THE virtual influencer they have a name, a rather attractive appearance, thousands or even millions of followers, but they don’t exist. They are not real people. They are in fact digital creatures, built on the computerdesigned and animated specifically to create emotions like human beings even if their existence is completely fictitious.
A phenomenon born a few years ago, which has had a response mainly in Asiabut which is now taking on a planetary dimension even reaching our latitudes as evidenced by the recent landing of Zairathe meta-influencer created by the Italian company Buzzoole and officially presented in the metaverse of The Nemesis.
Her face vaguely recalls that Billie Elish, she is between 18 and 25 years old, sinuous but not showy, attentive (at the behest of those who created her) to the issues dear to the Generation Z: diversity, body positivity and sustainability.
It is precisely the young GenZs (born between the end of the 90s and the first decade of the 2000s) who are most passionate about this kind of influencer. The data says these guys they follow these profiles twice as willingly compared to those of real people. Women between 18 and 34 are also very popular.
It is no coincidence that many companies have already decided to work with these avatars. The most famous virtual influencer Miquela Sousa, has already collaborated with famous brands such as Gucci, Prada, Calvin Klein and Diesel. Even the brands themselves create a profile that best embodies the company’s values, as Yoox did with its Daisy or Puma with Maya. Kentucky Fried Chicken has even resurrected the legendary Colonel Sanders, the iconic face of the American fast food chain, with a virtual alter ego.
What’s the point of following these fictional characters, don’t we already have too many influencers living fake or surreal lives? The answer is not simple. On the one hand, virtual influencers offer some tangible benefits to companies, on the other hand the digital world is opening up to metaverse.
From a marketing point of view these creatures arouse far fewer negative feelings such as envy and those who follow them find less annoying promotion of clothes, products and services. Furthermore their conduct is totally controllable by the team that manages these characters, so they are limited to a maximum of inadequate conduct, style drops or conflicts of interest. Not only that, but virtual influencers are always ready and available and have lower costs than humans. In addition they do not travel, they do not have to go to the hairdresser or the beautician, they have no particular needs and they have no character problems.
To these elements is added another essential point: according to a research by HypeAuditor, virtual influencers they often work better than humansthat is, have rates of engagement rate it’s a influencing value higher than their real competitors.
Add to this the growing interest in virtual environments, especially for metaversi, the potential of these digital characters is well understood. Many believe, first of all Mark Zuckerberg, that virtual worlds will replace social networks in the next decade, at least as we know them today. A rich and global business that, according to Bloomberg Intelligence data, could reach be worth $ 800 billion already by 2024.
In short, better prepare, the future knocks on the door and we have the choice whether to open it or keep it tightly closed.
Source: Vanity Fair