Marketing in Metaverse — Virtual KOLs
With all the hype surrounding the Metaverse, the question to all the Marketing and PR guys is how do we communicate effectively and creatively in this new so-called virtual world. So, I feel the best way to explore Metaverse for marketing is by working with Virtual KOLs.
What is a Virtual KOL?
Virtual KOLs are computer-generated animated images, and developers use advanced animation and rendering technologies to produce characters with finely detailed facial expressions and body movements. These digital avatars were computer-generated personas, created using the latest artificial intelligence, 3D scanning, facial and motion capture, and other technologies. Facebook’s investment efforts in the Metaverse will make the field even more robust. Currently, in total, we have 150+ virtual KOLs globally and they will be the first inhabitants of the Metaverse — which will enable KOL marketing to meet augmented reality technology.
If you would like to see how a tech brand can work with a virtual KOL — this is the perfect example: Check her out as she takes the HONOR 50 for a spin to explore her world here!
Virtual influencers are extremely popular among younger fans, mainly Gen Z consumers who are curious to experiment and try new things. Working with virtual influencers enables brands to connect with audiences in a new and exciting way and creates greater opportunities for interaction with fans.
Not only are tech brands working with virtual KOLs, 2020 with the start of the pandemic, it was also beautiful to see how luxury fashion brands like Alexander McQueen, Dior, and Prada integrated virtual KOLs in their brand campaigns. Virtual influencers are said by experts to have three times the engagement rate of human influencers, and they are attracting record traffic and raking in record revenues, giving real-life influencers a run for their money.
World Health Organization (WHO) also hired Knox Frost, a 21-year-old AI character in Atlanta, to spread the message of Covid-19 prevention to more than 700,000 followers.
Why Virtual KOLs are a less risky alternative to ‘real’ KOLs?
1. For brands, virtual KOLs are less risky as more and more companies, especially international ones, face the wrath of ‘cancel culture’. They need to be extremely careful about which celebrities or KOLs they choose to partner.
2. If you are a global brand, you can localize your virtual KOLs; you can make it embrace the local culture. While a real KOL will be judged for their skin colors, ethnicity, etc
3. The virtual KOL will not cause negative attention due to their personal life or political comments
4. As well as acting ‘correctly’, virtual KOLs can also be controlled to look a certain way and will never be ‘out of shape’.
5. Being powered by technology means that they can work all day, every day, and don’t need to be paid a salary… an attractive option for brands.
6. Everything online is now clickbait, optimized for the short attention span. Many KOLs and celebrities buy fake followers and views to get brand attention. Virtual KOls don’t need to walk that path.
7. The ongoing China crackdown & censorship on KOLs and celebrities make Virtual KOLs a lucrative option.
8. Working with real KOLs can be double-edged swords. Their popularity will proportionately impact the brand image. Many times celebs have been called out for using competitors’ products they endorse.
Virtual idols as a marketing tool:
While they resemble real human beings to varying degrees, the virtual figures in the “metaverse” may boast even greater diversity. Tie-ups with brands are the main revenue source for virtual idols. The fact of the matter is that brands need to be where their audiences are and audiences are flocking to virtual spaces. For the entrepreneur and music producer, virtual humans and idols are a “critical portal” for brands to enter and navigate the Metaverse. They will be “more important to brands than the other way around.”
Virtual idols as influencers have pros and cons for marketers:
Virtual KOLs Forecast:
KOL industry is expected to grow to $232 million by 2023. Currently, brands are working with established virtual KOL and their ‘agency’, in the future few tech companies might create their own. With real KOLs and Celebrities facing trolls online impacting their mental health, many might start creating their online persona as an extension of themselves. That way everything, they post online might be an illusion or a dream life that they want to show people.
It’s still too early to say whether virtual people will be marketing mainstays or passing fade., many experts believe this is here to stay. We are moving towards an increasingly digital future, rich with entertainment in these digital worlds. The best way would be to experience this and see if it works for your brand and market. Sometimes a virtual word can be the way to live the best and safe life.
