The Dark Side of the Creator Economy | by Better Than Pretzel | Mar, 2023

Overwork, burnout, hateful comments, lack of resources and the creator’s mental health

The creator economy has quickly established itself as a crucial component of contemporary marketing strategies, with brands eager to work with social media influencers to increase their audience and boost sales. However, the intense pressure associated with being a content creator frequently goes unnoticed. For a variety of reasons, including a lack of resources, the never-ending struggle to outwit the algorithm, and platforms that penalise users for taking a break, creators are becoming burnt out and no one is talking about it.

The lack of resources available to creators is one of their biggest problems. Influencers frequently work alone, as opposed to traditional settings where teams of people are frequently tasked with producing content. Burnout often comes as a result of having to wear many hats, from ideation to execution and everything in between.

Another significant stressor for influencers is hateful comments. Creators who work in the public eye frequently receive negative feedback and comments online from complete strangers. Since it can be challenging to distinguish between constructive criticism and outright hatred, this can have a negative impact on mental health.

Burnout can also result from being under constant pressure to produce new content. It can be demanding for creators to keep up with the competition and the ever-changing algorithm. As platforms frequently penalise them for taking time off, many influencers feel as though they are unable to do so.

It’s critical to keep in mind that creators are people, not just media outlets. Outside of their online personas, they have real lives, emotions, and experiences. Influencer marketing is a potent tool, but we need to be more aware of the people who are creating the content. Both brands and platforms must give them the tools and encouragement they require to succeed. By doing so, we can create a more sustainable and fulfilling industry for everyone involved.

It’s time to start prioritising the creator’s mental health when working with them, by emphasising open and honest communication. This means giving creators the freedom to express their concerns and needs without fear of reprisal. In order to support and empower creators, brands must also try to comprehend the particular difficulties they face. This includes setting realistic expectations and timelines, providing fair compensation, and allowing creators the space and time to recharge when needed.

What are some of the potential long-term consequences of ignoring the creator’s mental health? In what ways can the creator economy be restructured to be more supportive and sustainable for creators? Is the creator economy creating a culture of overwork and burnout that benefits corporations at the expense of individuals? What can the platforms do to take more responsibility for the creator’s mental health?

It’s time to start building spaces to answer those questions and foster a more positive and long-lasting environment that benefits both creators and brands by adopting a more human-centric approach to the creator economy.