Virtual influencers: just a fad or a lasting trend?

They have no flesh or bones, but millions of people follow them, interact with them and draw inspiration from their style. Virtual influencers are no longer mere technological curiosities: they are making their mark on social networks, collaborating with brands and redefining the codes of influencer marketing. Created by agencies or companies, these digital avatars blur the boundaries between fiction and reality, captivating an increasingly connected audience.

But is this trend an ephemeral phenomenon or a lasting revolution? Can they compete with human influencers in terms of authenticity and engagement?

In this article, 18h08, the expert agency in Influence Marketing, helps you decipher the rise of virtual influencers and understand whether they represent the future of influence marketing... or just a passing fad.

1. Who are virtual influencers?

Virtual influencers are digital creations designed to evolve on platforms such as Instagram, TikTok or YouTube. Using state-of-the-art software, these avatars interact with their audience, share content and embody specific values.

Why are brands so interested?

• Absolute control Unlike human influencers, every avatar publication is planned and controlled, minimizing the risk of the unexpected.
• Customized design The appearance and personality of our products can be tailored to meet the specific needs of our customers.
• Innovative appeal The futuristic aspect of virtual influencers in marketing particularly appeals to younger generations, such as Millennials and Gen Z.

Case in point:
Lil Miquelaone of the first celebrity digital influencers, has collaborated with luxury brands such as Prada and Dior. By integrating social and cultural values into her content, she embodies a new approach to marketing.

A tool that can be adapted to various sectors

Digital influencers are not limited to a single industry. Their adaptability allows them to integrate different fields, such as :

• Fashion and luxury With visually impressive collaborations.
• The technology Ideal for futuristic product launches.
• Entertainment Creating interactive content to engage audiences.

2. Why do digital influencers appeal to brands?

Virtual influencers are no longer a mere digital curiosity: they offer brands a new way of engaging their audience while maintaining complete control over their image. With their polished aesthetics, controlled personalities and creative flexibility, these digital avatars open up new perspectives in influencer marketing. Here's why more and more companies are banking on them.

1. A risk-free partnership

Brands that invest in influencers know how devastating bad buzz can be. With a virtual influencer, there's no uncontrolled speech, no scandal, no misbehavior. These avatars offer total control over image and message, guaranteeing communication that is always aligned with corporate values. For major brands, this is a major advantage: they can associate themselves with a reliable ambassador, without fearing the unforeseen effects of human behavior.

2. A young, curious audience

Generations Z and Alpha, born into an ultra-connected world, are looking for interactive and immersive experiences. They consume content through the filters of augmented reality, avatars and virtual worlds. Digital influencers are a perfect fit with this trend, attracting a young audience eager for novelty. For a brand, working with these digital figures not only enables it to capture this audience, but also to associate its image with an innovative, technological universe.

3. Unlimited creativity

One of the greatest assets of virtual influencers is their ability to evolve without constraint. They can change their look in an instant, travel to the other side of the world with no logistical budget, or even appear in fantasy worlds. This flexibility opens the door to spectacular visual campaigns, where only imagination sets the limits.

3. Human vs. virtual influencers: complementary approaches

Human and digital influencers share common goals, but they differ in the way they connect with their audience.

A strategic fit

Virtual influencers seduce with their flexibility and innovation, but the authenticity of human influencers remains precious. The most strategic brands combine both approaches to optimize their impact with different audiences.

4. The challenges of virtual influencers

Despite their growing popularity, virtual influencers face a number of obstacles. Their adoption by brands is sometimes held back for a number of reasons, linked to authenticity, cost and public perception.

1. Limited authenticity

One of the pillars of influencer marketing isauthenticity. And yet, by definition, a virtual influencer has no personal experience to share. They feel neither real emotions nor spontaneity in their interactions. This lack of humanity can create a distance with some consumers, especially for campaigns that rely on emotion, social engagement or the sharing of personal stories.

2. High costs

While virtual influencers enable brands to retain total control over their image, they also require considerable investment. Creating a realistic avatar requires the work of designers, 3D animators and developers, not to mention AI and advanced modeling tools to enhance its expressiveness.

What's more, maintaining an avatar requires a great deal of work: every interaction, speech or evolution of the avatar requires constant updating and follow-up. Unlike human influencers who create their own content, virtual influencers require a dedicated team to script and produce each publication.

3. A mixed perception of artificial intelligence

The rise of artificial intelligence continues to divide the general public. While some see digital avatars as a fascinating innovation, others see them as a form of manipulation or dehumanization of marketing. This perception can hinder engagement and generate a sense of mistrust among consumers, who are looking for more accessible, authentic figures.

Brands need to strike a balance between innovation and ethics.ethicalby fully assuming the use of these avatars and guaranteeing transparency about their artificial nature. Some companies even choose to create backstories to humanize their avatars and make them more endearing.

5. The opportunities offered by digital influencers

For brands ready to innovate, virtual influencers offer exciting marketing opportunities.

1. Immersive, memorable campaigns

Virtual influencers are not limited by the constraints of the real world. Thanks to technologies such as augmented reality, 3D and artificial intelligence, they can evolve in customized universes, appear in different forms and interact in innovative ways with their audience. This ability to integrate interactive experiences enables brands to capture the public's attention in an unprecedented way and stay top of mind.

Example A fashion brand can organize an entirely digital fashion show, in which the virtual influencer wears and presents its new collections in a futuristic setting impossible to recreate in the real world.

2. Integration into virtual worlds

With the rise of metavers and immersive platforms, virtual influencers are becoming the perfect ambassadors for brands wishing to invest in these new digital spaces. They can represent a brand in a 3D universe, interact with users in a virtual world, and even take part in digital events.

Why is this an asset?

• They offer a constant presence, with no travel or diary constraints.
• They help create a strong, coherent identity in the metaverse ecosystem.
• They foster engagement by offering immersive experiences that go beyond simple visual content.

3. International accessibility

Unlike human influencers, digital avatars can be customized and adapted instantly for different audiences. They can speak multiple languages, adopt specific cultural codes and adjust to different markets with ease.

Benefits for brands:

• Immediate access to a global audience with no geographical constraints.
• Fluid cultural adaptation, adjusting their appearance, tone or message to suit local expectations.
• An omnipresent presence, able to interact with consumers 24 hours a day, regardless of time zones.

Example The avatar Immadeveloped in Japan is a perfect illustration of this hybrid approach. With her aesthetic blend of modernity and tradition, this virtual influencer captivates both local and international audiences. Her ability to represent brands in diverse cultural contexts demonstrates the potential of virtual influencers for global, tailor-made campaigns.

6. Integrate digital influencers into your influencer strategy

If you're thinking of integrating these avatars into your strategy, here are a few recommendations for maximizing their effectiveness:

1. Choose the right campaigns

Not all sectors lend themselves to the use of a virtual influencer. They are particularly effective for :

• Technological products (smartphones, video games, software), where they embody a futuristic and innovative vision.
• Immersive experiences such as virtual or augmented reality, where they can evolve without limits.
• Collaborations in digital universesincluding metavers and interactive platforms, where they can interact with users in the form of 3D avatars.

2. Combine virtual and human

While digital influencers offer total control over image and message, they shouldn't totally replace human creators. A hybrid approach, combining avatars and real influencers, makes it possible to benefit from the strengths of both:

• Human influencers bring emotion, experience and closeness to their community.
• Digital avatars embody innovation, flexibility and futuristic aesthetics.

3. Rely on strong storytelling

A virtual avatar should not be perceived as a mere advertising puppet. For it to generate commitment, it must embody a personality and a captivating story, in line with your brand's values.

The keys to good storytelling :

• Define a distinctive visual universe for your avatar.
• Build an evolving narrative, where your virtual influencer grows and interacts with his or her audience.
• Integrate strong values that resonate with your community.

4. Tools to measure effectiveness

The integration of a virtual influencer must be followed by precise measurements to assess their impact. As with any influencer campaign, performance analysis is essential.

Key indicators to monitor :

• Engagement rate Measure interactions (likes, comments, shares) to assess audience buy-in.
• Reach and impression Check that the target audience is being reached and that the message is circulating effectively.
• Conversions and sales generated Analyze the direct impact on your sales of tracked links or promotional codes.

Use influencer management platforms and analytics tools to monitor performance in real time and adjust your strategy accordingly.

Conclusion: a booming trend

Virtual influencers represent a major evolution in the world of marketing, advertising and social networking. Although they will probably never replace human influencers, they open up new perspectives for brands seeking to innovate. By combining creativitystrategy and ethics, these avatars can become a powerful lever in a modern influencer strategy.

We work with companies to design tailor-made influencer strategies, while integrating the latest market trends. Burger King, Booking, Oysho and Décathlon have already put their trust in us... Why not you? Contact us free of charge and with no obligation.

See you soon to perfect your influencer marketing strategy!