The Rise of the Digital Persona
A virtual influencer is a digital character created using computer-generated imagery (CGI) who has been given a unique personality, a backstory, and a social media presence. These characters are presented as if they are living their own lives—posting about their ‘experiences,’ ‘friendships,’ and brand partnerships on platforms like Instagram, TikTok, and YouTube. They are not avatars for real people; they are entirely fictional beings managed by creative agencies, brands, or studios who script their narratives and design their appearances.
Creation and Management
Behind every successful virtual influencer is a team of human creators, including 3D artists, writers, fashion designers, and social media managers. They craft the character’s look, personality, and story arc, and generate the content that populates their feeds. The goal is to create a persona that is engaging, relatable, and aspirational to a target audience. Some of the most well-known virtual influencers include:
- Lil Miquela: A perpetually 19-year-old Brazilian-American model and musician from Los Angeles, known for her high-fashion collaborations and activism.
- Lu do Magalu: The virtual face of the Brazilian retail giant Magazine Luiza, who is one of the most followed virtual influencers in the world.
- Shudu Gram: Marketed as the ‘world’s first digital supermodel,’ known for her stunningly realistic appearance.
Appeal and Controversy
Brands are increasingly drawn to virtual influencers because they offer complete control over messaging and image—a virtual influencer will never be caught in a real-world scandal. They also generate high levels of engagement due to their novelty. However, the phenomenon raises questions about transparency and authenticity. Critics argue that it blurs the lines between reality and artifice and can promote unrealistic beauty standards. There are ongoing debates about whether posts from virtual influencers should be more clearly labeled as computer-generated and whether they are creating a new form of digital puppetry.