Ghost Influencers

𝑰𝒏 𝑻𝒐𝒅𝒂𝒚'𝒔 𝑾𝒂𝒗𝒆:

👻 Why brands pay millions for influencers who don't exist
🎭 What happens when scandal-proof beats authentic
💰 Who's winning the $6B bet on algorithms over humans
🔮 When performance matters more than the performer

𝑻𝒉𝒆 𝑺𝒉𝒊𝒇𝒕

A fashion campaign drops. The model is popular and hits millions of impressions within hours. The brand's creative director celebrates another win.

One small detail: the model doesn't exist. Never has. Never will.

For years, brands paid top dollar for real people with real stories. Then they learned something inconvenient: real people come with real problems. They have opinions, need breaks, or end up causing scandals that cost brands millions overnight.

I'm calling this shift "Ghost Influencers" - when brands choose perfection over unpredictability. Brands are trading authenticity for controlled performances that never sleeps, never ages, and never disappoints.

𝑾𝒉𝒚 𝑵𝒐𝒘?

Three forces converged:

1. The scandals became too expensive. Whether Will Smith slaps Chris Rock or Ye goes off the rails again, virtual influencers never crash out.

2. Technology made perfection cheap. Creating realistic AI influencers used to require huge budgets. Now generative tools make it accessible.

3. Control beats authenticity. Social media prioritizes engagement, brands obsess over engagement metrics more than a genuine connection.

𝑬𝒂𝒓𝒍𝒚 𝑺𝒊𝒈𝒏𝒂𝒍𝒔

Lil Miquela:
A 19-year-old Brazilian-Spanish model with 2.5 million Instagram followers works with Prada, Calvin Klein, and Samsung. She earns roughly $10 million annually. I remember when she was created in 2016 by a Los Angeles startup and it was controversial. Now, she’s accepted worldwide.

Lu do Magalu:
Magazine Luiza, a Brazilian retailer, created Lu as their brand ambassador in the early 2010s. She now has 31.2 million combined followers across Instagram, Facebook, and TikTok. She's generated consistent brand awareness for over a decade at minimal marginal cost.

Imma: 
Japan's first virtual model has 389K Instagram followers. In 2022, Coach ran a global "Find Your Courage" campaign featuring Imma alongside real celebrities like Lil Nas X and Camila Mendes.

Shudu Gram:
Created in 2017 by British photographer Cameron-James Wilson, Shudu is called the world's first digital supermodel. She was featured in Balmain's 2018 campaign alongside two other CGI models - dubbed the brand's "virtual army." She's worked with Fenty Beauty, Gucci, and Dior.

𝑭𝒖𝒕𝒖𝒓𝒆 𝑰𝒎𝒑𝒍𝒊𝒄𝒂𝒕𝒊𝒐𝒏𝒔

• Human verification becomes premium. As AI floods platforms, proving you're real gains value. Expect "human-made content" labels like organic food certifications.

• Parasocial relationships without the person. Fans message AI influencers not knowing they're synthetic. We'll stop caring whether they're real. We prefer the performance, not the performer.

• Brands won't choose humans or AI - they'll use both. Humans for trust and conversion. AI for reach and control. The question isn't whether virtual replaces human. It's which moments require humanity and which don't.

Ultimately, the money is real even when the personalities aren't.

𝑸𝒖𝒊𝒄𝒌 𝑻𝒊𝒑𝒔

🎯 Test AI where control matters most. Pick your riskiest influencer category - seasonal campaigns, product launches, brand messaging. Run one campaign with a virtual influencer. Track engagement and cost before scaling.

💰 Map your current influencer risks. Write down every partnership. Next to each, note: contract length, exclusivity clauses, what happens if they leave or cause controversy. If more than half have no exit strategy, you need alternatives.

👤 Use humans where trust converts. Don't replace all human influencers. Use AI for reach and brand safety. Use humans for testimonials, product reviews, and community building. Segment influencers intentionally.

𝑵𝒆𝒙𝒕 𝑾𝒂𝒗𝒆

See you next week, same time, same place.

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Stay wavey,

Haley