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Why We Should All Go Fake Ourselves

In a post-authentic world, brands need to recognise the value in fake, argue Maximilian Weigl, strategy director & Nathan Makan, comms strategist at 72andSunny Amsterdam.

A few weeks ago, Lil Miquela was named one of the 25 most influential people on the internet by Time. This wouldn’t be big news, weren’t it for the fact that Lil Miquela is not... well, she’s not a person.

She’s an avatar, a depiction of a person. She’s an imitation that lives on Instagram and on Instagram only. Lil Miquela is fake. 

Still, her posts, her fake stories, resonate with a huge…to continue reading please subscribe now

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