The Silent Treatment: Why Ghosting Is Majorly Hurting Freelancers

There’s an unspoken rule in the creative industry: follow up, but don’t expect a reply. What used to be a rare frustration has now become the norm—emails left unanswered, proposals ignored, relationships that once felt solid suddenly vanishing into the ether. The rise of ghosting, a term originally coined for dating culture, has now taken hold in the business world, and creatives are feeling the brunt of it.<–break->

Introduction

As a photographer and filmmaker, I regularly reach out to brands I’ve worked with before, as well as potential new clients. These aren’t cold emails; they’re conversations that have history. Yet, time and time again, I find my inquiries met with radio silence. It’s one thing for a company to decline an opportunity, but it’s another to simply disappear without acknowledgment.

This isn’t just my experience—it’s a widespread issue among creatives. Whether you’re a photographer, writer, designer, or filmmaker, the frustration of being ghosted by marketing managers, brand directors, or agencies is becoming all too common.

My Personal Experience With Ghosting

I’ve personally faced this issue numerous times, even with brands I’ve had strong working relationships with. Over the past few years, I’ve spoken with a well-known German outdoor brand (I won’t name it for privacy) about shooting projects together. After having multiple Zoom meetings and creating quotes for the project, my emails were completely ignored. No explanation, no “we’re going in a different direction,” just silence. It took multiple follow-up emails of reaching back out to finally receive a “we’ll have to hold off on this project.”

I especially notice being ghosted when I give my rate to a prospective client or explain how much the total job will cost, and they completely ignore me. It’s as if the moment money is mentioned, the conversation evaporates. I’ve had brands enthusiastically discuss creative ideas, request detailed proposals, and even ask for mood boards—only to disappear the second I send over my pricing. It’s frustrating because time and effort go into crafting these proposals, and a simple “this isn’t within our budget” would be far better than complete silence.

Why Is This Happening?

There are a few reasons why ghosting has gone viral in the creative industry:

• Digital Overload: Marketing managers are inundated with emails, LinkedIn messages, and DMs. With inboxes overflowing, many prioritize urgent internal tasks over responding to external pitches, even from previous collaborators.

• The Fear of Saying No: Some brands avoid rejecting creatives outright, fearing potential backlash or wanting to keep doors open for future opportunities. Rather than a clear “no,” they opt for silence, leaving creatives in limbo.

• Shift in Power Dynamics: The demand for creative work has skyrocketed, but so has the supply of freelancers. With an influx of talent, some brands feel less compelled to maintain relationships, treating creatives as disposable rather than as long-term partners.

• Corporate Culture Shift: Many companies now operate with high turnover rates, and the person you built a relationship with may no longer be there. Your emails might not even be reaching the right person anymore.

The Toll on Creatives

Being ghosted isn’t just frustrating—it can be financially damaging. Freelancers and creatives rely on communication to plan projects, secure income, and sustain their careers. When a brand goes silent, it can mean weeks or even months of uncertainty. It also erodes trust; if a brand that once valued your work suddenly vanishes, how do you approach working with them in the future?

How Do We Fix This?

• Normalize Professional Responses: Brands should implement policies that ensure every inquiry receives an answer, even if it’s a simple “We’re not interested at this time.”

• Follow-Up Strategies: Creatives should set a structured follow-up system—one or two follow-ups and then move on.

• Call It Out: The more we talk about ghosting in the industry, the more pressure there is for brands to change. Sharing experiences with peers, in articles (like this one), and in industry discussions can push for better business etiquette.

• Diversify Income Streams: Since ghosting isn’t going away overnight, creatives should explore multiple revenue sources—licensing work, passive income, or building direct-to-consumer brands—to lessen reliance on brand partnerships.

Conclusion

The creative industry thrives on collaboration, but ghosting is eroding trust between brands and creatives. A simple response can go a long way in maintaining professional respect. If brands want to work with the best creatives, they need to remember that relationships are a two-way street. Until then, we’ll keep following up, hoping that one day, the silence breaks.