual influencers is creating fresh possibilities for personalised, scalable, and highly controllable influencer marketing campaigns. The metahuman idol industry in China is projected to reach $42.6 billion by 2030. Globally, the market value of this industry is expected to increase from $4.6 billion to nearly $5.8 billion by 2025. But what exactly makes virtual influencers so appealing to brands and audiences alike? And how can businesses integrate them into their influencer marketing strategies?
The Rise of Virtual Influencers: Why Now?
Virtual influencers may seem like a futuristic concept, but the reality is that they are already a major force in today's influencer marketing landscape. In fact, the Virtual Influencers Survey reveals that 58 percent of respondents currently follow at least one virtual influencer, and 35 percent have purchased a product or service promoted by these influencers. The question many brands are asking is: why are virtual influencers suddenly gaining traction in 2024?
Always on Brand, Always Available
One of the key reasons virtual influencers have skyrocketed in popularity is their consistent on-brand presence. Unlike human influencers, virtual influencers can be meticulously crafted to perfectly align with a brand's values, image, and message. They don't have "bad days" or controversies that might damage a brand's reputation, and they are available 24/7 for content creation and promotion.
In 2021, brands like Bulgari, Porsche, and Louis Vuitton ended their partnerships with Kris Wu following significant controversies that impacted his public image. Similarly, Adidas and Balenciaga severed ties with Kanye West following public controversies that impacted his reputation.
Amidst these changes, digital influencers have gained significant influence. Virtual influencer Ayayi, who’s active on Weibo and on Xiaohongshu, has collaborated with high-end brands such as Louis Vuitton, Prada, Dior, and Ferragamo since her debut in 2021. Her strong connections with luxury brands have established her as one of China's leading key opinion leaders, rivalling even traditional celebrities.
The versatility of these influencers extends further into the growing demand for immersive and interactive experiences, such as the metaverse.
The Perfectly Curated Persona
Unlike traditional human influencers, virtual influencers are designed to be flawless. They are created by teams of marketers, designers, and AI experts who craft their look, personality, and content strategy to fit a brand’s exact needs. This level of control allows brands to ensure that their message is delivered consistently without the unpredictability that comes with working with real-life influencers.
A recent analysis by SAP.com examined the top 60 human-replica virtual influencers on Instagram, focusing on follower counts and earnings potential per post. The leading virtual influencer is Lu do Magalu, who has 7.1 million followers and can earn up to $33,800 (€31,200, £26,700) per sponsored post. Second is Miquela Sousa, with 2.5 million followers and an earning potential of $16,300 (€15,000, £12,900) per post. Rounding out the top three is Leya Love, known for combining digital modelling with environmental advocacy, earning up to $4,900 (€4,500, £3,900) per post with 565,000 followers.
The ability to curate every aspect of a virtual influencer means they can be tailored to appeal to specific audience segments. Whether a brand is targeting Gen Z fashionistas or eco-conscious millennials, virtual influencers can be customised to reflect the values, interests, and aesthetics of their target audience.
Challenges and Ethical Considerations
As exciting as the rise of virtual influencers may be, it comes with its own set of challenges and ethical questions. How should brands navigate these potential pitfalls?
1. Transparency is Key
One of the primary concerns surrounding virtual influencers is the potential for misleading consumers. Some consumers may not immediately realise that these influencers are computer-generated, which raises questions about transparency. Brands must ensure they disclose when they're using virtual influencers in campaigns to maintain consumer trust.
According to a study, 45 percent of participants said they would trust virtual influencers depending on the situation, and only 15 percent of respondents reported that they would engage in communication with a virtual influencer. By being upfront, brands can avoid accusations of manipulation and build trust with their audiences.
2. Balancing Automation and Human Touch
While virtual influencers offer many advantages, it's essential for brands not to lose sight of the human touch in their campaigns. Virtual influencers should complement—not replace—human interaction. After all, people connect best with stories and experiences that resonate on a personal level, and this emotional connection can be difficult to fully achieve with digital avatars alone.
How Brands Can Effectively Use Virtual Influencers in 2024
While virtual influencers offer a wealth of opportunities, knowing how to strategically integrate them into an influencer marketing plan is crucial. Here are some key ways brands can leverage virtual influencers to engage their audience and enhance their campaigns.
1. Combine Virtual and Human Influencers for Maximum Impact
Although virtual influencers bring unparalleled consistency and control, combining them with human influencers can create a balanced, dynamic campaign. Brands like Prada and Gucci have successfully combined real-life influencers with virtual personalities to create engaging, multi-layered storytelling experiences.
This hybrid approach blends the best of both worlds: the precision and scalability of virtual influencers with the authenticity and relatability of human influencers. By carefully mixing the two, brands can maximise their reach while catering to a wider range of consumer preferences.
2. Use Virtual Influencers to Explore New Markets
Virtual influencers are highly adaptable, making them ideal for exploring new, international markets. Unlike human influencers, virtual personas are not tied to specific cultures, languages, or locations. Brands can easily localise their virtual influencers to cater to different markets across the globe. For instance, a virtual influencer could post content in multiple languages, adapting to the unique cultural contexts of Southeast Asia, Europe, or North America.
However, human influencers still bring valuable personal connections and authenticity to campaigns. By connecting with InfluenConnect, brands can seamlessly bridge the gap between virtual and human influencers. This combination allows brands to leverage the global reach of virtual influencers while still engaging with local audiences through human influencers, expanding their presence and saving time and resources.
3. Engage Gen Z and Millennial Audiences
Virtual influencers have proven particularly successful in capturing the attention of Gen Z and Millennial audiences, who are already well-acquainted with the digital-first, immersive worlds of video games, social media, and virtual reality. These younger consumers are more likely to interact with digital avatars and engage in social media campaigns that blur the lines between the virtual and real worlds.
Brands targeting younger, digitally native audiences can use virtual influencers to create content that resonates with their expectations for innovation, personalisation, and authenticity.
Virtual influencers have undeniably made their mark on the digital marketing landscape in 2024. As brands continue to explore new ways of reaching and engaging their audiences, these AI-powered personalities offer a scalable, sustainable, and innovative solution. By blending the precision of virtual influencers with the authenticity of human connections, brands can stay ahead of the curve in this rapidly evolving market.
Ready to Take the Next Step?
At InfluenConnect, we are paving the way for the next generation of influencers by breaking down language barriers, making it easier for you to collaborate with global brands. InfluenConnect focuses on diversity, global reach, data-driven insights, and sustainability. Contact us today to explore how we can help you expand your global presence!
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