Like Gretchen learned in Mean Girls, some things are better off not becoming a thing. One of our previous blog articles covers the issue of malicious bots or computer programs that mimic real engagement on social media and artificially inflate metrics such as a social media account’s number of followers. While those in the influencer marketing industry continue to make efforts to filter out robot-ridden influencers, there is another emerging, isolated phenomenon in the industry that seems at odds with typical influencer marketing practices. Top brands are beginning to collaborate with computer-generated influencers, or “digital” influencers according to influencer marketing insiders.
Current technology is not advanced enough to create a completely automated digital influencer, so as of yet digital influencers are simply computer-generated image (CGI) renderings or constructs. Some look convincingly close to a real human being (although still noticeably stuck somewhere in the uncanny valley), however there is a team of real humans working behind the scenes to create the social media content on the digital influencer’s behalf.
Some real influencers have expressed unease about the possibility of being replaced by an ersatz, digital influencer. They argue computer-generated influencers lack the imperfections and nuances that typically cultivate a sense of relatability among followers. On the other side of the debate, some influencer-industry professionals tout recent research findings suggesting that younger consumers are just as swayed by digital influencers as their meatbag counterparts.
Social entertainment firm, Fullscreen, released a report in 2019 suggesting that CGI influencers have some level of influence over Gen Z and Millennial consumers. More transparent and extensive research is needed to confirm these findings.
Puppets on a String
It seems to make sense why some brands and businesses would embrace digital influencers. Brands are able to completely control the puppet strings rather than dealing with a real influencer who has higher levels of creative autonomy with brand collaborations and is sometimes unpredictable (as is normal of human nature). A couple of questions come to mind: Is this concept of a digital/artificial influencer out of line with current trends in influencer marketing? How can an artificial person be relatable (even if there is a living content wiz behind the curtains) when consumers are increasingly embracing and expecting authenticity from branded content?
At this point, digital influencers are basically the modern-day equivalent of advertising mascots like the Planter’s Mr. Peanut mascot. This is a fine advertising or marketing tactic for some brands, but it somewhat deviates from the original purpose of influencer marketing — leveraging real people’s genuine connections to create a more personal branded experience.
4media group and Dynamik Influence has a phenomenal team of graphic designers who would gladly help you create a great-looking brand mascot, but if you’re looking to collaborate with influencers who are a bit more dimensional and closer to reality, reach out to Dynamik Influence to find your match. Dynamik Influence has access to a network of over a million (real) influencers who have the ability to facilitate meaningful experiences between brands and potential consumers.