Photo thediigitals.com
Virtual influencers are hot, but as with anything trending, there are risks. Digital avatars like Shudu, the brainchild of visual artist Cameron-James Wilson, can take your brand to new heights. But if you're not careful, it can put a fat dent in your image. So, what are the most common pitfalls and how do you avoid them? Here are the lessons we learned from a chat with Cameron-James Wilson.
Transparency is a Must
Your audience is smarter than you think. Try to hide your virtual influencer and people will poke right through it. Result? Distrust. No one wants to be fooled. Honesty is not only the best policy, it can also position you as an innovator.
Pro Tip: Highlight your virtual influencer as the proof of your technological advancement. Being open is key.
Diversity is not optional!
Another mistake you really want to avoid: forgetting cultural sensitivity. Virtual influencers should be as diverse as their human counterparts. An avatar that is received negatively due to a lack of nuance can damage your brand considerably.
"Alexsandrah Gondora stars as a model for Shudu for Vogue Australia".
Collaborate with diverse teams and make sure your virtual influencer conveys an authentic, inclusive message. Shudu, Cameron-James Wilson's digital model, was created with input from more than 100 women? This gives her that versatile, powerful look. For every brand collab with Shudu, by the way, they also work with "muses. These are creators from their cultural community who represent Shudu's voice and creative choices. In this way, Shudu's "own personality" is guaranteed. Cool, right?
Stay true to your own brand
Your virtual influencer needs to seamlessly match the voice of your brand. If the virtual models do not match 100% with your brand and brand values, it only sows confusion. And yes, you want to avoid that....
Make sure your avatar perfectly reflects the values and tone of your brand. Refine your digital influencer's personality and story so that the link to your brand is completely accurate.
Budget vs. Reality
True, a virtual influencer may be cheaper than a human influencer in the long run. But don't underestimate the startup costs! CGI, animation and AI technology cost money. And remember: no avatar becomes a sensation overnight. Just like a good wine takes time, it takes time to build a good, loyal fan base.
Plan your budget realistically and be patient. A well-developed virtual influencer can be a worthwhile investment in the long run.
Conclusion
Virtual influencers offer mega potential, but you need to be well prepared. Transparency, inclusiveness and consistency are your secret weapons while keeping your budget in check. Avoid the pitfalls and let your brand shine.
We are curious! When will you get started with your first virtual model?
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