Created in 2003, in the early days of social networks, the character is the most followed virtual influencer in the world, with 31.2 million followers
Lu, from Magalu, is happy with the latest news. According to the Virtual Humans.org portal, she is the most followed virtual influencer in the world, with
31.2 million followers on their social networks.
In addition, a study carried out by the website Onbuy.com positions her as the personality with the greatest potential to generate advertising revenue on Instagram posts in 2022.
And not only that.
She has already starred with Alok in the video for ‘My Head (Can’t Get You)’, has been alongside Anitta in some actions, and even in Super Dança dos Famosos, the company’s virtual assistant was present.
In an interview, Lu talks about her career and also about the manifestation of virtual influence, which, according to her, opened up a universe of possibilities in the creative economy.
You are currently the biggest virtual influencer in the world. How is this moment of recognition going? What do you credit all this reach to?
I’m very happy! It’s recognition for all these years of work in creating content, dedication to Magalu’s customers, and asking people to leave a like and activate the notification on my videos (lol). Since 2003, when I was created, I have been understanding the world and people’s behavior better. The Magalu brand evolved and I grew along with it. I love talking to people and helping them with whatever they need, for example: making their lives easier when making a purchase on Magalu, talking about various things like technology, services, social causes that are important to me and to Magalu. I’m loving bringing fashion and lifestyle tips. And of course, I enjoy the memes and challenges – I love to participate and share several on my networks. I think people end up identifying with me, they like to follow my day to day and they can find me on various social networks and platforms, which brings us a lot closer. They are very affectionate with me.
When you got to the market, the internet was different. There were fewer platforms, the volume of content was smaller. How has it been following this process of developing new media and using them to talk about news, products and innovations?
Look, one of the advantages of being virtual is that I can be in several places and talk to several people at the same time, right? LOL. And I loved this question because it allows me to talk about Magalu’s purpose: to bring to the many what is the privilege of the few. In my daily life, I am always attentive to bring my followers the trends and news that I know they like, I curate great offers, promote product launches and distribute several coupons! Social media helps me tell my story and be myself. I know I’m virtual but this is a way for me to be close to my followers.
You also have a role to convey Magalu’s values and positioning, such as female empowerment and the fight against harassment and racism. How do you see this work and how to engage consumers?
I am a spokesperson for Magalu. And I know how important it is to use this reach I have to give visibility to the causes that our brand believes in. The fight against violence against real women or the fight against racism are examples of causes that are movements initially structured within the company and that have become important banners. Talking about them is exercising empathy, and this is important to mobilize and engage people on these issues. What I do is listen, read and understand my community carefully to get ideas on how to think and structure campaigns that include more and more people who represent our country.
Your work as an influencer has gone beyond Magalu and you have already closed some partnerships with adidas, Farm and BIC Brasil. How do you analyze these partnerships and the results they generate?
In fact, all these partner brands are part of the Magalu ecosystem, you know? And the results of these collabs are amazing because this is a great way not only to give exposure to the products but also to tell people that what I use #TemNoMagalu! Since I was created, I have always been concerned with bringing our customers and followers as much information as possible about the products so that they can make the best choice. This created a relationship of trust and brought us a lot closer! I take special care when closing partnerships with other brands because I know how important this relationship is. I recommend products that I trust, that are sold on Magalu and that have something to do with me and my community.
With so many years of experience, what do you see as your great experiences and contributions to Magalu and to the development of Brazilian e-commerce?
I think being able to help people on their buying journey is what makes me the happiest. Even though it’s virtual, I love it when people call me on my social networks to ask for help or when they click on my content during purchase searches on the Magalu website or SuperApp.
A study carried out by the website Onbuy.com shows that you are the personality with the greatest potential to generate advertising revenue on Instagram posts in 2022. Thinking about the creative economy, what is the perception of the value you generate by connecting elements of culture, technology and creativity in the development of new forms of communication between Magalu and the public?
Too much, huh? I think that the manifestation of virtual influence has opened a universe of possibilities in the creative economy and it is a consolidated trend in several countries. The value goes far beyond generating revenue from my partnerships, which is also very important in helping to manage my career. It works, see? Who sees close, doesn’t see the runs I make around here! Haha. But the most important thing for me is this close and trusting relationship with my community, Magalu fans and clients. Behind every image I post, I’m telling a story. And that’s what makes people pay attention to what I want and need to communicate.
What is the future of virtual influencers and how do you understand their performance?
We will be more and more present in your lives. Even celebrities are already creating their 3D versions Lol. About my future, as a good series fan, I don’t like to give spoilers! Lol But my career is pretty hectic. Wait.
