Faceless accounts are redefining what it means to build community on social media. But not all faceless creators are created equal.

The core concept of a faceless creator is prioritizing content over their personal brand, allowing the message of their work to be the primary draw for their audience. Examples include home organization influencers that share detailed videos of organizing spaces without showing their face, food influencers sharing cooking tutorials using voiceovers and close-up shots of ingredients, as well as meme and fan accounts.

In parallel with their rise, we’ve also seen a wave of faceless accounts pushing scam-like digital marketing “courses,” and so-called pyramid schemes offering false promises of overnight success and passive income. 

These anonymous side-hustlers often use stock footage, AI voices, and fabricated claims (not backed by qualifications) to gain traction while avoiding accountability. Their anonymity creates mystery, but their audiences are left disillusioned, and their “influence” lacks value.

The real value of faceless creators

Personality-first creators often get the spotlight for shaping culture. Still, there’s a unique power in meme accounts and niche fan pages to connect deeply with audiences and to drive results for brands. 

Take @dmdrama, formerly known as @depopdrama. This Instagram account built a loyal following through its signature format of resharing awkward and hilarious DM exchanges from the second-hand clothes app Depop. With over half a million followers, it’s instantly recognizable – not for a particular person, but for the content and the community it cultivates. The anonymity doesn’t limit it, if anything, it fuels a sense of shared experience and collective in-jokes that followers feel a part of.

Fan accounts are another brilliant example of faceless influence. Look at @xcxshake, a fan page dedicated to Charli xcx. What began as a casual, faceless update feed has evolved into something that actively shapes culture. At Magnum’s annual Cannes activation this year, the brand created the viral “xcx Shake,” inspired directly by the account and its influence within the “Brat” fandom. Not only did the fan page take part in the launch content, but it also stayed true to its faceless identity – and yet it was front and centre of the campaign.

Faceless creators offer something different: escapism.

When there’s no human personality in focus, the audience connects more deeply with the content itself – the character, the running gag, the vibe, the inside joke. That’s exactly why the content we produced for DoorDash with @slimetownusa (2.1M+ views and counting) resonated so strongly. The “face” of the account is a snail – playful, weird, surreal – delivering humour and creativity that cuts through the noise in a way personality-led creators often can’t replicate.

The rise of faceless accounts shows there’s more than one way to build influence. However, faceless creation can only thrive when the subject matter is relatable, humorous, and gives value to audiences.

Brands should recognize that creators don’t always need a face – just a strong format, a clear point of view, and the ability to tap into a niche community that connects to a shared interest. 

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