On peut parler de tendance intrigante, étonnante, voire même effrayante, l’utilisation d’influenceurs virtuels est une pratique qui commence à prendre de l’envergure. Mais qui sont ces influenceurs virtuels comment ont-ils été créé ? Commencent-ils à jouer un rôle important sur le marché ? Ces influenceurs sont-ils le futur du marketing d’influence ?
Comment définir ces influenceurs virtuels ?
Les influenceurs virtuels sont des modèles générés par des ordinateurs et logiciels qui vont être réalisés de sorte à être hyper réalistes et ressembler le plus fortement possible à des êtres humains. Ce sont des avatars, qui, contrairement aux influenceurs classiques, sont programmés dans tous les sens du terme. Ils vont être disponibles 24 h sur 24, 7 jours sur 7 mais qui feront exactement le même travail qu’un influenceur classique, c’est-à-dire, être actif sur leurs réseaux sociaux, interagir avec leur communauté et collaborer avec des marques.
Des atouts à ne pas négliger
Ce qui est assez paradoxal, c’est que ces influenceurs virtuels sont considérés selon plusieurs études comme plus réactifs voir même plus proche qu’un influenceur classique. Ils sont d’après ces études 3 fois plus engageant, ils postent et produisent du contenu à un rythme infernal qu’un influenceur classique ne pourrait suivre.
Autre aspect très avantageux, ils sont virtuels, et de ce fait totalement programmés, ils sont fabriqués et générés de sorte à correspondre parfaitement à la communauté qu’ils souhaitent toucher, ils vont être à 100% contrôlable dans leur discours, leurs contenus, leurs interactions ce qui peut représenter un plus pour les marques souhaitant utiliser ce type d’influenceurs. Leur réputation et leur image seront plus maîtrisées.
Quelques exemples d’influenceurs virtuels présents aujourd’hui
Lil Miquela, la référence de l’influence virtuelle
C’est l’influenceuse virtuelle la plus connue, elle est apparue en 2016, elle avait 19 ans et s’était très vite faite remarquer sur les réseaux sociaux (plus particulièrement Instagram).
C’est la Start-up américaine Brud située à Los-Angeles qui a taillé cette poupée quasi parfaite. Leur pari était de faire un mixte parfait entre les sœurs Kardashian et les BD Marvel.
L’influenceuse s’est très vite frayé une place dans ce cercle très fermé d’influenceur de renom et à très vite collaborer avec plusieurs marques de luxe et posé avec plusieurs mannequins de renom comme par exemple Bella Hadid.
Voir cette publication sur Instagram
Elle défend plusieurs causes notamment le #BlackLivesMatters ou la communauté LGBTQ+.
Miquela s’est même lancée dans la musique en sortant par dernièrement par exemple son clip « Speak up » qui a fait 6,6 millions de vues en 10 mois.
L’influenceuse compte désormais 3 millions d’abonnés sur instagram et 982 publications.
Shudu Gram, la mannequin
Cette influenceuse a été créée en 2017 par le photographe Cameron-James Wilson et en fait sa muse, son œuvre d’art.
L’artiste a eu l’idée de créer cet avatar en voulant mettre en avant la diversification des mannequins en mettant en évidence un teint profond et des yeux pénétrant.
Voir cette publication sur Instagram
Contrairement à Miquela, Shudu est uniquement mise en avant en tant que mannequin, elle a notamment travaillé en tant qu’égérie pour Fenty Beauty la marque de beauté de Rihanna.
Shudu a elle 214K abonnés et 83 publications.
Blawko22, le « bad boy »
Cet influenceur a lui été créé en 2019 et cette fois-ci est masculin. Cet influenceur casse un peu tous les codes de ses collègues influenceurs virtuels (très lisse et proche de la perfection) puisque lui adopte un physique très différent : tatouages, traits rasés dans ses sourcils, son visage qui n’est pas toujours apparent et une attitude assez provoquante.
Lui est plus un influenceur lifestyle ainsi qu’un youtubeur et travaille également avec des marques de renom telles que Versace ou encore Burberry.
Blawko22 lui a 155K d’abonnés et 162 publications sur Instagram.
Les limites de ce type d’influenceurs
On peut commencer à se poser la question des revers de ces influenceurs virtuels. Tout d’abord du fait de leur boom depuis quelques années, et leur élan qui prend de l’envergure dans le monde, et des avancées technologiques en général, les influenceurs classiques peuvent commencer à s’inquiéter et voir leur statut et leur rôle disparaître au profit des influenceurs virtuels.
Autre argument, les influenceurs virtuels restent virtuels et peuvent donc être considérés comme trop robotique et incapable de créer un lien fort, émotif et authentique avec son public, ce dernier peut au final se lasser au bout de quelques mois et retourner vers des influenceurs classiques. Les marques et organismes créant ce type d’influenceurs doivent doubler d’effort et faire preuve d’originalité et trouver le moyen de continuer à capter l’attention de sa communauté et tisser un lien fort pour cette dernière reste fidèle à l’influenceur.
Dernier pouvant représenter une limite : le côté « trop parfait » que ces influenceurs virtuels peuvent représenter. En effet, ces avatars sont programmés parfois à la perfection avec un physique humain trop proche du parfait, ce qui ne représente pas la réalité. Des internautes faisant partie de ces communautés et prenant ces avatars en tant que modèle peut avoir des revers négatifs sur l’acceptation de soi et la confiance en soi.
Pour le moment certains influenceurs virtuels continuent de grandir et de gagner en popularité, il reste à prouver si ces avatars ne sont que des tendances éphémères ou le véritable avenir de l’influence de demain.
Pour plus d’articles sur l’influence c’est par ici
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