Traditionally, online fame has largely relied on influencers’ ability to share aspects of their lives with their followers. A creator’s personal identity – including their physical appearance – has long been one of the main ways that they attract and maintain an audience. However, a new kind of creator is taking over the internet – and they’re completely faceless.
Faceless or invisible influencers are gaining millions of followers on social media platforms. They create content, showcase a particular lifestyle or promote businesses, brands and products without giving away their identity. Many of these influencers share content with a calming aesthetic, often featuring well-manicured nails, cozy bedrooms and a minimalist aura, with an overall nondescript identity. And it’s becoming an increasingly popular way to generate income; #faceless has around 200,000 posts tagged on TikTok.
Thought starters for brands:
Consider how perceptions of authenticity are evolving online. This shift in focus from personal identity to anonymity marks a real shift. Authenticity once relied on depicting real people and their real lives; brand collaborations, for instance, heavily depended on an influencer’s goodwill among social media users, with positive perceptions leading to more a loyal following. But the rise of faceless influencers seems to indicate that the content alone is enough, with personal identity increasingly being detached from the content itself.
Cancel culture could drive up the allure of facelessness. Another reason behind the rise of invisible influencers may be the appeal of Going Incognito – i.e. protecting your personal identity in an age of omnipresent surveillance and data-gathering. In an increasingly fragmented internet landscape, where being canceled can potentially lead to a reputation hit and diminished online following, being anonymous can help people avoid public scrutiny.
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