The Psychology Behind Virtual Influencers: Why Do We Trust Them?
Trust is a cornerstone of success in the world of digital marketing. Virtual influencers with their artificial nature have managed to earn that trust. Understanding why we trust these computer-generated influencers requires a deep dive into human psychology and how digital interaction works.
Understanding Trust in Marketing
Trust in media and influencers often stems from emotional connections and perceived authenticity. Virtual influencers excel at creating these bonds.
Para-social Relationships
Humans form para-social relationships with media figures, whether they are real or fictional. These one-sided emotional bonds make audiences feel connected.
- Virtual influencers share personal content making followers feel involved in their lives.
- This illusion of intimacy builds emotional trust, similar to relationships with traditional influencers.
Relatable and Consistent Content
Relatability is a cornerstone of trust. Virtual influencers post consistent, relatable content that resonates with their audience.
- They often highlight universal experiences, such as challenges or achievements, this sense of shared experience builds trust and engagement with the audience.
Authenticity
Virtual influencers present themselves authentically. They communicate in a transparent manner and acknowledge their origin. This perceived authenticity enhances trust.
The Appeal of Perfection with a Hint of Flaw
Virtual influencers are perfectly designed. Their flawless appearances and personas appeal to audiences. Yet, they are not entirely unattainable.
Aspirational Perfection
Their attractive looks and idealized lifestyles are aspirational. People admire their perfection and associate it with competence and trustworthiness.
Humanized Storytelling
With all their perfection virtual influencers often have curated flaws or struggles. For example, a virtual influencer may share a story about “overcoming self-doubt”.
- This storytelling humanizes them, fostering emotional bonds with audiences.
While virtual influencers present a flawless appearance, they balance this perfection with relatable flaws to build trust. To explore how this human-like storytelling works with other factors like consistency and predictability, check out our post on how virtual influencers impact brands.
This mix of perfection and relatability creates admiration and trust.
Consistency and Controlled Narratives
Consistency is a major factor in building trust, and virtual influencers are good at this.
Consistent Brand Identity
Virtual influencers operate without the unpredictability of humans. Their content aligns with their brand identity perfectly.
- They avoid scandals or controversies.
- Their predictable behavior offers psychological comfort to their followers.
Reliability and Predictability
Followers know what to expect from virtual influencers which makes them reliable and predictable, reinforcing trust over time. Unlike real influencers, they do not face issues like fatigue or mood swings, thus having steady interactions with the audience.
Cognitive Biases
Human psychology also plays a significant role in trusting virtual influencers. Several cognitive biases influence our perception of these artificial personas.
Anthropomorphism
Anthropomorphism refers to attributing human traits to non-human entities. Virtual influencers mimic human behavior convincingly.
- They smile, show emotions, and share stories.
- These human-like characteristics make them relatable and trustworthy.
The Halo Effect
The Halo Effect is the tendency to associate attractiveness with positive traits.
- Virtual influencers are designed to be visually appealing.
- Their attractiveness leads audiences to perceive them as credible and competent.
Familiarity Bias
Repeated exposure builds familiarity and likability. Virtual influencers post content frequently, making their presence constant.
- Audiences feel they “know” them.
- Familiarity builds trust over time.
These biases work subconsciously, making interactions with virtual influencers feel genuine.
The Role of AI and Personalization
Artificial intelligence (AI) powers virtual influencers, making them meaningfully interact with audiences.
Interactive Engagement
AI allows them to respond to comments and messages, like human interaction, which creates a connection and followers feel they are heard and valued, building trust.
Tailored Content
Virtual influencers use data to personalize their content.
- They align their social media posts with the interests and values of the audience.
- This relevance makes their messages more impactful.
Incorporating AI in virtual influencers bridges the gap between artificial and real engagement.
Being transparent in the success of virtual influencers is very crucial. Virtual influencers do not hide their true identity, which eliminates the risk of any fraud.
Transparency
Brands managing virtual influencers have clear objectives. They design their campaigns according to the values of the audience and their objectives.
Examples
Lil Miquela
Lil Miquela is one of the most popular virtual influencers.
- She shares emotional stories and advocates for social causes.
- Her personal and meaningful content builds a strong connection with her audience.
Shudu
Shudu is the world’s first digital supermodel.
- She uses her platform to inspire, fostering trust through aspirational content.
Noonoouri
Noonoouri focuses on fashion and advocacy.
- Her childlike charm and honesty about her origin make her relatable.
- She builds trust by advocating ethical practices in the fashion industry.
These examples show how virtual influencers create and build trust with relatability, consistency, and transparency.
Virtual influencers are a mix of human behavior, technology, and marketing strategies to build trust, connections, cognitive biases, and transparent communication also play important roles.
Virtual influencers are not merely digital tools. They show a shift in how we build and perceive trust in the digital age. As artificial intelligence evolves, the potential for deeper connections with virtual personas grows.
Will we see a day when virtual influencers are indistinguishable from humans in terms of trust and influence? Only time will tell.
[…] Virtual influencers powered by AI, can allow to personalize content. They can analyze data of the users to see what sort of content gets engagement, and what topics their audience enjoys. By tailoring posts according to these preferences, virtual influencers become more engaging and more interesting. This personal touch makes them feel “in tune” with us, building a sense of trust that their recommendations or endorsements are worth our time.By using AI to personalize content and engage audiences, virtual influencers create meaningful connections. For a deeper dive into how AI is helping virtual influencers build trust through interaction and tailored content, read our article on the psychology behind why we trust them. […]