When it comes to the world of social media and retail engagement, nothing receives more press and attention than the so-called media influencers – those who make headlines with every post on Insta and can spark controversy with a simple Tweet. The biggest names in global rankings in terms of followers are, of course, superstars in their own right, having managed to turn their worldwide fan base into millions of followers on Instagram and Twitter. Portuguese football star Cristiano Ronaldo leads Instagram with over 250 million followers worldwide, while former U.S. President Barack Obama is the global king of Twitter with over 130 million followers on the platform. If you scroll through the biggest names on Facebook, Twitter, and Instagram, you’ll see names like Kim Kardashian, Kylie Jenner, and a slew of famous singers, athletes, and movie stars. But on YouTube and TikTok, two of the hottest social media platforms, the biggest names tend to be people who weren’t famous at all before entering social media, with names like PewDiePie, Whindersson Nunes, Charli D’Amelio, Spencer X, and Lu. While all these names are heavyweights in social media, none are as unique as Brazilian influencer Lu.
With over 25 million followers across social media channels, she is by far the most followed virtual influencer in the world. That’s right, Lu is 100% digital.
Born in 2003 – created by Frederico Trajano, current CEO of Magazine Luiza, one of Brazil’s largest retailers – Lu is a powerful voice throughout Brazil and offers a glimpse into the social influencer landscape of tomorrow. She emerged not just as a mascot or a fun, eccentric 3D sideshow – Lu is, in a very literal sense, the face of Magazine Luiza, or Magalu, as it is commonly known in Brazil. She is both an expert in recommending emerging trends and hot brands, a gadget reviewer, a guide to the vast portfolio of online and digital tools and platforms of the company, as well as a senior ambassador for the company, unabashedly advocating for a range of issues central to Magalu’s core values.
A classic example: last year, in the early days of the pandemic, Lu launched a series of videos on YouTube and posts about the dangers of fake news, and where people should turn if they were concerned about the quality of the information they were receiving about the virus. Lu has been a fierce advocate for women’s rights, racial equity, environmental protection, and a range of other progressive social issues that are central to Magalu’s value set. The bottom line is that while Brazilians are fully aware that Lu is not a real person, she has become one of the most beloved and trusted voices in the Brazilian media landscape, breaking through the daily cacophony of noise produced by news outlets and social media influencers.
Lu’s success has inspired other Brazilian brands to experiment with their own avatars, and while some have gained a bit of traction, none have come close to replicating Lu’s success – likely a function of Magalu having dedicated an entire team of marketing professionals and technologists to support her – from new hairstyles to her famous greeting “Oiiii gente” (which translates as “Oiiii guys”) is managed with the utmost care down to the smallest detail. Unlike Lil Miquela Sousa, the Brazilian model and singer avatar living in Los Angeles who generated controversy during the 2020 U.S. elections when she was forced to admit that she is not actually a real person, Lu’s success does not come from having fooled millions of people into thinking she is something other than an avatar. In fact, Brazilians seem to be in on the joke, and actively engage in community blogs and chat rooms where various elements of Lu’s backstory are debated and discussed.
If all this seems a bit too advanced for you to grasp, you are not alone; Magalu’s Lu is a glimpse into the future of media influencers. And the fact that Lu is a product of Magalu is just further proof that some of the most innovative ideas in the world that intersect technology, social activism, and retail are coming from Brazil.
ARICK WIERSON
CNN columnist, television producer, and political consultant
Twitter: @ArickWierson