Virtual influencers: a new paradigm for corporate marketing?

In the dynamic landscape of digital marketing, the advent of virtual influencers has provoked many questions and curiosity. These "personalities" generated by artificial intelligence are attempting to establish themselves as ambassadors for popular brands, able to personify their essence and values.

A revolution in influencer marketing?

Dating back to 2016, this phenomenon emphasizes ethics and transparency towards customers and consumers. But who's behind these virtual figures? Virtual influencers are creations meticulously crafted by communications and marketing agencies.

A troubling example is Lil Miquela, considered to be the first virtual influencer accounting for almost 2.6 million followers on Instagram. AI Lil Miquela is sought after by numerous brands, including automotive giant BMW, for whom she promoted its vehicles in October 2023.

However, brands also have the option of pushing the personalization envelope by creating their own virtual ambassadors. This is the case of fast-food brand KFC, which has cleverly transformed its Colonel Sanders into a "virtual influencer".

The compensation landscape

The New World of virtual influence raises many questions, including the question of remuneration: who gets paid? It's the AI creators and the brands who get paid.

Agencies that rent or lend their influencers receive payment for their services. By contrast, brands developing their own influencers follow traditional remuneration structures. An example is IKEA's campaign for its new brand strategy in collaboration with virtual influencer Imma, created by Aww Inc. in Tokyo.

The benefits of virtual influencers for Swiss companies

Unlike traditional brand ambassadors, virtual influencers go beyond mere representation. They embody corporate values in innovative ways, offering unprecedented control over the message they broadcast, and guaranteeing personalized communication.

What's more, they bring a breath of novelty that captures the public's attention, often generating high rates of engagement. Their unprecedented existence adds a touch of surprise to the brand image, keeping the public's interest.

However, despite these advantages, it's essential to recognize the limits of this digital trend and the concerns it raises about authenticity and the absence of human connection.

For the time being, this emergence is at odds with current aspirations, as the Director of the BB® Switzerland agency points out in his article on communication and marketing trends in 2024, which can be read here.

Is French-speaking Switzerland ready for this new era?

With the rise of virtual technology trends and the increasing predominance of the digital world, BB® Switzerland is strengthening its 3D expertise to offer innovative experiences to its customers. However, it has to be said that the trend in influencer marketing in French-speaking Switzerland is more focused on authenticity and proximity. Influencer subscribers and companies alike are looking for lasting relationships.

This approach is reflected in the rise of Influence Switzerland, the new digital platform for influencer marketing. The platform disrupts the conventions of influencer marketing and aspires to become the undisputed benchmark in the field. Influence Switzerland offers simplified, automated management for brands wishing to run influencer campaigns independently, focusing primarily on a Swiss audience, thanks to local nano and micro-influencers with much higher engagement rates than macro and mega-influencers (over 100k subscribers). It's a model that perfectly meets the needs of today's brands, as well as those of the French-speaking Swiss audience. Find out more about Influence Switzerland here.

In conclusion

The integration of virtual influencers into influencer marketing campaigns represents an opportunity for brands, provided that this strategy is in line with the company's values and that its audience is ready to embrace this phenomenon. While offering unrivalled control, high engagement rates and creative freedom, companies need to carefully evaluate how these digital personalities interact with their audience.

Would you like to undertake an influencer campaign for your brand? Contact BB® Switzerland today.