FMCG brands need to proceed with caution when employing virtual influencers for their marketing campaigns.
This piece says that lifelike CGI influencers with their huge fan following on social media platforms presents FMCG brands with unique marketing opportunities. According to TBH Marketing virtual influencers are easy to work with, but they also come off as inauthentic when it comes to brand preferences.
A survey by TBH Marketing further revealed 55% of gen Z and millennials made a purchase by acting on a CGI influencers advice. But this poses a particular challenge for FMCG brands as virtual influencers cannot actually experience the product.
The author contends that brands need to strike a balance between captivating their consumer’s attention while giving out honest opinions through CGI influencers. KFC’s post on Instagram featuring a CGI Colonel generated 164,000 likes, signifying the power of virtual influencers.
[6 minute read]