A Deep Dive into the Weird World of Virtual Influencers

The rise of virtual influencers represents a surprising shift in the world of social media and digital marketing. These digital humans have become influential figures on platforms like Instagram and TikTok, interacting with millions of followers and collaborating with some of the world’s most prominent brands.  

Virtual influencers are meticulously managed, offering brands a consistent, polished ambassador who never goes off-script. But what exactly are virtual influencers, and why have they become so significant in today’s digital landscape?

What Are Virtual Influencers?

So virtual influencers don’t exist in the real world.  They are computer-generated fictional characters designed to engage with audiences on social media platforms. They are given personalities, characteristics and features that make them appealing to specific demographics.

These AI-driven personas are created by brands, creative studios, or marketing firms to serve as brand ambassadors, promoting products, and building a loyal fanbase. What sets them apart is their ability to maintain a consistent online presence, free from the unpredictability and potential controversies associated with human influencers. For example, Lil Miquela (@lilmiquela), one of the most famous virtual influencers, has amassed 2.5 million followers by seamlessly blending digital fashion with activism, all while being a fictional character.

Meet Lu Do Magula

Lu do Magalu is a Brazilian virtual influencer who primarily speaks Portuguese. She was created by Magazine Luiza, a major retail company in Brazil. Lu has worked with various big brands, including Samsung, Natura, and Unilever. Her influence extends across social media, where she engages with customers and promotes products, making her one of the most prominent virtual influencers in Brazil.

The Appeal of Virtual Influencers

Virtual influencers offer several unique advantages over their human counterparts. Firstly, they can be designed to embody the perfect brand ambassador—flawless in appearance, endlessly energetic, and always on-message. This level of control is appealing to brands looking for consistency and reliability in their marketing campaigns. Additionally, virtual influencers can operate in environments where real humans cannot—engaging with fans across different time zones, languages, and even realities, such as augmented or virtual spaces.

Moreover, the technology behind these characters is becoming increasingly sophisticated. Many virtual influencers are created using advanced 3D modelling, animation, and AI to produce lifelike appearances and behaviours. Some, like Imma (@imma.gram), a Japanese virtual model, are so realistic that they can easily be mistaken for real people. Imma’s collaborations with luxury fashion brands highlight how virtual influencers can bridge the gap between the physical and digital worlds, offering interactive and immersive experiences that captivate audiences.

How Virtual Influencers Operate

Behind every virtual influencer is a team of real people—designers, animators, marketers, and content strategists—who work together to manage the character’s public persona. These teams carefully curate every aspect of the influencer’s life, from their social media posts to their interviews and public appearances. Yes, virtual influencers do give interviews, and they even participate in photoshoots, all orchestrated by the humans behind the scenes.

For example, Lil Miquela has been "interviewed" by various media outlets, where she answers questions as if she were a real person. These interviews are carefully scripted and crafted to maintain her digital persona’s integrity. Similarly, Shudu (@shudu.gram), the world’s first digital supermodel, has appeared in high-fashion campaigns and on magazine covers, seamlessly integrating into the fashion industry as if she were flesh and blood.

The Business Behind Virtual Influencers

The creation and management of virtual influencers is not just a creative endeavour—it’s a business. In Japan, firms like Aww Inc. specialise in creating virtual influencers tailored for different markets. These companies develop detailed backstories, personalities, and aesthetics for their characters, ensuring they resonate with target audiences. The process involves significant investment in technology and talent, but the payoff can be substantial. Brands can collaborate with these virtual figures for product endorsements, brand campaigns, and even co-creation of products.

Influencer commerce is another emerging trend, where virtual influencers are not just promoting products but actively participating in their creation. This collaboration can result in limited-edition products or unique experiences that appeal to the influencer’s fanbase, driving sales and enhancing brand loyalty.

The Ethical Considerations

As with any new technology, the rise of virtual influencers brings ethical questions. For instance, the line between reality and fiction can become blurred, leading followers to form emotional connections with entities that don’t exist. There are also concerns about the transparency of these influencers—should followers be explicitly informed that they are interacting with a digital character, not a real person? Moreover, the use of virtual influencers to perpetuate unrealistic beauty standards, as they can be designed to be “perfect” in every way, raises additional ethical issues.

The Future of Virtual Influencers

The future of virtual influencers is both exciting and uncertain. As technology continues to advance, we can expect these digital personalities to become even more lifelike, with the potential to interact in real-time with their audiences in ways we can’t yet imagine. Virtual influencers may also expand beyond social media, appearing in virtual reality environments, hosting live events, or even becoming spokespeople in digital worlds.

Virtual Versions of Real Influencers

As the world of virtual influencers continues to evolve, it’s likely that real-life influencers, celebrities, and public figures will create virtual versions of themselves. This would enable them to engage with audiences in new and innovative ways, expanding their reach and influence in the digital realm. These virtual avatars could participate in campaigns, conduct interviews, and even perform in virtual events, all while maintaining a presence that is consistent and highly adaptable to the rapidly changing digital landscape.  The gap between what is real and virtual is likely to blend to a point where the average person can’

Final Words

In conclusion, the world of virtual influencers is a fascinating blend of technology, creativity, and marketing strategy. From Lil Miquela to Imma, these digital personas are rewriting the rules of influencer marketing, offering brands a unique way to connect with audiences in an increasingly digital world. As we move forward, the line between virtual and reality will continue to blur, opening up new possibilities—and challenges—in the world of digital engagement.

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About the Author

Since 2006, Nick Jerrat has been blazing a trail across the Internet, working with hundreds of clients to build and market their websites online. Nick is the Creative Director of Publish My Web, an integrated website design and marketing firm. Click here to view more of his articles.