The influencer market is facing a silent crisis: more than half of content creators (52%) report feeling burned out, and 37% are already considering leaving the profession. Burnout is already a reality.
This is revealed by a global survey by the agency Billion Dollar Boy, which interviewed 1,000 influencers and 1,000 senior marketing professionals, revealing an alarming scenario for the well-being of those who make a living from content production.
According to the survey, the main triggers for burnout are creative fatigue (40%), high workload (31%), and uninterrupted screen time (27%). However, when it comes to severity, financial instability comes first, cited by 55% of respondents who suffer from burnout syndrome.
Marked by intense exhaustion, burnout goes beyond the physical: three in five creators (59%) say the condition negatively affects their careers, while 58% report direct impacts on their overall well-being. The same survey shows that 68% of influencers believe agencies, brands, and platforms should protect their well-being, but only 49% feel they receive this support.
For Fábio Gonçalves, Viral Nation’s talent director for Brazil and the United States, these numbers are a warning sign. Burnout isn’t just an individual problem, but a reflection of how the market works. The performance logic of social media creates constant pressure, and influencers can’t simply switch off: they are the brand, the product, and the channel, all at once.
Gonçalves emphasizes that, unlike other professions, content creators live with constant exposure and dependence on audience approval. Digital validation has become fuel, and this takes a heavy toll. Creators are constantly connected, writing scripts, recording, interacting with followers, and delivering projects, sometimes without a team, support network, or planning.
Fábio also points out that, despite the flexible schedule and popular events, an influencer’s routine resembles that of a traditional job: the role demands constant attention. There are heavy workloads, tight deadlines, and often, a single delivery represents the only income of the month.
For the executive, the industry’s growth depends on caring for those in front of the camera. “It’s the agency’s responsibility to provide structure, direction, and human support,” he concludes.
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