I consider myself to be pretty savvy when it comes to the latest trends, working with influencers as mainstream as Mariah Carey and Zach King to microinfluencers like Team Flight Brothers and Gene Marks.But my mind has been officially blown that not only is there a virtual Instagram star that can get a deal with Prada, but that the story of how she's now having a staged fight with another virtual influencer is mainstream news. Mind officially blown.

While this story in itself is crazy, it does clearly demonstrate that influencers - real or fake - do have real power and encourage emotions from their fans. So, if you haven't considered an influencer program for your comms yet, you really really should. The jury's out though on whether it matters if they're real or not!