VIRTUAL INFLUENCER IN CHINA THE FUTURE OF THE INFLUENCERS

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Key opinion leaders (KOLs) have always played an important role in promoting a product, and if so far we are used to having human opinion leaders or influencers giving us their opinion on products, now we will also have some… non-human ones.

WHO ARE THE VIRTUAL INFLUENCERS

In the west, virtual influencers – digitally-generated characters who exist only online, though their followings and fanbase are very real – still have the aura of something that is niche and futuristic.

virtual influencer around the world

Virtual influencer around the world

In China,Key Opinion Leader (or KOLs) are an increasingly popular way of connecting with audiences, particularly young audiences.

For marketers, virtual influencers are a low-risk alternative to real-life stars -- they're available at all hours of the day to do whatever is required with minimum fuss.

Key opinion leaders (KOLs) have always played an important role in promoting a product, and if so far we are used to having human opinion leaders or influencers giving us their opinion on products, now we will also have some… non-human ones.

WHO IS THE MOST FAMOUS VIRTUAL INFLUENCER?

Ayayi is the most famous Chinese influencer, but she is a meta-human

China, after its experience with the digital university student, has recently launched its first "human goal", that is, a digital person who looks extremely real and who is equipped with artificial intelligence: Ayayi.

virtual student in China

Virtual student in China

Two months ago, the girl appeared for the first time on the Chinese e-commerce platform Xiaohongshu, and her first post got three million views. Her account has instead registered more than 40,000 new followers.

Ayayi the virtual influencer

Ayayi the virtual influencer

Ayayi è stata creata con una tecnologia che ha conferito alla sua pelle una texture adattabile a varie luci e ombre. All’inizio, infatti, molti utenti del sito di e-commerce non capivano se si trattasse o meno di una persona reale. È anche possibile interagire direttamente con lei e ha persino attratto il marchio di profumi Guerlain, che ha già espresso il desiderio di collaborare con lei.

COLLABORAZIONI CON VIRTUAL INFLUENCER

Brands can partner with a hyperrealistic “meta-human” like Ayayi, created by Ranmai Technology; a ‘virtual idol’ like digital performer Luo Tianyi; or even a character from an existing franchise like a mobile game. Or they can create their own, as many brands – including western brands who market to China – are now opting to do.

We expect a future with many virtual idols, however, Is this going to be positive for our society? Would you include a virtual influencer in your marketing strategy?

Collaborations in China are a key factor to grow in this huge market. Social media such as Wechat, Weibo, Xiaohongshu are fundamental tools to express and share this kind of collaboration.

Contact us for more insight regarding the Chinese market, Chinese search engines and social media in China

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 Matteo