Skip to content
Marketech APAC
  • About Us
  • Reports
  • Events
  • Contact Us
SUBSCRIBE
  • MARKETING
  • TECHNOLOGY
  • PLATFORM
  • SME
Main Feature Marketing APAC
No posts found

Virtual influencers – are they all they’re cracked up to be?

by Alexander Frolov

-

April 27, 2021

Virtual Influencers - are they all they're cracked up to be?

Influencers are being upended by virtual influencers – computer-generated influencers that operate like real-life ones. Brands are increasingly seeking to partner with them, or even create them, to tap into their fan base through endorsement deals. Virtual influencers have emerged in the last few years as, arguably, the next big thing in influencer marketing. 

Characters like Lil Miquela (3.1 million Instagram followers) and Knox Frost (791,000 followers) who are both Instagram-verified, have worked with all sorts of brands and entities, from Calvin Klein and Dior to Samsung and the World Health Organization. According to an analysis published on Bloomberg by OnBuy, a U.K.–based online marketplace, Lil Miquela is estimated to make over $10M per year — for the company that created her. With 3.1 million followers on Instagram, HypeAuditor, an analytical platform for influencer marketing, estimates that she charges around $12,500 per sponsored post, making her the highest-paid ‘robot influencer’.

Virtual influencers have quickly gained traction within the industry. Technology is enabling studios and advertisers to create virtual influencers that seem almost real, giving them personalities and lives that they share with consumers, to try and form a connection with people. And brands have found that they offer certain advantages over real influencers. 

First, they are cost-effective, and content can be produced relatively quickly — it is very simple for a graphics designer to give a virtual influencer a new wardrobe and place them in any location on Earth, compared to having to fly or drive a real influencer to a specific location for a photoshoot. 

Second, they seem to be relatively effective. Influencer marketing is already one of the most effective methods to bridge the gap between a brand and its audience by leveraging an influencer’s authenticity and engagement with their fanbase. Our research finds that virtual influencers have almost three times the engagement rate of real influencers, indicating that their followers are more likely to like and comment on their content compared to the content produced by their human counterparts. 

Third, and perhaps most important, is that they are controllable and pose a significantly lower risk to a brand’s reputation. Given that virtual influencers are scripted and controlled by their creators, there’s much less chance that they will embarrass their clients by posting something offensive or controversial on their social pages. So in many ways, virtual influencers may appear like the safest option for brands.

However, brands would be wise not to get too caught up in the hype, as there are some issues around virtual influencers. 

While virtual influencers have a higher engagement rate than human influencers, HypeAuditor’s research found that 48 percent of virtual influencers had negative follower growth in 2020, meaning that they are losing followers. This may be because the accounts were losing bots, or that their audience simply did not like the content and were unfollowing them.

Another concern is around regulation. Many have questioned if virtual influencers conflict with the rules set by advertising watchdogs. For instance, the Australian Association of National Advertisers Code of Ethics requires an influencer to disclose that a post is a paid endorsement of a product or service. And this is complemented by the Competition and Consumer Act which covers ‘misleading and deceptive conduct’. Obviously, virtual influencers have not and can never try the products they promote themselves, which can be viewed as misleading and deceptive, even if they disclose the paid partnership. 

The fact that some virtual influencers look so life-like could also potentially mislead the public. HypeAuditor’s survey of Instagram users in 2019 by consultancy firm Fullscreen found that 42 percent of millennials and Generation Z have followed an influencer on the platform without realizing that they are computer-generated. 

Because of this, it is predicted that the rising popularity of virtual influencers will also lead to calls for them to be regulated, so that they don’t deceive the public or mislead their followers. 

And while virtual influencers are less likely to go off-message, brands do need to carefully consider what kind of biases a virtual influencer or their creators might have, as this could still cause damage to their brand’s reputation. Diversity and inclusivity are also highly important to consumers today, so brands must be careful when hiring virtual influencers instead of real human ones. French fashion house Balmain received criticism in 2018 for using three ‘diverse’ virtual influencers in a campaign, rather than hiring actual diverse human beings. 

Influencer marketing has huge potential in the advertising industry, as it enables brands to form much more human connections between themselves and their audiences. While there is certainly a place in ad campaigns for virtual influencers to create engaging content, brands would be wise not to forget about their human counterparts. 

This article is by Alexander Frolov, CEO and co-founder of HypeAuditor.

HypeAuditor is an analytical platform that helps brands manage the effectiveness of their influencer marketing campaigns.
Related Tags Social Media Influencer Marketing Instagram HypeAuditor Virtual influencer
Share this article

Related Articles

View All
HypeAuditor-Competitor-Grid-Influencer-Marketing
Technology Featured ANZ
AI analytics platform HypeAuditor launches new tool for influencer marketing campaign insights
March 10, 2021
By Teddy Cambosa
INCA-New-Zealand-Launch-GroupM
Technology Featured ANZ
GroupM’s influencer marketing network INCA now afoot in New Zealand
February 26, 2021
By Teddy Cambosa
CastingAsia
Marketing Featured Southeast Asia
About 10.3% of Singaporean nano-influencers to become micro-influencers in 2021, says study
October 1, 2020
By
Sophia_press_04
Technology Featured APAC
INCA to adopt “Sophia the Robot” to its network of influencers
August 27, 2020
By MARKETECH APAC
pexels-daria-shevtsova-3326713
Main Feature Marketing APAC
Top 10 Influencer Marketing trends to look out for
August 25, 2020
By MARKETECH APAC
Ace Gapuz, CEO & Founder, Blogapalooza
Main Feature Marketing Southeast Asia
Influencer marketing in the new normal
July 9, 2020
By MARKETECH APAC
No posts found

Featured Articles

View All
Asia-Pacific Outlook 2021 Reimagining your higher education web strategy_1
Main Feature Marketing Events Partners APAC
The rise of the digital campus: How digital natives are changing the education space way before the pandemic
April 22, 2021
By MARKETECH APAC
MARKETECH APAC_Webinar_Cookies
Main Feature Marketing Partners APAC
MARKETECH APAC prepares brands into a cookieless world with upcoming webinar for privacy-first audience targeting
April 15, 2021
By MARKETECH APAC
MARKETECH APAC Inside Innovation
Marketing Featured Partners APAC
MARKETECH APAC tackles higher ed’s digital marketing strategies in ‘new normal’ in webinar for APAC universities
April 14, 2021
By MARKETECH APAC
Magnolia DX Core_MARKETECH SPOTLIGHT
Main Feature Technology Partners APAC
Spotlight: The rise of niche players in the Digital Experience Platform scene
March 31, 2021
By Teddy Cambosa
MARKETECH EXPERT UP CLOSE_DREAMSKINGDOMS
Main Feature Marketing Southeast Asia
Founder of MY integrated creative agency DreamsKingdoms aims to 'groom 100 SMEs into an international brand'
December 2, 2020
By MARKETECH APAC
No posts found

Most Recent Articles

bacha coffee concept store HK launch
Bacha Coffee opens first flagship store in Hong Kong at Harbour City
May 9, 2025
Aliza Carmona
No posts found
L'Oréal Travel Retail debuts first SkinCeuticals A.G.E. Lab at Changi Airport T3
May 9, 2025
Fatima Baduria
KL Wellness City, PUMM team up for wellness-driven productivity talk for entrepreneurs, corporates
May 9, 2025
Teddy Cambosa
Dentsu India appoints John Thangaraj as chief strategy officer for creative & media
May 9, 2025
Aliza Carmona
Samsung highlights power of AI in latest global advertising campaign with BBH Singapore
May 9, 2025
Fatima Baduria
Crikey’s latest campaign with DDB Melbourne shows why they’re the real election winners–kind of
May 9, 2025
Teddy Cambosa
No posts found

Subscribe Now

Agreement(Required)
This field is for validation purposes and should be left unchanged.
Marketech APAC
We deliver the latest marketing news, trends, and best practices that serve everyone in the industry whether you’re from small or big enterprises.

Office

14i Seville Tower, Circulo Verde Phase 1, #70 Calle Industria, Brgy. Bagumbayan, Quezon City, 1100 Philippines +63 917 319 5762
+63 917 319 5762

Follow Us

Facebook Linkedin Youtube Spotify

Content Pillars

  • Marketing
  • Technology
  • Platforms
  • SME

The Publication

  • About Us
  • Contact Us
  • Terms and Conditions
  • Privacy & Cookie Policy
  • Events
  • Reports

Geographical Scope

  • South East Asia
  • East Asia
  • ANZ
  • SouthAsia
  • APAC
  • Global

Events

What's NEXT in Marketing Series
  • Singapore
  • Philippines
  • Hong Kong
  • Indonesia
  • Malaysia
Retail & E-Commerce Innovation Series
  • Malaysia
  • Philippines
  • Indonesia
Advertising Technology Asia Series
  • Philippines
  • Singapore
Awards
  • Empowered Women Awards
  • Marketing Technology Awards
  • NEXT Awards
  • Indonesia
  • Philippines
  • Malaysia
  • Singapore & APAC

Join our APAC marketing community

Subscribe to our newsletters to get the latest marketing news in the region.

Agreement(Required)
This field is for validation purposes and should be left unchanged.
© 2025 MARKETECH APAC. All rights reserved.
We use cookies to improve your experience and to analyse our traffic. To find out more, please click here. By continuing to use our website, you accept our Privacy Policy and Terms & Conditions. Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT
Home
About Us
Write for Us
Contact Us
Subscribe
Facebook Linkedin