More than half (58%) of Americans follow at least one virtual influencer, a digital character created with computer graphics that resembles a human persona, but just 35% have purchased a product or service promoted by a virtual influencer.
As awareness and trust of virtual influencers grows, retailers should examine incorporating these personalities into their marketing strategies. To effectively tell a brand story through virtual influencers, retailers must be aware of who is likely to respond:
- 75% of those aged 18 to 24 follow at least one virtual influencer;
- 24.1% of those who are not following at least one virtual influencer did not know they existed; and
- 45% of respondents aged 35 to 44 have bought a product or service promoted by a virtual influencer.
Learn more about how Americans perceive virtual influencers in this infographic from The Influencer Marketing Factory.
