A definitive future for virtual influencers?

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However, virtual influencers have some limitations and it is important to be aware of them.

The psychological impact of virtual KOLs on the younger generation
One of the criticisms often levelled at social media is the fact that followers constantly compare themselves to influencers and the perfection of the lives their posts reflect. The use of filters and avatars is becoming more and more widespread and many are already aware that Instagram stars do not necessarily reflect real life. However, some social media users, especially younger ones, are unable to distance themselves and distinguish reality from the fiction imposed by filters.

But when it comes to virtual influencers, the difference is even greater. Indeed, virtual KOLs are entirely imagined and created according to the criteria chosen by their creators. In the case of brand avatars in particular, even when they are given features that make them more realistic, virtual muses remain entirely subject to the will of the brands that make them appear in their most beautiful guise. Once again, younger generations are faced with standards that are still far from reality and that can cause complexes and hinder self-esteem.

Virtual influencers: lack of transparency?
Furthermore, one of the hallmarks of influencer activation is the transparency of collaborations. Even in the context of sponsored products, affiliate links or other tools, the content created by the influencer must leave room for truth and authenticity. Virtual influencers do not have this ability, as the content, posts and interactions are entirely dictated by the brands themselves.

Teams of copywriters, marketers and communications directors are tasked with making their communications compelling, influential and powerful. So how do we know who is really behind the avatars?

As these avatars are set to develop in our lives as true brand communication tools, it is important to understand all the aspects and contours. India has already taken official steps to regulate the use of virtual influencers for commercial purposes. For example, the Advertising Standards Council of India (ASCI) in July 2021 requires that the accounts of these influencers make clear the fictional nature of the character.

Virtual influencers still have a long way to go to convince consumers. With the integration of Artificial Intelligence, they can be even more effective, but will they be more authentic? New professions based on neuroscience a vp audit email database nd behavioural psychology will be developed so that they live and interact in a more human way and gain credibility. A trend to keep in mind.


Do you want to know more about influencer marketing trends in the coming months? Don't hesitate to check out all our articles via our blog , our guide and/or explore our different studies and insights on our website.

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About Kolsquare
Kolsquare is Europe's leading influencer marketing platform, offering a data-driven tool that enables brands to scale their KOL (Key Opinion Leader) marketing strategies through authentic partnerships with top creators.

Kolsquare’s advanced technology helps marketers seamlessly identify top