Virtual influencers are not necessarily safer than their human counterparts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 27, 2019, 4:09 PM UTC

Brands think virtual influencers stay on message and minimise potential damage.

Computer generated personas created to promote brands are increasingly popular, largely on back of the assumption that virtual influencers are less prone to unpredictable behaviour. But this article argues that the strategy is not risk-free and doesn’t create an authentic connection with consumers.

While brands can use these personas to parody talent marketing in a tongue-in-cheek way, the strategy has its limits. Virtual influencers – whose developers can easily create new personas - are more of potential risk than real influencers, who have their own brand and reputation to uphold for future success.

A survey by Influencer Intelligence revealed that 61% of consumers found relatable content as the primary appeal of social media influencers. The piece argues that this proves that it is difficult for consumers to and be persuaded to spend money by a fictitious, digital persona.

Read the original article 

[5 minute read; article may be behind a paywall]