AI and virtual influencers are taking over YouTube and social networks

Companies and content creators are expanding their reach by creating digital avatars and virtual influencers generated by artificial intelligence (AI). According to an April report from The Influencer Marketing Factory, these influencers are quickly gaining popularity. The study revealed that 53% of respondents follow at least one virtual influencer, and 22% have some knowledge of them.

The survey, conducted among 1,000 people in the US between 16 and 54 years old, analyzed the influence of these creators on social networks in 2024. During this time, AI influencers such as Lil Miquela and Magazine Luiza have accumulated millions of followers on platforms like YouTube, Instagram and TikTok. Lil Miquela, created by the startup Brud, has collaborated with renowned brands such as Prada and Samsung.

Reasons to follow virtual influencers

49% of respondents follow these influencers out of curiosity about the technology behind them, while 36% do so for entertainment. Other reasons include discovering new products and services, and escaping reality.

Transparency and preferences

36% of participants prefer that virtual influencers reveal their artificial nature in their profiles. Although many follow these influencers, others do not due to lack of interest in the content or preference for real interactions.

Preferred platforms

YouTube, where virtual influencers are known as V-Tubers, is the main platform to follow them, with 59% of respondents using it. TikTok follows with 56%, Instagram with 51% and Twitch with 18%. Generation Z and millennials prefer TikTok, while those over 35 prefer YouTube.

Brand perception

28% of participants have a positive opinion about brands that collaborate with virtual influencers. Although these influencers are effective at promoting technology and fashion, 71% of respondents have never purchased a product influenced by them.

Conclusions of the report

Virtual influencers are transforming social media marketing, with a notable impact on platforms such as YouTube and TikTok. Although acceptance varies depending on age and preferences, its popularity continues to increase.