Virtual Influencers Are Here to Sell You on Their 'Lifestyles' (And It's Working)
When an influencer does their job right, people grab products they might not have considered before and subscribe to services that suddenly seem essential. Part of what’s behind these decisions is that a certain aspect of the influencer’s life seems somehow real and attainable, and purchasers can imagine things the influencer is wearing or using in their real lives. Sometimes this happens when the influencers themselves aren't even real. Not in a “nothing on the internet is real” way, but in a "they’re completely digital creations" way.
Virtual influencers are created in graphics programs and then infused with personality on social media. Though they can’t spend it, they can make lots of cash. And according to an online survey conducted by The Influencer Marketing Group of around 1,000 people 18 and over, virtual influencers can convince others to spend their own money. Thirty-five percent of the survey's respondents said they've bought a product or service promoted by a virtual influencer. While that’s clearly not a majority, it’s far from insignificant.
Lil Miquela, a top faux influencer, has partnered with Prada and joined Samsung’s #TeamGalaxy. Digital supermodel Shudu Gram has modeled Christian Louboutin boots. Blawko, a model who wore a face mask before any of us had to, appropriately posed for Ali Express’ Trendspotting campaign.
And though the virtual influencers have no experience with what they’re selling, that doesn’t stop people from putting stock in what they say. On a scale of 1 to 10, people on average gave a 5.6 when asked if they would trust a product advertised by a virtual influencer. The highest level came from those ages 35 to 44, who rated their trust at a 6.5. That age group also gave a 6.2 out
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