Creator Fatigue: It’s Real and It’s Here!

Being a creator in today’s digital age is no easy feat. The pressure to constantly create and share content can be overwhelming, leading many to experience burnout. 

At first glance, the life of a creator/influencer seems glamorous – collaborations with high-end brands, jet-setting adventure, and a seemingly endless supply of freebies. The layman may question whether these influencers deserve all the success when all they’re doing is “clicking pictures and taking videos”. What these critics don’t realize is just how many hours go into the hustle of creating and posting content. 

One example of creator fatigue is YouTuber Lilly Singh, who announced in early 2020 that she was taking a break from creating content. Singh, who had been producing videos for over a decade, shared that she was burnt out and needed time to recharge. She explained that the constant pressure to create content had taken a toll on her mental health, and she needed to step back and prioritize her well-being.

A regular day in a creator’s life is not the traditional nine-to-five lifestyle that most of us are familiar with. However, this doesn’t mean they don’t work hard or struggle like us. Being an influencer requires a lot more hours than you think. Influencers have almost no separation between work and regular life. The need to constantly create and share content to keep up with the numbers. Behind the perfectly curated posts lies an intricate web of pressure, constant scrutiny, and an unrelenting demand for fresh, engaging content.

Liza Koshy, is another YouTuber who decided to take a break from creating due to the immense pressure it came with. Considered one of the fastest growing and popular YouTuber’s ever, her hiatus from content creation came as a surprise to many.

Influencers are under perpetual pressure to maintain relevance in a fast-paced digital landscape. The expectation to churn out creative and authentic content regularly becomes an overwhelming burden. The constant pursuit of the next viral post often leads to exhaustion, impacting mental and physical well-being.

On Jan 1, YouTuber Tom Scott uploaded a video called “After ten years, it’s time to stop making videos”. He expressed how his work has just been “getting bigger and more complicated, and I am so tired.” After 10 years of chasing views, he rightfully deserves a break. 

The same can be said for many creators on home ground in India as well. Fashion influencer Masoom Minawala has been creating content for over a decade and, after giving birth in 2023, expressed how content fatigue has been catching up. Niharika NM, a well-known comedy content creator, is amongst many who have spoken up about how difficult it is to keep up with multiple social media platforms. 

In the wake of influencer burnout, there is a growing call for reevaluating success metrics and prioritizing well-being over incessant growth. Influencers, brands, and followers collectively play a role in reshaping the narrative around content creation—a narrative that values authenticity, balance, and the mental health of those who shape our digital landscapes.

As we witness influencers bravely stepping away from the limelight, the industry faces a pivotal moment of reflection and transformation. Creator burnout, once a silent struggle, is now a rallying cry for change in pursuing a healthier and more sustainable digital culture.