Virtual influencer is a new phenomenon operating on social networks. Since this is new, there is not a lot of research about that field. Therefor the purpose of this study is to get a better understanding about virtual influencers and how they operate on instagram. Which will be done by identifying which key factors that needs to be considered in the process of creation and management of a virtual influencer.

Experiment has been used as a method. A virtual character has been created as well as its account on instagram. During 2 months, data has been collected and has revealed that there are different factors that can impact the creation and management of a virtual influencers account. The key factors that have been identified are the realism of the character, the changing algorithm of instagram as well as the accounts content itself. Firstly, the character should be realistic but the fictional part of it should be at least noticeable in order to generate curiosity. Secondly, the instagram algorithm makes a difference if it is managed right. The last key factor is the content of the account itself; it needs to be adapted to the audience and the content in the posts as well as the overall aesthetic of the feed need to be visually appealing in order to raise interest.