
Competition watchdog in the UK warns of negative AI consequences
An increase in fake reviews and false information, as well as flouting of consumer protection laws, are all possible results of the AI boom.
VIRTUAL INFLUENCERS
By our News Team | 2022
With virtual reality seemingly the next big thing in marketing, perhaps it’s not surprising that influencers are going that way too.
Social media influencers have become an integral element in many marketing strategies, particularly when it comes to targeting Millennial and Gen Z consumers. But is the next big thing in influencer marketing going to be the ‘virtual influencer’?
As the name suggests, virtual influencers exist only in the cyber world and are fictional computer-generated characters with near-human (sort of) features and personalities.
In a recent blog post, Natasha Miller, International Media Manager at Africa-based agency, The MediaShop, examines the rise of virtual influencers as an established media trend in some regions.
Miller notes that part of the marketing attraction of ‘real’ influencers is their ability to build deep human connections and establish trust with consumers.
Virtual influencer Lil Miquela has more than three-million followers on Instagram. Photo credit: @lilmiquela on Twitter
“So, if relationship and trust are core, how on earth can a virtual influencer pull that off? Can one really trust a robot to have a real, authentic, engagement and build a meaningful relationship?” she says.
Miller continues: “One thing that is for sure is that consumers follow influencers primarily because they have interesting ideas or are entertaining.
Form or size doesn’t necessarily matter
“In terms of trusted influence, it seems that form or size doesn’t always matter. Consumers will continue to follow influencers as sources of information and inspiration as long as they can identify with them and feel that trust is part of the value proposition.”
Knowing this, creators of social media content design these ‘people’ with purpose in mind. They choose what their virtual influencers look like, how they dress, act and what they love. They decide who to hang out with, date, fall out with, and which brands or individuals they collaborate with on Instagram and other social channels.
And what are the marketing benefits of opting for a ‘pretend’ influencer rather than a ‘real’ one? Miller thinks she has at least some of the answers.
“Virtual Influencers give brands more control over their collaborations. For example, if a real-life influencer makes a mistake, it can be difficult to resolve on the spot – often having to re-shoot and, as a result, the campaign’s launch can become delayed. When it comes to virtual influencers, the mistake can be erased and simply amended within a matter of minutes,” she explains.
“For travel brands, marketers can easily edit their influencers on whatever backdrops they want, with a backdrop image of the destination/location they want to promote, and have the virtual influencer tick it off their bucket list.”
An increase in fake reviews and false information, as well as flouting of consumer protection laws, are all possible results of the AI boom.
As tougher times bite, only 10% of CMOs believe their marketing investments will enable them to emerge better off than their competitors.
On-the-Go stores will extend the brand and be located on TotalEnergies service station forecourts to cater to motorists and busy consumers.
The social media platform’s ad revenue is up 25.8% year-on-year and is forecast to total US$71-billion for 2024.
Alliance offers a simple, fast and convenient experience for consumers to buy groceries online, with orders being delivered within an hour.
Consumer must feel that buying the product will somehow elevate them so that they sit more squarely alongside the influencer they follow.
What are the key things that people consider before buying online? Researchers find that the computer mouse holds important clues.
Bon Marché has typically confined itself to the affluent suburbs of Zimbabwe’s capital. Now it has opened in Marondera in Mashonaland East,
As rugby fans liken the SA national team’s alternative kit to the Checkers Sixty60 e-commerce platform, the brand seizes the opportunity.
Sports apparel company renews an old partnership with Newcastle United as it further cements its presence in top soccer competitions.
Interactive Advertising Bureau study finds internet advertising has reached a new high of 34% of the overall SA advertising market.
Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.
Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.
Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.