The Big Unknown – Virtual Influencers
- 8 mins
It’s 2025, and influencer marketing has taken a massive turn. No, we’re not talking about the typical influencer you see on Instagram or TikTok anymore. The new wave? Virtual influencers. These digital personas are taking over the influencer scene, and brands are starting to explore the potential of collaborating with these entirely computer generated characters.
What are Virtual Influencers?
Virtual influencers are, quite simply, digital personas designed to look and act like real human influencers. These influencers are entirely computer-generated, created through CGI and AI, and are often managed by a team of designers, artists, and content creators. They can appear on platforms like Instagram, TikTok, and YouTube, just like their human counterparts.
And here is exactly, how it began.
Imagine scrolling through Instagram, and you come across a stunning influencer with perfect skin, flawless outfits, the dream lifestyle. But then you realize… they’re not even real.
That’s exactly what happened in 2016 when Lil Miquela appeared out of nowhere. No one knew if she was human or CGI, but people couldn’t look away. She wasn’t just some AI experiment – she was collaborating with top brands, dropping music, and even getting involved in social issues. Before anyone knew it, she had millions of followers, and brands were paying big money to work with her.
That moment changed everything. Brands realized they could create their own influencers, ones that wouldn’t age, cause scandals, or go off-brand. Companies like Prada, Samsung, and even luxury fashion houses started launching their own virtual influencers.
Fast forward to today, and virtual influencers are more advanced than ever. They don’t just look real – they can “talk” to followers, interact in real-time, and even evolve their personalities with AI. But here’s the thing: while they’re gaining traction, they still can’t replace real influencers. People connect with people, and that’s something even the best CGI can’t fully replicate.
Lil Miquela
2.4 million followers on Instagram and 48 million likes on TikTok – one of the most recognized virtual influencers today. But behind her digital persona is a team of creatives at Brud, a Los Angeles-based studio founded by Trevor McFedries and Sara Decou.
Brud specializes in creating virtual characters, and Lil Miquela is their standout creation. She’s not a real person—she’s a product of CGI and AI technology, with every post and collaboration carefully crafted by a team of designers, animators, and storytellers. From her brand partnerships with companies like BMW (ad with the new BMW X2) and Calvin Klein to her social media interactions, everything about Lil Miquela is planned, scripted, and controlled.
Why do brands choose them?
Full Control, No Drama
One big reason brands are trying virtual influencers? They control everything. No risk of scandals, no unpredictable behavior – just a digital character doing exactly what the brand wants. This makes marketing super smooth, but let’s be real… it also takes away some of that real, human connection people love.
A Hit With Gen Z & Gamers
Younger audiences, especially Gen Z, are already living in digital world of gaming, social media, AI-driven content. Virtual influencers fit right into that scene. Brands are using them to stay relevant, mixing reality with digital creativity in a way that catches the eyes of these audiences.
A Whole New Way to Create Content
Virtual influencers let brands push creative boundaries. They can appear anywhere, do anything, and look perfect doing it. But here’s the thing – not everyone vibes with them. Many people still prefer real influencers who bring their own personality, stories, and trust. So while virtual influencers are cool, they’re not replacing human influencers anytime soon.
So don’t forget the REAL Influencers
While virtual influencers are an intriguing new avenue, it’s crucial to remember that human influencers have played a major role in the rise of influencer marketing. They’ve built trust with their audiences, formed authentic connections, and led the way in terms of engagement and results. It’s easy to get excited about new trends, but the reality is that traditional influencers still hold a massive impact on consumer behavior. They’ve been the backbone of influencer marketing for years, and their genuine connections with followers are something that virtual influencers are still working to replicate.
Is it easy to have your own influencer?
If you’re looking for an easy way to create virtual influencers, tools like Creatify.ai can help you generate realistic AI-driven avatars with minimal effort. It uses AI to automatically create and animate characters, making it easier than ever to bring a virtual influencer to life without needing complex 3D modeling skills.
However, if you want to simplify the process even further, we also adapted to this sphere. We already have around 1,600 AI influencers on our platform, ready to engage with your brand and help amplify your message, all in one easy-to-use space.
Looking Ahead
While virtual influencers may not yet be mainstream, they represent an interesting new direction for brands in 2025. However, traditional influencers will continue to be a crucial part of the influencer marketing ecosystem. It’s not just about experimenting with new trends, but about finding the right balance and ensuring your marketing strategy aligns with your audience’s needs.
GoMarketish is ready to help brands navigate both worlds. Whether your influencers are real or virtual, we offer the tools you need to streamline influencer discovery, campaign management, and performance tracking – all in one platform. The future of influencer marketing is evolving, and we’re here to help you lead the way.
We Make The Difference.
GoMarketish Team
