Saloni DhruvPublished on Sep 26, 2022Are virtual influencers the future of social media?Seven popular virtual influencers who can give their human counterparts a run for their money These computer-generated virtual influencers can give their human counterparts a run for their money It may seem right out of an episode of Black Mirror, but the idea of AI (artificial intelligence) and robots living with us is no longer just fictional. With the rise of metaverse and Web3, we are moving deeper into the worlds of digital and virtual reality. The fashion industry has embraced this promising new digital world–one that is replete with NFTs, cryptocurrencies, metaverse fashion week and the creation of avatars. We’ve seen it with luxury brands such as Gucci, Balenciaga, Prada and Burberry, to name a few, who are investing into increasing their digital footprint in this new yet competitive space, thereby ensuring their influence in the virtual universe. Speaking of influence, the emergence of ‘meta influencers’ or ‘digital influencers’ has taken over social media. They can sing, dance, have impeccable hair and make-up and, of course, a designer wardrobe. But they are not real. These computer-generated influencers are giving their human counterparts a run for their money. In 2018, Balmain created a new ‘army’ of digital models—Margot, Shudu and Zhi—for their pre-fall campaign. Rihanna’s Fenty Beauty had the Internet divided when they had digital model Shudu Gram campaigning on their Instagram account. Lil Miquela, one of the most popular virtual influencers, took over Prada’s Instagram for the Milan Fashion Week and has appeared on magazine covers as well as in ad campaigns. A study conducted among consumers in the United States in March 2022 found that 58 per cent of respondents were following a virtual influencer at the time, as reported by Statista. While these CGI influencers don’t exist in the real sense like us human beings, the cartoonish, Sim-like characters have three times more engagement than real influencers, as HypeAuditor—a social analytic platform—noted in their 2019 report on virtual influencers. It’s no doubt that these digitally generated avatars have taken over our feeds. However, will they continue to thrive online or will the novelty of virtual avatars fade over time? While you ponder on the reality of the future, here are some of the most popular virtual influencers on the ‘gram’ right now.Lil Miquela:Created by Trevor McFedries and Sara DeCou, Miquela Sousa–or Lil Miquela–is a “19-year-old robot living in LA,” says her Instagram bio. With over three million followers, Lil Miquela has worked with some of the biggest luxury brands, including appearing in a Calvin Klein campaign with Bella Hadid, as well as campaigns for Prada and Samsung. Time magazine even names her as one of the ‘25 Most Influential People on the Internet’ in 2018. She’s also a singer and has released two new singles, Money and Sleeping In, earlier this year.Instagram:@lilmiquelaKyra:India’s very own virtual influencer is a 21-year-old who loves to travel. The meta-influencer is the brainchild of Himanshu Goel, business head, TopSocial India—a technology-driven marketing agency. With over 187,000 followers on Instagram, Kyra has collaborated with boAt headphones and has even appeared on the cover of a popular travel magazine.Instagram:@kyraonigImma:Known for her fringed pink bob haircut, Imma is the creator of a Tokyo-based company called Aww Inc. With over 400,000 followers, she has collaborated with brands like Prada, Fendi, Ikea, Levis and Charles & Keith, among others. She had also partnered up with the Tokyo 2020 Paralympic Games where she was projected in the centre of the floor during the closing ceremony. In 2021, she was the subject of a group exhibition called “immaten” at Tokyo’s Diesel Art Gallery, which presented the paintings, drawings, graphics, digital data, photos and sculptures of this social media influencerInstagram:@imma.gramShudu:“The world’s first digital model” has worked with some of the most popular luxury brands, including Louis Vuitton, Salvatore Ferragamo, Tod’s and Balmain and has appeared on the glossy pages of numerous fashion publications. Her creator, photographer Cameron-James Wilson, has been under the crossfire for depicting a woman of colour as a white man. But despite the controversies, she has amassed more than 237,000 followers on Instagram.Instagram:@shudu.gramRozy Oh:The brainchild of Baek Seung-yeop–the CEO of Sidus Studio X, and Korea’s first virtual influencer–Rozy boasts of having over 147,000 followers on Instagram. The 22-year-old lives a globetrotting life as a model, singer and a DJ and has worked with brands like Calvin Klein and Tiffany & Co. and was also appointed as an ambassador for the Busan Expo.Instagram:@rozy.gramBermuda:If Barbie belonged to Gen Z in Y2K clothing, she would be Bermuda. Created by the folks behind Lil Miquela, Bermuda generated ample controversy online as a former Donald Trump supporter. The Los Angeles-based CGI model has since then changed her political views. You’ll often find her hanging out with her “best friend” Miquela. As an aspiring singer, she has also released a single of the cover of Under The Bridge by Red Hot Chili Peppers.Instagram:@bermudaisbaeBlawko:Sleek body, buzz-cut hair and tattoos on his face, Blawko can easily come across as the robot fuckboi of the Y2K generation. So it’s not surprising that he has a huge following of over 138,000 on Instagram. Known as the sidekick of Lil Miquela and as the boyfriend of Bermuda, Blawko plays with streetwear fashion with oversized T-shirts and pajama-style bottoms. Instagram:@blawko22Also Read: 10 content creators worth following on InstagramAlso Read: 10 stylish influencers from Northeast India you need to followAlso Read: 8 influencers championing inclusivity to make Instagram a better placeRead Next Read the Next Article
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