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Lil Miquela

September 15, 2021

Miquela Sousa is an influencer with 3 million followers on Instagram. She is a Brazilian-American 19-year old who lives in California. But she is a virtual person and was created in 2016 by Trevor McFedries and Sara DeCou. Today, the virtual person is run by the LA-based startup Brud, which is financed by Sequoia.

The barrier between the virtual person and the physical person is thinning and that has of course been going on for some time. But instead of a physical person using filters and photoshop to enhance content, the virtual influencer can now, as shown with Lil Miquela, be decoupled from a physical person.

In terms of social media marketing, the physical person is a bottleneck. Too much marketing means that the fans get sick of it. A person can only be involved in the production of so much content. But a physical creator can run several virtual influencers. The creator doesn't have to be a single person, but a team. You can even have an influencer factory that creates and manages hundreds of virtual influencers, drawing synergies from the data that is created from all of them.

A lot of interesting things will happen with social media marketing as the virtual person emerges.