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. For instance, Dentsu Creative's virtual idol birthday party for Luo Tianyi generated significant social buzz, while milk tea brand Nayuki's release of 300 pieces of self-named virtual figurines and NFTs created a sensation in the market.
Ayayi, a virtual influencer, promoted Burberry's bundle of a branded deer NFT and a limited-edition scarf during Tmall's Double 11 campaign, showcasing the potential of virtual influencers in luxury marketing. 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. With their ability to drive engagement, creativity, and consistency, virtual influencers are poised to become a major force in the industry.
