Avatar Influencers: Will consumers trust avatars as influencers the same way they trust social media influencers? Shaunagh Gleason of DA Creative Studio asks questions.
Yves Saint Laurent’s latest collection appears on the runway. It has been prepared by avatars. The biggest names in fashion journalism are front row and central in avatar form. They will try to showcase the latest digital wearables to the rest of the world; Some of them correspond to real-life fragments and others exist only in NFT format.
To many, the metaverse may seem like some dystopian future ready player one Where we live the rest of our days in the realm of virtual reality. The truth is that the metaverse is well and truly upon us, from healthcare to fashion. Most industries are eliminating the infection.
The fashion industry has already made its mark on the metaverse, with daring brands hosting their own fashion shows. Several major fashion houses attended Metaverse Fashion Week (MVFW) in Decentraland last March.
Decentraland hosted daily shows, talks and afterparty. The fashion industry is pushing the limits that people once thought possible and virtual influencer marketing is becoming the new norm.
Influencer Marketing: Is This the End?
But what about influencers and models who have already made their presence felt on social media? They don’t want to be left behind. How can they transition into the metaverse and continue to be involved in fashion shows – not just for brands to create their own avatars?
Similarly, how can other brands approach things like front-row seats? They need to make sure their brand is at the forefront of new technology, and how it applies to fashion. How can everyone use digital PR to build their brand image within the metaverse? How can they strengthen it as an extension of their social image?
Avatar Influencers: Digital PR. the future of
Digital PR is a relatively new field in its own right, but the metaverse will undoubtedly change the playing field. With brands increasingly using virtual fashion shows and influencers, digital wearables will also become increasingly important as NFTs.
Some of these have real-life similar pieces of money for which NFTs can be traded. Others are outright digital wearables. They could potentially provide access to specific events, such as gated or front-row seats after shows.
The future of digital PR is set to change in a big way. The PR packages of the future have the potential to be completely digital. Models and influencers can receive high-value NFTs instead of traditional gifted items like clothing and makeup.
Ultimately this will happen only when the metaverse becomes more common within society and more easily accessible by the public. Meanwhile, we’ve seen brands like Roxanda launch AR functions. This allows consumers to virtually try on NXT outfits through Instagram filters. It merges traditional social media with the potential of the metaverse. Social media allows traditional influencers to share it with their following. It provides access to the consumer while maintaining exclusivity.
The possibilities are endless as long as they are seized in time. Many major fashion brands are buying permanent space in the metaverse to use as shopping outlets or other event spaces. Things are moving a lot faster than most anticipated. In light of this, there is a lot of pressure on marketing and digital PR agencies to meet the challenge and generate new ways to strengthen brand presence in the metaverse. Whether it is for large companies or small private brands, the demand will be high for those who can effectively switch.
Influencer Marketing in the Metaverse
Moving to the metaverse offers a huge opportunity for those who already benefit from their online presence. And, those who wish they joined in the early days of Instagram, but then felt like they missed the boat. The most exciting thing is that no one knows for sure what influencer marketing will look like in the metaverse. We can only make educated guesses based on what we’ve seen so far.
But with brands already creating their own computer-generated influencers, is there already a race for influencers who want to continue to have an online presence? Brands like Prada have already taken branded avatars that are completely in line with the values and image of the brand. “Candy” was conceived and brought to life in 2011. She was re-launched this year in print, film and social media as she interacted with a real-life fragrance bottle designed by Fabian Baron. The main idea behind the creation of Candy, a computer-generated avatar, was to make the launch more appealing to a younger audience, especially Gen Z.
This is not a new concept at all but has recently come into public discussion as it is now a practical reality. The Yoox Net-a-Porter group launched its virtual influencer Daisy in 2018. He has been involved in several brand campaigns including Tommy Hilfiger and Calvin Klein. She exists to promote clothing, connect with other virtual influencers, and spends most of her time among models and changemakers within the fashion industry.
avatar influencer
There are clear benefits to using virtual influencers that are entirely computer generated. They can be used as a complete visual representation of a brand and its values. They too are completely in control of the brand and do not hold opinions like real life influencers. It can also be a way for the brand to comment on social and political issues without directly involving the brand. It adds new layers to the brand’s image and builds relationships with its target audience.
Will the consumer trust a virtual influencer? It depends on whether an influencer is computer-generated specifically for a brand or as an individual in itself. The most popular example of this is Mikaela Sousa/Lil Mikaela. She was created by LA-based tech startup Brud, a musician, change seeker and genre visionary who has been named in Time magazine as one of the ’25 Most Influential People on the Internet.
The depth of her character is human, which attracts her endless media attention and opportunities. These include interviewing Jay Balvin at Coachella, modeling for Prada, and receiving millions of streams on Spotify for her music, according to VirtualHumans.org.
avatar influencer are here to stay
Virtual influencers like Lil Miquela cannot be overlooked as an alternative to brands. They are in complete control and are not at risk of saying or doing anything that would completely ruin their reputation. The engagement rate of a virtual influencer is said to be three times higher than that of a real influencer. This does not mean that a person is more likely to buy a product as a direct result of seeing it on a virtual influencer. But it does suggest that the public is ready to view the products through this medium.
The authentic impact on social media is questionable. With the photos being edited to the nth degree by many influencers, it is impossible to differentiate between the real and the fake. What is creating a virtual influencer that has been taken away?
community building and trust
However, there are concerns that by moving away from real people, brands will undermine the key aspect that makes influencer marketing so powerful – relatability. The most successful influencers are those who have stories and flaws. Maybe you’ve been following his journey for a while.
Especially with platforms like YouTube. You can view lengthy content created by influencers, and look inside their lives. It’s as if they are talking to you as a friend. This is similar to word-of-mouth marketing where you will buy something that your friend recommends because you trust them. At least 92% of people would trust recommendations from family and friends over any other type of advertising. The Internet now means that some influential people have moved into the semi-friend zone. This allows them to effectively persuade the public to invest in the products and services they recommend.
The importance of community building cannot be overstated or understated in this regard. Influencer marketing resonates the most with generation Z. But they are also likely to make purchases based on values. This is why honest brands and influencers are so successful. They may already have a community that is likely to be loyal to them on other platforms. His fans probably trust him more than branded avatars because they are real people and not just brand loyalists.
Confidence
Of course, there are some influential people who get paid to say what they say. While it can fast-track brand growth and visibility, it doesn’t mean that anyone really trusts your opinion.
91% of consumers say that the integrity and authenticity of a brand are of paramount importance when evaluating who they shop with. One brand’s dealings with employees follows another (87%). Nearly four out of five consumers (79%) are more likely to shop with a brand that shares their personal beliefs, according to Marketing Tech News.
While viewers may share the same opinions and perspectives as computer-generated influencers, will they trust them? The effectiveness of influencer marketing in the metaverse will depend on the extent to which the consumer relates to the avatar.
Does decentralization equal greater access?
While some believe that decentralization is synonymous with better access, this is not necessarily the case here. There is scope for new influencers to emerge and make their mark. But achieving rapid development would not be possible without a community already existing, or without access to traditional money or power.
Digital Front Rows are essentially on sale with the Ethereum Wallet to the highest bidder. So the question is, is fashion becoming more accessible or a continuation of the past exclusivity that has disappointed so many people? Chances are, when you do finally visit a Metaverse fashion show, you’re unlikely to make a position of presence and influence unless you have the money or the community to do so.
Avatar Influencers: key takeaways
The important way for brands and influencers with an existing online presence is to consider expanding that digital footprint into the metaverse.
We have already seen some of the biggest names in fashion snap up front-row MVFW seats to consolidate their presence in the industry within these new benchmarks. It is largely a matter of the infection being over or left behind.
With virtual influencers proving popular, it’s up to real-life influencers to prove their mettle, and it’s up to the consumer to create an image of how they want to be influenced.
Digital PR and marketing agencies also have a unique opportunity to help influencers make this switch. The strongest assets of real-life influencers are their degree of authenticity and existing community. However, amidst the harsh realities of cancel-culture, he must prove his place among virtual influencers, who literally can do no wrong.
About the Author
Shaunagh Gleason is the public relations executive at DA Creative Studios. She has a passion for entrepreneurship and all things digital marketing. She is working towards an MSc in Digital Marketing and graduated from UCL in London after studying French and Arabic.
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