Introduction
The world of social media and influencer marketing has seen enormous growth and evolution over the past decade. With the rise of virtual influencers and AI avatars on platforms like Instagram and YouTube, many are wondering if these computer-generated personas might someday replace real human celebrities. In this article, I’ll examine both sides of this debate by looking at the capabilities and limitations of current virtual influencer technology, as well as the unique values that human influencers bring to the table. My goal is to provide an in-depth exploration of this emerging tech trend and its potential impacts on the influencer marketing landscape.
The Rise of Virtual Influencers
What Are Virtual Influencers?
A virtual influencer is a fictional computer-generated character that is programmed to behave like a human social media influencer. Using CGI, AI, and animation technology, companies are creating lifelike avatars complete with unique personalities, voices, and physical features. Popular examples include Lil Miquela, a Brazilian-American model and singer, and Imma, a Japanese virtual teen girl. These characters post stylized photos, engage with audiences, collaborate with brands, and otherwise mimic the habits of human influencers.
Key Benefits of Virtual Influencers
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Controlled image and persona – Since virtual influencers are fabricated creations, brands have complete control over their image, voice, values, and messaging. This allows for careful crafting of their look and personality.
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No scandals or controversies – There is no risk of a virtual influencer becoming embroiled in a career-damaging scandal, as they have no real personal life. This guarantees brands a squeaky-clean promotional partner.
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Built-in audience – Virtual influencers like Lil Miquela come pre-loaded with millions of followers at ‘birth’, allowing them to be influential from day one. Imma already had over 130k Instagram followers before making her first post.
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Tech capabilities – Virtual characters can do things humans cannot, like change their appearance at will or integrate their bodies with products. This expands the creative possibilities for branded content.
The Appeal for Brands
Many brands are turning to partnerships with virtual influencers like Lil Miquela and Imma. CG avatars allow for complete control over sponsored content in an always-scandal-free package. And their built-in audiences grant them influence that cuts through the noise. As the technology improves, virtual influencer sponsorships offer unique opportunities for brands.
Limitations and Challenges for Virtual Influencers
The “Uncanny Valley” Effect
While CGI avatars are becoming more sophisticated, many still fall into the “uncanny valley” – a phenomenon where humanlike robots and animations that appear almost real elicit a strangely discomforting response. There is still work to be done before virtual humans seem truly lifelike.
Lack of Authentic Personality
By definition, virtual influencers lack an authentic human personality. No matter how advanced the AI, they cannot display the depth, complexity, and spontaneity of real people. Audiences may find their repetitive, robotic nature off-putting after the novelty wears off.
No Real Social Capital
Influencer marketing depends heavily on an influencer’s social capital – their network of real, engaged followers built up over time. Virtual influencers have artificially inflated, bot-driven follower counts that lack this deep social connection.
Cannot Try or Authentically Endorse Products
Unlike human influencers, virtual characters cannot actually try products like makeup, clothing, or food. Their endorsements lack the authenticity that comes from real-life usage and experience. This limits their appeal for many brands.
Unique Advantages of Human Influencers
While virtual avatars offer opportunities, they also lack some of the special qualities that make human influencers so compelling.
Genuine Personality and Charisma
Human influencers like Emma Chamberlain have magnetic personalities that shine through in videos and posts. Their distinctive charisma draws devoted audiences that deeply connect with them as real people. This emotional bond is impossible for an AI simulation to recreate.
Authentic Social Capital and Impact
Micro-influencers with small but highly engaged followings built up organically over time offer true social capital to brands. Their recommendations carry weight and real impact with their niche audiences.
True Lifestyle Authority
Lifestyle influencers are looked to as experts within their field, like fashion, fitness, cooking, or travel. Their lived experiences trying products and visiting locations gives them an authentic authority that no fictional character can match.
Relatability and Aspiration
We relate to human influencers as real people and admire them for giving us glimpses into aspirational lifestyles. Virtual avatars may entertain, but they do not inspire this same emotional connection and desire to emulate.
The Verdict: Coexistence, Not Replacement
After weighing both sides, I believe virtual influencers will not fully replace real human celebrities and influencers in the foreseeable future. However, as the technology rapidly improves, they will become an increasingly larger part of the influencer marketing landscape. Brands will harness virtual avatars for their advantages where applicable, while still relying on authentic human influencers whenever that vital human touch is needed. In the end, the two types of influencers will likely coexist rather than compete. Virtual characters can complement real influencers, but are unlikely to completely eclipse the need for relatable, aspirational people who have built true social capital and lifestyle authority.
Key Takeaways:
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Virtual influencers like Lil Miquela offer brands major advantages like complete control, built-in audiences, and freedom from controversy.
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But limitations remain around unrealistic appearance, lack of real personality, and inability to authentically use or endorse products.
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Human influencers provide unmatched authenticity, relatability, expertise, and emotional bonds with audiences.
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Rather than replacing real influencers, virtual avatars will complement them in specific use cases.
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For the foreseeable future, virtual and human influencers will coexist rather than compete directly.
Conclusion
The rise of virtual influencers is an exciting tech development that unlocks new creative opportunities for brands. But human influencers remain irreplaceable in many ways. Relatability, authenticity, and authority will keep real celebrities and micro-influencers highly relevant even alongside increasingly sophisticated AI avatars. Virtual characters can supplement, but likely will not supplant, the role of talented, charismatic people in influencer marketing. Brands will utilize both types of influencers to combine high-tech capabilities with timeless human appeal.
