Virtual Influencer

Virtual influencers are more than just a trend – they are a growing part of modern marketing strategies. These computer-generated characters interact on social media like human influencers, but offer companies completely new opportunities: they are scalable, controllable and available around the clock. But what is really behind this phenomenon? What opportunities does the use of virtual influencers offer, where are the challenges and what should marketers consider when planning?

What are virtual influencers?

Virtual influencers are digital avatars that have been developed specifically for use on social media. They are based on technologies such as 3D modelling, artificial intelligence (AI), motion capture and CGI (computer-generated imagery). They imitate the appearance, behaviour and communication style of real people – without actually existing.

Types of virtual influencers

There is a wide variety of virtual influencers. Common types include:

• CGI characters: Realistic or stylised avatars, often with a high level of detail.
• AI-driven avatars: Respond automatically to comments and create content through machine learning.
• Hybrid influencers: Combine real footage with virtual elements.
• Virtual pets: Digital animals with high entertainment value.
• Non-human characters: E.g. animated aliens or robots with unique brand personalities.

This diversity makes virtual influencers extremely flexible – they can be adapted to almost any brand, campaign or target group.

Advantages: Why are more and more brands turning to virtual influencers?

The use of virtual influencers offers numerous advantages that are particularly attractive to brands:

• Control & brand management: Virtual influencers never act ‘off-script’. Brands control the entire narrative, from content to facial expressions.
• Efficiency & availability: They don’t need filming locations, travel or breaks – and are available 24/7 on all channels.
• Scalability & adaptability: A virtual influencer can communicate in multiple countries simultaneously with specific content – without any language barriers.
• Risk minimisation: Scandals, unwanted opinions or brand-damaging behaviour? Not with virtual influencers.

Areas of application in marketing

Virtual influencers can be used in a variety of ways – here are the most important areas of application:

• Brand ambassadors: Establish a strong brand identity, e.g. Barbie for Mattel or Lu do Magalu in Brazil.
• Product presentation: Creative product presentations that make the technically or visually impossible possible.
• Content production: Creation of high-quality social media content such as reels, stories or YouTube videos.
• Metaverse & events: Interaction with target groups in immersive environments such as virtual reality or online events.
• Virtual assistants: Use on websites for customer advice or in tutorials.

Disadvantages & challenges

Despite all the advantages, there are also critical issues that companies should be aware of.

Authenticity & trust

People crave genuine emotions. A virtual avatar cannot share real experiences – this reduces credibility.

Ethics & social responsibility

Idealised images of beauty, unlabelled advertising or cultural appropriation can lead to criticism.

Technical complexity

Creating high-quality, interactive avatars is costly and time-consuming – especially for SMEs.

Legal aspects

Like human influencers, virtual influencers are subject to applicable advertising guidelines. Important requirements include:

• Labelling requirement: Sponsored content from virtual avatars must also be clearly labelled as advertising.
• Copyright: The influencer’s design and content must be clearly licensed.
• Transparency requirement: In many countries (e.g. the US and India), it is mandatory to disclose that the influencer is not a real person.

Impact & target group potential

Interestingly, virtual influencers often achieve higher engagement rates than real people:

• Average engagement rate on Instagram: 5.9% (virtual) vs. 1.9% (human)
• Particularly popular with Gen Z and millennials
• Platforms: Instagram, TikTok, YouTube

Their strength lies primarily in visually strong industries such as fashion, beauty, gaming and tech – and wherever storytelling is a central element of brand communication.

Future developments

Advances in AI and deep learning are opening up new possibilities:

• Autonomous content creation: Virtual influencers create content independently, respond to trends and communicate in real time.
• Use in new industries: Health, education, finance and tourism are increasingly discovering the potential of virtual avatars.
• Integration into the metaverse: As avatars in VR environments, virtual influencers will become even more tangible in the future.
• Personalisation: AI-supported adaptation to individual user profiles and interests will increase.

According to forecasts, the global market for virtual influencers will grow to over 150 billion USD by 2032 – an enormous potential for marketers.

Conclusion: When are virtual influencers worthwhile?

Virtual influencers offer brands a forward-looking opportunity to communicate with target groups efficiently, flexibly and globally. They enable a new form of control, scalability and creativity in influencer marketing. At the same time, conscious consideration of ethical issues and technical implementation is required.

Our recommendation

If you want to reach younger target groups, precisely control your brand image or experiment in the metaverse, a virtual influencer is a worthwhile investment. However, this requires a clear strategy, transparent communication and a good feel for your target group.