Virtual Influencers as a trend in Social Networks
Virtual Influencers as a trend in Social Networks
Social Networks have become the main communication channel for many companies. A way to reach the end user, to have direct conversations with them and to connect emotionally with the product and the brand. In this equation, the influencer marketing plays a key role by incorporating inspirational profiles into these conversations, which the profiles trust and consider when following recommendations or seeking inspiration.
However, in the last few years, a new type of new type of influencers, the virtual influencers, who are becoming more and more important in this sector of marketing and advertising.. Many companies wonder how to create a virtual influencer and what steps to follow to take advantage of this new trend, since they offer a number of advantages for brands, which we will analyze in detail throughout this post.
What are virtual influencers?
Before analyzing the differences between the two types of influencers, it is important to review what an influencer is. virtual influencer.
Virtual influencers are digital characterscreated through advanced technology such as Artificial Intelligence and 3D animation, which are gaining popularity by starring in advertising campaigns, collaborating with major brands and generating content that attracts millions of followers. All thanks to their novelty and adaptability.
Even though they are not real people, virtual influencers connect emotionally with their audiences and are transforming the way we consume content and understand digital marketing..
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These virtual influencers can fulfill the same functions as human influencers, and at the same time, to have more autonomy and dedicationto both the brands he works for and his niche audience.
These, in addition, reach real audiences beyond Social Networks, such as metaverses and video game platforms. Connecting brands with new digital audiences..
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These virtual influencers are, in short, virtual avatars not only their appearance, but also the development of a personality, tastes and defined style that helps to connect with specific niche audiences.
But these can go a step further if they are connected with the latest advances in Artificial Intelligence. Thus, these influencers not only remain in photographs and/or videos, but they can have direct conversations with usersWe can respond in real time and participate in more communication formats, such as product presentations, events, television, radio, among others.
The origin of the phenomenon of virtual influencers
Virtual influencers are a phenomenon that has been born as an evolution of social media profiles and the explosion of the virtual avatar phenomenon in digital contexts.
They are one more medium, apart from the more traditional influencer profiles, so that companies and brands take advantage of new technologies and new communication channels to connect with their audiences.. As the creation of virtual reality characters took shape, these avatars became increasingly realistic in appearance, accompanied by the ability to interact with people in the physical world.
Shortly after the advent of Social Media, brands and marketing and advertising agencies began to explore the idea of discovering how to create a virtual influencer. that could function as influencer profiles. Real people who were just starting to make their mark working on campaigns for numerous brands and who already had millions of impressions and followers at the time.
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The first known virtual influencer was Lil Miquelawhose Instagram profile was created in 2016. The success and notoriety he achieved proved that the phenomenon of virtual influencers could connect emotionally with the public and attract the interest of brands and advertisers. From that moment on, new virtual influencers with their own appearances and personalities began to emerge.
Benefits of having a virtual influencer
As has been discussed throughout this article, virtual influencers offer companies an opportunity to alternative to hiring influencerswhere brands can count on the following benefits:
24/7 availability
In traditional influencer marketing, brands compete with other companies not only for the attention of users, but also for the attention of the influencer's own profile. A virtual avatar created and managed by the brand itself is fully available to the brand and complementary companies.. Creating a storytelling and content of high value for both users and the companies behind the profile.
In addition, as they are digital characters, they can be worked with at any time. any time of the day, any day of the week. They are available to companies, entities and firms when needed. Virtual avatars such as the V-E-G-A line are accessible from mobile devices, computers and Extended Reality experiences.
Rapid adaptation
One of the main benefits offered by virtual influencers is the immediacy and the rapid updating of their messages, their aesthetics and their personality. This allows them to keep up to date with what is happening on the Internet, on social networks and in the company itself.
These virtual influencers, if they are based on the technology behind the virtual avatars equipped with Artificial Intelligence allows them to have a quick training and control of the information sources. Being really easy to adapt messages and publish content.
Cost reduction
In recent years, influencers' services have become significantly more expensive. The performance of influencer marketing is known worldwide. and these profiles are fully aware of the amount of power they have in their hands with respect to brands and their fees.
Having a customized, brand-owned virtual influencer helps reduce costs on this side, while offering a similar service. Their combination with both styles of influencers allows brands to have a greater adaptability and control of your marketing and communication strategies in the digital world.
Represents brand values
The virtual influencer solves one of the main problems that exist with influencer marketing. The people behind these profiles often don't share or are not aligned to the 100% with brand values. This is in addition to the possible contradictory messages or reputational crises that may be generated.
Brands no longer need to worry about it, as these digital personas are totally customizable. At the same time, unlike real influencers, they are completely controllable characters for brands, which reduces unforeseen events and eliminates unexpected behavior.
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Influencer marketing, beyond Social Networks
The The presence of virtual influencers is not limited to social networks, there are many more possibilities. when it comes to launching them in the different communication channels of the digital world. Beyond social networks, these influencers and virtual avatars can have their own space to connect with users, all thanks to the 3D animation and its integration with the Generative Artificial Intelligence.
An example of this can be found in the V-E-G-A virtual avatars, digital characters equipped with generative AI that humanize brands and customer service in the virtual ecosystem.
These customizable AI avatars can connect with users beyond a Social Networking profile. They can be placed on physical totems in the brand's stores or establishments.
They can be used in the personalization, in customer service and your experience both physically and on the web. You can be at tourist information points or actively participate in product presentations. You can even act as a company representative in the virtual world. And that's not all, the alternatives are countless.
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The avatars V-E-G-G-A have the ability to hold close conversations and always be available to the audience. In this aspect, they can give talks or conferences and lead trainings. It is a digital persona capable of humanizing the essence and values of the brand in an innovative way, offering an attractive experience for the customer.
At Imascono we have developed virtual avatars such as Smoky, the virtual chef of Nola Smoke who receives and attends to customers and also makes personalized recommendations, collects and delivers orders. O IRIA Iveco, which centralizes internal communication and customized training for the automotive group's employees.
Not forgetting the AI avatar of Miguel de Cervantes, which becomes the best virtual guide to get to know Castilla-La Mancha through the stories that the writer himself tells to the visitors of Alcázar de San Juan.
AI Avatars: The Future of Virtual Influencers
Influencer marketing is, without a doubt, one of the main sectors in the world of advertising at present. Its growth both in terms of budget and audience impact opens up new opportunities for brands to further explore how to reach and communicate with digital audiences.
In this exploration of new ways of communication, the virtual influencers have a bright futurealready have examples and success stories that demonstrate that what the audience is looking for are stories, values and high-value content. Three keys that virtual influencers can offer.
In this vision of the future of virtual influencers, we must not forget about the introduction of generative Artificial Intelligenceas a way to give autonomy and personality to these influencers. Emerging the possibility that these digital characters go beyond the profiles on social networks to have a direct interaction with users, both in the physical environment through customer service totems and digitally, being a support in e-commerce and brand websites.
At Imasconowe are developing a whole line of virtual avatars equipped with Artificial Intelligence called V-E-G-A. AI avatars that represent a leap forward in the world of virtual influencers. Giving them personality, voice and adaptive training to humanize the essence and values of the brands..
Interested in learning more about the use of these AI avatars in the world of virtual influencers? Get in touch with us your team of engineers and designers will be happy to answer all your questions about Artificial Intelligence and virtual avatars..
