WTF is behind the explosion of faceless creators? 

Faceless creators are taking over social media. Now, they’re coming for brands’ influencer marketing dollars.

Influencer and creator marketing is steadily gaining ground in ad budgets — Unilever, for example, plans to significantly boost spending on social channels in 2025. Amid this shift in priorities, advertisers are looking beyond high-profile, personality-led creators. They’re increasingly tapping into a broader ecosystem that includes faceless creators — accounts that build massive followings without a central on-camera figure. And these creators are raking it in. 

Over the past three months, AffiliateNetwork.com — a network of faceless creators across social platforms — has grown from 5,000 members to 21,000, according to numbers shared by its founder Roman Khaves, who said that top creators in the network had made an average of $30,000 to $40,000 per month in brand deals. Media buyers at Publicis and Dentsu also said that faceless creators represent an increasing share of their clients’ influencer marketing budgets, although they declined to share specific figures.

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