Instagram is one of the most important platforms for influencer marketing. An influencer compensation report even noted that the highest-paid influencers can be found within the social network. With a humanistic approach, they have powerfully influenced the buying behaviors of Instagrammers. Today, Meta introduces “Synthetic Media Signals” as part of the growing IG influencer community.
Virtual Influencers (VI)
Synthetic Media is the use of virtual influencers on Facebook and Instagram. In 2019, Synthesia, a UK AI-driven synthetic media startup, successfully created a campaign against malaria using a virtual influencer. The company created the image of a handsome and retired footballer avatar who speaks 9 languages. The campaign garnered 800 million global impressions. Today, Instagram houses more than 200 Vis and 30 verified VI accounts. Such Vis collaborated with big brands like Black Lives Matter and the World Health Organization (WHO).
Ethical Framework for Synthetic Media Signals
With the rise of synthetic media signals, Meta is developing an ethical framework with its partners to serve as a guide among virtual influencers. It aims to design a practical and proactive view among brands. By identifying potential opportunities and pitfalls, they can make synthetic media signals a successful part of digital marketing.
Meta introduces “Synthetic Media Signals” on 13 January 2022.
Implications for Marketers:
As Meta introduces “Synthetic Media Signals,” it aims to regulate such medium to help users know what is real and not real. For marketers, synthetic media can be a new way to customize creatives based on their target audience. They can be a more powerful type of campaign among brands.