Cgi influencers, who are the virtual characters who are depopulated on Instagram

Cgi influencers, who are the virtual characters who are depopulated on Instagram

Cgi influencers

From Lil Miquela to Rozy: here are the computer-created CGI influencers who are popular on social media and risk deceiving followers.

Rozy is a Korean CGI influencer. Influencers are often accused of being fake and constructed, but what to say when social notoriety is achieved by people who are admittedly not real? This is the case of CGI influencers, web characters created with the computer-generated imagery technique who appear as young men and women intent on typical social media activities.

The trend of virtual influencers - or robot-influencers as they are nicknamed - has taken off on Instagram and other social media: their accounts get millions of views and their followers grow, while creators keep themselves in the shadows. For fans ready to like and for companies looking for advertising, CGI influencers are not all that different from real ones, but marketers are wondering about the possible duration of this trend.

"First day of synchronized swimming school" is written in the caption of one of the latest posts by Lil Miquela, an influencer with three million followers. In the image, here is the protagonist by the pool with a friend. But one of the two people photographed is not real: Lil Miquela is in fact a CGI influencer created on the computer by the marketing agency Brud in Los Angeles. It can be said that it was she who kicked off the phenomenon in 2016, when she landed on Instagram. She is now a regular face in fashion magazines and promotes a wide range of products, she has launched songs on Spotify and daily posts images from famous places in the Californian city. Until the creators revealed where she really came from, many of her fans were convinced that she was a real teenager. On the other hand, Lil Miquela showcases the classic life of an influencer on Instagram: a meeting with friends where the colorful outfits stand out, a dinner in a chic restaurant with the inevitable photo on the plate, a story in which she recovers while walking. The young woman often interacts with other characters, real and otherwise: Blawko and Bermuda, two other successful robot-influencers created by Brud, fall into the latter category. Quarrels, discussions and flirts between virtual influencers are described in the captions that accompany the photos, while the commentators - presumably real - discuss who is right and defend their favorite character. Recently, the Brud agency was valued at $ 125 million and was acquired by the Nft startup Dapper Labs.

The world of virtual influencers

Nell 'fall 2018, the French luxury fashion house Balmain launched a campaign with three digital models. Two of the models are exclusive to the Balmain brand, while the third, Shudu, is a free agent known as the world's first digital supermodel. British fashion photographer Cameron-James Wilson created Shudu, who now has more than 200,000 followers on Instagram, along with other new virtual characters. "When it came to a point where the majority thought it was real, I said ok, it went on long enough," Wilson said, "and I proved that it wasn't just a one-off image. It was then that I understood that it should no longer be an ambiguous situation and I clarified its origin ".

Rozy, 101 thousand followers and not even an inch of real skin are very popular in South Korea, since she too was created on the computer. Rozy modeled for Chevrolet and posts about makeup and fashion brands on her account. Thanks to the prodigies of graphics, these characters can pass for real to an inattentive gaze, just like those put in place on social networks when you swipe your thumb quickly from one account to another. According to the HypeAuditor site, virtual influencers get nearly three times more reach than real influencers. This means that followers are more likely to follow the contents of virtual influencers and click on the links proposed by them.

From a commercial point of view, CGI influencers offer numerous advantages to companies than their real-life counterparts. They don't age, they can't run into scandals, and they manage to change their looks in every post without the need for makeup artists or new clothes. Today, the turnover of influencers is valued at around five billion dollars according to a study by InfluencerDB; spending on this type of marketing is set to grow in the years to come. The report estimated that 39% of all Instagram accounts are run by influencers. Considering there may be a billion active users on the platform, there are already many to compete with. The addition of the robot protagonists risks upsetting an already saturated market, but for now the novelty effect seems to be working. "There is not much difference between a real person and one of these CGI accounts - said marketing expert Buzz Carter - if there is interaction and trust, a campaign with Lil Miquela will be as effective as one with any other. influencer ". At the moment virtual influencers are a rarity, but given their initial success, it is likely that soon new non-real characters will begin to clog up the boards. “Today I cook” Rozy writes with a photo in front of a plate with eggs and vegetables. Will it be real food?

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