Virtual characters run popular blogs, participate in fashion shows, interact with followers and sell advertising on their social media pages for thousands of dollars. Let’s find out together why they were created and what prospects they have.
Virtual influencers are computer-generated characters. The first digital “stars” appeared more than 20 years ago. The virtual group Gorillaz, whose albums have gone platinum several times, has existed since 1998. The virtual singer from Japan named Hatsune Miku has been popular since 2007. His biggest concert in 2009 was attended by 25 thousand people.
New characters have their own personalities, stories, views and social media style. Like real lifestyle bloggers, they talk about their daily life.
The most popular virtual models
Lil Mikaela has 3 million followers on Instagram, the account has been active since 2016.She likes music, has liberal views, sells advertising to fashion brands and interacts with followers in the comments. Once she published a video in which she said that she was harassed in a taxi. Its creators are members of the Brud startup. Lil is the most popular virtual influencer on Instagram.
If Lil looks like a real person, Nunuyuri is a girl with an unusual appearance. This does not prevent her from participating in the shows of Gucci, Versace, Tom Ford, Chanel and other brands. In her bio it is written “digital character. activist. vegan” (“digital character, activist, vegan”).
Imma lives in Japan. She has a brother, Plasticboy. Together, they visit fashion shows and take photos for fashion magazines. Another virtual male influencer is Liam Nikuro, who is a producer.
Shudu Graham is the first virtual supermodel. She is partnered with The Digitals, the first virtual modeling agency. Now, besides Shudu, there are other itcnm models who work with Samsung, Louboutin and other big brands, as well as fashion magazines.
Companies have also started creating their own virtual influencers.
KFC has “upgraded” Colonel Sanders. Now he flies a private jet, dresses stylishly and has a tattoo that says “Secret Recipe For Success”. You can see the photo on the company’s official page.
Designer toy brand Superplastic has revived its characters and is successfully growing its Instagram account, which already has 1.4 million users. Yoox has created Daisy, a virtual consultant who will give you clothing advice or try on some clothes herself. Her photo often appears on the page together with live models.
How does it work?
Virtual influencers are divided into four types:
Regardless
Virtual stars, bloggers who tell their story. For example, Lil Mikaela, Nunuyuri and Imma.
Virtual models
They take part in exhibitions and appear in commercials, for example Shudu Graham.
Models created by the brand
They are virtual speakers who represent the brand and its values. For example, Sanders in general.
Virtual Assistants: they just help solve certain problems, like Yoox brand Daisy.
Independent influencers are created by creative agencies. They create their story, their appearance, gather followers and attract the attention of brands. Popular virtual influencers, like real ones, sell advertising on their pages, participate in various projects and have stories.
From a business perspective, virtual influencers have a number of advantages over people.
– there are no additional costs, such as a stylist, hairdresser, driver, flights, food and accommodation.
– virtual influencers do not get tired, do not get sick and can appear in several places at the same time.
– They have freedom of movement. one moment they can be on Everest, the next moment at a concert in Los Angeles.
– They can easily change their appearance, lose weight or gain weight, stretch their muscles or change their hairstyle.
But there are also difficulties. a real blogger can take a selfie in seconds, and in the case of a virtual influencer, a whole group of 3D artists works for it.
The main audience of virtual characters is women aged 18 to 24 (45%), and 14.5% of the audience is 13 to 17 years old, which is not typical for Instagram; teenagers today prefer TikTok and Snapchat.
According to the British OnBuy marketplace, the highest paid figure in the industry is Lil’ Michele. One of his publications is worth $8.5 thousand dollars. Nunuyuri is in second place. Its publication costs $1.8 thousand dollars.
The prospects
Looking at these characters, you get the impression that you have appeared in the TV series “Black Mirror”. But this is just the beginning. The Covid19 developed this twist well. Their activities are carried out online, besides, the Covid19 and other similar diseases do not threaten them. Companies can organize exhibitions and other events without social distancing. Under these conditions, they can even travel unhindered and represent different hotels and restaurants.
Budgets for promotion through influencers are also increasing. Companies spent $8 billion in 2019, $10 billion in 2020, and $22 billion in 2022. Moreover, the content of virtual bloggers is more interesting. The average engagement rate for influencers is 0.7%, and Lil Michele’s is 2.7%.
In addition, the graphics of these influencers are also actively developing. They are becoming more and more human and can be physically present in any place.
By the way, CGI technologies (computer-generated imagery) are used to create such a character. From a financial point of view, their birth costs millions.
