This is what real-life influencers must do to be relevant in the metaverse

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 24, 2022, 4:27 AM GMT+0

While computer-generated avatars allow brands to micro-manage messaging in the metaverse, real-life influencers bring their existing community base along with the element of authenticity to the table.

In the bid to experiment with and make the best of the metaverse, brands have started creating their own computer-generated influencers. These avatars are created completely in line with the brand’s values and to appeal to younger audiences, Gen Z in particular. While computer-generated avatars are not a novel concept, brands are increasingly favouring them in the metaverse now.

Brands have complete control over the avatars and can comment on social and political issues through such avatars, without directly implicating themselves. But, there are concerns that brands’ affinity for virtual avatars may be undermining the need for authenticity. Additionally, the effectiveness of influencer marketing in the metaverse is dependent on how successfully avatars can replicate the trust and authenticity of traditional influencer marketing.

Though influencer marketing helps brands establish trust with their audiences and boost relatability, the shift from real-life influencers to virtual influencers can prove challenging. Digital PR and marketing agencies can help influencers make this shift.

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