The Marketer

Scroll through Instagram, TikTok, or Xiaohongshu, and you’ll notice something unusual. Some of the most stylish personalities online aren’t human at all. They’re virtual influencers—computer-generated characters designed to look and behave like real people. With their flawless skin, unique personalities, and carefully crafted backstories, they’re captivating millions of followers while reshaping the way brands think about influencer marketing.

What started as a futuristic experiment is now a serious marketing strategy. From Lil Miquela in Los Angeles to Rozy in Seoul and Imma in Tokyo, these avatars are proving that you don’t have to be flesh and blood to build influence. As AI and CGI technologies advance, virtual influencers are expected to become even more sophisticated, interactive, and mainstream.

So, why are virtual influencers on the rise, what makes them so effective, and what can marketers learn from this growing phenomenon?

What Are Virtual Influencers?

Virtual influencers are digitally created personalities that operate on social media platforms like Instagram, TikTok, and Weibo. Some are purely CGI-based, while others are powered by AI to interact with audiences in real time. They often come with detailed backstories, personalities, fashion styles, and even “relationships” with other influencers.

Unlike gaming avatars, virtual influencers aren’t confined to one digital world. They participate in brand campaigns, attend virtual events, and even collaborate with celebrities. In essence, they function exactly like human influencers—minus the unpredictability.

Why Virtual Influencers Are Gaining Popularity

1. Flawless Brand Control

Human influencers, no matter how polished, come with risks. They might say something controversial, get involved in scandals, or stray off-brand. Virtual influencers, however, are 100% controllable. Every post, caption, and outfit is strategically designed to align with the brand’s values and goals.

2. Always Available, Never Tired

Unlike humans, virtual influencers don’t need sleep, breaks, or time off. They can post content across multiple platforms simultaneously, appear at virtual events, and adapt instantly to brand requests. This “always-on” availability makes them incredibly efficient.

3. Gen Z and Gen Alpha Appeal

Younger audiences are more open to blending reality and digital life. Having grown up with avatars in Fortnite, Roblox, and The Sims, Gen Z sees little difference between following a human influencer and a CGI one. For them, digital personalities feel exciting, futuristic, and even aspirational.

4. Buzz Factor and Novelty

A CGI influencer automatically attracts curiosity. When Lil Miquela kissed Bella Hadid in a Calvin Klein ad, it went viral—not just for the brand, but for the cultural conversation it sparked. The novelty factor alone drives high engagement rates.

5. Scalable Across Borders

Unlike humans, virtual influencers can be easily adapted for different regions. A single avatar can “speak” multiple languages, adopt cultural nuances, and run campaigns tailored for local markets without losing consistency.

Case Studies: Virtual Influencers Around the World

Lil Miquela (USA)

Launched in 2016 by startup Brud, Lil Miquela quickly rose to fame with millions of Instagram followers. She has collaborated with Prada, Samsung, and Calvin Klein, positioning herself as both a style icon and social activist.

Imma (Japan)

Recognizable by her signature pink bob, Imma (@imma.gram) is Japan’s most famous virtual model. She has partnered with Valentino, Puma, and IKEA, showcasing how avatars can seamlessly blend into fashion and lifestyle campaigns.

Rozy (South Korea)

Created by Sidus Studio X, Rozy became South Korea’s first virtual influencer. She has signed multiple brand deals, from Hyundai to skincare companies, and even starred in commercials. Koreans see her as an extension of the idol marketing model—a polished persona designed for fan engagement.

Noonoouri (Global)

Noonoouri is a fashion-focused digital character who uses her platform to advocate for sustainability while working with luxury brands like Dior and Versace. Her success shows that virtual influencers can also stand for causes.

Ling (China)

China has embraced virtual idols and influencers rapidly, with platforms like Weibo and Douyin hosting dozens of rising CGI stars. Ling, a popular virtual model, has appeared in luxury campaigns for brands like Gucci and Dior, reflecting the country’s appetite for high-tech marketing.

Virtual Influencers in Asia: A Perfect Fit

Asia, particularly South Korea, Japan, and China, has become a fertile ground for virtual influencers. Here’s why:

• Korean Idol Culture: The K-pop industry thrives on carefully crafted images, which makes audiences more receptive to virtual personalities.
• Japanese Anime & Gaming Influence: Japan’s strong tradition of fictional characters and anime fandom makes CGI influencers feel natural.
• China’s Digital Adoption: With rapid e-commerce growth and interest in AI-driven content, China is experimenting with hundreds of virtual idols and brand ambassadors.

For global brands, Asia is not just a testing ground—it’s a playground for innovation in virtual influencer marketing.

The Business Side: ROI and Engagement

According to Influencer Marketing Hub, virtual influencers can achieve engagement rates 2–3 times higher than human influencers. Some campaigns have reported even stronger click-through rates because audiences are drawn to the novelty.

From a financial perspective, creating a high-quality CGI avatar is expensive at the start. However, the long-term ROI is higher because:

• No travel or accommodation costs.
• No “influencer fees” that rise with fame.
• No risk of PR scandals damaging the campaign.
• Scalable campaigns across multiple countries without needing multiple influencers.

This makes them particularly attractive for luxury brands, which rely on exclusivity and flawless brand image.

Challenges and Criticisms

Despite their advantages, virtual influencers raise important questions:

• Authenticity: Can a CGI character really connect with human audiences on an emotional level?
• Transparency: Some critics worry that audiences may be misled if they don’t realize the influencer is virtual.
• Diversity and Representation: If virtual influencers dominate, do they risk creating unrealistic beauty standards?
• Ethics: Should AI-driven influencers replace real jobs in creative industries?

Brands must tread carefully, ensuring transparency and using avatars responsibly to avoid backlash.

Instead of replacing human influencers, many brands are adopting a hybrid strategy: pairing real ambassadors with virtual ones for storytelling that blends reality and digital fantasy.

The Future of Virtual Influencers

The rise of the metaverse, AR, and AI-powered interactions will only accelerate the growth of virtual influencers. Imagine:

• Virtual influencers hosting live Q&A sessions powered by AI.
• Digital avatars walking in virtual fashion shows attended in the metaverse.
• Brand campaigns that seamlessly transition between physical stores and immersive VR experiences.

In the near future, influencers may not just post on Instagram—they may live across multiple realities, connecting with audiences in ways we can barely imagine today.

What Marketers Should Do Now

• Experiment Early: Start with small campaigns featuring virtual influencers to gauge audience response.
• Be Transparent: Make it clear to followers that the influencer is CGI to avoid misleading consumers.
• Focus on Storytelling: A virtual face alone isn’t enough; audiences connect through compelling narratives.
• Blend Real and Virtual: Pair human influencers with virtual ones for maximum authenticity and buzz.
• Adapt Regionally: Virtual influencers should reflect cultural nuances—what works in Seoul may not work in New York.

Conclusion: From Gimmick to Game-Changer

Virtual influencers are no longer a novelty—they’re a strategic marketing asset. They offer brands unparalleled control, scalability, and engagement, especially in Asia where digital culture is deeply embedded in everyday life.

While they will never fully replace human influencers, their rise signals a new era of marketing where reality and imagination merge seamlessly. For forward-thinking brands, virtual influencers are not just the future of social media—they are the present.

As technology continues to evolve, expect virtual influencers to become as common as human ones, shaping not only what we buy but also how we perceive identity, culture, and connection in the digital age.