The influencer market is going through a silent crisis: over half of content creators (52%) claim to be suffering from burnout, and 37% are considering quitting their careers. This is according to a global survey conducted by the agency Billion Dollar Boy, which interviewed 1000 influencers and 1000 senior marketing professionals, revealing a concerning outlook on the emotional well-being of those who make a living from content creation.
According to the study, the main causes of this burnout wave are creative fatigue (40%), demanding workloads (31%), and constant screen time (27%). However, when asked to rank these causes by severity, financial instability emerges as the number one factor (55%) among those experiencing professional burnout.
Characterized by extreme exhaustion, the effects of emotional disturbance spread beyond the body. Three out of five creators (59%) say it is having a negative impact on their careers, and 58% say it is affecting their overall well-being.
For Fabio Gonçalves, director of Brazilian and North American talents at Viral Nation and an influencer marketing expert for over a decade, the data raises an important alert: “Burnout among content creators is not just an individual issue, but a reflection of the market’s structure. The performance logic that dominates social media creates a constant pressure environment. The influencer cannot simply ‘switch off’ – they are the brand, the product, and the channel, all at the same time.”
He also points out that, unlike other professions, the creator deals with constant exposure and emotional dependency on public approval. “Digital validation has become the fuel for many, and this comes at a high price. The creator lives connected, creating scripts, responding to followers, delivering and producing content, creating scripts… When there is no support network, a team, or structured planning, mental fatigue arrives quickly.”
Another point highlighted by the professional is that, despite there being many perks in terms of flexibility of schedule and presence at important events, the profession still has characteristics of a traditional job: “Many people forget that the role requires attention, does not have weekends off, demanding a large and very tiring time commitment. Several brands come with very short deadlines and the influencer needs to make it work to deliver since that could be their only income for the month.”
According to Fabio, the role of agencies goes far beyond commercial management — it also involves emotionally supporting the influencer, helping them establish boundaries, and developing sustainable creation strategies. “We need to build an ecosystem that values mental health as much as the reach of a campaign. Here at Viral Nation, we have invested in psychological support, self-care mentorship, and strategic content planning so that creators can balance results with well-being.”
It is no wonder then, the same research reveals that 68% of influencers believe that agencies have a responsibility to protect their well-being, as well as brands and platforms. However, the support still does not seem adequate, as only 49% of influencers feel they are receiving proper support from agencies.
Therefore, the executive believes that the professionalization of the sector also involves taking care of the people behind the screens. “It is our responsibility as an agency to provide structure, guidance, and human support. The future of influencer marketing will belong to brands and creators who understand that mental health is not a detail but a pillar for longevity and relevance on the internet.”
METHODOLOGY
The research conducted by Billion Dollar Boy surveyed 1000 content creators and 1000 senior marketing professionals in the United States and the United Kingdom. The study aimed to understand the impacts of digital pressure on the mental health of influencers and how they see the future of the profession in this scenario. The full report is available at: https://www.billiondollarboy.com/news/over-half-of-com/news/over-half-of-creators-face-burnout/
