Virtual Influencers Are Here And They’re Actually Cute
Real-life influencers will be increasingly joined by the virtual variety. Virtual influencers are now a real thing and we’re going to see a lot more of them.
Japan’s 1sec Inc. – a self-described “venture company planning and developing virtual humans”– has just created the first male virtual influencer, a handsome young guy named Liam Nikuro.
View this post on Instagram
A glance through his Instagram profile reveals a love for fashion, music, and living large. He’s really no different from countless other influencers — aside from the whole synthetic factor.
While he now, according to his Instagram profile, resides in Tokyo and Los Angeles, Liam was created via computer processing and 3D CG technology that projects virtual 3D objects onto flat surfaces.
Nikuro joins the popular Lil Miquela in the virtual influencer game. His female counterpart has 1.5 million followers on Instagram and has partnered with brands like Prada, GIPHY, and Diesel. She even hit influencer haven Coachella in all of her fashionable glory. She’s also an active supporter of Black Lives Matter.
View this post on Instagram
Brands have now even started to explore “in-house” virtual influencers on their social channels.
Not long after Liam’s arrival, Kentucky Fried Chicken announced its own virtual influencer – a virtual Colonel Sanders – on Instagram last month. Decidedly a lot, um, hotter than the Colonel Sanders we all know and love, KFC’s creation aligned with their brand personality in his limited time engagement. It was more of a fleeting publicity stunt than anything, as he lived his best life one glossy post at a time.
The idea continues to gain traction and the virtual influencer industry shows no signs of slowing.
View this post on Instagram
As investors drop their dollars backing companies like SuperPlastic and TuneStar, working away to produce the latest and greatest new virtual influencers to grace news feeds of the future.
For proponents, the fact that virtual influencers aren’t real really doesn’t matter; they just need to be good at their jobs – engaging storytellers and content creators who accurately reflect the brands with whom they align.
For brands, virtual influencers may very well seem like a safer bet rather than humans, when the potential pitfalls of working with sometimes mistake making, and judgment lacking human beings are removed from the equation.
So, what does the arrival of virtual influencers mean for the flesh-and-blood influencers?
According to Emily Ward, co-founder of global influencer management agency, Shine Influencers, they have nothing new to worry about.
After all, competition is part of the game. “Virtual influencers are no different to other characters who have existed in our media and social space in the past,” says Ward. “Real-life influencers will still have to continue to shape their unique positioning in the landscape to remain competitive and capture true followership – same will go for the creators behind virtual influencers.”
View this post on Instagram
As Ward points out, while brands may believe they have a greater control of the key messaging by working with influencers, the reality is that an anonymous human creates their content.
Unlike traditional real-life influencers, this faceless player in the game doesn’t have the same pressure of maintaining reputations and kosher personal images as the real deal does.
In an era when the smoke and mirrors of influencer marketing are a focus with each #ad post, there is also a greater demand for authenticity in the influencer realm – something virtual influencers clearly lack.
View this post on Instagram
Considering that they are created with the direct purpose to promote brands, what will be interesting to see is the appearance of these human-generated influencers, as every detail is taken into account, from body types to haircuts, and their overall image.
Both Lil and Liam are lean, physically fit, wide-eyed, and gorgeous. Lil’s bikini snaps reveal a body that is pretty much “perfect” by traditional (and dated) standards. If the creation of these “perfect ten” virtual influencers continues, it won’t be long before the backlash starts.
At the end of the day, we need to remember that – no matter how “real” they look or aspirational they may be to some – virtual influencers are digital art projects.
Featured Image: Instagram/@lilmiquela
Articles You May Be Interested In:
Do Influencers Really Impact The Way We Shop?
Social Media Influencers Are Becoming Less Important To Brands
10 Of The Coolest Toronto Fashion & Lifestyle Accounts To Follow
Do You Have What It Really Takes To Be An Influencer?
The Rise In Popularity Of Influencer Fashion And Beauty Lines
