While being powerful digital marketing tools, virtual influencers should be authentic and genuine

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 25, 2020, 12:13 PM UTC

With their personalities, thought patterns and unique flaws, these influencers are the products of copywriters, designers, and programmers.

This piece argues that virtual influencers are products of their creator’s assumption of the audience’s engagement preferences. Developing their appearance and personality with skilled copywriters helps portray their authenticity and transparency, and ultimately appeal to target audiences.

While virtual influencers are purely in a digital form and can help brands enhance digital campaigns, they risk appearing as distasteful and inauthentic to consumers. For this, businesses must ensure these influencers meet the parameters of what their audiences might expect and find engaging.

Companies that pursue the idea of virtual influencers might be revered as “cutting edge”. The author contends that virtual influencers are likely here to stay and brands, influencers, consumers and digital campaigns should adapt to them.

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