Ultimate Guide to Virtual and Real Influencer Synergy

Combining virtual and human influencers is the future of marketing. Why? It blends the precision of AI-driven personas with the emotional connection of real people. Virtual influencers provide control, consistency, and cost-efficiency, while real influencers excel at building trust and relatability. Together, they create campaigns that appeal to diverse audiences.

Key insights:

• The influencer market is projected to hit $32.55 billion by 2025, while virtual influencers alone could grow to $37.8 billion by 2030.

• Virtual influencers have higher engagement rates (2.84%) compared to human influencers (1.72%).

• Brands like Calvin Klein and Ralph & Russo have already achieved millions of views and significant ROI by combining virtual and real influencers.

This article explains how to align brand values, co-create content, and use tools like BetterStudio to manage hybrid campaigns effectively. It also compares the strengths and challenges of each influencer type, helping you decide the best approach for your brand.

[TechBites] Virtual vs. Real: Can AI Influencers Outshine Human?

Virtual and Real Influencers Explained

Building on our earlier discussion, let’s break down the unique roles that virtual and real influencers play in the marketing world. For fashion brands aiming to make the most of their campaigns, understanding the differences between these two types of influencers is key. Each brings distinct advantages that, when used effectively, can create powerful results.

What Are Virtual Influencers?

Virtual influencers are computer-generated characters powered by CGI and AI. They’re designed to mimic human traits, complete with crafted backstories and personalities that resonate with audiences. These digital personas exist solely online but interact with followers much like their human counterparts.

Take Lil Miquela, for example. Created by Brud in 2015, she has become a sensation in the fashion industry, amassing 2.5 million Instagram followers as of August 2024. Her posts cover fashion, music, and lifestyle, and she’s partnered with top brands like BMW, Alexander McQueen, and Haribo.

Another standout is Lu do Magalu, initially launched in 2003 by Brazilian retailer Magazine Luiza as a virtual assistant. Over time, she evolved into a full-fledged influencer, collaborating with brands like Adidas, Red Bull, and Samsung, and even appearing on reality TV. Her longevity proves that virtual influencers can remain relevant for decades.

Virtual influencers offer brands a unique advantage: complete control and consistency. They don’t age, fall ill, or veer off-brand. They can "work" 24/7, appear in multiple places simultaneously, and remain immune to the personal challenges that human influencers might face. As Christopher Travers, founder of virtualhumans.org, points out:

"Cheaper to work with than humans in the long term, 100% controllable, can appear in many places at once, and, most importantly, they never age or die".

What Are Real Influencers?

Real influencers, on the other hand, are actual people with loyal followings. They connect with their audiences by sharing personal stories, experiences, and product recommendations. Their authenticity comes from their ability to engage followers on a deeply human level.

The strength of real influencers lies in their emotional connection with their audience. When a real influencer shares their skincare routine or talks about their favorite fashion items, it feels relatable and genuine. This authenticity fosters trust, which is why 69% of consumers trust influencer recommendations. Notably, Gen Z tends to trust influencers more than traditional celebrities, finding them more relatable and approachable.

Real influencers come in all shapes and sizes, from mega-influencers with millions of followers to micro and nano influencers who have smaller, more engaged audiences. While mega influencers provide extensive reach, micro and nano influencers often deliver higher engagement rates because of their closer relationships with followers.

Why Combine Virtual and Real Influencers?

The magic happens when brands combine the strengths of both virtual and real influencers. By blending the scalability and consistency of AI-driven personas with the authenticity and trust of human influencers, brands can create campaigns that are both innovative and relatable.

Here’s how their strengths complement each other:

• Virtual influencers: Perfect for delivering precise, controlled messaging and creating imaginative campaigns that might be impossible in real life. They can also target specific demographics with tailored content, ensuring better engagement and ROI.

• Real influencers: Ground your brand in human experience, offering social proof and emotional connections that drive trust and purchasing decisions.

The numbers back this up. With 58% of users following at least one virtual influencer and 39.1% reporting that virtual influencers influence their purchase decisions, it’s clear that a hybrid strategy appeals to both tech-savvy early adopters and more traditional audiences.

Financially, the potential is huge. The AI influencer market is projected to hit $1.5 billion by 2025, representing 6% of the $32.55 billion influencer marketing industry. Brands that master both virtual and real influencer strategies can tap into this growing market.

Real-world examples highlight the power of this approach. KFC’s digital version of Colonel Sanders generated 151 million impressions in just two weeks. Similarly, IKEA partnered with virtual influencer Imma to promote a new collection during a 3-day installation, blending creativity with brand control.

Using both strategies also helps mitigate risks. While real influencers might face personal controversies or scheduling issues, virtual influencers remain consistently available. On the flip side, real influencers excel at building trust and emotional bonds, something virtual personas often struggle with. Together, they create a balanced and effective marketing strategy.

Main Strategies for Virtual and Real Influencer Synergy

Bringing virtual and real influencers together in a campaign takes careful planning and execution. The goal is to seamlessly combine the precision of digital personas with the relatable charm of human influencers. By tapping into the unique strengths of each, brands can create campaigns that are both cohesive and engaging. Here’s how brands make the most of hybrid influencer strategies.

Aligning Brand Values

Every successful influencer campaign starts with aligning brand values. When working with both virtual and real influencers, it's crucial that they share a unified voice that reflects your brand’s mission.

Ashley Zeckman, co-CEO of Onalytica, highlights the importance of trust in influencer marketing:

"People do not trust marketers, they do not trust brands - they trust experts within our industry."

This trust is built when influencers genuinely align with your brand’s core values. Start by defining what your brand stands for. A detailed document covering your mission, messaging pillars, and non-negotiables can help guide this process. For real influencers, examine their past content, engagement, and collaborations to ensure they naturally fit with your brand’s image. Cole Mason, a former Forbes Councils Member, emphasizes the importance of this alignment:

"It's important for brands to partner and foster relationships with creators who align with them in terms of their values, beliefs, lifestyles and beyond, which will more likely be with long-tail and mid-tier influencers."

For virtual influencers, their programmed traits and backstory should consistently reflect your brand’s ethos. This ensures their content feels like an authentic extension of your brand rather than just another ad. Open communication is essential - regular feedback and addressing concerns promptly help avoid misalignment. As Zeckman puts it:

"You are not hiring influencers to be a mouthpiece for your organization...You are working with them because they are experts in their field."

Once values are aligned, the next step is working together to create content that reflects these shared principles.

Co-Creation of Content

The best influencer campaigns come from collaboration. When brands and influencers work together as creative partners, the result is content that feels fresh and authentic.

Give influencers the freedom to interpret your message in a way that resonates with their audience. Start with a clear but flexible creative brief that outlines the key messages while leaving room for personalization. This approach ensures the content feels natural to each platform, avoiding the overly polished look of traditional ads. When working with real influencers, let them take the lead on how they’ll engage their followers - they know their audience best. As one expert explains:

"When you let influencers shape and define their roles in a campaign, you gain authenticity, and it is a win-win when you determine how you interpret the concept together and listen to each other. After all, when you bring both parties' knowledge together, you can discover the best way to deliver your message."

Focus on building lasting relationships with influencers rather than one-off campaigns. This creates opportunities for deeper storytelling and more impactful content over time. As noted:

"The brands that succeed will empower influencers as storytellers, not just spokespeople, allowing them to tell brand-inspired stories that resonate with their communities."

To amplify the campaign’s impact, extend it across multiple platforms.

Cross-Platform Promotion

A key part of influencer synergy is leveraging multiple platforms to maximize reach. Cross-platform promotion involves creating a unified campaign where both virtual and real influencers contribute, tailoring content to suit each platform’s strengths.

Develop a content calendar that adapts messaging for each platform while keeping the overall message consistent. This ensures your audience encounters a cohesive brand story, no matter where they engage. Use platform-specific features like Instagram Stories’ swipe-up links or TikTok’s trending sounds to boost engagement.

For example, Sprinklr collaborates with industry leaders to host webinars on social media trends. This type of partnership not only showcases expertise but also benefits all parties through cross-promotion.

Finally, optimize all campaign content for mobile devices, as most social media activity happens on smartphones and tablets. Consistent messaging, tone, and visuals across platforms strengthen trust and brand recognition. Whether it’s a virtual influencer on Instagram or a real influencer on YouTube, the audience should experience a cohesive and engaging narrative.

Tools for Managing Influencer Campaigns

Technology plays a big role in making hybrid influencer campaigns successful. Today’s influencer marketing tools simplify campaign management, provide detailed insights, and support smarter decision-making. With 86% of consumers making at least one influencer-inspired purchase each year, having the right tools to manage these campaigns efficiently is more important than ever.

These tools help with everything from finding influencers to analyzing performance and building long-term relationships. When picking a platform, think about how easy it is to use, its cost, and how well it fits your specific needs. A good tool can take the guesswork out of influencer discovery and provide clear engagement metrics.

Here are some real-world examples that highlight the effectiveness of these platforms:

• Brand24 helped Global66 turn 18% of negative reviews into positive ones at an affordable cost. Maria Camila Segura, Head of Strategic Communications at Global66, said:

  "Despite having a large team dedicated to customer experience, using Brand24 revealed some surprising insights."

• Upfluence powered Marriott Bonvoy’s campaign, which reached over 11 million viewers and delivered cost-efficient engagement. Cecilia Giraud, Director of Content Marketing, EMEA at Marriott Bonvoy, shared:

  "We were glad to partner with Upfluence on this campaign, which resulted in a strong impact in the targeted markets."

• Brandwatch helped Insta360 cut report generation time from five hours to just one click, reducing the cost per view to $0.0004. Alex Garcia, Head of Partnerships at Insta360, noted:

  "Reporting is now one-click versus five hours previously."

BetterStudio's AI-Powered Features

One standout solution is BetterStudio, which combines AI-driven creativity with seamless influencer collaboration. Known for its fashion photography capabilities, BetterStudio uses AI models and digital twins of real-life models to produce high-quality visuals at scale. It also integrates real influencer content into campaigns.

BetterStudio simplifies the process by merging AI-powered visuals with human influencer content in one platform. This ensures visual consistency across campaigns. Features like customizable models, bulk editing options, and Shopify optimization make it easier to go from content creation to sales conversion.

Dan Nistor, CEO of Vevol Media and a Shopify Partner, praised the platform:

"BetterStudio has revolutionized how we present our fashion clothing online. Our clients' conversion rates have soared!"

BetterStudio offers flexible pricing, starting with a free Basic plan that covers essential features. For $35 per month, the Pro plan unlocks advanced tools like custom model faces, influencer collaborations, and dedicated account management.

Digital Twins and AI Models

Digital twins and AI models are taking campaign management to a new level. These tools allow brands to create personalized visuals and repurpose influencer content across multiple platforms. By 2025, U.S. brands are expected to invest $10.5 billion in influencer marketing, with that number climbing to $13.7 billion by 2027.

A standout example is Unilever’s 2024 Dove x Crumbl campaign, which used Nvidia’s Omniverse platform to create digital twins of Dove products. The campaign remixed over 100 influencer posts into tailored formats, resulting in 3.5 billion social impressions and attracting 52% new buyers to Dove.

Other brands are also leveraging this technology:

• Nike uses digital twins for virtual product try-ons and 3D sneaker drops, blending social media content with AR shopping experiences.

• H&M plans to create digital twins of 30 real-life models to enhance its marketing campaigns. Jörgen Andersson, Chief Creative Officer at H&M, explained:

  "We are curious to explore how to showcase our fashion in new creative ways - and embrace the benefits of new technology - while staying true to our commitment to personal style."

• L'Oréal has developed virtual models of its products using NVIDIA’s tools, enabling personalized beauty consultations through AR mirrors and AI assistants.

Digital twins give brands the flexibility to quickly adapt their creative strategies and engage in meaningful conversations. However, before adopting AI marketing tools, it’s important to define clear goals and workflows. With over 80% of marketers globally already using AI tools, these technologies are no longer experimental - they’re essential for staying competitive.

Implementation Best Practices

For hybrid campaigns to succeed, it's essential to treat both virtual and real influencers as genuine creative collaborators. With a striking 92% of consumers globally trusting recommendations from friends, family, and social media creators over traditional ads, nailing the implementation phase is crucial. Here's how to ensure smooth execution while building on a solid strategic foundation.

Creating a Unified Narrative

A cohesive narrative starts with a clear plan. Mahsa HafeziKhomamy, a Top LinkedIn Influencer, puts it perfectly:

"A well-defined roadmap is the foundation of any successful journey. Knowing your goals and your audience is like having a compass to guide your influencer campaign."

First, define your goals and identify your audience. This alignment ensures all influencers - whether real or virtual - stay true to your brand's core message. A great example is Daniel Wellington, which strategically partnered with micro-influencers who naturally reflected the brand's minimalist style. This approach not only amplified brand awareness but also drove significant sales growth.

Having a concise content strategy and calendar is equally important. Balance your brand's voice with the influencers' unique styles to create content that resonates with your audience. Take Balmain’s 2018 collaboration with virtual model Shudu Gram for their Bbox bag campaign. The campaign demonstrated how virtual influencers can connect with audiences while maintaining a brand's authenticity.

Ensuring Smooth Integration

To ensure seamless collaboration, start by establishing clear brand values and expectations. A detailed campaign brief is crucial. This should outline messaging guidelines and compensation structures - real influencers are typically paid directly, while virtual influencer partnerships often involve licensing agreements with their creators.

Strong communication is key. Set up clear channels to discuss goals, expectations, and the scope of collaboration. Leah Silverlock, Senior Global Director of Brand Communications at American Express GBT, highlights this well:

"Influencers and/or content creators are an extension of your team, communicating with them and building a relationship is your number one priority."

For instance, Dior’s partnership with CGI influencer Noonoouri was a masterclass in integration. Noonoouri attended fashion shows, blending her virtual presence seamlessly with real-world events.

Engaging with the Audience

Audience engagement should feel natural and authentic. Encourage transparent interactions and user-generated content. Be upfront about the digital nature of virtual influencers while allowing real influencers to maintain their personal communication style. This transparency builds trust, which is vital when 63% of online shoppers are more likely to purchase products recommended by their favorite influencers.

Track campaign performance closely and make adjustments as needed to refine your strategy. Building long-term relationships with influencers can lead to more impactful collaborations. For example, Lil Miquela’s partnership with Calvin Klein for the #MyCalvins campaign demonstrated how ongoing collaborations can deliver both authenticity and efficiency. This approach not only strengthens your brand but also deepens audience connections.

Advantages and Challenges Comparison

When it comes to influencer marketing, brands face the task of choosing between virtual influencers, real influencers, or a mix of both. Each option has its strengths and challenges, and understanding these can help marketers craft strategies that align with their goals. Let’s dive into how these approaches compare and where they shine - or stumble.

Virtual influencers bring unmatched consistency and control to brand messaging, making them a reliable option for campaigns. They’re also cost-effective in the long run. For instance, Ralph & Russo’s 2020–2021 campaign with virtual model Hauli racked up 19.4 million views globally and generated $65.1 million in media exposure value.

However, virtual influencers face hurdles in building credibility. Many people see them as less authentic than their human counterparts. That said, this gap can close when virtual influencers adopt a more logical, relatable tone in their endorsements. A notable example is the Calvin Klein campaign featuring Lil Miquela and Bella Hadid, which sparked backlash over accusations of queerbaiting. The controversy forced the brand to issue a public apology.

Real influencers, on the other hand, excel at creating trust through genuine storytelling. Their ability to weave brand messages into personal narratives resonates deeply with audiences. In fact, 59% of consumers say they feel more loyal to brands that champion diversity and inclusion in online advertising.

But working with real influencers isn’t without risks. Their unpredictability - whether through off-brand comments or public scandals - can pose challenges for brands. Add to that the higher costs, travel expenses, scheduling conflicts, and inconsistent content quality, and managing campaigns with real influencers can become a complex endeavor.

Combined strategies aim to strike a balance by using both virtual and real influencers. This approach allows brands to pair the authenticity of real influencers with the controlled, polished messaging of virtual ones. However, blending the two requires careful planning to maintain a unified narrative. Missteps can make the campaign feel forced or inauthentic to audiences.

Here’s a quick look at how these influencer types compare:

Comparison Table of Influencer Types

Virtual influencers are gaining traction, with 39.1% of buyers saying they influence purchase decisions. Christopher Travers, founder of virtualhumans.org, highlights their appeal:

"Virtual influencers are cheaper to work with than humans in the long term, 100% controllable, can appear in many places at once, and, most importantly, they never age or die".

Platforms like BetterStudio are helping brands navigate this space. By using AI-powered fashion photography and creating digital twins of real models, they allow brands to produce high-quality content efficiently. This hybrid approach blends the reliability of virtual influencers with the relatability of real ones.

Ultimately, the choice boils down to priorities. If consistency and control are key, virtual influencers may be the way to go. For brands seeking emotional connections, real influencers are the better fit. And for those aiming to cover all bases, a combined strategy can deliver both precision and authenticity to meet diverse audience needs.

Conclusion

The future of influencer marketing lies in the balance between virtual and real influencers. This hybrid approach offers brands the chance to combine the reliability and control of virtual personalities with the emotional depth and relatability of human influencers. Virtual influencers, for instance, boast a 3% higher engagement rate on Instagram, while 81% of Gen Z actively follow them - a clear sign of their growing influence.

Brands are already tapping into this trend. Companies like Kellogg's and Coach have successfully implemented hybrid campaigns, blending the nostalgia of established storytelling with the modern appeal of virtual influencers. These campaigns illustrate how virtual and real personalities can work together to create compelling narratives that resonate across generations.

The key to success lies in understanding the strengths of each. Virtual influencers excel in delivering consistent messaging and offer cost-effective, long-term solutions. On the other hand, real influencers bring authenticity and trust through their personal stories. Together, they provide a well-rounded strategy that appeals to a wide range of audiences.

Terry Zelen from Zelen Communications emphasizes this point:

"A digital avatar alone is insufficient; brands must build compelling backstories to resonate with audiences over time".

This insight underscores the importance of crafting narratives that connect the precision of virtual influencers with the genuine appeal of human storytellers.

BetterStudio is already making strides in this area, integrating AI models with real influencer content. This allows fashion brands to produce high-quality visuals at scale, seamlessly merging the consistency of virtual influencers with the relatability of real ones.

As global influencer marketing is projected to hit $22.2 billion by 2025 and the AI market to soar to $1.811 trillion by 2030, brands that embrace this hybrid approach will be better equipped to thrive in an evolving landscape. By aligning their messaging across both virtual and human influencers and leveraging technology to streamline this integration, brands can stay ahead in this dynamic industry.

FAQs

How do virtual influencers build trust and authenticity compared to real influencers?

Virtual influencers, though not human, can still create a sense of connection by being thoughtfully designed to align with the values and interests of their target audience. Their creators have the ability to shape relatable personalities, maintain consistent messaging, and develop engaging stories that draw people in. While they don’t experience emotions or life events firsthand, their carefully crafted personas can still resonate with followers.

In contrast, real influencers bring the advantage of authentic human experiences. Their lived moments, personal stories, and genuine interactions often allow them to build stronger emotional connections with their audience. Both virtual and real influencers can succeed, but their impact largely depends on how well they reflect the expectations and values of the people they aim to reach.

What should brands consider when using both virtual and real influencers in their marketing strategy?

When blending virtual and real influencers into a marketing strategy, brands should prioritize aligning these efforts with their core values and maintaining a sense of genuineness to preserve audience trust. It’s crucial to ensure that the tone, messaging, and visuals remain consistent across both types of influencers to present a unified brand image.

Virtual influencers bring certain advantages, such as cost efficiency and customization, allowing them to be designed specifically for unique campaigns. That said, brands must also carefully assess potential reputation risks and adhere to advertising regulations to avoid missteps. Striking the right balance between these two influencer types can boost engagement while keeping the brand’s identity intact.

What are the best ways for brands to measure the success of campaigns featuring both virtual and real influencers?

To gauge how well campaigns featuring virtual or real influencers are performing, brands need to keep an eye on essential metrics like reach, engagement rate, and impressions. It's also critical to track conversions, sales driven by promo codes or affiliate links, and the website traffic the campaign generates.

Defining clear KPIs - such as ROI or specific content performance goals - can help streamline the evaluation process. By consistently reviewing these metrics, brands can gain meaningful insights into what’s working, what’s not, and where adjustments might be needed to enhance the campaign's impact.

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