Two Major Shifts in Social Media: Virtual Influencers and Youth Trends Transforming Jewelry Marketing.

The Rise of Virtual Influencers in the Jewelry Industry

Imagine this: not only are we following our favorite celebrities and influencers on social media, but now we’re also captivated by AI-created models! It’s 2024, and virtual influencers have stepped out of the realm of sci-fi to become digital icons, shaping trends, sparking conversations, and captivating audiences worldwide. From their creative personas to their engaging content strategies, these virtual influencers are redefining what it means to be an influencer today.

The world of social media management and content creation has taken a fascinating turn with the rise of these virtual personalities. These computer-generated avatars are not only promoting brands but also advocating for social causes. For the jewelry industry, this means a new frontier in marketing and connecting with audiences.

What Are Virtual Influencers?

Virtual influencers are digital personas created using CGI and AI technologies. Unlike traditional influencers, who are real people, virtual influencers are entirely fictional or semi-fictional characters designed to interact with audiences on social media platforms.

These virtual influencers come with their personalities, styles, and backstories, making them seem like real individuals to their followers. They can be tailored to represent different demographics and interests, allowing jewelry brands to target specific audiences effectively.

One of the coolest things about virtual influencers is their versatility. They can be programmed to do various activities, from promoting products and services to participating in social causes or even starring in music videos or short films.

How Virtual Influencers Impact Jewelry Brands

The influencer marketing world constantly changes; virtual influencers (VIs) are the latest game-changers. So, how do VIs impact jewelry brands?

Targeted Audience Reach

Virtual influencers allow jewelry brands to reach highly targeted audiences. By aligning the virtual influencer’s persona with the brand’s target demographic, companies can connect with consumers more likely to engage with their products or services. For instance, a virtual influencer designed as a chic fashionista could perfectly showcase luxury jewelry to a high-end market.

Brand Authenticity

Virtual influencers offer brand authenticity that is carefully curated and controlled. Brands can shape the virtual influencer’s personality, values, and messaging to reflect their own, creating a consistent brand image across social media platforms. This consistency is crucial for maintaining brand integrity in the competitive jewelry market.

Global Appeal

Virtual influencers break down geographical boundaries, making them ideal for jewelry brands with a global audience. They can speak multiple languages, adapt to different cultural contexts, and resonate with diverse consumer segments, helping brands expand their reach and market penetration.

Innovative Partnerships

Collaborating with virtual influencers opens doors to innovative partnerships. Jewelry brands can explore cross-promotional opportunities, co-create digital content and virtual events, and even integrate virtual influencers into augmented reality (AR) or virtual reality (VR) experiences for immersive brand experiences. Imagine a virtual influencer wearing and promoting a new jewelry collection in a virtual showroom!

A Bridge to the Metaverse

As the metaverse takes shape, VIs are positioned to be brand ambassadors in this virtual space. They can seamlessly integrate with virtual worlds, creating unique and interactive marketing experiences for future audiences. Jewelry brands can leverage this to showcase their pieces in virtual fashion shows or interactive 3D galleries.

Data-Driven Insights

Virtual influencers generate valuable data and insights that brands can use for strategic decision-making. Analytics on engagement rates, audience demographics, content performance, and sentiment analysis can inform marketing strategies and optimize campaign effectiveness. This data is invaluable for jewelry brands aiming to refine their marketing approaches and better understand their audience.

Popular Virtual Influencers to Follow

Virtual influencers are taking social media by storm. Here are some of the most popular ones you should be following in 2024:

1. Lil Miquela (@lilmiquela): Fashion, beauty, music, lifestyle, and social issues. Connects authentically and promotes inclusivity and creativity.
2. Noonoouri (@noonoouri): Focuses on sustainable fashion and inclusivity, blending artistry and advocacy.
3. Imma (@imma.gram): Japanese virtual model known for her realistic appearance and versatile fashion choices.
4. Shudu (@shudu.gram): Digital supermodel created by Cameron-James Wilson, known for photorealistic fashion shoots.
5. Body by Ralph (@bodybyralph): Embodies fitness, wellness, and healthy living, sharing workout routines and motivational content.
6. Astro (@astro_rp): Futuristic space explorer, engaging with tech enthusiasts and futurists.
7. Barbie (@barbiestyle): Promotes self-confidence and inclusivity with fashion, beauty, and lifestyle content.
8. Any Malu (@any.malu): An energetic personality known for comedic skits and relatable content.
9. Rozy (@rozy.oh): Embodies creativity, technology, and avant-garde fashion.
10. Bermuda (@bermudaisbae): Mysterious persona engaging through storytelling and visual aesthetics.
11. Lu do Magalu (@magazineluiza): Represents the Magazine Luiza brand, showcasing products in an interactive manner.
12. Kyra (@kyrademocra): Vibrant and energetic, creating uplifting content.
13. Maria (@maria_the_virtual_influencer): Elegant and sophisticated, focusing on timeless beauty and lifestyle.
14. Lechat (@lechat_virtual): Quirky and playful, promoting creativity and artistry.
15. Ailynn (@ailynn.virtual): Wellness-focused, promoting health, fitness, and mindfulness.

What Brands Are Using Virtual Influencers?

Numerous brands across various industries are harnessing the power of virtual influencers to connect with their target audiences in innovative ways. Fashion brands like Balmain and Gucci have collaborated with virtual influencers to showcase their latest collections and reach a younger demographic. Even non-profit organizations and social causes have leveraged virtual influencers to raise awareness and drive social impact campaigns.

How Many AI Influencers Are There?

The exact number of AI influencers is hard to pinpoint because the digital influencer landscape is growing quickly. However, it’s estimated that hundreds of AI social media influencers are across various platforms, with new ones popping up constantly.

Who Is the Most Popular AI Influencer?

One of the most popular AI influencers right now is Lil Miquela (@lilmiquela). She has millions of followers on Instagram and TikTok, captivating fans with her unique blend of fashion, music, and social commentary.

What Is the Future of Virtual Influencers?

The future of virtual influencers is set for massive growth and innovation. As technology advances, these influencers will become even more lifelike, interactive, and integrated into our daily experiences. We can expect virtual influencers to use AI for personalized interactions, real-time responses, and highly targeted content.

Can AI Replace Human Influencers?

AI influencers are definitely on the rise, but they’re not here to replace real people. Human influencers bring a genuine touch, real-life connections, and unique perspectives that AI can’t replicate. The future likely holds a blend of both, each playing to their strengths to create amazing experiences for fans and brands.

Gary Vaynerchuk on the? Rise of Virtual Influencers

Gary Vaynerchuk, commonly known as Gary Vee, is a renowned entrepreneur, author, speaker, and internet personality. He is the CEO of VaynerMedia, a full-service advertising agency, and a prominent figure in digital marketing and social media. Known for his foresight in the digital landscape, Gary Vee recently shared a thought-provoking prediction that could significantly impact the future of influencer marketing.

In a recent presentation, Gary Vaynerchuk said: "Humans will not be able to compete with AI humans. They're going to be cheap. I'd rather pay an influencer who looks just like you and has just as many followers as you for $5 a post. There's real pressure coming; it's called virtual influencers."

Virtual influencers are digital personas created using AI and CGI technology, poised to revolutionize influencer marketing. Brands increasingly need help with human influencers, such as high costs, inconsistent content delivery, and conflicts of interest. Virtual influencers offer a solution to these issues by providing consistent, controlled, and cost-effective content.

Gary Vee emphasized the potential for brands to create their own influencers: "Brands have all sorts of feelings towards influencers. They pay a lot of money. Then they don't post it the way they want, do the thing they want, or do another brand deal with their competitor—the day after the six-month exclusive. So, you know what they're going to do about it? They're going to create their own influencers. And the people that own the AI influencers are not going to cry for the influencers."

This shift towards virtual influencers could significantly impact the industry over the next decade. Jewelry entrepreneurs and professionals must be aware of this trend as it could reshape how brands interact with their audiences and influence purchasing decisions.

Implications for the Jewelry Industry

In 2024, virtual influencers are more than just a trend—they're a transformative force in the digital marketing landscape. For jewelry entrepreneurs, professionals, and brands, embracing this innovation could mean staying ahead of the curve and connecting with audiences in novel and impactful ways. As we look to the future, it's clear that virtual influencers will play a crucial role in shaping the jewelry industry's digital presence and marketing strategies.

Whether you're a jewelry brand looking to expand your reach or an entrepreneur curious about the future of influence, virtual influencers offer exciting possibilities. By keeping an eye on this trend and exploring potential collaborations, you can harness the power of these digital personas to enhance your brand's visibility and engagement in the ever-evolving world of social media.

The Decline of Social Media Among Young People

A recent study by Mediahuis, Wayne Parker Kent, and MediaTest revealed that nearly 28% of young people are considering quitting social media. This potential shift could significantly impact jewelry brands' social media campaigns and marketing strategies. While considering quitting and taking action are two different things, the notable fatigue among young people suggests a growing selectivity in their social media usage.

My nearly 16-year-old son reflects this trend. He and his friends are growing tired of Instagram, viewing it as outdated, and see Facebook as obsolete. While they still use some social media platforms, they tend to avoid the spaces where brands or influencers are most active.

The study surveyed over 2,700 people aged 15 to 35 and found that young people spend an average of five hours a day on their smartphones, with the majority of that time on social media. Those under 21 spend even more time on social media, averaging 4.3 hours per day alone. Despite this heavy usage, social media also brings negative feelings, with nearly 40% of young women and over 20% of young men reporting feelings of uncertainty, sadness, or depression linked to their social media use.

Additionally, 20% of respondents mentioned that their mood is affected when they receive few likes or comments on their posts. This dissatisfaction could be driving the consideration to quit social media, though whether they follow through remains to be seen.

WhatsApp (91%), Instagram (83%), and YouTube (81%) are the most used social media platforms among young people. However, platforms like Facebook are losing popularity, particularly among the youngest users.

Implications for the Jewelry Industry

For the jewelry industry, adapting to these changes is crucial. As young people become more selective about social media usage, brands must find innovative ways to engage this demographic. This might involve exploring new platforms where younger audiences are migrating or creating more meaningful, authentic content that resonates with them.

Understanding these trends and being flexible in your marketing approach will help you stay connected with young audiences and maintain a strong presence in the market.

Sources: Gary Vaynerchuk, SocialChamp, MediaHuis, MediaTest, Wayne Parker Kent, Tweakers, Nu.nl

I am Esther Ligthart, with 30+ years of experience in the international jewelry industry. Since 2013, I have written on my jewelry blog, Bizzita.com, and for jewelry trade magazines worldwide.

• Born between the bulb fields in the Netherlands, I found myself one day in a crazy little Italian town where virtually everyone worked in ONE industry only: Jewelry!
• What is the name of that town? Valenza!
• Today, I am a content creator, a blogger, and a jewelry journalist, and I help jewelry brands with storytelling tactics to engage better and sell more. I also coach jewelry entrepreneurs and am a hired consultant/ brainstormer for jewelry brands with a mission.
• I am passionate about the efforts made by small brands and large organizations to create a better world, applying sustainability efforts and many of the 17 UN goals.
• Based in the Netherlands, I visit trade shows, observe, write, and share content that hopefully inspires jewelry professionals.