These Virtual Influencers Out-Earn Human Creators

Photo Credit: Magalu

The virtual influencer economy on TikTok has reached a scale previously thought unimaginable. AI-generated personalities like Lu of Magalu, Barbie, Hatsune Miku, and others are followed by millions—which translates to big bucks for their rights holders.

Data anlyatics company Kapwing recently took a swing at the numbers based on follower data and estimated Instagram ad rates. The top influencer on the list? Brazil’s Lu of Magalu, a retail mascot created in 2003 and brought to life on the internet. She’s posted 74 sponsored ads in the past year, racking up an estimated $2.5 million income.

A few years ago, the mascot did a video clip with the most popular singer in Brazil, Anitta. The clip “Rio, O Magalu Chegou Geral’ broke a barrier between the real and virtual. While the music video was shared virally across Brazil, every piece of clothing worn by Lu in the video was available for sale on Magalu’s app. A sponsorship with DJ Alok soon followed—highlighting how real world partnerships can massively benefit these virtual influencers’ reach.

Mattel’s Barbie is also on the list of most-followed influencer, though she doesn’t hawk advertising herself since she is the product. Lil Miquela, first created as a virtual influencer in 2016, started in fashion but quickly pivoted into music. She has released several singles in collaboration with real-world producers and has garnered more than 3.4 million followers on TikTok.

Polar is one of TikTok’s most prominent AI pop-stars, with over two million followers. She posts dance-centered content, music releases, and teasers for her upcoming songs. The teal-coifed virtual musician was created by The Soul Publishing and looks like she’d be right at home in ‘KPop Demon Hunters.’

Rim is a Japanese virtual singer under Kamitsubaki Studio, the same label behind KAF. She was first introduced in 2021 and shares songs on TikTok and Spotify that combine anime aesthetics with J-pop musicality. Rim actively contributes original music and videos within Japan’s vibrant virtual performance landscape.

Hatsune Miku, the iconic virtual pop star created by Crypton Future Media, has also built an active and engaged following on TikTok. Her official account is one of the most-followed virtual influencer profiles on the platform. While Hatsune Miku has been around since the early 2000s, her TikTok account launched in 2020. The account regularly engages with fans showcasing their cover performances, cosplay, and original song edits.