In today’s fast moving world of digital marketing, a new phenomenon is taking the spotlight, quietly reshaping the landscape of online influence. I’ve seen how virtual influencers also known as CGI influencers have started transforming brand strategies. These entities, though completely fictional and computer generated, are carefully crafted with physical characteristics, features, and personas that resemble real humans. Their presence across social channels shows a major shift in the influencer marketing industry, where the line between virtual and reality blurs seamlessly. Having worked on campaigns that used both real and virtual creators, I’ve noticed how audiences are equally drawn to these digital characters, proving that innovation in influence is no longer just a trend but a sign of how marketing itself is evolving.
What Are Virtual Influencers?
A virtual influencer is a digital creation designed to act like a human influencer, yet their charm often rivals that of a singer, makeup artist, or even a movie star. In my experience working with a marketing agency, I’ve seen how each brand builds these top virtual influencers to attract followers, generate money for their creators, and feature in sponsored posts or brand campaigns. On social media, they have massive followings reaching the millions, making them as influential as real people. By 2023, the rise of popular figures like Lil Miquela has completely redefined how audiences connect with non human personalities.
The story of Lil Miquela began in 2016, when the software company Brud created Miquela Sousa, a Brazilian-American 19-year-old who appeared on Instagram. She quickly attracted over 3 million followers and collaborated with Calvin Klein and Prada. Major publications like Vogue and Entertainment Tonight interviewed, profiled, and featured her. Her creators reportedly earn about $10 million per year from her success, proving that virtual personalities can rival traditional celebrities in marketing value.
Similarly, KFC’s Virtual Colonel represents another style of digital influencer, where a brand like KFC transformed the iconic Colonel Sanders logo into a virtual persona. During a 2 weeks campaign in 2019, it took over social media and gained 151 million impressions. Then came Imma, a project by IKEA to promote their latest collection through a 3-day installation project, where she appeared in store windows, redecorated the room, and used LED lights to blend virtual reality with real world aesthetics. These examples prove how digital rendition and collaboration between influencers, both real and virtual, are shaping the future of branding and revealing fascinating nuances in every marketing strategy today.
4. Pros of Virtual Influencers
Virtual influencers have become an exciting part of digital marketing, offering a unique approach for brands to reach their target audience. They are computer generated, 3D personas built in a virtual environment, allowing businesses and agencies to create brand partnerships that are more controllable, cost effective, and innovative. Compared to human influencers, they can be cheaper, faster, and require no travel or photo shoots, cutting down on costs and hiring complications.
From a financial standpoint, brands save both weeks and months of production time while still creating memorable campaigns that raise awareness and customer trust. Because these digital entities can appear in many places at once and never age or die, they are ideal for long term relationships and collaborations. Some creators even build media kits and influencer briefs digitally for smoother campaign management and better content control. According to Christopher Travers, founder of virtualhumans.org, this trend shows that AI driven marketing strategies and the creator economy are evolving toward a more tech savvy, innovative brand direction. From a business point of view, virtual influencers make it easier to stay available, manage scheduling, and maintain a consistent brand’s identity and values.
Cons of Virtual Influencers
However, despite the pros, there are also pitfalls that come with using these non human figures. Because they are not a living being or real person, many consumers question their authenticity, trust, and beliefs. Their edited, posed, and picture perfect Instagram posts can promote unrealistic body standards and ideal lives, leading to pressure among young people and people of color who compare themselves to these artificial images. The lack of authenticity and made-up life backstory can sometimes cause disappointment and backlash, especially when controversy arises such as the Calvin Klein video campaign featuring digital model Shudu Gram and Bella Hadid, which led to queerbaiting accusations and an apology from the brand.
In addition, employment law, restrictions, and risks related to representation in marketing space are still uncharted territory. While these digital models may seem perfect, they cannot experience a product, garment, makeup, or scent like a real person which limits their effectiveness in purchasing decisions. From social media users’ perspectives, this raises contention about social proof, user-generated content, and brand ambassadors who should genuinely relate to the audience. Brands must perform due diligence, researching each creator, and remain aware before venturing into this new and sometimes controversial marketing industry.
Conclusion
The rise of virtual influencers marks a turning point in digital marketing, blending technology, creativity, and strategy in ways that were once unimaginable. They offer brands an opportunity to experiment with innovation, build memorable campaigns, and connect with a tech savvy audience in a fully virtual environment. Yet, this progress also demands awareness, due diligence, and an honest look at the risks surrounding authenticity and trust.
As the marketing industry continues to evolve, the key lies in maintaining balance combining the precision and control of AI driven creators with the genuine connection that only a real person can bring. Those businesses and brands that navigate this uncharted territory thoughtfully will not only stay ahead but also redefine what influence means in the metaverse era.
FAQs
Q. What are the cons of virtual influencers?
They lack real emotions, can’t use products, and may seem less authentic to audiences.
Q. What are the pros and cons of influencer marketing?
It boosts brand awareness and sales but can face trust issues and fake followers.
Q. What are the benefits of virtual influencers?
They’re cost effective, easy to manage, and always available for digital campaigns.
Q. What is a virtual influencer?
A computer generated character that acts like a human influencer on social media.
