While scrolling through Instagram Reels, TikTok or YouTube Shorts, it is nearly impossible not to come across a growing trend: videos that amass millions of views without ever revealing a single face. From oddly satisfying cleaning clips to viral top ten countdowns, faceless content is on the rise. Behind many of these accounts are teenagers and students who are skillfully balancing their academic responsibilities with lucrative side hustles.
E-commerce, or electronic commerce, refers to the buying and selling of goods or services online. Traditionally, this has meant running a website or online store, but today e-commerce has evolved to work directly with social media. Platforms like TikTok, Instagram and YouTube have blurred the lines between content and commerce. Short-form videos now serve as both entertainment and marketing tools.
At Owatonna High School, one anonymous junior has quietly turned short-form content and e-commerce into a serious business. Without ever appearing on camera, they have used digital platforms to generate steady income and rethink what life after graduation could look like.
“I started by reposting trending content that was free to use,” they explained. “I added my own edits, used viral sounds and focused on what people already liked watching. Eventually, I learned how to monetize my pages.”
One of the most popular entry points into e-commerce is affiliate marketing. A creator might post a short video such as a life hack, product review or a viral list. They include a personalized link in their bio. Every time a viewer makes a purchase through that link, the creator earns a commission. According to a 2025 report by Insider Intelligence, US social commerce sales are projected to reach $82.8 billion this year, driven largely by Gen Z and millennial shoppers who prefer authentic peer content over traditional advertisements.
The student from Owatonna started with YouTube Shorts and TikTok, reposting satisfying clips and making quick edits with royalty-free audio and captions. Once they began to understand what went viral, they expanded onto Instagram Reels. They also joined TikTok Shop, which allows creators to sell and promote products directly through their videos to earn money through commissions and bonuses. The anonymous junior said, “I started making around $300 a week. That doesn’t sound crazy but it adds up.”
YouTube has also joined the game. In 2023, it launched monetization for Shorts, allowing creators to share in ad revenue from vertical videos. This is an addition to the existing methods for earning: TikTok’s Creator Fund and affiliate programs, as well as Instagram’s bonuses and partnerships. There are now multiple pathways for creators to turn viral attention into income.
For this student, the earnings have already made a difference. “I saved up and bought my first car with my own money. That was a huge moment,” they shared. “It made me realize I don’t need to wait until I’m 25 to start making real income.”
Unlike influencers who build personal brands by sharing their lives, this student prefers to stay completely anonymous. “I’ve never posted my face,” they said. “It’s all anonymous. It makes it easier for me to try things without judgment. And I like that people watch for the content, not me.”
Their videos include everything from oddly satisfying compilations to motivational quotes and pop culture clips, many sourced from public domain content or royalty-free archives. Through consistent posting and attention to trends, they’ve built several pages with high engagement.
Beyond content creation, the student is also exploring the world of investing. “I’m not doing anything risky. I follow blue chip stocks and try to stay consistent,” they said. “It’s not as exciting as viral videos, but it’s another way to grow long-term wealth.” They emphasized that they are using extra income to build financial literacy, using apps designed for beginners and watching videos from verified finance educators.
According to a 2024 Junior Achievement USA survey, 62% of teens said they are interested in starting their own business and many are already taking action. Among Gen Z, entrepreneurship has become more accessible than ever thanks to free editing apps, smartphone cameras and algorithms that are based purely off of the quality of content.
The success of online creators is also shaping how some teens view higher education. In a 2024 Pew Research Center report, nearly 1 in 5 Gen Z teens reported that they are seriously considering skipping traditional college paths in favor of launching businesses or pursuing creator careers.
“I’m not against college,” the Owatonna student said. “But right now, it doesn’t make sense for me. I’m making more than some entry-level jobs and I don’t want student debt. If I want to go later, I can. But for now, I’m focusing on growing this.”
That said, the Owatonna student also emphasizes the reality behind the screen. “People think it’s easy, but it’s not. I’ve been learning, testing, failing and trying again for almost a year now. You have to treat it like a job.”
They recommend that anyone who wants to try starting an e-commerce or content business begin by studying the platforms they are interested in. They suggest posting regularly, learning what types of videos perform well and researching affiliate programs like Amazon Associates or TikTok Shop. Free video editing apps like CapCut or InShot can help bring ideas to life with minimal cost, and resources like Reddit or YouTube are full of tutorials from people who have already found success.
“I’m still learning every day,” they said. “But the internet gives everyone a chance, whether you have money or not, whether you show your face or not. If you’re smart about it, you can create something real.”
As graduation approaches, this OHS student will not be prepping for dorm life or campus tours, but they will still be building something – behind the screen, quietly and with a strategy.
