The rise of virtual influencers: How virtual social media figures impact students’ lives
What happens when you mix virtual reality, social media influencers, and online brand advertisements? In the world of social media – anything is possible, even virtual influencers.
As the boundaries between what is real and what is virtual blur, the rise of virtual internet personalities has emerged, captivating audiences and redefining the very essence of what it means to be an influencer. These computer-generated personas are revolutionizing the social media landscape and changing the future of advertising, authenticity, and human connection.
Keep reading to find out what this means for the future of social media + students!
The emergence of virtual influencers: A new social media era
Social media influencers (aka content creators) are people online who have a social media following and monetize their content. With social media platforms like TikTok, being an influencer is possible for anyone – regardless of fame or background. Influencers are rewriting the traditional career trajectory, opening up a new avenue of opportunity and the very notion of success in the new age of content creation.
With new technology comes new possibilities. Brands are starting to tap into the world of virtual influencers due to their flexibility, cost-effectiveness, and unique approach. Virtual social-media influencers are digital characters created by computer graphics software – and brands are beginning to use them for partnerships and social media advertising. One of the most well-known virtual influencers is Lil Miquela. With over 3 million followers on Instagram, Time Magazine named her as one of the “25 Most Influential People on the Internet” in 2018. Miquela has worked with brands like Calvin Klein and was the face of PacSun in 2022.
With these well-known brand partnerships, just how successful are virtual influencers online? And are your students coming across them? They likely are. In fact, one study found that 75% of Gen Z participants follow virtual influencers. Considering the popularity and reach of virtual influencers among students, it is important to be aware of how they influence students’ online behavior.
Virtual influencers’ impact on students’ online buying habits
A 2023 study about virtual influencers versus human influencers found that:
- On one hand, virtual influencers are less effective than human influencers in creating a positive-attitudes toward brands
- But on the other hand, virtual influencers are perceived to be as credible and as effective as human influencers
In a nutshell, virtual influencers have been proven to be just as effective if they’re using factual information to advertise a product, instead of emotional language.
So why is knowing about virtual influencers relevant to my students? Gen Z students are constantly coming across and following social media influencers every day – whether they’re real or virtual. As their exposure to influencers increases, so does the likelihood of being exposed to various forms of advertisements and brand deals. As educators, we can empower our students with the skills to evaluate and discern the intentions behind different social posts. As brands continue to experiment with virtual influencers, it is even more important for us to ensure that our students can identify when they are being influenced or persuaded to make a purchase.
TSI’s Take
Students are seeing a rise in virtual influencers pushing products through Amazon Link Trees, TikToks, Instagram Reels, and more.
Lu do Magalu, a Brazil-based virtual influencer with nearly 6.5 million followers, frequently posts unboxing videos, product reviews, and more. This is just one example of how virtual influencers are changing the way students (and adults) can be influenced to buy things online.
Here’s how you can empower your students to navigate virtual and human influencers:
- Play To Your Core: Encourage your students to think twice before buying something promoted to them by an influencer online. An easy trick to help avoid impulse shopping is to add something to your cart or save it in the Notes app of your phone and wait three days. By waiting a few days, you can look into your budget and make more mindful purchases.
- Find Your Influencers: Social media has transformed into a space where brands are finding new customers every day through social media posts. Encourage your students to unfollow people online who seem to be pushing them a new product every time they pop up on their feed! While they can’t avoid every influencer’s ad or brand content, they can take control when it comes to who they follow.
Looking for more ways to help your students navigate the influencer industry? We’ve got you covered.
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The Social Institute (TSI) is the leader in understanding student experiences and creator of #WinAtSocial, a gamified, online learning platform that equips students, educators, and families to navigate social experiences — online and offline — in healthy ways. Our unique, student-respected approach incorporates topics like social media, technology use, and current events that have a significant impact on student well-being. Lessons teach life skills for the modern day to inspire high-character decisions that support the health, happiness, and future success of students, while capturing data that provides insights to school leaders to inform school policy and communications, and enable high-impact teaching and a healthy learning environment. For schools, our turnkey technology allows for easy implementation and a comprehensive game plan to support the well-being of school communities. For schools, our turnkey technology allows for easy implementation and a comprehensive game plan to support the well-being of school communities.