According to a recent report, 70% of Indians agree influencer marketing has an impact on them.
However, brands experimenting with influencer marketing would agree it is an uphill task. The problem generally begins with finding the right influencer who creates quality content, shares brand values, and resonates with the target audience.
If you cannot find the perfect influencer for your brand, why not use a computer-generated one?
Already a raging global trend, virtual influencer marketing is making its presence felt in India. Let’s delve deeper into who these virtual influencers are and their impact on the marketing landscape.
Who are Virtual Influencers?
Virtual influencers are computer graphics-generated influencers. In other words, they’re fictional ‘people’ with realistic personalities, features, and characteristics of humans. Like real influencers, these avatars can interact with their followers on social platforms, post content, engage in conversations, and promote your products/services.
Global brands like Nike, Samsung, and Calvin Klein have already partnered with Lil Miquela, a virtual influencer with over 3 million followers on Instagram. Closer home, we have Kyra– a meta influencer with over 200 thousand Instagram followers and collaborations with leading brands like MG Motor, Boat, RealMe, Sunfeast, and more.
What are the Advantages of Working with a Virtual Influencer?
1.Complete Control of Marketing Initiatives
The traditional influencer marketing landscape is influencer-dependent. Brands have to rely mostly on the influencer for the creative process. But with virtual influencers, brands can have complete control over every aspect of the project from start to finish.
2.No Time or Geographic Limitations
As a marketing strategy, influencer marketing is highly content-driven. When you’re working with a virtual influencer, you don’t have any time or geographical limitations. The digital avatar can keep posting content 24×7, helping brands attract a growing base of interested consumers.
Hiring real influencers can be expensive and ongoing partnerships can require significant investments. In comparison, virtual influencers can prove more cost-effective, especially if a brand creates an avatar of their own.
What are the Challenges of Using Virtual Influencers?
While virtual influencers can offer numerous advantages, there are also certain challenges and drawbacks. For instance, influencer marketing as a marketing medium revolves around the authenticity and trust influencers have built among their followers. But as virtual influencers are computer-generated, their authenticity can be a cause of concern for some people.
Also, virtual influencers currently have a limited range of emotions compared to real influencers. While AI advancements are steadily enhancing their capabilities, they might fall short in building a relatable and empathetic connection with their followers.
Leverage the Next Level of Influencer Marketing with Virtual Influencers
Virtual influencers offer exciting opportunities for brands to connect with their target audience. With the world steadily embracing technologies like AI, virtual influencers as a marketing channel seems to have a bright future.
However, brands should approach the use of virtual influencers with creativity, ethics, and transparency to build genuine relationships with consumers and navigate the evolving landscape of influencer marketing responsibly.