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Hello you,
Recently, we were talking to you about fictitious influencers. The subject is back on the front of the stage with Rozy, the fictitious influencer who is now a must-have. A real social phenomenon in Korea, this 22 year old woman, created from scratch by Sidus Studio X, seems to seduce a growing community, and a nice array of brands. Passion Media deconstructed her posts, her profile, her interactions, the partnerships, to better understand the craze. In this article, you will find a summary of what you should know.
The cardboard of the fictitious influencers
There were influencers, now there are fictitious influencers. Created from scratch by brands, communication agencies and individuals, these influencers are taking an increasingly important place on platforms. One of them? Rozy. She is a North Korean influencer, who already accumulates more than 67,000 followers on Instagram. The latter was imagined by the company Sidus Studio X, to match the stereotypes of the perfect millennial, according to the standards of the country. Young, dynamic, beautiful, trendy. The only problem is that she is entirely fictional. And yet, that doesn’t seem to be holding anyone back.
Rozy: more than a million income expected in 2022
The first months, it was not specified that the influencer was fictional. Little by little, her community grew. And then, the company that was behind it revealed the deception. The result? No particular reaction from the community. On the contrary, the Internet users continued to interact with her, and her community to grow. Today, the 22-year-old influencer multiplies the contracts and partnerships. She recently signed two commercials, eight exclusive contracts, and over 100 partnerships with brands. In total, Rozy’s creators estimate that she should generate more than a million revenues by 2022.
Brands, fond of these fictitious influencers
Chevrolet, Gucci, Yuse, KFriends… Brands are falling for the concept! And we can understand the advantages they see in it. No possible scandals about possible misbehavior, more flexibility (no time or space constraints), custom-made content… In short, it’s a new form of advertising, 100% adjustable by the brands, and almost undetectable by the target.
The limits of this new phenomenon
Limits or simple doubts, we could list thousands of points and questions. What about real influencers? Should we and can we regulate the market and this new form of competition? What about transparency towards the Internet users? How can we protect users from these ads or make sure they have the keys to protect themselves from them? In the same logic as the partnerships that must now be specified on Instagram by influencers, should platforms create labels to identify fictitious profiles? In short, a subject to be closely monitored.
