Deconstructing the virtual influencer
PhilNote: this is a good, short breakdown of the success traits for a v-influencer.
... The virtual influencer may be a futuristic being, but, like today's music, it requires old-school techniques to render and manage.
Already there are over 150 virtual influencers in existence, with this figure expected to increase as influencer marketing spending for 2022 grows to a forecasted US$15 billion. From an organisational standpoint, the formula is simple and no different from managing a celebrity or politician: production + social media management = virtual influencer. ...
Virtual influencers should continuously be seen as a production effort, requiring a skilled team of CGI designers, 3D animators, storyboarding artists, copywriters, production and set designers, clothing and wardrobe producers, music producers, photographers, videographers, and—as with every influencer or model in this day and age—a healthy dose of Photoshop. ...
Besides avoiding scandal and controversy, the virtual influencer behaves on an as-needed basis, unlike a physical influencer which has to produce content almost daily. Rather than sharing every meal they eat in a day, the virtual influencer focuses on content that aligns with their point of view and therefore requires a much lower level of storyboarding, copywriting, and content creation compared to traditional influencers. ...
The core feature that will define a good or bad virtual influencer is its own definition of self. ...
The second feature of the so-called ‘golden ratio’ for virtual influencers is self-awareness. ...
Virtual influencers need to be consistently upgraded to uphold their personalities and worldviews. ...
See the full story here: https://www.campaignasia.com/article/deconstructing-the-virtual-influencer/477317
