Virtual influencer explained

A virtual influencer, also known as a virtual persona or virtual model, is a computer-generated fictional character that can be used for a variety of marketing-related purposes, but most frequently for social media marketing in lieu of human "influencers". Most virtual influencers are designed using computer graphics and motion capture technology to resemble real people in realistic situations.[1] [2] [3] [4] [5] [6]

Common derivatives of virtual influencers include VTubers, which broadly refer to online entertainers and YouTubers who represent themselves using virtual avatars instead of their physical selves. In addition to their roles in marketing, some virtual influencers are also used in educational and therapeutic contexts, providing interactive experiences for users.

History

Virtual influencers are fundamentally synonymous with virtual idols, which originate from Japan's anime and Japanese idol culture that dates back to the 1980s.[7] The first virtual idol created was Lynn Minmay, a fictional singer and main character of the anime television series Super Dimension Fortress Macross (1982) and the animated film adaptation (1984). Minmay's success led to the production of more Japanese virtual idols, such as EVE from the Japanese cyberpunk anime Megazone 23 (1985), and Sharon Apple in Macross Plus (1994).[8] [9] Virtual idols were not always well received – in 1995, Japanese talent agency Horipro created Kyoko Date, which was inspired by the Macross franchise and dating sim games such as Tokimeki Memorial (1994). Date failed to gain commercial success despite drawing headlines for her debut as a CGI idol, largely due to technical limitations leading to issues such as unnatural movements, an issue also known as the uncanny valley.[10] [11] Virtual idols have influenced the development of digital entertainment, inspiring the creation of virtual concerts and holographic performances.

Since their inception, many virtual idols created have achieved continual success, with notable names including the Vocaloid singer Hatsune Miku, and the virtual YouTuber Kizuna AI. Technological advancements have also enabled production teams to use artificial intelligence and advanced techniques to customize the personalities and behavior of virtual idols.[12] Technological advancements have also enabled virtual influencers to engage in real-time interactions with fans, using AI to respond to comments and messages on social media.

Benefits

From a branding perspective, virtual influencers are much less likely to be mired in scandals. In China, celebrities caught in bad publicity such as singer Wang Leehom and entertainer Kris Wu have heightened the appeal of virtual influencers, since their existence relies entirely on computer-generated imagery, and hence are unlikely to cause any damage to a brand's image by association.[13] Some studies have also suggested that Generation Z consumers have a unique appetite for virtual idols and influencers, since they grew up in the age of the internet.[14] Studies also show that human-like appearance of virtual influencers show higher message credibility than anime-like virtual influencers, and that virtual influencers as a whole are viewed as more trustworthy, credible, and relevant compared to human influencers.[15] [16] Furthermore, virtual influencers offer brands the ability to maintain complete creative control over their campaigns, ensuring consistent and on-brand messaging.

Notable examples

Virtual bands

Virtual Instagram Influencers

Vocaloids

VTubers

Other examples

See also

Notes and References

  1. News: Hsu. Tiffany. 2019-06-17. These Influencers Aren't Flesh and Blood, Yet Millions Follow Them. The New York Times. 2021-01-13.
  2. Web site: Tayenaka. Torrey. 2020-07-31. CGI-Created Virtual Influencers Are the New Trend in Social Media Marketing. 2021-01-13. Entrepreneur. en.
  3. Web site: Inside the mind of virtual influencer Rae: "If I want, almost everything I imagine can become a reality". 2021-01-13. sg.news.yahoo.com. 30 December 2020 . en-SG.
  4. The Rise of the Virtual Being. en-us. Wired. 2021-01-13. 1059-1028.
  5. Web site: Fixing Social Media – MAS S.67 // Spring 2020. 2021-01-13. en-US.
  6. Web site: I Am a Model and I Know That Artificial Intelligence Will Eventually Take My Job. Jul 21, 2020. Vogue.
  7. Web site: The Fictional (Yet Amazingly Popular) Singers of Japan. 2022-02-04. Kotaku. 7 September 2012 . en-us.
  8. Book: Clements . Jonathan . McCarthy . Helen . The anime encyclopedia : a century of Japanese animation . Berkeley, California . 2015 . 978-1-61172-909-2 . 904144859.
  9. Rattray, Tim (June 25, 2018). "From Macross to Miku: A History of Virtual Idols". Crunchyroll.
  10. Web site: St. Michel. Patrick. 2016-07-15. A Brief History of Virtual Pop Stars. 2022-02-04. Pitchfork. en-US.
  11. Web site: Japan's Newest Heartthrobs Are Sexy, Talented and Virtual. 2022-02-04. archive.nytimes.com.
  12. Web site: Virtual influencers 101: A guide for small and medium business owners. 2021-10-04. NCR. en.
  13. Web site: 2022-01-28. China's virtual idols are reshaping the ways brands reach Gen Z consumers. 2022-02-04. KrASIA. en.
  14. Web site: 艾媒咨询2021中国虚拟偶像行业发展及网民调查研究报告(附下载)-艾媒网. 2022-02-04. www.iimedia.cn.
  15. 10.3389/fpsyg.2023.1089051 . free . The next hype in social media advertising: Examining virtual influencers' brand endorsement effectiveness . 2023 . Kim . Eunjin (Anna) . Kim . Donggyu . E . Zihang . Shoenberger . Heather . Frontiers in Psychology . 14 . 36949930 . 10026852 .
  16. Gerlich . Michael . 2023 . The Power of Virtual Influencers: Impact on Consumer Behaviour and Attitudes in the Age of AI . Administrative Sciences . 13 . 8 . 178. 10.3390/admsci13080178 . free . 4529905 .
  17. Web site: Riot Games adds to its world of virtual influencers who promote 'League of Legends'. 2021-10-04. Engadget. 4 September 2020 . en-US.
  18. Web site: Tiffany . Kaitlyn . 2019-06-03 . Virtual influencers have got to be a fad — right? . 2024-05-25 . Vox . en-US.
  19. News: August 4, 2023 . Nomura Hires Virtual Influencer to Coax Japan's Young Investors . live.
  20. Web site: 2021-05-31 . Meet Lu, The Non-Human Influencer With 25 Million Followers . 2024-06-14 . Observer . en-US.

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