There is no question around the impact of influencers. We are in a digital age where influencers of all kinds, whether they are on Instagram, YouTube, or TikTok, hold a substantial amount of power. Digital marketing agencies and brands alike have relied heavily on the impact that influencers can have on the masses and will continue to do so as they seem to pop up on a daily basis.
Speaking of influencers popping up on a daily basis…enter virtual influencers.
Staring in 2016, a small number of development studios and marketing agencies began creating virtual personalities and gave them an entire persona and appearance to go with it. These virtual influencers can be designed, styled and placed anywhere in the world, wearing anything they’d like. The freedom is absolutely endless.
Now, with the arrival of this whole new “version” of influencers, the future of influencer marketing strategies has not only changed directions (from a real person to quite literally a fake one) but also changed how brands and digital marketing agencies approach the masses. We can now manage, create, and imagine content that would seem otherwise impossible.
Where It All Began
Being a forward-thinking collective, we are always looking for new ways to break boundaries wherever we can. So, when we heard the news about what is next for influencers, we knew we had to learn more.
One of the most notable virtual influencers, Lil Miquela, was created by startup Brud, who specialize in AI and robotics. Miquela first made her appearance on social media back in 2016, and there were mixed reviews then about how people really felt about her. But, once the fear of the unknown passed, it was made clear that her purpose wasn’t a weird social media experiment. It was purely for the use of advertising. And just like that, everyone started to catch on.
Shortly after her development, other virtual influencers began to pop up and then it wasn’t that strange anymore. It was becoming an actual and legitimate digital marketing strategy.
Huge campaigns with different virtual influencers were on the rise, and they were catching some serious attention. These were global campaigns that brought both the developers and the companies themselves millions of dollars. Miquela for example has worked with brands like Coach, Balenciaga, UGG, Calvin Klein, OUAI, Prada, and even released songs on Spotify.
Want to know one of the most impressive parts? Just one of Miquela’s social media posts can generate over 11 million dollars. When you consider that and the fact that she doesn’t actually exist, that’s remarkably powerful from the point of view of a marketer.
What This Means for Marketers and Brands
So, what does this really mean for us? What makes this so impactful in the world of digital marketing? Well, a lot. There are so many facets to virtual influencers that truly mean limitless ideas for brands and marketers. Not only are Miquela and her virtual friends so incredibly enticing that just the nature of their existence brings influence and fascination, but utilizing virtual influencers means content creation is at the control of us as marketers, storytellers and creators.
Content creation is arguably the most powerful tool and it’s what marketing agencies and collectives strive to be absolute powerhouses in. With virtual influencers, there are no limitations as to what you can dream up, where your influencer can go, what they wear, the message they convey, etc. The entire content creation process is open to your imagination, and as marketers, that’s the dream.
Imagine working with a brand that was a major player in the world of luxury travel. Maybe a large hotel chain of some kind that specialized in top-tier experiences. After facing the after math of something like the pandemic, that industry has taken a major hit and it will take time to bounce back. But there is a silver lining when you consider virtual influencers. Luxury travel brands can have the virtual influencer of their choice digitally visit them anywhere in the world, without concern, and still portray an extremely effective message. Sure, travelling is not exactly within our reach right now as consumers, but virtual influencers bring an extremely enticing hook that brands within this industry could benefit from. Seeing new adventures through the eyes of a virtual person makes it feel attainable and even more enticing in the strangest way. Although they aren’t real, we get the feeling that their experiences are, and one day, travel will be attainable again.
When we said limitless. We really meant it.
So, Now What?
Virtual influencers are a big idea, with a big price tag. But they can bring a fresh and valuable take on a brand’s marketing strategies as they speak directly to a very young millennial and generation z audience that are looking for unique experiences, things, ideas, etc. Our team at Little Bear sees this as a limitless source of imagination and creation which can be refreshing and vital for some brands as they compete against so many others. But this strategy isn’t for everyone. Some people out there are not fond of this future because of the lack of human connection. We’d love to know…what do you think? Are we looking at a limitless future or one that feels cold?
Share your thoughts with us!
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Article Written by:
Angelica Nicole Greene-Barrales
Marketing Lead at Little Bear in the Forest | Digital Marketing Collective
Connect With Angelica on LinkedIn 
