In the ever-evolving realm of social media marketing, virtual influencers have emerged as a groundbreaking trend. These computer-generated personas have taken the digital world by storm, but beneath their seemingly perfect faces lie a series of drawbacks that warrant a closer look.
In this article, we delve into the negative aspects of virtual influencers, exploring issues like unrealistic body and life standards, a lack of authenticity, the inability to experience products truly, and the uncharted territory they represent in the marketing landscape.
Unrealistic Body and Life Standards
Social media platforms are already notorious for presenting highly edited and curated content, often painting an idealized portrait of life. Virtual influencers take this phenomenon to a whole new level, showcasing flawless skin, ideal bodies, and seemingly perfect lives. This heightened level of artificiality can exacerbate the pressure that social media already placed on individuals, particularly young people and people of colour who may not fit the unattainable standards perpetuated by these virtual entities.
Lack of Authenticity
Authenticity has long been a cornerstone of influencer marketing. Consumers place their trust in influencers because they believe in the genuineness of their endorsements. However, virtual influencers lack this crucial element. Their manufactured lives and the absence of a real backstory make it challenging for audiences to relate to them. This lack of authenticity can erode trust, especially since virtual influencers have never truly experienced the products they promote.
Inability to Truly Experience a Product
Virtual influencers face a significant limitation when it comes to endorsing products: they cannot genuinely experience them. They cannot touch the fabric of a garment, feel the makeup on their skin, or smell a fragrance. As a result, their ability to entice consumers into making purchases may be less effective compared to human influencers.
Risks and Controversies in the Virtual Influencer World
The emergence of virtual influencers represents uncharted territory for both marketing and society. Brands must tread carefully as they navigate this new landscape. For instance, creators of virtual influencers like Shudu Gram have faced criticism for potentially taking opportunities away from real people of colour in the modelling industry. Additionally, virtual influencers can unintentionally stir controversy, as seen in a campaign featuring Lil Miquela and real-life model Bella Hadid, which faced accusations of queer-baiting.
Not Authentic
One of the fundamental virtues of influencer marketing is authenticity. Consumers trust influencers because they believe in the authenticity of their endorsements. Virtual influencers, however, struggle in this department. Moreover, their appearance, despite advances in technology, still needs to catch up to the human mark, making them less relatable to some consumers.
While virtual influencers have undeniably transformed the marketing landscape, it’s essential to recognize the potential downsides they bring to the table. From promoting unrealistic standards to lacking authenticity and the inability to truly engage with products, these digital entities have their limitations.
