Here’s how CGI influencers can improve your advertising strategy in 2019

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Influencer marketing has become standard advertising practice over the past few years. Influencers help brands sell their products and services to millennials and millennials without appearing overtly promotional.

Zoe Dvir

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Influencers generally have a large audience on social networks, they subtly orient trending topics on social networks and they initiate the virality of the brands or events they promote.

As 2019 kicks off, the global marketing industry is experiencing an extraordinary level of disruption as a new generation of influencers – CGI influencers – enter the limelight.

CGI stands for Computer Generated Imagery and CGI influencers are simply AI powered avatars now playing an active role in the influencer marketing industry.

CGI influencers started making their debut in 2016, but they were in the limelight last year when Brud, a startup based in Los Angeles brought CGI influencers to life on Instagram. In this article, I’ll explain why CGI influencers could be the future of advertising.

CGI influencers are making waves in the marketing industry

Lil miquela is the most popular CGI influencer with over 1.6 million followers on Instagram. Bermuda was created as a sort of “rival” to Miquela and has over 126,000 Instagram followers. Blawko is Bermuda’s CGI influencer boyfriend with 135,000 followers.

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Shudu, created by London photographer Cameron-James Wilson, is considered the “world’s first digital model”. She has amassed 157,000 subscribers and has represented brands such as Rihanna’s Fenty Beauty and luxury fashion house Balmain.

we have developed Zoe Dvir with a unique backstory that resulted in an authentic and relevant character that resonates through her slogan “You are amazing the way you are”. Over the past few months, Zoe has built a dynamic influencer status with over 30,000 followers already on Instagram.

Other startups have created their own CGI influencers with a presence on international fashion scenes while other avatars are popping up in different industries in different parts of the world.

Follow the money on CGI Influencers

According to Statistical, the influencer marketing industry is growing 50% per year and will grow from $ 1.3 billion last year to $ 2.38 billion on Instagram alone by the end of this year, while ‘it continues to cross the $ 6 billion mark by 2020.

Interestingly, the advertising influence of CGI’s influencers isn’t limited to Instagram. For example, virtual YouTubers have generated over 500 million views since they started posting video content to YouTube in 2017.

Investors and venture capitalists are also aware of the potential opportunities in the CGI influencer market, and startups developing CGI influencers have had no trouble raising funds over the past two years.

For example, Brud, the startup behind Miquela, has raised funds from Silicon Valley behemoths such as BoxGroup and Sequoia Capital. He is currently valued at around $ 125 million after raising between $ 20 million and $ 30 million in his last round of table.

Besides the current role of CGI influencers in the advertising industry, there might be opportunities to develop their characters with complete backgrounds, powers, and aspirations that could lead to comics, product offerings, stories, and aspirations. Netflix movie series or shows.

Brands are betting big on CGI influencers

CGI influencers are still relatively new, but some big brands are already doing their best to welcome them into their ad campaigns.

Cyan Banister, Founders Fund partner, one of Brud’s first investors in a interview with the WSJ observes that CGI influencers are becoming popular with brands because “you can create the Kardashians without any of the inherent human issues.”

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Miquela has featured paid partnerships for popular brands such as Calvin Klein, Richard Quinn, and Tinder. Our own Zoe Dvir advertised a Tel Aviv based restaurant called Poke and another cafe called Cafenato.

Here’s how CGI influencers can improve your marketing

CGI influencers give you greater creative control

Human beings are unpredictable, we let our emotions cloud our judgments, and we usually make irrational decisions.

By implication, human influencers can be unpredictable and this unpredictability often leads to creative conflicts between brands and influencers.

Such creative clashes when not managed by property could lead to controversial posts that could end up embarrassing the brand.

With CGI influencers, you can have some control over your brand’s story in order to achieve the desired results. Since CGI influencers aren’t stand-alone sentient beings, it’s often easier for brands to use them to experiment with different types of content without necessarily putting the influencer at risk of damaging their reputation.

You can adapt them to your brand story

CGI’s influencers have shown that they are adaptable to the needs of different brands and audiences. First of all, CGI influencers are just computer code; therefore, they are not limited by the physical constraints of time and space.

They can go and try a restaurant in Thailand while modeling a new designer line on a catwalk in Milan. The fact that they live in a VR world also means that they can have a wide variety of skills and abilities for different types of branding messages for different audiences.

You have the option to control the narrative

The CGI influencer industry does a great job of giving avatars relevant backgrounds that stand in stark contrast to the seemingly fake lives people live on Instagram and other social media platforms.

For example, Lil Miquela has a proper name, Miquela Sousa, and she is a 19 year old Brazilian American singer. Bermuda has a boyfriend and occasional friendship and relationship issues.

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CGI influencers also seem to cultivate their personalities to tackle social and political issues. Therefore, their followers often don’t seem to find it strange that these influencers don’t exist in real life.

What future for CGI influencers?

Critics seem to be making premature generalizations to deregister influencers from CGI. They claim that the key to influencer marketing is to be authentic, and that it’s next to impossible for a CGI influencer to be when they’re not even a “real” human being.

Interestingly, the demographics of Gen Z and Millennials who are targeted for influencer marketing don’t seem to care that their opinions are subtly shaped by virtual avatars.

A study conducted by TBH showed that 55% of 18- to 34-year-olds surveyed wouldn’t mind following a brand as a CGI influencer.

More than half bought something because of an influencer and only 42% of respondents wanted to know who is behind their virtual influencers.

The next two years will shed more light on whether CGI influencers will simply coexist with human influencers or whether they will displace human influencers from the marketing value chain.

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