CMO Confidential Podcast Summary
Episode Title: Jon Davids | CEO, Influicity | The Synthetic Influencer - Should Brands Do It Themselves?
Host: Mike Linton
Guest: John Davidson, Founder and CEO of Influicity
Release Date: December 3, 2024
1. Introduction to Synthetic Influencers
Mike Linton opens the episode by introducing the topic of synthetic AI influencers and poses the critical question: “Should brands do it themselves?” He welcomes John Davidson, founder and CEO of Influicity, for his second appearance on the show.
Quote:
Mike Linton [07:03]: “Synthetic influencer sounds so Star Treking to me. I just like it better.”
John Davidson [07:08]: “I think synthetic makes it sound so cool. Synthetic.”
2. Redefining Community in the Digital Age
The conversation begins with John Davidson revisiting his definition of community, emphasizing its evolution from passive segments to active, interconnected groups enabled by digital platforms.
Key Points:
- Community vs. Segmentation: Traditional segmentation focused on isolated demographics, whereas modern communities are hyper-connected across various online platforms.
- Active Engagement: Today’s communities engage dynamically on platforms like Reddit, YouTube, and Slack, fostering self-propelling brand growth.
Quote:
John Davidson [02:31]: “So your community is effectively a segment. The difference today versus 10, 20, 30 years ago is that everybody is hyper connected.”
Mike Linton [03:16]: “The community used to be a lot more passive and now the community is a lot more active.”
3. The Rise and Impact of Influencer Marketing
John elaborates on the burgeoning influencer marketing industry, highlighting its significant growth and the various platforms contributing to its expansion.
Key Points:
- Market Valuation: Influencer marketing is a $26 billion industry and continues to grow.
- Diverse Platforms: Growth driven by podcasts, newsletters, TikTok, Instagram, YouTube, and LinkedIn.
- Opportunities for Brands: Increased avenues for brands to create and engage with their audiences through influencers.
Quote:
John Davidson [04:38]: “When we talk about influencer marketing as a whole, it's about $26 billion that's spent on what I'll call digital influencers.”
4. Defining Synthetic Influencers
The discussion shifts to defining synthetic influencers, with John Davidson drawing parallels to traditional mascots and illustrating their evolution through technology.
Key Points:
- Definition: Synthetic influencers are digital characters that act as brand ambassadors, enhanced by AI and computer-generated imagery.
- Evolution from Mascots: Comparison to mascots like Tony the Tiger, but with lifelike interactions enabled by modern technology.
- Examples: Colonel Sanders’ animated version by KFC and Lil Miquela, a fully synthetic influencer with millions of followers.
Quote:
John Davidson [07:06]: “A synthetic influencer is essentially an evolution of that [mascot]. It’s that same character that you create as a brand… but you can make it more lifelike.”
5. Pros and Cons of Using Synthetic Influencers
John outlines the benefits and potential pitfalls for brands considering synthetic influencers.
Pros:
- Control and Consistency: Complete control over the character’s actions and messaging without the unpredictability of human influencers.
- Cost Efficiency: No need for contracts, fees, or negotiations typical with human influencers.
- Scalability: Ability to create large audiences and engage with them continuously.
Cons:
- Authenticity Risk: Brands might struggle to create genuinely engaging characters, leading to perceptions of insincerity.
- Potential Backlash: Poor execution can result in the synthetic influencer being viewed as disingenuous or a marketing gimmick, damaging the brand’s reputation.
- Complexity: Requires substantial investment in creating and maintaining the character to ensure it resonates with audiences.
Quote:
John Davidson [12:07]: “The con is a brand tries to do this and it turns into an infomercial for the brand. And, you know, you can wind up wasting a lot of time and a lot of money doing it.”
Mike Linton [13:14]: “If you do this wrong, you'll look ham-handed, disingenuous, and found out as a fraud.”
6. Personalization and AI Integration
John discusses how AI can enhance synthetic influencers by enabling personalized interactions with consumers, akin to AI chatbots.
Key Points:
- Dynamic Interactions: AI allows synthetic influencers to provide tailored responses and engage with consumers on an individual level.
- Enhancing User Experience: Personalized recommendations and conversations can significantly improve customer engagement and satisfaction.
- Current Technological Feasibility: While not flawless, the technology to implement personalized synthetic influencers is available today.
Quote:
John Davidson [16:35]: “It's like having a brand mascot that's able to talk to me and has its own personality.”
7. Current Success Stories and Future Trends
The conversation highlights existing successful synthetic influencers and explores future possibilities for their integration into marketing strategies.
Examples:
- Lil Miquela: A synthetic influencer with millions of Instagram followers, collaborating with brands like Calvin Klein, Samsung, and Prada.
- Colonel Sanders: KFC’s animated version reinvents the traditional mascot for modern audiences.
Future Predictions:
- Mainstream Adoption: In the next five to ten years, interacting with synthetic influencers on social media will become commonplace.
- Global Appeal: Synthetic influencers can transcend cultural and language barriers, appealing to diverse, global audiences.
- Agency Specialization: Agencies may emerge as specialists in creating and managing synthetic influencers, rather than large corporations attempting it in-house.
Quote:
John Davidson [21:15]: “My prediction is it's going to be totally normal in five to ten years from now that you would go onto social media and you would be interacting and watching and engaging with cartoon characters.”
8. Marketing Opportunities and Strategic Advice
John offers strategic insights for brands considering adopting synthetic influencers, emphasizing the importance of authenticity and alignment with brand values.
Key Points:
- Leverage Existing Characters: Brands with established mascots have a head start in creating synthetic influencers.
- Focus on Audience Engagement: Successful synthetic influencers must prioritize audience connection over direct product promotion.
- Stay Ahead of Trends: Brands should monitor and adopt emerging technologies and trends to remain relevant in the evolving digital landscape.
Quote:
John Davidson [25:33]: “Brands that have mascots today or characters in their arsenal… it's hard to see how you could avoid it. If you want to be relevant in the consumer conversation, you've got to think about different ways to get there.”
9. Practical Advice for Marketers
In the final segment, John shares practical advice, urging brands to pay attention to niche trends and innovations that may seem unconventional initially but hold significant future potential.
Key Points:
- Embrace Innovation: Brands should explore and experiment with new marketing avenues, including synthetic influencers.
- Learn from Early Adopters: Observing and learning from brands successfully implementing synthetic influencers can provide valuable insights.
- Stay Curious: Continually monitor emerging technologies and consumer behaviors to adapt marketing strategies proactively.
Quote:
John Davidson [26:16]: “What nerds do for fun on weekends is the stuff that we're all going to be doing in five to 10 years from now as a regular part of our lives.”
Conclusion
The episode provides a comprehensive exploration of synthetic influencers, delving into their definition, benefits, challenges, and future potential in the marketing landscape. John Davidson emphasizes the importance of authenticity and strategic implementation for brands considering synthetic influencers, highlighting significant opportunities while cautioning against potential pitfalls.
Final Thoughts:
John encourages brands to stay ahead of the curve by embracing innovative marketing strategies and leveraging emerging technologies to build deeper, more engaging connections with their audiences.
Quote:
John Davidson [25:58]: “If you want to be relevant in the consumer conversation, especially... you've got to think about different ways to get there.”
Additional Resources:
- Podcast Network: iHear Everything Podcast Network
- Sponsor: Props – www.props.co
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