A virtual influencer is a digital character or avatar created using computer-generated imagery (CGI) or artificial intelligence (AI) technology that appears on social media platforms to engage audiences, just like human influencers.

These virtual personalities are designed by creators or brands to look, act, and behave in ways that resonate with specific audiences, often sharing lifestyle content, promoting products, or collaborating with brands.

Unlike human influencers, virtual influencers are entirely fictional but can amass millions of followers on platforms like Instagram, TikTok, or YouTube. They are becoming increasingly popular in the creator economy as they offer brands complete control over their identity, messaging, and behavior, while still building real engagement with audiences.

Understanding Virtual Influencers

Virtual influencers operate in the same spaces as human influencers—they create social media posts, interact with followers, collaborate with brands, and sometimes even engage in cause-related content. These CGI personalities often have detailed backstories, personalities, and interests that allow them to connect with audiences on a personal level, despite not being real.

Most virtual influencers are designed to look and act like real people, though some lean into more fantastical or futuristic aesthetics. Whether they are fashion models, gamers, or advocates for specific causes, their primary purpose is to engage audiences, build followings, and influence purchasing decisions in ways that feel authentic to their digital personas.

Examples of Popular Virtual Influencers

Some of the most well-known virtual influencers include:

• Lil Miquela (@lilmiquela): One of the earliest and most famous virtual influencers, Lil Miquela is portrayed as a Brazilian-American 19-year-old with a passion for fashion and social causes. With millions of followers, she collaborates with brands like Prada and Calvin Klein.
• Shudu (@shudu.gram): Known as the world’s first digital supermodel, Shudu is a CGI character created to represent high-end fashion. She has worked with brands such as Fenty Beauty and Balmain.
• Imma (@imma.gram): A Japanese virtual influencer, Imma focuses on fashion, beauty, and Japanese pop culture, with a hyper-realistic appearance that often blurs the line between CGI and reality.

Why Virtual Influencers Matter

Virtual influencers offer unique opportunities for brands and creators, especially in terms of control and innovation. They provide brands with the ability to craft a perfectly tailored influencer without the unpredictability that comes with human influencers.

Total Control

One of the biggest advantages of virtual influencers is the complete control brands or creators have over their image, behavior, and messaging. Unlike human influencers, virtual influencers don’t have off-days, controversies, or personal opinions that could conflict with a brand’s values. Their behavior can be scripted to align perfectly with a campaign’s goals, reducing risk for brands.

Consistency and Scalability

Virtual influencers can post consistently and be scaled across different markets without the limitations of real people’s schedules or geographical constraints. Their activities, language, and appearance can be adjusted based on the audience, making them adaptable and easy to manage across global campaigns.

Innovation and Novelty

Virtual influencers are inherently innovative, which can capture audience attention in a cluttered social media space. Their digital nature adds a level of novelty, appealing to tech-savvy consumers and early adopters. Their use also positions brands as forward-thinking and willing to embrace cutting-edge technology and trends.

How Virtual Influencers Make Money

Similar to human influencers, virtual influencers generate revenue through brand collaborations, sponsorships, and other monetization strategies.

Brand Sponsorships and Collaborations

Virtual influencers collaborate with brands in the same way human influencers do. They promote products, model clothing, or recommend services to their audiences. Brands leverage the influencer’s personality and unique following to reach specific target demographics. Since virtual influencers are fully customizable, they can be designed to embody a brand’s ideal image and messaging.

Digital Campaigns and Events

Many brands create virtual influencers to host digital events or be the face of specific campaigns. These virtual characters can attend virtual fashion shows, appear in digital ads, or represent the brand in online experiences. This opens up possibilities for creative campaigns that blend entertainment with advertising.

Licensing and Merchandising

Some virtual influencers have grown large enough to warrant their own line of merchandise or branded products. Fans who feel connected to these digital personas may buy virtual or real-world items associated with them, such as digital skins in games, fashion collaborations, or branded merchandise.

Challenges for Virtual Influencers

While virtual influencers offer brands control and consistency, they also come with their own set of challenges.

Authenticity

One of the biggest challenges virtual influencers face is achieving a sense of authenticity. Human influencers build trust through personal stories, emotions, and real-life experiences. While virtual influencers can be designed to emulate these traits, some audiences may find it difficult to connect with a character that isn’t "real." The lack of genuine human emotion can create a barrier to deeper engagement for some consumers.

Technical Complexity

Creating and maintaining a virtual influencer requires significant technical expertise in CGI, AI, and animation. It’s a resource-heavy endeavor that requires a team of developers, designers, and marketers to keep the influencer functioning smoothly across platforms.

Ethical Concerns

There are ethical debates surrounding virtual influencers, particularly around the potential for deception. Some virtual influencers are made to appear so lifelike that followers may not realize they’re interacting with a CGI persona. This raises questions about transparency and the nature of influencer marketing when followers aren’t aware they’re following a virtual creation.

Virtual Influencers vs. Human Influencers

While virtual influencers and human influencers both aim to build relationships with their audiences and influence consumer behavior, there are key differences between them.

Control vs. Authenticity

Virtual influencers offer brands control and flexibility, ensuring that their messaging remains on point, but they may struggle with authenticity compared to human influencers, who bring personal stories and real emotions to the table. Human influencers have life experiences and opinions that can make their endorsements more relatable and genuine.

Scalability vs. Relatability

Virtual influencers can be scaled across platforms and markets without the logistical challenges human influencers face, like availability or travel. However, human influencers often bring a level of relatability that’s hard to replicate with CGI characters.

Risk Management

Brands working with human influencers face risks related to behavior or personal controversies. Virtual influencers don’t face these risks, as their actions and messaging are fully controlled by the brand or their creators. This reduces the chances of PR issues but can also make the influencer seem less "real."

The Future of Virtual Influencers

As the creator economy grows and technology continues to advance, virtual influencers are expected to play an even larger role in digital marketing. With advancements in AI and CGI, virtual influencers will become even more realistic, interactive, and personalized, potentially engaging with audiences in deeper ways, such as through real-time interactions or immersive virtual experiences.

In addition, the rise of the metaverse—a virtual world where people interact through digital avatars—may give virtual influencers new environments to thrive. They could become central figures in virtual spaces, hosting events, creating virtual fashion lines, or even participating in virtual reality experiences.

Conclusion

Virtual influencers represent a new frontier in the influencer marketing landscape, offering brands innovation, control, and the ability to engage tech-savvy audiences. By blurring the line between reality and digital personas, these CGI characters open new opportunities for creative campaigns, global scalability, and audience engagement.

However, challenges related to authenticity and technical complexity remain, and brands need to balance these factors carefully to build meaningful connections with their audience. As technology advances and the metaverse evolves, virtual influencers will continue to shape the future of digital marketing and social media.