6 Reasons why virtual influencers will be essential for social media and metaverse strategies
Virtual influencers outperform their traditional counterparts on these six brand benefits
Virtual influencers are one of the newest and weirdest trends of influencer marketing. And I believe they will soon be critical for brands’ digital, social media, and metaverse strategies.
A vast spectrum of brands — from high-fashion (e.g., Prada, Gucci) to high-tech (e.g., Samsung) and from boutique labels (e.g., Left Hand LA, Off White) to household names (e.g., Nike, Crocks, Takis chips, In-N-Out Burger) — have already worked with computer-generated virtual influencers who do not exist in real life. With impressive results: Engagement rates of virtual influencers are up to 3.5 times higher than those of traditional influencers.
Virtual influencers also super-charge other influencer marketing trends such as long-term partnerships (because they don’t age) and specialization into niche markets (because they can be anything, including non-human characters). On a more macro level, virtual influencers have created their own NFTs and have already entered a proto-metaverse called Fortnite.
Something big is clearly happening here. Yet, few marketers have heard about…
