Ever noticed an influencer on your feed whose posts are just too... flawless? You might just be looking at an AI influencer.
If you're in marketing or brand management, here's why you should pay attention.
Who is Lil Miquela (@lilmiquela)?
One name dominates the scene: @lilmiquela.
But who is she? More importantly, what does her success tell us about leveraging AI influencers in marketing?
Origin and Creation
Miquela Sousa, popularly known as @lilmiquela, is a brainchild of creators Trevor McFedries and Sara DeCou.
She is Brazilian-American and started her Instagram journey in 2016. Within two years, her followers count past a million!
What's the secret? Authentic storytelling. Although virtual, Miquela's narrative is focusing on relatable experiences, brand collaborations, and even digital controversies.
Key Collaborations and Features
From streetwear to high-end luxury, Miquela's digital persona aligns seamlessly.
She's partnered with giants like Calvin Klein and Prada, even doing an Instagram takeover for Prada during Milan Fashion Week.
The lesson here? Virtual doesn’t mean disconnected. The right brand alignment can make an AI influencer as impactful as any human.
Credibility and Celebrity Interactions
Miquela hasn't just stayed in her virtual realm. She's been featured alongside real-life celebs like Diplo, Millie Bobby Brown, and Nile Rodgers.
Such interactions add layers of credibility, showing that AI influencers can comfortably co-exist and collaborate with human counterparts.
Why Brands Are Opting for AI Influencers Over Humans
The landscape of influencer marketing is shifting, and there’s no denying the allure of AI influencers. Here's why they're becoming the go-to for many brands:
1. Control and Predictability
Brands want to have more control. With AI influencers, there's no off-day and no PR disasters. Every post, every caption is tailor-made to perfection, fitting into the overarching brand narrative.
2. Flexibility and Customization
Need a specific look for a campaign? AI influencers can easily adapt. Their digital nature means they can be molded to fit any campaign theme or aesthetic, without the constraints faced by human influencers.
3. Cost-Effectiveness
Once developed, the recurring costs for an AI influencer can be more predictable and sometimes even lesser than ongoing partnerships with top-tier human influencers.
Leverage AI Influencers for Your Brand
The ascent of AI influencers like @lilmiquela is not just a fleeting trend but signals a shift in how brands communicate. BRACAI recommend considering these three steps in developing a strategy to leverage AI influencers for your brand:
1. Know Your Audience
While AI influencers offer a fresh angle, it's essential to understand whether your target audience resonates with them. Younger, tech-savvy audiences might be more receptive, while others might still prefer the human touch.
2. Blend Virtual and Real
Learn from Miquela's strategy. Her interactions with real-life celebrities and personalities give her depth and relatability. Brands can adopt a similar approach – perhaps blending campaigns featuring both human and AI influencers.
3. Stay Authentic
Paradoxical as it may seem, authenticity is key. AI influencers shouldn't feel "robotic." Their stories, posts, and interactions should feel genuine, even if they are programmed.
Conclusion
In the dynamic world of digital marketing, staying ahead of the curve is key. AI influencers, with their unique blend of control and innovation, offer brands a fresh avenue to explore. @lilmiquela's success story is a testament to the potential they hold.
Yet, as with all tools, it's not just about using them but using them right. By understanding their strengths, recognizing their limitations, and strategizing effectively, brands can chart a course into a future where digital and real intermingle seamlessly.
So, the next time you're brainstorming a campaign, maybe it's time to ask: Could an AI influencer be your next brand ambassador?
Comments