How Virtual Models are Changing the Marketing Game

Hey, welcome back! 🎉

This week, let’s dive into the wild world of AI influencers with you. I mean, who knew robots could rock some serious style and set trends?

So, let's spill the tea on what's cooking in the influencer marketing scene first.

Ready for the scoop?

THIS WEEK’S BREW

A 25-year-old Spanish AI model earns up to €10,000 a month

Created with AI, pink-haired Aitana Lopez has been created by designer Rubén Cruz and his agency The Clueless.

Deets:

• Cruz revealed that the model was created because of the problems he faced while working with influencers, rather than issues with designs.

• He wanted more control over his work instead of having to rely on individuals with egos or profit-driven motives.

• Aitana’s photoshoots involve the use of AI instead of wardrobe changes.

• The Instagram bio of the model reads, “Barcelona. Gamer. Fitness. Cosplay Lover.”

You now know about the model who’s taken Spain up by a storm-but what’s in it for you? Let me answer that for you.

WHY SHOULD YOU CARE ABOUT VIRTUAL/AI MODELS?

Research shows that the global virtual influencer market is expected to reach $19.6 billion by 2028, and that’s for a good reason. Brands can slash costs while reaching a wide audience.

Consider the case of Lil Miquela, a virtual robot who charges only $9,000 per post. This is lower than the average cost of traditional influencer marketing, which is $10,000+ for mega influencers with more than 1 million followers. 

Hold up, saving some cash is just the tip of the iceberg when you bring influencer marketing into your social media game. Let’s discuss more benefits as well.

1. Working With AI/Virtual Influencers: The Pros

Longer Partnerships

Unlike a human, a virtual influencer does not have an increasing age and is not bound by unfortunate circumstances like sickness or death. You call the shots on whether the virtual influencer stays or goes—it's all in your hands, with no independent decisions on their end.

For example, a fashion brand appealing to the youth may want to hire a young virtual influencer who looks like they are in their 20s. A human influencer may reach his/her 30s but a virtual influencer won’t. On the plus side, it may help the brand’s audience associate the virtual influencer with the brand.

More Control Over Campaigns 

Every human influencer has their own thoughts and feelings. For a virtual influencer, however, everything is scripted. It allows for risk mitigation, as unlike human influencers, virtual/AI influencers follow the script to a T.

Traditional influencers are usually booked in advance by brands for varying locations. Not to mention that sickness and other emergencies are a part of life. On the other hand, there are no availability or physical constraints when it comes to digital influencers. The same influencer can digitally exist in multiple locations at once, ensuring greater control for brands.

Higher Engagement Rates

An interesting study by HypeAuditor has revealed that virtual influencers have up to 3 times more engagement rates than traditional influencers. That sounds cool! You can achieve impressive results on your next marketing campaigns by using them.

We’ve discussed the benefits of influencer marketing, but you need to exercise caution before diving deep into it. So, before making any decision, get informed about the darker side of the trend. 

OOOPS... HERE'S THE FLIPSIDE

Adverse Impact On Mental Health

There are concerns over the adverse impact of virtual influencers on one’s self-esteem. Computer-generated virtual influencers seem to have “perfect skin,” making people compare themselves to influencers. The problem is even more rampant amongst females as 87% of women compare themselves to social media bodies.

Besides body image issues, there are concerns that influencers may negatively impact children online. After all, research suggests that children are more vulnerable to social media than adults.

Inauthenticity 

While virtual influencers can be adapted for multiple campaigns, that’s not always good news. If your campaign starts smelling fishy, if it feels a bit too rehearsed or fake, guess what? Your audience will call it out.

Take the case of the Calvin Klein campaign in which the objective was to promote freedom of sexuality and expression. Lil Miquela appears to be making out with real-life model Bella Hadid, and the campaign was accused of queerbaiting. (a marketing technique where marketers hint at, not show, same-sex relationships) Calvin Klein had issued an apology after the backlash.

No Influencer-Product Physical Interaction

While influencers may be a part of brand promotions, they cannot experience many products like perfumes or lotions. So, when it comes to products craving that personal connection, traditional influencers might just be the better match. After all, you can't replace that human touch, right?

You now know about the pros and cons of influencer marketing—but what can you do next? Let’s discuss.

HOW TO BE A GLITCH

🔥 Be Genuine: When you're bringing in AI models or influencers, don't lose that human touch. Share some personal stories, connect emotionally—let your audience know there's a real person behind the tech

🔥 Use Data To Drive Decision-Making: Data, data, data! Don't play the guessing game. Dive into your data pool. Are your influencer campaigns hitting those goals? If not, tweak those strategies. Let the numbers guide you, not random hunches.

🔥 Surprise And Delight!: Surprises are underrated. Go live, throw in unexpected collabs—keep your audience on their toes with those AI/virtual models. It's all about that "wow" factor!

To be a glitch and truly stand out, you need to keep learning through new resources! Check them out below.

RESOURCES

• Understand: Know about the 5 popular virtual influencers brands are leveraging as a part of their marketing efforts.

• Watch: Serah Reikka discusses what it feels like to be a virtual influencer

• Understand: Watch this video and get to know what it takes to create a virtual influencers

• Learn: Know how you can create realistic AI influencers using Leonardo.AI. 

You’ve taken a look at resources. Now, let’s talk about tools that can help you during the influencer marketing process.

AI TOOLKIT

• atisfyreach: Through algorithms, the tool matches you to relevant influencers for your brand and measures the performance of your marketing campaigns.

• Picsart: Select your preferred avatar color or style and connect with millions of creators to explore AI-based creative possibilities.

• Kofluence: It is an ad-tech influencer marketing platform to help brands match with creators. Plus, view real-time data to track the performance of influencer marketing campaigns.

• Aragon: Create digital avatars and choose between multiple backgrounds, poses, and styles.

• Upfluence: Discover influencers from a database of more than 7 million creators. Apply 20+ audience demographic-based filters and track community engagement.

• Media.io: Headshots, photoshoots, selfies, characters, art.. Media.io can help with all. 

• emplifi: Use this tool to discover, vet, and manage top influencers. You can integrate influencer-led content into your website, campaign, websites, etc.

• SmartReach: If you want to send automated or personalized emails, and outreach via multiple channels, choose SmartReach.

Get this exclusive Custom Instructions Catalogue for ChatGPT for FREE when you refer The Glitch to at least two of your friends or family. You help us grow, we’ll help you grow! 🤝

What's your take on AI or virtual models—better than humans or not? I’d love to know your views.

Your friend,

Ash