A.M.C CONFERENCE 2022

As of May this year, she had amassed over 31-million followers across all platforms, according to marketing industry website Little Black Book (lbbonline). She has even been on the cover of Vogue Brasil magazine and partners with some of the biggest brands in the world, among them Adidas, McDonald’s and Red Bull,

TEST THE WATERS

If you determine that your audience is following virtual influencers, connect and engage with them in this new environment in a dynamic immersive manner. Don’t be shy to ask the experts for help. This is new territory for most marketers on the continent. Get going with research in your category whilst learning from global and local experts who are ahead of you in this field.

CREATE YOUR OWN AVATAR

As marketers, our goal is to reach and discover new customers in order to increase product consideration and drive sales.

We also look at the trends shaping consumer mindsets and media consumption habits to gain further understanding of our consumers. One human truth we can never escape from, is that people won’t buy your product off the shelf if they can’t find it in their hearts and minds first. Virtual influencers can help our brands to connect with the hearts of their followers.

Followers look for inspiring content

As noted earlier, relevant content and inspiration is what most followers identify with in virtual influencers. When it comes to physical looks and preferences for virtual influencers targeted at African consumers, we can tap into insights from Southeast Asia. Here, research has revealed that up to 60% of people prefer virtual influencers who look like them and are ethically relatable.

›Kim Zulu is 23-year-old female virtual influencer from South Africa

However, you can dare to be different. This is a creative space where both marketers and creative agencies can co-create and test the avatar design that best reflects their brand’s personality and intent.

AUTHENTIC CONTENT CAN UNLOCK PEOPLE’S HEARTS

In the digital age we live in, content marketing is arguably the only marketing that is authentic, useful and perfectly suited to our era. Content is king. Authentic content has the power to unlock hearts of consumers.

According to Fusion 2020 (the 23rd International Conference on Information Fusion) survey results, 90% of Millennial consumers surveyed noted that they prefer brands which reflect their values and offer value. Eighty percent of Gen Zers buy an item because of influencer marketing.

The next wave of influencer marketing is here. Therefore, expect more virtual influencer strategies when planning future-forward brand experiences and communication.

Collaborations with both real and virtual influencers can offer brands the seamless integration essential for wider extension of the brand and its story. Organisations can insert themselves into each part of a virtual influencer’s story in a compelling, authentic and inspiring manner – just like one would with a real influencer.

In the virtual world, the creative possibilities are endless as fewer restrictions apply when working with a robot versus a human. Because they are purpose-built, virtual influencers offer brands more control over messaging. They can be given specific looks or imbued with particular values to give a more accurate representation of the brand. They are also cheaper to work with and less unpredictable.

Africa is diverse and we have a unique and passionate way of communicating. I’m sure, as this trend picks up across the continent, we’ll get to meet even more exciting and exuberant virtual influencers who will bring an exciting flavour and expression to this exciting new dawn of influencer marketing.

Natasha Miller is a Business Unit Manager at marketing agency The MediaShop. She is passionate about brand strategy and communications. With more than 20 years’ experience in marketing, she remains committed to helping clients and brands achieve their goals and become an integral part of society.