The flexibility of virtual influencers could make sense for brands

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 06, 2019, 9:43 AM UTC

In particular, their fluid identity can be useful.

Highlighting the importance of influencer marketing parallel to the emergence of AI, the author states that the emergence of virtual influencers is akin to a “curveball” for influencer marketing. The author notes that despite AI influencers seeming as “dystopian as an episode of Black Mirror”, companies aren’t shying away from investing in them.

The article provides Lil Miquela or Miquela Sousa as an example of a popular virtual influencer. “Her” account has 1.7 million followers and she has “modelled” for fashion brands like Fendi, Prada, Chanel, among others.

As per Hype Auditor’s data, virtual influencers generate thrice the engagement than real life influencers. Such influencers could work for brands given their flexibility, and their digital and malleable identity.

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