We often hear brands and social media advertisers stress the importance of human connections with consumers. The path to making those connections, however, has evolved in recent years. With tons of social media users across Asia, brands are seeking virtual influencer marketing to differentiate themselves and connect with audiences on growing social platforms.
Source: LG Electronics
Reah Keem, a Korean virtual influencer, appeared during LG Electronics' virtual press conference to introduce the company's latest products. Keem is a 23-year-old musician and her name means a child from the future. Although she is created by artificial intelligence technology and computer graphics, she interacts with people via her Instagram page and has over 5,000 followers on Twitter.
LG Electronics plans to put Keem at the forefront of its marketing activities to target the MZ generation, the combination of millennials and Generation Z, or those born between 1980 and 2000, who are emerging as a core consumer class. The phenomenon of virtual humans is no longer a futuristic concept.
LG Electronics is not the only company to have a virtual influencer. L’Oréal announced their branded virtual idol for the brand’s Chinese fans, Mr Ou. Virtual influencers in China are a growing phenomenon. In fact, by 2023, China’s virtual KOL market is expected to be worth RMB 1.5 billion according to South China Morning Post.
A virtual influencer is a digital character created in computer graphics software. According to Statista, It is expected to expand at a compound annual growth rate (CAGR) of 33.4% from 2022 to 2030.
For brands looking to promote specific products, messages or features, virtual beings can connect with those target audiences in an authentic way. Human influencers make great sponsored partnerships, but virtual influencers can open up the world to more opportunities to provide even better results. Virtual personas also let brands create digital situations or branded merch that composites directly onto the character, reducing the extra cost of a real-world manufacturing budget.
Overall, virtual influencers are an innovative and intimate way to relate to new, segmented audiences. They can adapt to fit new situations, create narrative storylines to grow over the years, and fully indulge in their interests independent of the usual, real-life costs.
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