The Rise of VR Influencers: Early Adoption of An Emerging Marketing Channel

A group of diverse people wearing VR headsets, engaged in a lively discussion in a virtual environment.

Virtual reality (VR) technology has advanced rapidly in recent years, with VR headsets becoming more affordable and widespread. As consumer adoption grows, forward-thinking marketers are exploring VR influencer marketing as an impactful new channel.

What are VR Influencers?

VR influencers are content creators who produce videos, livestreams, and other media in virtual reality. Wearing VR headsets, these influencers allow their audiences to literally see the world through their eyes. Viewers feel immersed in the influencer’s environment.

Leading VR platforms like VRChat are popular stages for VR influencer activities. Avid viewers tune in to hang out with their favorite VR personalities. Brand sponsorships and digital gifts help rising stars make a living on these platforms.

Why VR Influencer Marketing is Promising

VR influencer marketing stands out for its ability to drive intense consumer engagement. Views feel personally connected with VR influencers in an interactive, 3D environment. This leads to higher rates of:

- Audience attention/retention

- Brand recall

- Purchase intent

Sponsored VR influencer campaigns also garner valuable data through built-in analytics on impressions, clicks, conversions, and more.

Additionally, collaborations with VR influencers allow brands to get in early with defining an emerging marketing channel. Audiences and influencers themselves are still establishing content norms and practices.

Case Study: Wendy’s VR Influencer Campaign

A 2022 case study demonstrated the impact of early VR influencer marketing. VR Influencer Marketing platform VIM selected five VR influencers on platforms like VRChat to promote Wendy’s products.

The influencers produced engaging, on-brand videos trying Wendy’s food – garnering over 750,000 views. Thousands of viewers clicked through to Wendy’s web links. Comments indicated strong purchase intent, savings of creatives, and general brand interest.

This campaign confirmed VR influencer marketing’s ability to achieve real business results. It also underscored the channel’s current audience of tech-savvy, young consumers.

Looking Ahead

As VR technology and content creation tools improve, brands should keep tabs on VR influencer marketing. Early experiments will inform best practices in areas like branded content format, influencer partnerships, and performance tracking.

What’s certain is the personalized, interactive nature of VR lends itself perfectly to influencer collaborations. Forward-thinking marketers can embrace VR influencer campaigns to drive memorability and conversions among niche – but highly engaged – target audiences.