Lately, a new trend that has popped up the appearance of the virtual authorities, especially for those who are active in social media and influencer marketing.
Virtual influencers, computer-generated images created by the authorities, who intended to portray an ideal lifestyle—with the dubbing of fashion, one of the first virtual influencers @lilmiquela as “fictional it girl”.
@lilmiquela amassed over 1.1 million followers on Instagram.
A recent article bi-Bi-si emphasizes the benefits of virtual authority and hints at the blurring of lines between humans and computer personalities: “in fact, not every influencer digital? … You only know of their existence due to them existing in a digital platform, be it Instagram, YouTube, Twitter, etc.”
This trend is artificially creating personalities creates a huge potential risk for the future of culture and media. There are significant differences between humans and artificially created personalities. Here are three reasons virtual authority is not good for influence marketing, social media and culture in General:
- Unrealistic expectations: computer graphics is designed to be perfect and have no flaws. After all, they must be the perfect creations from the design team. Virtual authorities represent the dangerous consequences for society as a whole, as they create unrealistic expectations about what beauty, style and culture looks like. This can lead to serious consequences for young people in their first years of their lives, who look at the stars of social media as major influences. There is a fair amount of stress on mental health and the virtual authorities will be further reinforced these problems.
- Motives: when we look at these virtual influencers, we must also consider who the parties are behind these personalities. Based on the previously mentioned article by Bi-bi-si, @lilmiquela associated with a company called Brud which describes itself as “a group of Los Angeles in the solution of problems in robotics, artificial intelligence and their application to media business”. The fundamental problem with the company has an Internet personality that he has one main incentive: profit. Accounts how the tag @lilmiquela, maintain and integrate brands in Instagram regularly feeds them. Whether the creators to receive compensation for what is not clear, but if they are, then they do not comply with the Federal trade Commission’s mandatory disclosure rules.
@lilmiquela often involves the brands in the content of its feed. In this photo, she tags and features of products of clothes brand Kenzo.
- Authenticity: when a blogger or influencer supports the brand on their account in social networks or blog, examine and try the products and give their honest opinions before they share it with their audience. Virtual authorities will not be able to try on clothing brands, are not able to see what food they like, not able to know which cosmetics work best for them—the best they can do is to imitate what the current trends and providing false product endorsements. Virtual authorities did not offer any reliability for the endorsements that they provide.
When my team at #paid work with influencers, we are very pleased and proud of those who to refuse requests for brands to work together. Here are some examples of reviews which they share when they reject requests:
The root of what makes influence effective marketing is authenticity. This is the philosophy that the authority was following and prestige as tastemakers and trend-spotters, immersing themselves in their field of knowledge. They have already tried a lot of products, talking with experts and provide your audience with curated recommendations they can stand behind.
From the point of view of the audience, the power of influence marketing comes from their ability to connect and relate to the authorities, they decided to follow and trust their recommendations. Marketers need to be very careful with accounts, social media Creator, they prefer to work with their influence marketing programs. Human authorities to bring the authenticity, trust and credibility, while the virtual authorities may not be reliable to ensure fair, credible evidence.
The future of influencer marketing will be determined by technological advances, to make the process of brands working with influencers is more effective to provide the best games and improve ways of measuring its impact. On pay, we will use intelligent matching and pricing algorithms, process automation and comprehensive analysis, including a partnership with IBM Watson.
Technology can help to manage culture, but also each of our responsibilities to be careful and cautious about the negative impact of new technologies such as virtual authorities.
Richard Wong, Vice President of marketing and Creator of the relationship on the effectiveness of marketing platforms #paid.