Anon calling app Zestr has quietly built a faceless clipping powerhouse network since June. They’re already past 49M views, with 3,183 videos posted.
And it’s clearly working. They’ve scaled fast over the last couple of months, and you can literally see the acceleration on this graph.
What’s also interesting is how wide the spread is.
13 accounts have passed 1M views.
Now that we’ve got the network context, let’s look at the content.
There are a few strong formats worth studying. The top 10 videos are all from different accounts, which is a great sign.
For example, this “who answered first” concept is adapted from an existing popular format, but tailored to the app.
They also run some weird faceless slideshow formats. Even though they sometimes perform well, it’s unclear if they’re consistently repeatable.
But the real winners, and the bulk of their output, are call-based clips. Either real calls or fake calls using the app.
Most accounts are basically a montage machine: calls, text-message skits, mini storylines, and lots of different hooks. It looks like they’ve built a real in-house production workflow.
They record tons of raw material, conversations, texts, and more, then send batches to clippers who turn them into short stories with clear hook rules and editing guidelines.
This is classic clipping strategy, but done properly. And doing it this well at scale is genuinely hard. When it works, it becomes an insanely strong acquisition channel.
They also have quite a few “erotica-style” videos that follow the same structure:
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