The influencer market is experiencing a silent crisis: more than half of content creators (52%) report suffering from burnout, and 37% are considering leaving the profession. 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 panorama about 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%). Despite this, when asked to rank these causes by severity, financial instability emerges as the number one factor (55%) among those suffering from professional burnout syndrome.
Characterized by extreme exhaustion, the effects of this emotional disorder extend beyond the body. Three in five creators (59%) say it is having a negative impact on their careers, and 58% report that it is affecting their overall well-being.
For Fabio Gonçalves, director of Brazilian and North American talent at Viral Nation and an influencer marketing expert with over a decade of experience, the data raises an important warning: ‘Burnout among content creators is not just an individual issue but a reflection of the market’s own structure. The performance-driven logic dominating social media creates an environment of constant demand. The influencer can’t simply ‘switch off’—they are the brand, the product, and the channel, all at once.’
He further highlights that, unlike other professions, creators deal with constant exposure and emotional dependence on public approval. ‘Digital validation has become the fuel for many, and it comes at a high cost. The creator is always online—scripting, responding to followers, delivering and producing content, scripting again… When there’s no support network, team, or structured planning, mental fatigue sets in quickly.’
Another point raised by the professional is that, despite perks like flexible schedules and attendance at major events, the job still has characteristics of a traditional profession: ‘Many forget that this role requires constant attention, with no weekends off, demanding long and exhausting hours. Many brands come with extremely tight deadlines, and the influencer has to scramble to deliver—because that may 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 set boundaries, and developing sustainable content strategies. ‘We need to build an ecosystem that values mental health as much as campaign reach. Here at Viral Nation, we’ve invested in psychological support, self-care mentorship, and strategic content planning so creators can balance results with well-being.’
Unsurprisingly, the same survey reveals that 68% of influencers believe agencies have a responsibility to protect their well-being, as do brands and platforms. However, the support still seems insufficient, as only 49% of influencers feel they receive adequate support from agencies.
For this reason, the executive believes that professionalizing the sector also involves caring for the people behind the screens. ‘It’s 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 online.’
METHODOLOGY
The Billion Dollar Boy survey interviewed 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 influencers’ mental health and how they view the future of the profession in this scenario. The full report is available at:https://www.billiondollarboy.com/news/over-half-of-creators-face-burnout/
