Beyond the Screen: Fictional Stars Take Over Social Media

Move over celebrities, there's a new wave of influencers taking social media by storm: fictional characters. From Oscar the Grouch's grumpy tweets to Red from Angry Birds' fiery YouTube channel, these beloved figures are stepping out of the screen and into the digital world, amassing dedicated followings.

Here’s some of Amber Cheung from Born Licensing’s favourite accounts from fictional characters who are breaking the fourth wall and speaking directly to their audiences: 

• Angry Birds: The Angry Birds TikTok channel has over 2.3 million followers. The star of the channel is one the most popular characters from the Angry Birds franchise, Red. His signature sarcastic tone provides humorous commentary on a variety of topics, all performed in a typical gamer or influencer style. The below post, which received 1 million views, sees Red begrudgingly explaining the different Angry Birds games to his audience.

• Elmo from Sesame Street: Elmo almost broke the internet with a simple Tweet: “Elmo is just checking in. How is everybody doing?” The post has got 215.5 million views with Elmo getting perhaps a little more than he bargained for as he was inundated with mixed responses, many of which capturing the angst and hardship of life. Elmo even got a response from president Biden demonstrating the reach and influence of loved characters such as Elmo. Check out Buzzfeed’s summary of some of the best responses. 
• Alan Partridge: Choice of platform is key and Alan Partridge setting up his own LinkedIn page was the perfect pairing for the ‘thoughtcaster’, who used the platform to share some inspirational and motivating messaging in true Partridge style. The LinkedIn account was hugely successful PR stunt by Audible to promote the launch of Alan Partridge’s podcast.

This trend isn't just about amusement. Here's why these characters are resonating with audiences:

• Relatable Quirks: Oscar the Grouch's well-known disdain for everything happy perfectly translates into hilarious tweets. Social media allows writers to tap into these established personalities, creating content that feels authentic and resonates with fans who share similar traits.
• Nostalgia Factor: Seeing characters from childhood reimagined for the social media landscape creates a powerful sense of nostalgia. This emotional connection fuels engagement, with followers eager to see how their favourites navigate the modern world.
• Social Commentary: Characters like Alan Partridge, known for his awkward social blunders, can be used for witty satire. His presence on social media allows for clever commentary on current events and social issues, delivered through the lens of his signature cringe-worthy humour.

The Influencer Advantage:

So, what makes fictional characters effective influencers?

• Brand Alignment: These characters come with built-in brand recognition and established values. Partnering with a brand that aligns with the character's personality creates a more genuine and trustworthy endorsement.
• Targeted Reach: Pop culture icons hold immense power over specific demographics. This allows for targeted marketing campaigns, reaching a pre-defined audience with higher conversion potential.
• Creative Storytelling: Unbound by the limitations of traditional media, fictional characters can leverage the interactive nature of social media. Engaging polls, live streams, and behind-the-scenes content foster a deeper connection with fans, promoting not just a product, but an ongoing narrative experience.

Challenges and Considerations:

However, there are challenges to this approach.

• Maintaining Authenticity: The key lies in staying true to the character's core traits while adapting them to the social media landscape. Inconsistent portrayal can lead to fan backlash and damage the character's credibility.
• Finding the Right Voice: Social media thrives on a sense of humor and personal connection. Striking the right balance between the character's established personality and the platform's specific tone is crucial for engaging content.
• Avoiding Sell-Out Status: The last thing fans want to see is their favourite characters crudely advertising products. Any brand partnerships need to be congruent and done in a way that is driven by entertainment and authenticity. 

As creators and brands experiment with innovative storytelling formats, fictional characters have the potential to become powerful tools for brand engagement and cultural commentary. With growing fatigue over influencer culture perhaps fictional characters can offer more.