Faceless creators are rapidly rising in popularity on social media and are attracting a growing share of influencer marketing budgets. Major brands like Unilever plan to increase spending on social channels in 2025, shifting attention from traditional influencers to faceless creators—accounts that generate content without a visible central figure.
AffiliateNetwork.com, a platform for faceless creators, has expanded its membership from 5,000 to 21,000 in just three months. Founder Roman Khaves reported that top creators earn between $30,000 and $40,000 monthly through brand partnerships. Media buyers from agencies such as Publicis and Dentsu confirm the growing investment in faceless creators among their clients.
Who are faceless creators?
Also known as user-generated content (UGC) creators, faceless creators produce social media posts without revealing their faces. Instead of personal branding, they focus on themes or brand-driven content. Many are young individuals, including high school and college students, earning income alongside other commitments.
While some have notable followings, most rely on social media algorithms rather than large audiences. Many maintain multiple accounts and post frequently—sometimes several hundred times daily—to maximize reach. Some even use “phone farms” to circumvent platform restrictions on multiple accounts.
Why do advertisers favor faceless creators?
According to Jessica Berger, SVP of innovation strategy at Publicis, brands typically invest in both faceless and traditional creators. However, faceless creators often offer a cost-effective solution, with payments tied to content performance rather than fixed fees. This approach suits campaigns focused on direct conversions rather than brand alignment.
Clarifying the difference from clipping
While faceless creator marketing resembles clipping—where brands pay for reposting content—it differs by commissioning original content from creators, tailored to specific audiences, rather than resharing existing material.
Growth drivers
The prominence of faceless creators is growing due to changes in social media algorithms that reduce emphasis on follower counts and the rise of generative AI tools that streamline content creation. For example, some tools enable quick production of popular formats like “texting stories” through automated video generation.
Relation to affiliate marketing
Faceless creators often overlap with affiliate marketing, where creators use discount codes or links tied to performance incentives. Their high content output fits well with affiliate strategies, though not all faceless creators engage in affiliate marketing and vice versa.
Benefits for creators
Faceless content creation allows individuals to maintain privacy and avoid public exposure while leveraging creative skills. Jeannie Assimos, a content creator for Mainelove, cites the appeal of creating engaging material without appearing on camera.
Platform presence
Faceless creators are active across social platforms but are most prevalent on TikTok and Instagram. TikTok’s algorithm favors accounts that produce frequent, viral-friendly content without requiring large follower bases, making it attractive to brands seeking innovative marketing formats.
Julie Chadwick, managing director at Dentsu Influence EMEA, highlights the value of this approach in producing culturally relevant, trend-driven content that drives engagement and supports agile brand marketing strategies.