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Practical Strategies for Brands Using Virtual Influencers: A Brand's Guide to Success
Abstract
The rise of virtual influencers has introduced a new frontier for brands in the metaverse, offering unique opportunities for marketing and engagement. This chapter explores the virtual influencer phenomenon, examining how brands can strategically leverage digital creations in their campaigns. It begins by distinguishing between virtual and human influencers, followed by a discussion of the technologies that enable their creation. The chapter further explores the various content formats employed by virtual influencers across social media, highlighting their versatility. It also examines the application of virtual influencers across industries. Additionally, the chapter outlines the benefits and opportunities of using virtual influencers, as well as key considerations for brands in selecting and collaborating with them. Lastly, the chapter discusses how virtual influencer personalities can be built, emphasizing the importance of crafting relatable and engaging personas to drive successful brand collaborations.
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