Virtual Influencers: AI and Marketing's Brainchild

The rise of virtual influencers isn't merely a trend; it's a testament to the evolving nature of human-digital interaction. As these digital entities become more than a fad, understanding their trajectory and potential is crucial for marketers.

Virtual influencers are the brainchild of modern technology and marketing – they are digital entities, often crafted using a blend of graphic design and artificial intelligence, designed to engage, influence, and entertain audiences on social media platforms.

Unlike their human counterparts, these influencers exist only in the digital space, making them a unique blend of art and technology. This distinction offers brands unparalleled control over the influencer's appearance, voice, and personality, contrasting the unpredictabilities that can come with human influencers.

Crafting strategies that not only leverage the unique advantages of virtual influencers but also resonate with your audience is the key to successful future campaigns.

For marketers, the coolest part of virtual influencers is the ability to melt art and technology, offering unparalleled scalability, adaptability, and engagement opportunities in the digital realm.

Now with access to AI tools, you can easily create a digital avatar and test the strategy yourself! But first, it helps to know more on how to effectively craft your virtual influencer 👇

Virtual Influencer Examples

There's an undeniable allure to these digital marvels, and it's driving their growing prominence in the influencer space. Part of their unique appeal lies in their novelty – they're a refreshing deviation from the typical influencers we're accustomed to. Moreover, Gen Z and millennials, who have grown up in a digitally saturated world, find virtual influencers particularly compelling. These demographics appreciate the seamless melding of art, tech, and culture that virtual influencers represent. Their adaptability, versatility, and the potential for otherworldly aesthetics further fuel their popularity among these younger audiences.

Lil Miquela

• Perhaps one of the most recognized names in the virtual influencer arena, Lil Miquela boasts millions of followers. , TIME magazine named Miquela Souza one of the 25 most influential people on the internet. Over the years, she has seamlessly collaborated with high-profile brands, including the likes of Prada and Calvin Klein. Her digital persona has been leveraged to promote products, champion social causes, and even release music tracks.

Shudu

• Often heralded as the world's first digital supermodel, Shudu has become a sensation in her own right on platforms like Instagram. With her impeccable design and striking features, she has attracted collaborations from notable fashion brands and has set the standard for what virtual modeling can achieve.

Prada's Candy

• This virtual muse is a testament to how brands can craft their very own influencers tailored to their products or services. Created to promote Prada's perfume line, Candy offers a glimpse into the future of branded virtual personalities, providing a case study in effective and innovative marketing.

Benefits of Using Virtual Influencers

• Branding Control
• Infinite Scalability
• Tailored Messaging
• Immersive Experiences
• Global Appeal & Reach
• Cost Effectiveness
• Longevity & Timelessness
• Flexibility & Creativity
• No PR Scandals

The rise of these digital avatars isn't just a trend—it's a response to the very real benefits they bring to the table. Here's an exploration of why companies are increasingly drawn to these digital powerhouses:

1. Control Over Branding: One of the most distinct advantages of virtual influencers is the unprecedented level of control they offer to brands. Every aspect, from their personality and style to their backstory and values, can be meticulously crafted. This allows brands to create an influencer that embodies their ethos perfectly, ensuring consistent messaging and alignment with brand values. There's no fear of off-brand comments or unsanctioned collaborations; every move is premeditated and aligned with the brand's strategy.
2. Infinite Scalability: Unlike human influencers who have time constraints and physiological needs, virtual influencers can simultaneously run multiple campaigns across various time zones, catering to different audiences without fatigue.
3. Tailored Messaging: The flexibility to tweak a virtual influencer’s appearance, backstory, or even personality traits allows for more nuanced and tailored marketing campaigns. This dynamic nature can help brands resonate with different audience segments more effectively.
4. Immersive Experiences: With the emergence of virtual worlds and the metaverse, virtual influencers can provide truly immersive brand experiences, taking consumers on journeys that transcend traditional media's capabilities.
5. Global Appeal: Virtual influencers can be the embodiment of a global citizen. Their appearance, language, and even cultural nuances can be adapted to resonate with audiences from different regions or demographics. Instead of partnering with multiple human influencers to cater to various markets, a single virtual influencer can be tailored to have a multifaceted appeal.
6. Cost-Effectiveness: While the initial creation of a high-quality virtual influencer might involve significant investment, over the long term, they can prove to be more cost-effective. There are no ongoing fees, travel expenses, or other associated costs that come with human influencers. Furthermore, their content can be repurposed across various platforms without additional costs.
7. Longevity and Timelessness: Humans age, but virtual influencers don't. This means they can represent a brand consistently over the years without concerns about aging, changing styles, or shifting life priorities. Their evergreen nature ensures a consistent brand ambassador that can evolve in character, but remain ageless in appearance.
8. Flexibility and Imagination: Bound by the laws of physics no more, virtual influencers can be placed in any scenario, environment, or context, no matter how fantastical. This opens up a realm of creative possibilities, allowing brands to craft campaigns that might be impossible with human influencers.

Creating Virtual Influencers with AI: Step-by-Step Guide

Creating a virtual influencer requires a harmonious blend of creativity, top-tier digital tools, and AI technology. However, it's not just about creating a visually appealing avatar but crafting an entity that can engage, evolve, and resonate with audiences.

1. Define Your Virtual Influencer's Persona

AI Tools to use

• OpenAI's ChatGPT
• Copy AI

Task

• Decide on the characteristics, background, values, and interests of your influencer.

Structuring the Prompt:

• "Generate a detailed persona for a virtual influencer in the {add your info} industry."

Where AI Adds Value:

• AI facilitates rapid ideation and offers diverse suggestions for character backstories. Instead of manual brainstorming sessions that could take days, AI can generate multiple persona ideas in minutes, allowing marketers to choose or combine elements they find suitable.

2. Design the Physical Appearance

AI Tools to use

• DeepArt
• Runway ML
• Synthesia

Task

• Use the details you defined in step 1 to craft a prompt that will create a visual representation of your highly personalized influencer.

Structuring the Prompt:

• "Generate a 3D model of a {add any specific details such as: race, age, hobbies, physical attributes, clothing style, ect.}"

Where AI Adds Value:

• AI-powered design tools offer customizability and precision. They can generate complex designs with minute details, reducing dependency on human designers. Moreover, AI tools can quickly iterate on designs based on feedback, ensuring that the final virtual influencer's appearance is tailored to the target audience's preference.

3. Develop the Voice and Tone

AI Tools to use

• Lovo
• Descript

Task

• Establish the influencer's communication style. Use the results from step 1 and 2 to direct AI to create the output most aligned with the appearance and personality of your digital avatar.

Structuring the Prompt:

• "Converse in the style of a {add info like: age, style, with certain beliefs.}"

Where AI Adds Value:

• AI models like ChatGPT can consistently emulate specific tones and styles of conversation. This consistency ensures that the virtual influencer's communication remains uniform over time, making the influencer appear more authentic and genuine.

4. Continuous Learning and Growth

AI Tools to use

• Sprinklr
• Brandwatch

Task

• Update the influencer's knowledge and engagement strategies based on audience interactions.

Structuring the Prompt:

• You will need to run these test using your tool of choice.

Where AI Adds Value:

• Using deep learning tools, virtual influencers can learn from past interactions and refine their future responses. This adaptability ensures that the AI remains relevant, engaging, and reduces the risk of repetitive or outdated interactions. It also allows the virtual influencer to better align with the changing preferences and interests of its audience.

How to Use Virtual Influencers in Marketing Strategies

• ‍Product Promotion: Have your influencer showcase products, making them more appealing to the target audience.‍
• Engagement: Engage with real users in real-time, answer queries, give advice, or host virtual events.‍
• Storytelling: Share crafted narratives around your brand through the eyes of the influencer.‍
• Collaboration: Virtual influencers can collaborate with real influencers for joint campaigns.‍
• Global Reach: Unlike human influencers, virtual ones can be anywhere at any time. This makes global campaigns easier to execute.

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