Faceless marketing: Reach your audience from behind the camera

In an era driven by personal branding and influencer culture, the idea of being faceless seems to be the antithesis.

For quite a long time now, brands have upheld the status-quo that it is always best to humanise your brand. Audiences had grown weary of the sterile, serious and corporate image many brands previously exuded.

Adding a personality to the forefront of your brand brought a dose of reality and “authenticity” to your company’s image.

And what better way than a real human being…well, human!

It now seems to be a tried and tested method to connect brands with “real” people who work at the company.

This doesn’t just apply to marketing. You can see it in areas such as customer service, where people are often frustrated by company helplines sending them to third-parties instead. Customers don’t want to feel like customers, they want to feel like they are on a level playing field.

Shifting the image of your company from ‘corporate drone’ to an ‘understanding business’ felt like a cheat code for improving company image. It develops a sense of community amongst those interested in your brand, boosting discussion around their experience with you, as well as your public service offering (PSO).

Integrating this approach into your strategy gives your brand a face. This is the face of a real person (no matter how many times you have to edit their script), meaning there can be real consequences to your brand if you pick the wrong person.

They say time is a flat-circle, so it was only inevitable that some brands would adopt a faceless approach in lieu of this type of “on-face” marketing.

Faceless marketing puts the focus more on branding than it does PR.

It allows businesses to develop a recognisable and trusted brand without the need to go in front of the camera. Therefore, the business is marketed without the need of a spokesperson at its forefront.

Many brands and businesses are adopting a faceless presence and it’s no surprise this has occurred alongside the AI phenomenon to generate content quicker.

Faceless brands use:

• Written content to tell their story
• Animation to converse their message
• AR to show their products
• Infographics to explain their thoughts

BUT HOW can faceless branding benefit your company?

By having a spokesperson as the focus of your marketing, your audience may LOSE sight of what actually matters most – what you can do for them!

By removing the face of the business, you can focus on your Unique Selling Point (USP).

Whether you have the best service, a product that will solve a problem or the best prices in town.

It also removes many of the potential hazards brought on by having more personal branding. No more worrying about how your spokesperson is behaving. No more panic over them broadcasting a questionable social media post. Content can also last longer as that particular person may move on to pastures new.

Another advantage of faceless marketing is the flexibility it creates for your content development.

Visual marketing, specifically videos, can be created without the need of the owner, MD or your spokesperson. Ideas can be developed without the need to include a specific person in it. This allows for more free flowing ideas in the creative process. This also means content can be developed and published quicker, rather than scheduling and planning ahead of time.

To put it simply, faceless marketing is making a comeback and it’s good news for businesses.

Buyers are sick of influencers telling them what to buy. Celebrities advocating products. Or the same corporate video about how their business is better than their competitors.

Instead of focusing on who’s behind the brand, companies can now focus on what they do best.

This lets them show off their USP and how customers benefit from them. This way of marketing avoids the risks that come with personal branding, gives businesses more freedom, and makes room for more creative content.

So, it’s time for businesses to let their products and services shine. After all, branding is more than just a face – it’s about the value it provides and the experiences it offers to its customers.