Rozy’s profile aims to trade with brands in the field of beauty. Instagram/@rozy.gram
“Digital people” are increasingly present for the technology industry. Companies like NVIDIA and Epic Games have demonstrated their advances in this field in recent years. Now the Korean producer Sidus Studio X did the same, but in search of influencer perfect. His name is Rozydoes not exist, but evokes in his followers the same empathy as a real person.
This 22-year-old Korean woman is funny, evokes sympathy, he is not tired and he has no vacation. And most of all: he will never say anything that will damage public opinion and there is no hidden past destroy your career.
So far, has 123,000 followers on Instagram and participated in an ad that was seen by more than 11 million people. More than 100 companies have shown interest in working with him. By the end of the year, it will report more than a million dollars in advertising revenue.
At first glance, Rozy doesn’t look like a virtual entity Instagram/@rozy.gram
On the networks, many of his followers don’t even realize he’s a virtual humanoidand others do not believe without it.
Its design influencer very advanced it is very difficult to realize that this is a virtual person.
Rozy is about to conquer the well-known ‘uncanny valley’ (the uncanny valley), i.e., the result and her movements are so human that, even if it seems incredible, she can make our brain believe it is. something true. So, eventually, the Korean company got it evoke the same empathy as a person of flesh and blood.
It is also designed to match favorite looks millennialsthose born between the 1980s and the year 2000.
Rozy’s profile on the social network Instagram.
Furthermore, they are educated 800 facial expression and various movements, by capturing a 3D image of a real actor. All of this makes people feel that they know her, that they don’t question whether it’s true or not and they also accept Rozy like someone else who uploaded her photos on Instagram.
If viewing the profile of influencer on Instagram he was amazed at the real result he and Rozy achieved. But the question here is whether this new figure is here to stay and revolutionize the marketing market on social networks or, conversely, it’s just a weird anecdote.
The first doubt that arose in this case was the success of the influencers is based on being closely recognized by users.
Brands are looking for ordinary people, true, varied, with their imperfections, just like everyone else. Because of its closeness to this reality, it reaches customers to whom brands want to sell their product more directly. However, in the case of Rozy, and other virtual figures, the basic law supporting the existence and usefulness of virtual objects is not fulfilled. influencers: truth.
The keys to the Rozy phenomenon
Digital marketing specialists noticed the issue and identified, as a first argument, that no profile influencer concrete. Each of them is aimed at a certain type of audience that consumes a certain type of product. So it allows you to have a wide variety of profiles and couriers to deliver product to customers.
In Rozy’s case it was for a very specific type of product where her profile fit perfectly and there would be many other products that she couldn’t advertise.
“Rozy is an image created so that certain products are more focused on beauty marks such as cosmetics or hairdressing. Anything that enhances fashion will work for her ”, explained Ainhoa Guruchaga. According to her, ultimately, ‘influencers’ don’t stop at being mannequins who, instead of being in the shop window, are in another beautiful social networks window and Rozy is a particular kind of mannequin.
In her photos, Rozy is shown performing tasks like any human being does. Instagram/@rozy.gram
They also recognized that social networks are currently exacerbating the limits to distinguishing truth from lies. Users typically see a particular piece of content -they may or may not like it -, but downplays whether or not the person on the other side is true or not he deceives them with his appearance.
“A lot of people who in their‘ stories ’put a filter on their face that make them beautiful, and they even put on animal ears, which creates a very distorted image of reality,” the Spanish analyst explains. and Ainhoa Gurruchaga.
“We are in a time where, depending on what things, it doesn’t matter if the person sending the message to us is acting naturally or a influencer created in a Korean company, “he added.
Of course, the marketing expert of influencers It also clarified that, although it is true that we are in a very different world where people eat all sorts of things and in different ways, it should be considered that Rozy was created for the Asian. consumer. Exactly, South Korea is a particular market where they are more accustomed to seeing humanoids, robots and other types of creature advertising products.
With information from La Vanguardia.
Source: Clarin
