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I was amazed when I opened an Instagram account claiming to be the first virtual influencer in Indonesia. The account, Lentari van Lorainne, quickly gained attention from Indonesian Instagram users. Although they knew the account was a virtual persona, they still regularly interacted with it by answering Riri's questions in the story section.
Looking at the trend of virtual accounts such as Vtuber or Riri, I was thinking, will digital marketing trends also change? Will the public trust a brand using virtual personas in its digital campaigns?
Curios about it, I tried to figure out some pros and cons for the brands if they are using virtual influencers for their campaign marketing. And here’s my take.
Pros and cons of virtual influencers for brands
As we all knew, virtual influencers are computer-generated characters designed to look and act like real people. Nowadays, they are increasingly popular in the world of social media marketing.
According to a survey, conducted by the Influencer Marketing Factory, 58% of respondents follow at least one virtual influencer.
The same survey also found that 35% of consumers said they had purchased a product promoted by a virtual influencer
Given the public's positive response to virtual influencers, it's worth asking whether brands can benefit from using them in their marketing campaigns.
While we still need more data to say for sure, there are some potential advantages for brands that choose to use virtual influencers, especially considering the negative sentiment surrounding AI use today
Pros virtual influencers for brands
#1. Help brands embrace flexibility and enhance creativity
When it comes to marketing campaigns brands will have more freedom to create a character that aligns perfectly with the brand's authentic, messaging, and target audience. Brands also can customize every aspect of the character's appearance, personality, and story resulting in tailored brand collaborations.
#2. Ensure consistency and dependability
Unlike humans who may face limitations, like fatigue, mood swings, or personal issues, virtual influencers can consistently generate content, engage with followers on social media platforms, and maintain brand presence. They're also able to play a role, in upholding a brand image and messaging throughout the campaign.
#3. Help brands reach more global audiences
Virtual influencers have the ability to overcome language and cultural problems. It makes it easier for them to interact with audiences worldwide and convey brand messages effectively. Therefore, virtual influencers are powerful entities for global product campaigns.
#4. Easy risk mitigation
Virtual character influencers offer a level of risk mitigation for brands. Since they are not real individuals, there is less potential for personal misconduct, controversies, or reputational damage. Brands have more control over the virtual character's actions and can mitigate the risks associated with human influencer behavior.
#5. Sense of uniqueness and buzz
#6. Targeting specific audiences
Virtual character influencers can be designed to specifically appeal to certain demographics. By understanding the characteristics and preferences of the target audience, marketers can create virtual characters that resonate with their interests, values, and aspirations. This targeted approach can result in higher engagement and conversion rates.
#7. Longevity and Repurposing
Unlike human influencers who may age, lose popularity, or move on to other ventures, virtual character influencers can have a longer lifespan. They can be repurposed for multiple campaigns or evolve over time, maintaining relevance and continuity in the brand's marketing efforts.
#8. Cost-Effective Partnerships
Collaborating with virtual influencers can often be more cost-effective compared to working with human influencers or celebrities. Virtual influencers don't require physical shoots, travel expenses, or ongoing partnership fees. Once created, virtual influencers can continue to produce content without additional costs, making them a more affordable option for brands with limited budgets.
These advantages make virtual character influencers an attractive option for brands looking to leverage the power of social media and engage with audiences in innovative ways.
Additionally, younger generations, who are often more familiar and comfortable with digital experiences, have shown a willingness to engage with virtual influencers. Brands can leverage the benefits of both real human influencers and virtual influencers by incorporating a balanced influencer marketing strategy.
Cons virtual influencers for brands
Despite the potential advantages of virtual influencers, brands should also be aware of the potential drawback and challenges. Below are some cons associated with virtual influencers:
#1. Lack of authenticity
Unlike human influencers who have genuine experiences, emotions, and personal stories, virtual influencers are manufactured constructs. It may difficult for consumers to connect with them on personal level and their recommendation.
#2. Transparency concerns
Consumer may be concerned about the manipulation of virtual influencers' images, as these characters are designed. This lack of transparency can erode trust between brands and consumers.
#3. Limited emotional appeal
Virtual influencers may be able to connect with consumers on a rational level, but it will be difficult for consumers to resonate with them on an emotional level. It can be also difficult to influence consumers with their recommendations, as they are not real people with authentic histories and perspectives.
#4. Inability to interact with products
#5. Cost and risk
Creating a digital character is still expensive, which can be a barrier for smaller brands with limited budgets.
Additionally, virtual influencer marketing is a relatively new and untested field, despite its adoption by some big brands. Every brand has unique marketing needs, and what works for one may not work for another. Therefore, it is important to consider the potential risks associated with using virtual influencers, such as backlash from consumers if a campaign is not well executed
Conclusion
Brands need to have the necessary resources or collaborate with experts in these areas to ensure the virtual influencer is visually appealing, engaging, and capable of delivering captivating content. It's important for brands to carefully evaluate their target audience, brand image, and marketing objectives before deciding to create a brand-owned virtual influencer. It can be a powerful tool for certain brands, but it should align with the brand's overall strategy and resonate with the intended audience.
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