The Rise of Virtual Influencers and Why We Actually Feel Something for Them
Relevant topics Archive, Strategy
A few weeks ago, I stumbled across a bee on Instagram. Not just any bee — @Bee_nfluencer —a quirky, non-human virtual influencer buzzing about environmental change. I laughed, I clicked, I followed. I didn’t expect to feel anything, but oddly enough, I did.
That moment made me pause. Why did I connect with a cartoon bee?
It turns out, there’s a psychological reason for this — and a powerful one at that.
The Brain Science Behind Virtual Connection: Social Presence Theory
The answer lies in Social Presence Theory, a neuromarketing principle that says:
The more we feel like we’re “with” someone — even digitally — the stronger our emotional response.
Whether it's a person, an animated avatar, or a talking cupcake, what matters most is the perceived presence — not the realism. Our brains respond emotionally when we sense warmth, authenticity, or relatability, even if we know the influencer isn’t human. But here’s where it gets fascinating: sometimes, the more human a virtual influencer looks, the harder it is for us to connect. Why? Welcome to the uncanny valley.
When Real Gets Too Real
If you’ve ever seen a robot or CGI character that looked almost human — but made you feel uncomfortable — you’ve experienced the uncanny valley. Our brains get confused when something is close to human but not quite right. It’s unsettling.
That’s exactly what happens with mimic-human VIs like @Imma or @LilMiquela. Despite their flawless aesthetics, they can feel… off. And that disconnect reduces emotional engagement. In contrast, animated-human VIs like @LivintheFuture or non-human VIs like @Bee_nfluencer feel playful, approachable, and safe. They don’t pretend to be real, so we let our guard down and connect emotionally.
Meet the 3 Types of Virtual Influencers
According to a 2024 study in the Journal of Business Research, VIs can be grouped into three
categories:
1. Mimic-Human – hyper-realistic digital humans (e.g., @LilMiquela)
2. Animated-Human – stylized, cartoon-like avatars (e.g., @LivintheFuture)
3. Non-Human – animals, objects, or imaginative characters (e.g., @Bee_nfluencer)
The researchers set out to measure which types foster the strongest emotional bonds — and why.
What the Research Revealed
1. Emotional Attachment: Animated-human and non-human VIs fostered the strongest emotional connections, while mimic-human VIs ranked lowest due to their unsettling realism and the cognitive load they impose on users.
2. The Role of Social Presence: Users reported feeling closer to animated and non-human VIs, whereas mimic-human VIs often felt distant and occasionally unsettling, making emotional connection more challenging.
3. Motivations for Following VIs: Different types of VIs attract followers for various reasons:
- Information: High for mimic-human VIs, lower for animated/non-human VIs.
- Entertainment & Envy: Low for mimic-human VIs, high for animated/non-human VIs.
- Authenticity: Low for mimic-human VIs, high for animated/non-human VIs.
- Aesthetic Inspiration: No significant difference across types.
Real-World Examples (That Might Surprise You)
- @LilMiquela may have millions of followers, but many users find her unsettling — too perfect, too curated, and not quite real enough to trust emotionally.
- @Bee_nfluencer, on the other hand, is clearly not trying to pass as human. She's a bee. And yet she delivers powerful environmental messages with personality and charm — and people respond.
- @LivintheFuture is a stylized avatar who sparks imagination. She’s not here to fool you. She’s here to connect — and it works.
What This Means for Marketers
This study is a goldmine for brands navigating the digital future. Here's how to apply it:
1.Choose the right VI for the job:
- Mimic-human VIs are great for tech-forward, luxury, and informational content.
- Animated or non-human VIs are ideal for emotional connection, entertainment, or brand storytelling.
2. Don’t obsess over realism: Realism doesn’t always build trust. Instead, focus on relatability and emotional tone.
3. Design for presence, not perfection: Make your VIs interactive, responsive, and fun to engage with. It’s the sense of being there that sticks.
A Few Limitations to Keep in Mind
- The study used static screenshots, not dynamic or interactive content.
- Participants knew the influencers weren’t real — which may differ from real-world browsing.
- The data focused on Western audiences, so cultural responses may vary globally.
Connection isn’t about pixels. It’s about presence.
Remember, you don’t need your virtual influencers to be real — you just need them to feel real enough to care. And sometimes, a buzzing bee with a message can connect more deeply than a flawless digital face ever could.
Yan, J., Xia, S., Jiang, A., & Lin, Z. (2024). The effect of different types of virtual influencers on consumers’ emotional attachment. Journal of Business Research, 177, 114646–114646. https://doi.org/10.1016/j.jbusres.2024.114646
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