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Big brands are spending more on advertising via anonymous social media accounts.
The Full-Page Ad: Also known as user-generated content (UGC) creators, faceless creators establish a brand identity by sharing memes and content. They’re often very young, attending college or even high school, and leverage algorithms to reach a broad viewer base without having to cultivate a loyal following.
Between the Banners: The network of active faceless creators has grown rapidly in recent months, along with demand for their services.
- Most faceless creators run several small accounts, sometimes using multiple phones in order to circumvent social posting limits.
- UGC creators are cheaper to hire because their ads are performance-based, whereas traditional influencers often charge a flat rate.
- Faceless creators’ capacity for content generation also makes them ideal candidates for affiliate marketing.
The Footer: In terms of human appeal, faceless creators can circumvent the “ick” many people get from watching traditional influencers peddle products. What’s more, the practice enables people to make money without risking the potential psychological harm that comes from putting themselves in the spotlight.
Prediction: UGC creators have grown far more popular as AI has made it easier to run these accounts, which can probably already be entirely run by AI. Expect this practice to continue growing in step with the expansion of AI-generated content and to receive more scrutiny as a result — especially since social media accounts are becoming Americans’ primary source of news.
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