The Rise of Virtual Influencers: A New Era in Social Media Marketing
Did you know that virtual influencers are slowly taking over social media and advertising? While we won’t be seeing human influencers getting replaced by AI just yet, at the rate it’s going, virtual influencers may become as popular—if not more popular—as traditional influencers.
If you’re still wondering what a virtual influencer is, think of your usual influencers, but computer-generated. Virtual influencers are digital characters or avatars given a personality by their creators and made to act and look like any normal influencer would. Imagine Pikachu sharing selfies while grocery shopping or hanging out with Cristiano Ronaldo. Or Barbie sharing reels of her day-to-day life—oh wait—she’s one of the virtual influencers we’ll be introducing in this guide.
According to our latest AI Marketing Benchmark Report, 51.9% of marketers are likely to incorporate AI-generated avatars into their future marketing campaigns. Meanwhile, Christopher Travers, the founder of VirtualHumans.org, states that virtual influencers can do anything that human influencers can do, but with more control and engagement. In the dynamic world of influencer marketing and as AI technologies continue to advance, this could be an advantage for virtual influencers and beneficial to the brands they represent.
But are virtual influencers just a passing trend, or are they here to stay? Let’s explore the top virtual influencers and how they’re currently shifting the influencer landscape.
Types of Virtual Influencers
Virtual influencers are computer-generated influencers that exist primarily in the digital world. There are different types of virtual influencers. The three primary ones are:
- Highly Realistic Avatars: Designed to closely resemble a person.
- Animated Models: Appear as humans, but their features are more stylized, exaggerated, or cartoon-like.
- Non-Human Virtual Influencers: Can be anything that doesn’t resemble a human figure.
Virtual influencers are typically created and managed by creative agencies or brands. They’re used as a way of promoting the agency or brand and engaging with audiences on social media platforms. With virtual influencers, brands gain greater control over their image and benefit from consistency in messaging.
Top 12 Virtual Influencers for 2024
1. Lu do Magalu (@magazineluiza)
Follower Statistics: 14 million followers on Facebook, 7.3 million followers on TikTok, 7.1 million followers on Instagram
Unique Character Traits: Friendly and relatable brand ambassador of Magazine Luiza
Created By: Frederico Trajano, CEO of Magazine Luiza
Lu do Magalu is the most-followed virtual influencer globally. She boasts an impressive following across multiple platforms, primarily in Brazil. Created in 2009, she has collaborated with major brands like Red Bull, MAC, and Samsung, even gracing the cover of Vogue Brazil in 2022.
Key Takeaways: Lu do Magalu is the most followed virtual influencer globally, primarily known for her extensive work with Brazilian retail giant Magazine Luiza.
2. Lil Miquela ( @lilmiquela)
Follower Statistics: 3.4 million TikTok followers, 2.5 million Instagram followers
Unique Character Traits: Virtual model and singer
Created By: Trevor McFedries and Sara DeCou of Brud
Lil Miquela, a virtual robot model, has worked with top fashion brands like Prada and Dior. She has also released several songs, making her a multifaceted influencer. Despite a slight drop in engagement over the years, she remains a significant figure in the virtual influencer space.
Key Takeaways: Lil Miquela has collaborated with top fashion brands and released her own music, garnering millions of followers across social media.
3. Barbie ( @barbie)
Follower Statistics: 12.4 million subscribers on YouTube, 3.5 million followers on Instagram, 2.1 million followers on TikTok
Unique Character Traits: Empowering and fashionable
Created By: Mattel
Barbie has successfully transitioned to social media, where she engages millions of followers with vlogs and advocacy for social causes. Her collaborations with organizations like the National Down Syndrome Society highlight her commitment to inclusivity.
Key Takeaways: The iconic Barbie engages millions of followers with vlogs and advocacy for social causes.
4. Guggimon ( @guggimon)
Follower Statistics: 11.7 million followers on TikTok, 1.3 million followers on Instagram
Unique Character Traits: Edgy and dark humor
Created By: Superplastic
Guggimon is known for his horror-themed content and collaborations with famous DJ Steve Aoki. He continues to entertain his followers with quirky, dark-humored posts.
Key Takeaways: Guggimon is known for his horror-themed content and collaborations with famous DJ Steve Aoki.
5. Any Malu ( @anymalu_real)
Follower Statistics: 2.6 million followers on TikTok, 705,000 followers on Instagram
Unique Character Traits: Relatable and energetic, appeals to Brazilian culture
Created By: Combo Estudio
Any Malu has grown into a transmedia star with her own TV show on Cartoon Network Latin America. She promotes animated films and games, making her a versatile influencer.
Key Takeaways: Any Malu has grown into a transmedia star with her own TV show on Cartoon Network.
6. Nikuro®︎ ( @liam_nikuro)
Follower Statistics: 11,700 followers on Instagram, nearly 1,400 followers on X
Unique Character Traits: Music-centric and mysterious
Created By: 1ssec Inc.
Liam Nikuro is Japan’s first male virtual influencer, known for his music production and collaborations with industry icons.
Key Takeaways: Liam Nikuro is Japan’s first male AI influencer, known for his work in the music industry.
7. Shudu ( @shudu.gram)
Follower Statistics: 239,000 followers on Instagram
Unique Character Traits: Elegant and high-fashion, representation of Black beauty
Created By: Cameron-James Wilson
Shudu is celebrated as the world’s first virtual supermodel, collaborating with major fashion brands and advocating for diversity in the industry.
Key Takeaways: Shudu is the world’s first virtual supermodel, collaborating with iconic fashion brands.
8. Janky ( @janky)
Follower Statistics: 990K followers on Instagram
Unique Character Traits: Playful and mischievous with a quirky design
Created By: Superplastic
Janky has quickly amassed a large following through his collaborations with major brands and his unique cartoon persona.
Key Takeaways: Janky is known for his playful antics and collaborations with major brands.
9. Noonoouri ( @noonoouri)
Follower Statistics: 485,000+ Instagram followers, 73,000+ TikTok followers
Unique Character Traits: Large, expressive eyes and an advocate for sustainable fashion
Created By: Opium Effect
Noonoouri has worked with top luxury fashion brands and is vocal about sustainable fashion, making her a unique presence in the influencer space.
Key Takeaways: Noonoouri advocates for sustainable fashion and collaborates with luxury brands.
10. B. ( @bee_nfluencer)
Follower Statistics: 222,000 Instagram followers
Unique Character Traits: Non-human influencer, advocate for the environment
Created By: The Foundation de France
B. is the first virtual bee influencer, raising awareness for environmental causes and supporting bee conservation efforts.
Key Takeaways: B. raises awareness for environmental causes and supports bee conservation efforts.
11. imma ( @imma.gram)
Follower Statistics: 388,000 followers on Instagram, 471,000 followers on TikTok
Unique Character Traits: Trendy fashion sense, showcases Japanese culture
Created By: Aww Inc.
Imma is Japan’s first virtual model, celebrated for her fashion sense and cultural representation.
Key Takeaways: Imma is Japan’s first virtual model, known for her trendy fashion sense and cultural representation.
12. Kami ( @itskamisworld)
Follower Statistics: 3,269 Instagram followers
Unique Character Traits: Virtual girl with Down syndrome, showcasing trendy virtual wearables
Created By: Cameron James-Wilson
Kami is the world’s first virtual influencer-model with Down syndrome, advocating for diversity and inclusion in the digital space.
Key Takeaways: Kami advocates for diversity and inclusion for people with disabilities in the virtual space.
Virtual Vs. Real Influencers – What’s the Difference?
Due to advancements in AI used in creating digital humans, the physical differences between human-looking virtual influencers and real influencers are getting harder to pinpoint. Function and role-wise, virtual and real influencers are eerily similar, as virtual characters are also given human-like attributes to help them connect with their audience easily.
1. Creation
Virtual influencers are made using computer-generated imagery (CGI), motion capture, and generative AI. In contrast, traditional influencers are real people whose content is based on their real-world experiences.
2. Control Over Content
Digital personalities are managed by agencies or companies, with their content carefully curated. Real influencers maintain a degree of autonomy over their posts.
3. Authenticity and Engagement
While virtual influencers have distinct personas, they lack authenticity. Real influencers showcase their lives, making them more relatable.
4. Adaptability and Consistency
Virtual influencers are ageless and consistent in branding, while human influencers can be unpredictable due to life experiences.
5. Cost and Scalability
Virtual influencers can be more cost-effective in the long run, as they eliminate expenses associated with real influencers.
6. Flexibility in Campaigns
Virtual influencers can seamlessly integrate into various digital campaigns, making them versatile marketing tools.
3 Things Brands Should Know Before Working with AI Influencers
Transparency and Authenticity
Brands must disclose AI-generated content to ensure transparency and avoid misleading audiences.
Brand Safety and Reputation
Virtual influencers can harm a brand’s safety and reputation if their behaviors are not carefully managed.
Audience Sentiment
While some audiences find virtual influencers fascinating, others may view them as inauthentic. Brands should weigh the pros and cons before collaborating.
Wrapping Things Up…
The appeal behind virtual influencers lies in their unique ability to stand out in a crowded market. As digital characters become more prevalent, we can expect to see an increase in virtual influencers on social media. However, this doesn’t mean that virtual influencers are ultimately preferable to human influencers. Both have advantages and flaws, and it will be exciting to see how they coexist in the influencer landscape as AI gains more acceptance in the digital marketing space.
Frequently Asked Questions
Who are the most followed virtual influencers?
- Barbie: 3.5 million followers
- Lil Miquela: 2.5 million followers
- Guggimon: 1.3 million followers
- Any Malu: 705,000 followers
- Noonoouri: 485,000 followers
What are virtual influencers?
Virtual influencers are computer-generated fictional characters used for marketing purposes, especially on social media.
How do virtual influencers work?
Creators decide their appearance, personality, and collaborations, managing their online presence.
Where are virtual influencers most popular?
They are particularly popular in Japan, South Korea, and China.
Why are virtual influencers becoming popular?
Their cost-effectiveness and ability to deliver consistent messaging contribute to their rising popularity.
Can virtual influencers be as effective as human influencers?
While they can positively impact brand image, their lack of authenticity may make them less effective overall.
What resources can help me learn how to partner with virtual influencers?
Consider exploring industry reports, webinars, and marketing blogs focused on digital marketing and influencer strategies.
Which virtual influencers have the most likes on TikTok?
- Janky and Guggimon: 71.6M likes
- Lu do Magalu: 63.1M likes
- Lil Miquela: 48.4M likes
- Barbie: 24.1M likes
- Any Malu: 24M likes
Which virtual influencers are the most talked about online?
- Barbie: 44M reach
- Lu do Magalu: 467,448 reach
- Noonoouri: 261,917 reach
- Lil Miquela: 158,347 reach
- Guggimon: 3,114 reach
Which virtual influencers have the most followers on TikTok?
- Janky & Guggimon: 11.7M followers
- Lu do Magalu: 7.3M followers
- Any Malu: 2.6M followers
- Barbie: 2.1M followers
- Lil Miquela: 3.4M followers
About the Author
Koba Molenaar brings nearly a decade of rich experience in content writing, specializing in digital marketing, branding, SaaS, and eCommerce. Her passion for helping brands, from solopreneurs to established companies, connect with their audiences shines through her work. As a member of the Golden Key International Honor Society, Koba’s commitment to excellence is evident in her work, showcasing her as a relatable and knowledgeable voice in the industry.