Virtual influencers or virtual models are artificially created digital characters developed with the help of 3D design, animation, and artificial intelligence. Although they do not really exist, they appear on social media platforms such as Instagram or TikTok as if they were real people. They have their own appearance and personality, and they regularly post content, collaborate with brands, or advertise. A well-known example is Lil Miquela, who has millions of followers even though she is completely digital.

Despite their professionalism and the advantages for companies, virtual influencers cannot fully replace real models and influencers. The most important reason for this is the lack of genuineness: Virtual characters have no experiences, feelings, or real-life moments of their own that they can share. Yet it is precisely this authenticity that is a central factor in why people follow influencers and trust them. Viewers want to identify with a real person, relate to their stories, and see real emotions.

Beyond that, trust plays a central role. With real influencers, followers can understand that behind recommendations and statements there is an actual person with their own experiences and convictions. Virtual characters, on the other hand, inevitably remain constructed and curated, which creates a certain distance and can limit perceived credibility. In particular, spontaneous reactions, individual opinions, or even imperfect behind-the-scenes moments – which often generate especially strong resonance in the social media context – can only be reproduced convincingly by digital characters to a limited extent.

Added to this is a decisive practical factor, especially in the fashion segment: Brands and clients book models not only for shoots or digital content, but specifically for physical appearances as well. Models from lookbooks, for example, are regularly engaged for runway shows to stage collections live and make them tangible. Likewise, influencers are deliberately invited to launch events, store openings, or exclusive brand experiences to be present on site, produce authentic content, and engage directly with the community, press, and industry partners. This form of personal interaction, staging in physical space, and immediate brand experience cannot be adequately replicated by virtual models or influencers.

In summary, virtual influencers are an interesting addition to marketing and offer new creative possibilities, but they will not replace real models and influencers, because they lack what matters most on social media: personality, physical presence, and credibility.

As a model, you should know that brands can also create digital figures based on real people. So check your contracts for whether your photos, scans or videos may be used for digital replicas, and only agree if this is explicitly regulated and paid. As an influencer, you compete with virtual figures for budgets in some campaigns, and your real personality, your community and your credibility are your strongest arguments.

See also: Advertisement, Follower, Authenticity, Lookbook.