The Rise of the Machines: Virtual Influencers Take Over TikTok Ads!
TikTok, the social media site known for dance challenges and viral trends, is making a big push into advertising. But forget the typical celebrity endorsements or expertly managed influencer postings. The Information reports TikTok is jumping into the world of virtual influencers, avatars made by AI meant to attract followers and support brands.
This is not science fiction. Virtual influencers are already a popular trend in China, with some having millions of followers. Like:
The influencer Ayayi
And Luo Tianyi on Weibo:
Or Singapore-based virtual influencer Rae
TikTok is now introducing this notion worldwide. The benefits are clear: virtual influencers can be changed to fit any brand’s message, there are no scandals, and they can be designed to do so. They can also be localized to different places, speaking numerous languages and accommodating certain traditions.
This opens up an exciting new opportunity for marketers. Consider an influencer who never goes out of style, never makes controversial statements, and can be seamlessly blended into any marketing campaign. Furthermore, virtual influencers can constantly learn and change their approach as AI evolves, potentially becoming even more successful brand ambassadors.
However, the rise of virtual influencers is challenging. Some believe consumers need authenticity, which is only possible with a computer-generated identity. There’s also the question of transparency: will audiences realize they’re dealing with an AI creation? Deception may weaken confidence and backfire on brands.
Another concern is the effect of human influences. Will virtual influencers replace their real-world counterparts? The truth is more complex. Virtual influencers may excel at specific activities, but human influencers provide relatability and real-world experience that AI cannot replicate. A more probable scenario is a future in which virtual and human influencers coexist, contributing to their strengths.
The rise of virtual influencers is only one aspect of a broader trend: the growing integration of AI into marketing. Chatbots are already used for customer support, and artificial intelligence is used to personalize ad experiences and analyze consumer behavior. As AI technology advances, we may expect even more imaginative applications in the marketing industry.
So, what does all of this imply for you? As a consumer, be prepared to confront a new type of influencer who may need to be more human. For marketers, the opportunities are endless. Think carefully about how virtual influencers can fit in with your current plans and dive into the exciting world of AI-powered marketing. The future of advertising has arrived, and it’s different from what we expected.
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