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01/20/2023
RL Pro Exclusive

Avatar Influencers: What You Need to Know About Virtual Influencers

Elizabeth Christenson
Editor, Retail Leader Pro
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Pro Tip:  Influencer marketing is a key driver for retail growth and expansion in the physical world — but endless possibilities exist in a virtual world to create immediate connection points and experiences for consumers. Remaining authentic as a brand or a personality is still critical for retaining customer loyalty, even in a flashier and more entertaining virtual environment. It’s also critical for the retail industry to understand how the influencer, brand and consumer dynamic differs by channel to ensure that the right mix of product and persona are created for a virtual offering.

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With retailers migration to the metaverse, brands have been adapting their approach to influencer partnerships. Partnering with digital personas pushes the boundaries of who or what constitutes an influencer, and brands are exploring moving away from leading human influencers and turning to digital personas. 

“As brands really look to engage consumers within an increasingly digital commerce landscape, not only partnering with these digital personas, but beginning to develop their own virtual ambassadors, that’s providing greater control and flexibility and brand storytelling,” said Lauren Lyons, PSFK’s senior strategist during the recent webinar, “The Influencer Marketing Landscape.” “As digital twin avatar tools become more accessible and virtual worlds become more prevalent, we’re really expecting to see these real-life influencers adopt digital doubles or virtual identities of their own as well.”

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