Welcome to the faceless marketing revolution. A quick search of the term, and you’ll be met with hundreds of creators detailing the many ways to make *bank* without showing your face online. From digital marketing side hustles to elusive TikTok content, internet trends have declared that privacy has well and truly entered the chat.
But what is seemingly missing from this discourse is how faceless content creation is actually not a new phenomenon at all. Arab women have been posting faceless content since, well, the invention of the internet. In many cases, faceless content actually leads the charge in the Middle Eastern influencing world.
The rise of faceless content is, perhaps, another way that internet trends are borrowing customs from the Arab world. In the same way the swift cultural rise of the “quiet luxury” aesthetic ushered modest fashion into the Western mainstream.
Faceless marketing is SO Gen Z-coded
Authenticity and privacy are two main pillars in the Gen Z zeitgeist. As a generation, they are quick to call out facetunes, photoshops and ads, and are instead attracted to creators who are transparent and authentic in their influence. TikTok’s 2024 trend report states that ‘Facetime storytelling’ and community-fueled content will be the driving force of creator successes this year, placing a premium on the influence of voices instead of appearance. Gen Z are also the largest demographic to embrace platforms like Discord, where anonymity is at the core of the platform community.
The internet’s fascination with the faceless creator can also be traced back to the popularity of some YouTubers and Twitch streamers. The ambiguous faces of creators like Ironmouse, Dream, and Marshmello have harnessed a huge following through their storytelling and content alone. The synonymous rapid rise of the ‘virtual celebrity’ and ‘vtubers’ (YouTube creators who use virtual avatars) seemingly cements the influence of faceless creators within the Gen Z zeitgeist.
Arab influencers lead the charge
As the internet proceeds to position this faceless phenomenon as a ‘new era’ of marketing, Arab women are here to say that, err…they’ve been here a while!
Arab women, in many cases on the internet, choose to conceal their identity by not posting their faces online. Everybody has their version of privacy, and for some Arab women, choosing to keep their face hidden in posts is customary, and a way to protect one’s identity.
Popular Arab faceless creators like Nouf AlTamimi are known for carefully curating their IG feed to showcase personal taste whilst remaining anonymous. From showcasing her fashion ‘fits to posting pictures of her travels, Nour’s account serves as a platform for her personality. Arab faceless creators are the ultimate testament to how influence can transcend beyond someone’s face or appearance. It’s all in the details (!!)
In today’s digital age, there is constant pressure to reveal facets of your life on social media, to look a certain way, to mold into various aesthetics, and to conform to societal norms and internet trends. Perhaps our curiosity with faceless content means we’re tired of the noise. But one thing’s for sure, Arab women were here first!
OG Arab faceless influencers who have been doing it for years
@noufaltamiimi
One of the OG’s Nouf has been posting faceless content for years, since August 2012, to be exact. This influencer knows how it’s done when it comes to serving looks without showing her face.
@dalalmaktoum
Dr Dalal has been active on IG since August 2012, placing a premium on aesthetic snaps without the need to show face.
@rawdhast
Proving that faceless influencing is nothing new, this social media sensation has been active on the platform since February 2012.
@Nwafy
This faceless influencer was one of the first on the scene when she joined IG in January 2012.
ICYMI, here are 7 Arab faceless influencers you need on your feed!