They are not flesh and blood, but rather sophisticated computer-generated beings known as virtual influencers. Yesterday, the unveiling of Maya from Mystra in India marked another milestone in this rapidly expanding landscape. With the rise of these digital personas, it’s becoming clear that a revolution is on the horizon, and as a savvy creator, it’s essential to keep a close eye on these five virtual influencers who are storming the influencer marketing industry.
1. Lu do Magalu of Brazil
Originally created in 2003 as the voice of an in-store salesperson for Magazine Luiza’s e-commerce websites, Lu made her breakthrough appearance on Magalu’s YouTube channel in 2009. From there, she became the face of the brand, hosting tutorials and showcasing the latest technological marvels from the Brazilian tech retailer. As her impact grew, Lu amassed a dedicated fanbase of over 32 million followers across various social media platforms, including her rapidly emerging TikTok account with over 6.6 million followers. On TikTok, Lu captivates her audience by featuring cutting-edge products and tech gadgets, from bubble machine guns to makeup.
On social media, Lu engages with her followers through quirky and relatable posts, utilizing polls, unboxing videos, and Q&As. Moreover, she actively advocates for important societal issues, including combating fake news during the COVID-19 pandemic, promoting racial equity, addressing climate change, and championing LGBTQ+ rights.
Magazine Luiza’s innovative and personalized approach to influencer marketing has played a pivotal role in Lu do Magalu’s remarkable success. As a virtual influencer, Lu occupies a unique niche in the Brazilian market, contributing to her estimated earnings of over $552 million in profit in 2019. This impressive feat solidifies her worth in the fiercely competitive realm of influencer marketing, as Lu do Magalu continues to captivate audiences with her digital charisma and impactful content.
2. Lil Miquela of Los Angeles
Miquela Sousa, also known as Lil Miquela, has emerged as the pioneering hyperrealistic virtual influencer, blazing a trail for brands and virtual personalities alike in the realm of virtual storytelling. Created by the Los Angeles-based startup Brud in 2016, she has amassed a substantial following, with over three million fans on Instagram alone. While she initially gained fame on Instagram, her most popular profile now resides on TikTok, boasting an impressive 3.5 million followers.
Lil Miquela’s success can be attributed to her astute utilization of social media trends. On TikTok, she skillfully leverages popular trends by revisiting ‘throwback’ moments, engaging in duets, and actively responding to questions from her community. However, it is her ability to seamlessly blur the boundaries between reality and fiction that truly sets her apart from other virtual influencers.
With a keen focus on fashion and lifestyle, Lil Miquela has collaborated with a diverse range of brands, ranging from luxury fashion houses to streetwear labels. Her impeccable style, combined with her advocacy for social causes such as Black Lives Matter and LGBTQ+ rights, has solidified her status as a beloved figure among her followers.
In terms of financial success, a 2020 evaluation by U.K. online marketplace OnBuy estimated that Brud could earn over $10 million annually from Lil Miquela, with each of her Instagram posts commanding a fee of approximately $8,000. Lil Miquela’s groundbreaking presence in the virtual influencer space has undoubtedly reshaped the industry.
3. Imma of Japan
Imma, the virtual influencer developed by Aww Inc. in 2018, has made a remarkable impact on the digital landscape, captivating the attention of internet users worldwide. Known for her signature bubble gum pink bob and impeccable fashion sense, Imma has amassed a substantial following of 400,000 on Instagram. Her creators have painstakingly crafted her appearance and facial expressions to achieve a strikingly lifelike presence.
Estimates suggest that Imma earns a staggering annual income of over US$650,000, with each of her social media posts commanding a fee of US$1,192. These figures reflect the growing demand for her virtual presence and the value that brands and advertisers place on her influence.
Imma’s modeling skills have garnered significant recognition, culminating in her selection as one of the “New 100 Talent To Watch” by Japan Economics Entertainment in 2021. Her rise to prominence has been further amplified by features in esteemed fashion and business magazines, appearances on television shows, and extensive coverage in online articles.
Notably, Imma has become a sought-after collaborator for numerous top brands, including Porsche Japan, IKEA, Dior, Puma, Nike, Valentino, Amazon, and Calvin Klein. These partnerships attest to her ability to seamlessly integrate into various marketing campaigns and effectively communicate brand messages to her dedicated audience.
4. Bermuda of LA
Introduced by Brud in 2016, Bermuda is a virtual influencer who has gained attention on Instagram for her distinctive style and outspoken viewpoints. With a bold aesthetic featuring flashy makeup, extravagant accessories, and vibrant outfits, Bermuda, often referred to as an Insta-baddie, has amassed a substantial following. Collaborating with renowned fashion and automotive brands such as Vetements, Chanel, and Mercedes-Benz, Bermuda commands an estimated fee of around US$1,310 per Instagram post. Additionally, with 256,000 followers on the platform, Bermuda has expressed an interest in venturing into the music industry.
In a widely-publicized incident in April 2018, Bermuda took control of Lil Miquela’s Instagram account, deleting all her photos and demanding that she reveal her true identity. This orchestrated event generated considerable attention and significantly contributed to Lil Miquela’s rise to fame. Eventually, it was revealed that Brud was behind both Bermuda and Lil Miquela, as part of a curated drama to promote their virtual influencers.
5. Barbie of America
Boasting an impressive following of 2.4 million on Instagram, Barbie, the iconic figure in the realms of toys and pop culture, has successfully carved a prominent place for herself in the ever-expanding realm of virtual influencers. This resurgence of Barbie’s popularity has not only captured the attention of her dedicated fan base but also proved to be a lucrative venture for Mattel, the American toy company that owns the beloved brand.
The increased demand for Barbie has translated into tangible business success, with Mattel experiencing a significant boost in sales. In fact, their first-quarter earnings in 2021 soared to over US$276 million, representing an impressive 87% surge.
Barbie’s influential presence on social media primarily revolves around the realms of fashion and beauty. Her posts showcasing the latest outfits and makeup trends have resonated deeply with her followers, garnering immense popularity. Building upon her long-established status as a role model for young girls, Barbie seamlessly transitioned into the virtual influencer space, forging connections with a new audience that relates to her in a unique and authentic manner.
Last Words
While virtual influencers may not have made a significant impact in Nigeria just yet, their presence is steadily approaching with the emergence of virtual influencers like Iyanda and Kim Zulu in South Africa. It is essential for real influencers to stay prepared and adapt their techniques to remain ahead of the curve.
As the influencer marketing industry evolves, tightening your straps and continuously improving your skills will ensure that you are well-equipped for the inevitable arrival of virtual influencers in Nigeria. By staying informed, embracing innovation, and being open to new possibilities, you can confidently navigate the changing landscape and remain relevant and influential in the dynamic world of influencer marketing.
