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<p id="ember52" class="">From <a class=" " tabindex="0" href="https://www.instagram.com/lilmiquela/" target="_self" data-test-app-aware-link="">Lil Miquela</a> in the US to Japan’s <a class=" " tabindex="0" href="https://www.instagram.com/imma.gram/" target="_self" data-test-app-aware-link="">Imma</a> and Singapore’s <a class=" " tabindex="0" href="https://www.instagram.com/here.is.rae/" target="_self" data-test-app-aware-link="">Rae</a>, virtual influencers have moved from novelty to mainstream marketing. However, beyond the headlines, what is driving this shift, and how should marketers in Southeast Asia, especially in Singapore, consider using them?</p>
<h2 id="ember53">What is Fueling the Rise of Virtual Influencers?</h2>
<p id="ember54" class="">Academic research and market analysis highlight several reasons:</p>
<ul>
<li><strong>Cost and control</strong>: Virtual influencers do not cancel at the last minute, fall into scandals, or need breaks. Brands have complete control over their look, message, and availability, which reduces risk and lowers costs over time.</li>
<li><strong>Around-the-clock reach</strong>: With the advancement of AI, virtual creators can interact in real time across markets and time zones, delivering personalized engagement at scale.</li>
<li><strong>Cultural adaptability</strong>: A virtual influencer can be tailored to reflect local values and styles, helping brands connect in diverse markets like Southeast Asia.</li>
<li><strong>Curiosity and novelty</strong>: Gen Z and younger millennials, in particular, are drawn to virtual influencers because they tap into gaming, anime, and other digital cultures where the line between real and virtual is already blurred.</li>
</ul>
<p id="ember56" class="">Studies like <em>The Emergence of Virtual Influencers</em> (Haenlein et al., 2020) show that audiences are increasingly open to engaging with virtual characters if they offer value, entertainment, or a sense of connection.</p>
<h2 id="ember57">Are Virtual Influencers Effective?</h2>
<p id="ember58" class="">It is more than just hype.</p>
<p id="ember59" class="">Research like <em>Virtual Influencer Marketing: The Good, the Bad, and the Unreal</em> (Siddiqui et al., 2023) shows that virtual influencers can generate engagement levels comparable to, and sometimes higher than, human influencers, especially when their stories feel authentic and aligned with the brand.</p>
<p id="ember60" class="">Three factors matter most:</p>
<ul>
<li><strong>Authenticity</strong>: Audiences want engaging and real content, not cold or overly commercial.</li>
<li><strong>Brand fit</strong>: A virtual influencer must reflect the brand’s image and values. Mismatches can quickly break trust.</li>
<li><strong>Transparency</strong>: Ethical concerns arise if audiences are not told they are interacting with a virtual persona.</li>
</ul>
<h2 id="ember62">Will Virtual Influencers Replace Human Influencers?</h2>
<p id="ember63" class="">Not likely, at least not anytime soon.</p>
<p id="ember64" class="">As explored in <em>Unmasking Consumer Switching Intentions to Virtual Influencers</em> (Xiao et al., 2023), human influencers bring emotional depth, relatability, and lived experience that virtual influencers cannot fully match. The future will likely be a mix of both, where human and virtual creators complement each other.</p>
<h2 id="ember65"><strong>How Should Brands in Southeast Asia Approach This?</strong></h2>
<p id="ember66" class="">For brands in Singapore and across Southeast Asia, here is a roadmap:</p>
<h3 id="ember67"><strong>When to use virtual influencers:</strong></h3>
<ul>
<li>To highlight innovation or reinforce tech-forward brand values</li>
<li>To reach younger, digital-first audiences</li>
<li>When consistency is needed across multiple regions</li>
</ul>
<h3 id="ember69"><strong>When to avoid relying on them:</strong></h3>
<ul>
<li>When your brand centers on authenticity, local stories, or human connection (such as grassroots movements or artisanal products)</li>
<li>When your audience has limited familiarity with virtual or digital trends</li>
</ul>
<h2 id="ember71"><strong>How Brands Can Start Building Their Virtual Influencers</strong></h2>
<p id="ember72" class="">For brands ready to explore this space, here are a few starting points:</p>
<ul>
<li><strong>Define the persona</strong>: Begin with a clear purpose. What values and tone will the influencer represent?</li>
<li><strong>Partner with experts</strong>: Work with experienced agencies or studios skilled in design, animation, and AI.</li>
<li><strong>Create a story, not just a face</strong>: Strong virtual influencers have personalities and storylines, not just product placements.</li>
<li><strong>Start small and test</strong>: Launch limited campaigns, gather feedback, and adjust.</li>
<li><strong>Be transparent</strong>: Make it clear the influencer is virtual to maintain audience trust.</li>
</ul>
<h2 id="ember74"><strong>The Bigger Picture</strong></h2>
<p id="ember75" class="">Virtual influencers are not just a passing trend. They reflect the ongoing evolution of brand storytelling. Used wisely, they can open new creative and commercial opportunities, but they work best as part of a balanced strategy. They should enhance, not replace, the power of human connection.</p>
<h4 id="ember76"><strong>Sources and Further Reading</strong></h4>
<ul>
<li><a class=" " tabindex="0" href="https://medium.com/ai-frontiers/the-rise-of-virtual-influencers-are-they-replacing-real-humans-ac3783bcad65" target="_self" data-test-app-aware-link=""><strong>The Rise of Virtual Influencers: Are They Replacing Real Humans?</strong> — Medium</a></li>
<li><a class=" " tabindex="0" href="https://hashmeta.com/blog/future-of-ai-influencer-marketing-trends-and-predictions-for-2025-beyond/" target="_self" data-test-app-aware-link=""><strong>Future of AI Influencer Marketing: Trends and Predictions for 2025 &amp; Beyond</strong> — Hashmeta</a></li>
<li><a class=" " tabindex="0" href="https://fortune.com/2025/03/24/ai-avatars-clones-influencers-creator-economy/" target="_self" data-test-app-aware-link=""><strong>AI Avatars and the Creator Economy</strong> — Fortune</a></li>
<li><a class=" " tabindex="0" href="https://metricool.com/ai-virtual-influencers/#:~:text=Virtual%20Influencers%20in%202025%3A%20How,Are%20Changing%20Social%20Media%20Marketing" target="_self" data-test-app-aware-link=""><strong>Virtual Influencers in 2025: How AI Is Changing Social Media Marketing</strong> — Metricool</a></li>
<li><em>Haenlein, M., Libai, B., Wegner, T. (2020). The Emergence of Virtual Influencers.</em></li>
<li><em>Siddiqui, N., Woodside, A., Koles, B. (2023). Virtual Influencer Marketing: The Good, the Bad, and the Unreal.</em></li>
<li><em>Xiao, X., et al. (2023). Unmasking Consumer Switching Intentions to Virtual Influencers.</em></li>
<li><em>Virtual Influencers and Pro-environmental Causes, Academic Research, 2022.</em></li>
</ul>


Virtual Influencers: Passing Trend or the Future of Social Content? - The M Makers

Virtual Influencers: Passing Trend or the Future of Social Content?

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Virtual Influencers: Passing Trend or the Future of Social Content?

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