Synthetic Media Signals a New Chapter for Influencer Marketing

One of the most powerful ad campaigns of 2019 featured a famously handsome and retired English footballer staring solemnly into the camera, delivering a dire message about the global fight against malaria. Garnering 800 million impressions, the ad was amplified in no small part by the uncanny polyglotism of its star athlete, who toggles effortlessly between nine languages in the 55-second spot.

It bears noting that the footballer doesn’t actually speak nine languages. The linguistic sleight of hand was achieved through artificial intelligence from UK-based software firm Synthesia, a startup specializing in AI-driven synthetic media. Though the company is less than five years old, its co-founder and CEO, Victor Riparbelli, already envisions a future where synthetic media is ubiquitous.

"I think all influencers will have an AI avatar—a copy of themselves to do stuff you couldn't do with a normal video," Riparbelli said.

From synthesized versions of real people to wholly invented “virtual influencers” (VIs), synthetic media is a rising phenomenon. Meta platforms are home to more than 200 VIs, with 30 verified VI accounts hosted on Instagram. These VIs boast huge follower counts, collaborate with some of the world’s biggest brands, fundraise for organizations like the WHO, and champion social causes like Black Lives Matter.

Though similar technology has been used by bad actors to perpetrate “deep fakes,” or false representations of real people designed to trick or misinform viewers, synthetic media is increasingly being leveraged by brands and other organizations for creative marketing campaigns and other innovative use cases.

As the malaria campaign illustrates, this technology is already a powerful tool for amplifying influencer reach and impact. For brands, VIs enable them to tap into the social currency of an established character or celebrity. They don’t tire. Companies can also create new characters from scratch to perfectly embody their brand values. And as the influencer ecosystem continues to evolve, synthetic media can create even greater opportunities for brands and influencers alike.

Imagine personalized video messages that address individual followers by name. Or celebrity brand ambassadors appearing as salespeople at local car dealerships. A famous athlete would make a great tutor for a kid who loves sports but hates algebra.

But synthetic media isn’t merely about amplifying the voices of those who already enjoy an audience. Synthesia’s Riparbelli hopes the technology will help to further democratize the influencer ecosystem by lowering traditional barriers to entry.

"It can give a voice to people who don't necessarily have all the checkboxes of what you need to be a popular influencer today," Riparbelli said. "If you fit into the stereotype of what an influencer looks like, then maybe [synthetic media] won’t have as big of an effect on you. But if you maybe don't, now you can build a character to convey your story through."

But like any disruptive technology, synthetic media has the potential for both good and harm. Issues of representation, cultural appropriation and expressive liberty are already a growing concern.

To help brands navigate the ethical quandaries of this emerging medium and avoid potential hazards, Meta Creative Shop is working with partners to develop an ethical framework to guide the use of VIs.

"We have been working with a team of incredible minds to design a practical and proactive point of view for our brands," said Becky Owen, head of creator innovation and solutions at Meta Creative Shop. "We can’t just wait to see what happens in this space. By identifying the potential pitfalls and opportunities that lie ahead, we will help our brand partners and VI creators explore what’s possible, likely and desirable—and what's not."