Virtual influencers in China are revolutionizing the marketing landscape, proving to be more effective than human influencers in some cases. These AI-generated personalities, such as Liu Yexi, Luo Tianyi, and Ayayi, have become essential to China's marketing playbook.
Brands can determine a virtual influencer's appearance, messaging, and content, ensuring consistent branding and reduced risk of negative publicity. Virtual influencers also eliminate the need for travel, logistics, and other expenses associated with human influencers. With no limitations on creativity, virtual influencers can engage audiences in innovative ways, driving social buzz and conversation.
Some notable examples of successful virtual influencer marketing campaigns in China include Dentsu Creative's virtual idol birthday party for Luo Tianyi, which generated significant social buzz. Milk tea brand Nayuki released 300 pieces of self-named virtual figurines and NFTs, creating a sensation in the market. Virtual influencer Ayayi promoted Burberry's bundle of a branded deer NFT and a limited-edition scarf during Tmall's Double 11 campaign.
The future of virtual influencers in China looks promising, with the market expected to continue growing. According to Morgan Stanley, China's metaverse industry is valued at $8 trillion, and IDC predicts 37 million Chinese online users will have a virtual identity on metaverse platforms by 2025. As the technology continues to evolve, it's likely that virtual influencers will play an increasingly important role in shaping the marketing landscape in China and beyond.
