What influencer marketing looks like in the metaverse

Strippoli points out that virtual avatars like Daisy cost “a lot less” than regular influencers, are 100% controllable, can appear in many places at once, and are an ideal spokesperson for Yoox when he wants to communicate his point of view. view on topics such as diversity. and inclusion or sustainability.

Yoox declined to comment on Daisy’s development costs, but the budget for creating a virtual influencer can start from £ 5,000 to £ 10,000 and run into the millions, depending on how customizable the design is and whether a brand has a need for it. help to deploy the avatar in different channels. There’s also the ongoing cost of character maintenance, an important part of the process, according to Simon Windsor, co-founder and co-CEO of Dimension, who has worked with Balenciaga and Simone Rocha.

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Avatars have been criticized for their inauthenticity, prompting the creation of “imperfect” virtual influencers like Angie, who can be seen yawning onscreen and with a pimple or two on her face. To date she has amassed more than 280,000 subscribers on Douyin, the Chinese version of Tiktok – unexpected in a country where the demand for plastic surgery is booming and in a larger world where several beauty apps offer filters that allow users to show more beautiful versions of themselves.

Yoox’s priority for Daisy this year has been to make her more accessible, says Strippoli. “We move away from her original image where she always seemed flawless and humanize her by giving her likes and dislikes as well as flaws.” This marks a shift in consumer preferences for advertising to reflect the world, she explains. “Beyond perfection, she has a point of view, whether on fashion or on social causes. It is important that it is not neutral, ”adds Strippoli.

Existing virtual influencers are looking to get even closer to their community. Brud, the company behind Lil Miquela, a CGI model with over 3 million Instagram followers and charging a fee of around $ 8,500 per sponsored post, has been transforming into DAO (a decentralized digital organization) since the beginning of this year. The goal is to make Lil Miquela more community-oriented, allowing fans to use tokens on the blockchain to vote on his character arc, including deciding which photos to post on social media, said Kara Weber, COO of the owner of Brud Dapper Labs. Vogue Business.

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