Meet Lu of Magalu, world's highest-paid virtual influencer making 40 times more than human counterparts

Backed by a team of 3D artists, programmers, and marketers, Lu has become a digital force with 8 million followers on Instagram and 7.4 million on TikTok.

Over the past year, she posted 74 sponsored collaborations, generating an estimated $34,320 per post and totaling $2,539,680 in income, according to a report by content creation platform Kapwing. In comparison, the average human influencer earns just $65,245 per year, according to ZipRecruiter.

Aline Izo, senior marketing manager at Magalu, told The Observer in 2021 that Lu is more than a marketing tool, as reported by Inc. magazine. "In Brazil, Lu is not a sales gimmick," she said, calling her "an influencer in the true sense of the word."

"When she takes a stand on something, for example on bringing awareness to domestic abuse or standing up and advocating for LGBT rights, people pay attention," Izo added.

Lu of Magalu, a virtual mascot-turned-celebrity in Brazil. Photo from Lu's Instagram

Lu made her debut in 2003 as the online voice of Brazilian retailer Magalu and gained visual form on YouTube in 2009, producing unboxing videos and product reviews. Her popularity soared after a 2022 partnership with public relations agency Ogilvy. When she appeared in a music video alongside Brazilian pop star Anitta, every outfit she wore sold out on Magalu’s shopping app.

Now considered a cultural icon in Brazil, Lu has also been featured in advertising campaigns for third-party brands. "It's no use just having a virtual doll. You need to have a heart and a brain," said Pedro Alvim, Magalu's senior content and social media manager, as quoted by Kapwing. "Lu's virtual influence began with her humanization. Behind every image of her, there is a story that builds the story of the character herself."

Kapwing’s report also listed other high-earning virtual influencers. Barbie, with 3.5 million Instagram followers, earns around $15,400 per sponsored post.

Lu produced over four times more sponsored posts than any other virtual influencer in the top ten, and her total earnings were 34 times greater than those of the second-highest earner, Lil Miquela, who brought in $73,920.