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A latest variety of celebrity has emerged on social media platforms: the virtual influencer. And according to a recent one questionnairethe scale of their market is predicted to grow by no less than 25% in 2023 alone.
The rise of virtual influencers has given brands latest ways to promote their services while maintaining their popularity. Virtual influencers – eg Lil Miquel, Polar and 34 others have already been verified on Instagram — have built a big following worldwide and will be utilized by brands to goal specific demographics and sell products in area of interest markets. As virtual influencers change into more widespread, brands will also use them to create personalized and authentic content, create interactive experiences, organize online events and run highly customized influencer marketing campaigns.
The tactics that exist already utilized by corporations equivalent to Balmain and Pradait will help corporations engage customers and increase brand loyalty, which will ultimately translate into increased sales and brand recognition.
Here, we take a have a look at seven predictions of how brands will use virtual influencers to connect with consumers in 2023:
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1. Targeting specific demographics
Brands will use virtual influencers to goal specific demographics equivalent to Gen Z and Millennials as they’re more likely to interact with digital characters and these demographics already make up 40% all consumers in the US who purchased a product from a virtual influencer in 2022. By further tailoring these virtual influencers to a selected group based on their interests, brands can goal a selected area of interest and will give you the chance to reach their desired audience more efficiently and effectively.
2. Promotion of services on area of interest markets
Virtual influencers will be utilized by brands to promote goods and services in markets equivalent to music, gaming and esports, where virtual characters are already well-liked. Consequently, corporations can engage with a gaggle of consumers or a community that is very engaged and already interested in the products or services being advertised. As well as, it enables corporations to create custom content, leading to simpler marketing campaigns.
3. Developing interactive experiences
Brands will use virtual influencers to create interactive experiences that engage customers and strengthen brand loyalty. For instance, virtual fittings allow customers to see how the product will look on them when interacting with the brand and directly with the virtual influencer in the digital environment. In this fashion, corporations can engage with customers more deeply, making real connections and increasing the likelihood of constructing a sale.
4. Designing “authentic” content
Brands will use virtual influencers to create “authentic” content that aligns with their values and resonates with their audience. Such content could appear against the character of virtual influencers as they are usually not actual individuals but as Paul Urwin from Big Box Content in other words, “authentic” content is just in regards to the “story behind the product.”
As such, personal experiences, on a regular basis activities, and behind-the-scenes content from virtual influencers are examples of content that brands can invent, design, after which use to create more authentic relationships with their audiences.
As well as, brands can instill trust and loyalty in their audience by presenting the values and beliefs of each the corporate and the virtual influencer. as Schaunagh Gleeson recalls in his article for The Drum, virtual influencers “could be used as an entire visual representation of a brand and its values, and so they are under the control of the brand.”
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5. Making a series of branded content
Brands will expand content production to turn virtual influencers into the celebrities of their very own branded content series. For instance, a clothing brand might create a virtual influencer called “Fashionista” to star in a series of videos on the brand’s social media channels. The series could feature “Fashionistas” styling different outfits and discussing the newest fashion trends while promoting the brand’s clothing.
This could allow the brand to reach consumers in a fascinating, fun and relatable way, while promoting its products in a more subtle and authentic way.
6. Conducting virtual events
To interact consumers and increase brand loyalty, brands will hire virtual influencers to host virtual events equivalent to live streams. They permit brands to reach audiences around the globe and create a way of community amongst consumers. These could be virtual meet and greets, virtual Q&A sessions or virtual product launches that allow customers to communicate with the influencer and the brand in real time.
As well as, virtual concert events and festivals have gotten increasingly more popular, each for real and virtual artists. For instance, Polar, the virtual pop star, attracted over 2.2 million total visits to her in-game scene on the launch of Metaverse, resulting in a complete of 100,000 hours spent by her fans experiencing this unique event. As well as, this unique experience translated into 1 million views in lower than 19 days on YouTube of the Polar launch music video, Near to you.
7. Launching influencer marketing campaigns
Along with the scale of the market to be reached by the virtual people industry $42.4 billion by 2030 In China alone, there isn’t a doubt that brands will work with virtual influencers to develop marketing campaigns that will increase sales and brand recognition.
Virtual influencer marketing campaigns can expand your audience and brand influence by incorporating sponsored content, product reviews, and partnerships with other online influencers. These campaigns are likely to be very successful, provided that virtual influencers achieve similar results thrice higher level of involvement achieved by their human counterparts. For instance, according to a recent survey by Influencer Marketing Factory, 58% of respondents already follow a number of virtual influencers, and (*7*)over a 3rd bought something that these influencers promoted.
Even so, virtual influencers can still partner with real influencers to reach more audiences and establish a more authentic connection with customers.
There is no such thing as a doubt that the rise of virtual influencers is a phenomenon that will stay. In 2023, brands are likely to use virtual influencers more to enhance their popularity, develop progressive marketing campaigns, and most significantly, connect with consumers in ways in which have never been possible before.
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