As a seasoned content creator myself, I find the rise of faceless influencers both fascinating and slightly envy-inducing. Having spent countless hours perfecting every frame and movement for my own videos, I can attest to the sheer amount of effort that goes into creating even seemingly simple content. The anonymity these creators embrace is a stark contrast to my own face-forward approach, yet it’s their relentless hustle and innovative strategies that truly impress me.
Victoria frequently shares updates on platforms like TikTok, YouTube, and Instagram, offering insights into her daily routines. She records trips to Target, captures her hair care rituals, produces baking tutorials, among other things, always maintaining anonymity by not revealing her face.
Victoria, a young woman living in New York City, explains that many content creators who display their faces often experience pressure and scrutiny regarding their appearance or personal identity. She herself has always been hesitant about revealing her face.
Starting from January 2023, she’s gained over 1.9 million followers on TikTok and 2.2 million on YouTube. One of her top YouTube videos featuring her preparing a bath has garnered an impressive view count exceeding 80 million.
Victoria is part of an expanding group of individuals who are becoming well-known without revealing their identity. These anonymous influencers represent a rapidly growing segment within the creator industry. They are establishing significant brand partnerships and in some instances, they’re earning hundreds of thousands of dollars annually. Their emergence suggests a significant change in how creators handle privacy and personal boundaries, and it challenges conventional notions of what it means to thrive as an influencer.
As a content creator myself, I’ve noticed a growing trend of faceless content, which I find intriguing. Many shy individuals like me are stepping into the world of content creation, and it’s fascinating to observe this change. Social media users, just like me, seem to appreciate these videos too. After all, staring at faces all day can be exhausting, and there’s a certain charm in watching videos that aren’t centered around a face.
Instead of conventional influencers who typically construct their brands using a personal image or character, these anonymous creators prioritize the visual appeal and practicality in their content. They deliberately choose to remain unidentified, often using an abstract profile picture instead of a personal one. The primary categories for faceless influencers are home organization tips, product reviews, and lifestyle content, with videos usually filmed from the creator’s perspective.
You’ve probably come across their video content in your social media feeds by now. These videos typically show a woman skillfully stocking a pantry, sorting shoes or accessorizing her car for a wash. The videos often have a mesmerizing quality due to their focus on aesthetics and consistent color schemes. Some videos may also include a voiceover that complements the visual content being displayed.
Monica Brady (@midwesternmama29), a TikTok creator with over 4.4 million followers who doesn’t show her face, shares that this approach allows viewers to appreciate content without feeling the need to engage with someone’s personality. Essentially, people find joy in watching others clean or shop, and they prefer the experience when there’s less focus on hearing people talk or seeing their faces.
With social media platforms flooded with rapid, captivating video content, users find solace in “faceless” videos. As described by Nord, these videos seem less aggressive and offer a refreshing simplicity, serving as a soothing counterpoint to the intense, loud, and flashy videos commonly found on such platforms. In essence, faceless creators function like a calming balm amidst the escalating visual stimuli of social media.
Caroline Moss, the creator and presenter of the podcast and community named “Gee Thanks, Just Bought It!“, expresses her fondness for content produced by anonymous creators. She believes that such videos effectively segment content on Instagram. As she puts it, “They’re typically just showing hand movements, and the spaces where they create their content are consistently clean and organized. This arrangement seems to induce a meditative state.
A significant number of anonymous content creators lean towards being female, with the large majority of TikTok, YouTube, and Instagram profiles managed by and popular among women. Kandice Breinholt (@kandicebreinholt), a Utah-based mother who creates content anonymously, launched her account in 2021. She admits that she was partly driven by insecurity but mainly by the need for privacy. While she displays a picture of herself and her children as her Instagram avatar, she takes steps to safeguard her real identity aside from that.
In Nebraska, Lois Chartrand (@lifewith_lois), who goes by the title of a faceless creator, highlights that she doesn’t show her face in Instagram stories. Being a mother, she appreciates being a nameless influencer since it eliminates the need for doing hair and makeup and being on camera. “I have no desire to gear up for filming a video,” Chartrand states. “I don’t enjoy even being on camera – I find it quite awkward to be seen.” (Paraphrased)
Many females observe that although faceless influencing reduces some level of examination, your visible attributes in videos continue to be subjected to judgement by followers.
Chartrand expresses that her work is similar to being a hand model, implying that the condition of her nails impacts her performance. She has noticed instances where her Instagram Reels don’t perform as well when she doesn’t maintain neat nails. It seems that people can be quite critical if her nails are not properly groomed.
Creating faceless content may seem effortless, but don’t be fooled; it still requires substantial work. Although foregoing hair and makeup can save time, the process of ideation, filming, editing, promotion, and interacting with a continually expanding audience is labor-intensive. As Chartrand explains, “A video that appears to be just 30 seconds long might take a few hours to produce.” This seemingly straightforward content often involves meticulous planning for each movement and angle, which significantly increases the production time.
creators frequently make videos without showing their faces by using phone holders with neck straps. These videos, filmed from different angles without a face in sight, are later edited to create smooth, storytelling or promotional content. The advent of wearable recording devices like Meta’s new Ray-Ban smart glasses that capture high-quality video has made the production of faceless content even more convenient.
As a gamer, I’ve noticed that content creators without faces often focus on showcasing products, making them a goldmine for marketers aiming to tap into fresh markets. Essentially, these faceless creators have transformed into today’s QVC-like figures. They display the products they buy, demonstrate how they use them, and rake in substantial earnings from their platforms, according to Kai Watson, a director at Palette MGMT, a firm handling talent management and marketing.
The rise of TikTok Shop and Amazon’s affiliate marketing programs, which allow creators to earn money through products they promote, have helped faceless influencers monetize directly as well. Watson says that because many of these faceless creators feature products so heavily in their content, they are well positioned to launch their own product lines. “Being a creator isn’t just about expressing yourself, it’s also become a way for millions to make a living,” notes Eric Wei, co-CEO of Karat, a financial services company for creators.
There are certain disadvantages associated with being an anonymous creator. Since they remain unidentified, they miss out on the benefits that come with fame or minor celebrity status, such as free meals and VIP invitations. Moreover, an account without a recognizable face is simpler to replicate compared to one that showcases a distinct personality.
One well-known creator without a public identity, Kaeli Mae McEwen (@kaelimaee), who boasts over 14.6 million followers on TikTok due to her minimalist “clean girl” lifestyle clips, has lately started revealing her face more often in her videos. So far, the reaction from fans has been favorable. “Kaeli Mae, you’re radiant,” one user commented on a recent ‘get ready with me’ video.
If you’re eager to dive into the world of faceless influencing and are a bit camera-shy like me, there’s a wealth of resources at your fingertips, such as courses and online guides. Just like myself, a faceless influencer from Victoria, British Columbia, I offer a monthly course called “Faceless & Filthy Rich” for $55, designed specifically for the shy ladies out there who aspire to earn discreet income.
In a nutshell, Carey argues that while some people question how one can connect to an account without a visible face, he asserts that faceless communities are actually more robust than those with a prominent presence. These communities aren’t centered around physical appearance; rather, they foster genuine human connections devoid of visual comparisons.
This story appeared in the Oct. 9 issue of The Hollywood Reporter magazine. Click here to subscribe.
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2024-10-11 19:25