Is fake the new real?

In the midst of a world imbedded with fake news through digital communications, consumers have to navigate through whats real and whats not on their social media platforms. With authenticity looking like a thing of the past, what if digital marketers really pushed the boundaries of “fake”.

Enter CGI influencers. At first, I didn’t buy it. Who would purchase goods promoted and worn by artificially designed and created human like figures. But then it got me thinking. As a social media influencer, you have a certain audience you cater to. You accept brand deals that cater to your audience and promote these brands in order to try and capture and hook your audience. Even though it may not look like it on social media, there still is a real human being behind these posts, which makes posts both brand and emotionally driven. Influencer won’t post things they don’t want to post, and this is where I think CGI influencers come in.

The key in the success of CGI influencers is their ability to “not think”. Their creators have the ability to customise their media communications and really give their consumers and followers what they want to see. They are able to create drama to ensue word of mouth without fearing damage to anyones reputation or emotions. They are able to promote a range of goods without the need to conform to a certain aesthetic. They are able to customise and swap between their target markets while curating and delivering content to please all – its a win win.

Moving forward in the world of digital marketing, CGI influencers may pose a threat to our everyday influencers. Although it can be said that we don’t have the level of emotional connection we do with regular influencers, do we really need that emotional connection? In this fast paced world where society is getting addicted to “immediacy”, maybe, CGI influencers will give us the “immediate validation” we need to buy that Fendi lipstick or that Acne jumper we’ve had our eyes on. I don’t completely agree with where the world of digital marketing is headed with CGI influencers but I do see its value.

What are your thoughts?