A new breed of social media stars is emerging – and they’re not even real. But what does the AI influencer trend mean for the travel industry? Olivia Palamountain reports
Virtual influencers, digital personalities created by brands and artists, are making waves in the influencer marketing industry, with some poised to earn millions annually from sponsored Instagram posts alone.
A recent study by Rant Casino has shed light on the potential earnings of these digital darlings.
Topping the list is Lu do Magalu, a virtual personality created by Brazilian retail brand Magalu.
With a massive 7.1 million Instagram followers, Lu could potentially rake in £12.9 million per year from sponsored posts.
Not far behind is CB, another Brazilian virtual teen influencer representing Casas Bahia. With nearly 4 million followers, CB’s estimated annual earnings from Instagram reach £4.4 million.
But it’s not just retail brands cashing in on this trend. Noonoouri, a digital fashion icon from Munich, has collaborated with luxury brands like Dior and Valentino.
Despite having fewer followers than her Brazilian counterparts, Noonoouri could still earn over £552,000 annually from her Instagram presence.
Interestingly, these virtual influencers aren’t limited to human-like personas.
Janky, a cartoonish cat created by Superplastic, proves that even animated animals can be influential. With nearly a million followers and collaborations with brands like Prada and Red Bull, Janky could earn £344,000 per year.
The list also includes Qai Qai, an animated character inspired by tennis star Serena Williams’ daughter’s favourite doll.
Promoting dance and performance to her 340,000 followers, Qai Qai could potentially earn £207,000 annually from Instagram.
While the earnings are impressive, it’s worth noting that these figures are estimates based on follower counts and average post frequencies.
The actual earnings may vary depending on specific brand deals and engagement rates.
This trend raises questions about the future of influencer marketing and the blurring lines between reality and digital creation in social media.
As these virtual personalities continue to gain traction and earning power, they may reshape how brands approach online marketing strategies. But how might the rise of the AI influencer affect the travel industry? Let’s explore three key takeaways:
Potential for virtual travel ambassadors: The travel industry could create its own virtual influencers to promote destinations, hotels, or travel experiences. These digital personalities could offer consistent branding, 24/7 availability, and the ability to “visit” multiple locations simultaneously, potentially revolutionising destination marketing.
Cost-effective marketing strategy: Whilst top virtual influencers can command high fees, creating a virtual travel influencer could be a more cost-effective long-term strategy compared to constantly partnering with human influencers. Once created, a virtual influencer can be easily adapted to different campaigns and doesn’t require travel expenses or accommodation.
Appealing to younger demographics: Virtual influencers seem to resonate strongly with younger, tech-savvy audiences. For the travel industry, this presents an opportunity to engage with Gen Z and younger Millennial travellers in a format they find relatable and engaging, potentially opening up new market segments.