On April 9, digital influencer Miquela Sousa, also known as @lilmiquela, celebrated her “20th birthday” with her 2.6 million Instagram followers. This celebration was a milestone for her followers, as it marked the first birthday ever for Lil Miquela, a virtual influencer who made her debut on social media in 2016 as a 19-year-old Brazilian American. Developed by the startup Brud, Lil Miquela has since gained an enthusiastic fanbase and recently “decided” to age, making this birthday a big deal for her community.
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True to influencer style, Lil Miquela’s birthday post was brimming with personality and visual flair. She sported Supreme boxer briefs and rocked rainbow-colored twin buns styled by LA stylist Daniel Moon. Known for her iconic fashion, Lil Miquela has also collaborated with prestigious brands like Prada and Chanel, contributing to her estimated annual revenue of $11 million.
Virtual influencers are becoming more prominent as brands increasingly explore AI-driven marketing. The appeal is clear: these virtual personalities offer more creative flexibility, quick turnaround times, and reduced costs. And they deliver results—a 2022 survey by an influencer marketing agency found that over a third of respondents had purchased products or services recommended by a virtual influencer.
While virtual influencers are powerful tools, they’re not without challenges. Like human influencers, they sometimes miss the mark—perhaps by sounding too scripted or giving audiences a strange vibe. Brands considering virtual influencers should ask themselves some key questions to ensure the fit is right.
Are you selling a product or an experience? Virtual influencers are great for products like clothing and jewelry, where visual appeal is central. For instance, Lil Miquela effortlessly showcases how Supreme boxer briefs might look on someone. However, virtual influencers can feel less credible when marketing experiences like dining out or vacationing. Since they’re AI, they can’t actually enjoy a meal or a luxurious hotel stay, and some consumers may find this lack of firsthand experience a bit hollow.
Research shows that virtual influencers portraying themselves as genuine and independent can struggle with promoting experiences because consumers know they aren’t real. For instance, Lil Miquela has a playful “rebellious” personality, often defying social norms with quirky table manners or bold style choices. However, that uniqueness might make her less convincing when endorsing sensory or experiential products. If your brand wants to promote sensory products like perfumes or spa services, consider a character like Imma (@imma.gram), a Japanese virtual influencer who leans into her artificiality. This can help keep expectations clear, so consumers are less likely to question the authenticity of her recommendations.
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What image does your brand want to convey? Virtual influencers exude a futuristic, tech-savvy vibe. For brands aiming to be seen as innovative, a virtual influencer could add a modern touch that draws attention. A hint of AI controversy might even enhance their visibility.
However, traditional brands might not resonate as well with a high-tech AI face. Products rooted in everyday life, such as household items or family-focused services, might benefit more from a relatable human influencer who can show their everyday, authentic use. Additionally, aligning with an influencer who shares your brand’s values can strengthen your connection with consumers. The most successful virtual influencers have distinct, relatable personalities and even take stands on issues. Lil Miquela, for example, supports the Black Lives Matter movement, while Leya Love (@leyalovenature) advocates for environmental causes. Aligning with an AI influencer who mirrors your brand’s values can build consumer trust and loyalty.
How “realistic” do you want to get? Some virtual influencers are so realistic that they’re nearly indistinguishable from real humans, like Aitana Lopez (@fit_aitana), a Spanish virtual model whose followers sometimes mistake her for a real person. Not all AI characters aim for this level of realism, though. AI influencers that sit just outside the realm of human likeness can avoid triggering the “uncanny valley” effect, which some find unsettling. For instance, CB (@casasbahia) embraces a friendly, cartoonish look that is far from realistic, making him feel like a charming animated character rather than a replacement for human jobs.
If a virtual influencer looks very lifelike, brands should ensure the portrayal is engaging without being eerie. Using AI characters to replace human roles might also provoke consumer backlash, especially in cases where fans feel a human would connect better. Testing your audience’s comfort level can help determine the ideal balance between realism and relatability.
Are you ready for what’s next? The future of virtual influencers looks even more dynamic as generative AI tools like ChatGPT allow these influencers to engage more actively with their audience. Soon, they could develop unique personalities shaped by their followers, further enhancing their persuasive power. However, as virtual influencers evolve, regulations are also likely to increase. In the European Union, upcoming AI regulations will soon require that AI-generated content be clearly labeled. Staying aware of regulations is crucial, especially for brands that want to keep consumer trust intact while embracing the cutting-edge potential of AI.
Virtual influencers open up exciting new marketing possibilities, offering cost-effective and innovative approaches to brand engagement. For the right brand, they can be a powerful asset. But it’s essential to consider your brand’s specific needs, your target audience’s comfort with AI, and how realistic the influencer should be portrayed. By thoughtfully weighing these factors, brands can make the most of the exciting opportunities virtual influencers provide.
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