Lil Miquela

A 2019-2020 investigation into the emerging use of virtual influencers in social media marketing has catalogued a *sampling of 28 virtual influencers ranging from the human-like to the overtly cartoonish. More than 80 brands are represented in’s sampling, which totals 250 sponsored posts. In addition, where available, has compiled more than 50 “lifestyle” posts designed to portray the virtual influencer as human.

Lifestyle Posts

3/15/20 (i,ii)
5/19/20 (i,ii)

*Note: This database is meant to show the breadth of virtual influencer marketing. While it highlights several potential legal issues regarding the use of virtual influencers (issues that are explained in more detail in’s Comment to the FTC regarding its Endorsement Guides, as well as Reality Check: Calls on FTC to Address Virtual Influencers), it includes posts that may not necessarily be deceptive pursuant to FTC law.