5 Elements of Building an Effective Virtual Influencer Campaign
Based on my experience with a virtual influencer campaign, there are some important and essential factors brand and marketing leaders need to consider when creating such a campaign.
1. Even though the influencer is a virtual being, they have a personal brand. In a medium where activations have never been more customizable, authenticity is still key.
2. Consider the audience you’re trying to reach. Virtual influencers can produce highly engaging campaigns comparable (and sometimes even surpassing) traditional influencer relationships.
3. Digital influencers can create interest and brand awareness for top-of-funnel campaigns. Use benchmarks from traditional influencer campaigns you’ve run to test the efficacy of your brand.
4. Build a narrative. Whether it’s subtle or in your face, you have the opportunity to tell a story in a unique way (your way) and you should take advantage of that.
5. Keep the limitations in mind. For now, virtual influencers primarily appear on screens, so they naturally don’t have real-world connections beyond user engagement. However, you can develop the virtual world around them.
Virtual influencers have the potential to be a cost-effective alternative to working with IRL influencers, giving brands an opportunity to customize campaigns that leverage top-tier talent that most wouldn’t necessarily have had access to without spending big bucks. Keep these elements in mind when crafting a virtual influencer campaign to ensure you’re hitting on the market nuances.
See the full story here: https://www.rollingstone.com/culture-council/articles/building-virtual-influencer-campaign-1192761/
