A new phenomenon has emerged that is capturing the attention of brands, marketers, and users alike: virtual influencers. These are digital characters created using computer graphics and artificial intelligence, designed to mimic human influencers. They boast highly curated social media profiles, engage with followers, and even collaborate with major brands. While the concept of virtual influencers might sound futuristic and exciting, according to this research, it also brings with it a set of unique dangers.
Virtual influencers are created with the intention of perfection. Their flawless appearances and lifestyles set unrealistic standards for beauty and success, which can be particularly harmful to impressionable young audiences. Moreover, these digital personas are entirely controlled by their creators, meaning their authenticity is always questioned. This manipulation can blur the lines between reality and fiction, making it harder for followers to discern genuine experiences from fabricated ones.
The Rise of Virtual Influencers
The advent of virtual influencers can be traced back to technological advancements and the growing importance of social media in marketing strategies. As brands continually seek innovative ways to capture audience attention, virtual influencers have emerged as a perfect solution. They are immune to the typical pitfalls that human influencers face, such as scandals, controversies, and inconsistencies, making them a more controlled and reliable brand asset.
The rise of these digital personalities has been meteoric. With AI and CGI technology becoming more sophisticated, creating lifelike avatars has become easier and more affordable. Virtual influencers can be meticulously designed to resonate with target audiences, with their personalities and storylines crafted to perfection. This level of control and customization makes them an attractive option for brands looking to deliver specific messages or maintain a certain image.
Notable Virtual Influencers
Several virtual influencers have risen to prominence, capturing millions of followers and working with top-tier brands. Here are a few of the most famous:
Barbie
Barbie, the iconic doll, has transcended her physical form to become a virtual influencer. Her online presence is a blend of aspirational content and brand collaborations aimed at inspiring and engaging her audience. Barbie's transition to the digital space shows virtual influencers' versatility and potential longevity.
Lil Miquela
Perhaps the most well-known virtual influencer, Lil Miquela, or Miquela Sousa, is a Brazilian-American digital character created by Brud, a startup specializing in robotics and AI. Miquela's Instagram account showcases her life as a fashionista and social activist, blurring the lines between virtual and real. She has collaborated with brands like Calvin Klein and Prada, proving the commercial viability of virtual influencers.
Lu Magalu
Lu Magalu is a Brazilian virtual influencer created by Magazine Luiza, one of Brazil's largest retail companies. Lu is used primarily for promoting products and engaging with customers, becoming a significant part of the company's marketing strategy. Her relatable and friendly persona has made her a beloved figure among Brazilian consumers.
The Downside of Virtual Influencers
While the rise of virtual influencers presents exciting opportunities, it also poses several downsides and ethical concerns.
Unrealistic Standards
One of the most significant issues is the promotion of unrealistic beauty and lifestyle standards. Virtual influencers can be designed without flaws, presenting an idealized version of reality that can negatively impact followers' self-esteem and body image.
Lack of Authenticity
Authenticity is a critical component of influencer marketing. Followers tend to trust influencers who share their real experiences and opinions. With virtual influencers, the authenticity is always artificial, as their actions and thoughts are entirely scripted by their creators. This can lead to a disconnect between the influencer and their audience.
Ethical Concerns
The use of virtual influencers raises ethical questions regarding transparency and manipulation. Since these characters are controlled by companies, there is a risk of undisclosed sponsorships and biased content. This lack of transparency can erode trust and credibility in the influencer marketing industry.
Virtual influencers equipped with conversational AI systems can engage more deeply with audiences, but this raises ethical concerns regarding transparency, authenticity, and the potential for manipulative interactions, highlighting the need for clear guidelines and accountability in their deployment.
The Future of Virtual Influencers
The future of virtual influencers is both promising and uncertain. As technology continues to advance, we can expect to see more sophisticated and lifelike digital characters. Brands will likely continue to leverage virtual influencers for their reliability and control, as well as their marketing needs.
However, the industry must address the ethical and psychological impacts of these digital personas. Striking a balance between innovation and responsibility will be crucial in ensuring that virtual influencers contribute positively to social media culture.
Conclusion
Virtual influencers represent a fascinating intersection of technology, marketing, and social media. While their rise offers exciting new possibilities, it also brings challenges that need careful consideration. As followers and consumers, it is essential to stay informed and critical of the content we engage with online.
By keeping an eye on the development of virtual influencers and understanding their impact, we can navigate the digital world more wisely and responsibly.