Content creator burnout is a real thing, and it's rife in the influencer industry, says Amy Pond of LoveAmyPond
Social media influencers have played an essential role in marketing over the past few years, says content creator Amy Pond of LoveAmyPond. The popularity of these influencers has also grown immensely because of COVID-19 - the pandemic afforded people the time to scroll through these people's profiles for hours on end.
The streaming platform, Twitch, for instance, witnessed a 31% growth in its average concurrent viewers in 2021 to reach 2.78 million viewers. Businesses saw the opportunity and began turning to social media influencers with a massive following, paying them handsomely for advertising needs. This effectively made solopreneurs and the industry one of the fastest-growing economies today. With low entry barriers and high potential rewards, more people are drawn to the profession as content creators continuously showcase lavish lifestyles.
Some may see content creators as nothing more than social media celebrities. The truth is that many of them have become successful because of the quality content they provide to their audience, which is not always easy. Some creators have gone as far as saying they suffer from burnout from trying to create content.
Is content creator burnout real?
Streaming videos or uploading curated photos might not seem like a lot of work at a glance, but it's actually more challenging than it appears to be. "Content looks effortless, but behind the scenes, there are hours of shooting, editing, engaging with fans, not to mention the constant stress of trying to come up with new ideas," says Amy Pond of LoveAmyPond.
A study conducted in 2021 found that nine out of ten content creators have experienced burnout at one point in their careers. Even more disturbing is that 71% have considered quitting social media altogether. The study also found that content creators who experience burnout are more likely to experience mental health issues like anxiety and depression.
Digging deep into content creator's mental health
The problems content creators deal with go beyond experiencing burnout and many creators have reported struggling with depression and anxiety. One particular study reported that 65% of creators find the challenges they face in staying relevant have left them feeling anxious and depressed.
There are many reasons content creators experience depression. For one, the industry is highly competitive and constantly evolving, which can be stressful. The pressure to continually create new and fresh content can also be overwhelming.
The industry's nature triggers depression, as content creators continuously compare themselves to others and seek validation from likes, comments, and shares. The constant pressure to perform can be exhausting, and the non-stop criticism and trolling can be disheartening and discouraging. "There is a perpetual, unreasonable need for likes and validation. It's all smiles for the camera, but you feel like a robot," shares Pond.
Is there hope for the industry?
As the content creation industry continues to grow, so does the need for creators to feel safe while working. While this can be difficult to achieve as the industry is constantly evolving, it doesn't mean there aren't steps that can be taken to help ensure its stability.
One of the most important things creators can do is educate themselves on the risks involved in content creation. By understanding the potential dangers, creators can be better prepared to protect themselves. Having a support system, whether a group of friends or a professional network, is also important. This can provide a sense of safety and security despite theLoveAmyPond undeniable challenges of content creation.
"One way to help creators feel safe and secure is to create a code of conduct for the industry. This can help to set clear boundaries for all involved," says Pond. She also explains the importance of awareness, adding, "Content creators need to be aware of the resources available to them. There are many organisations and groups that offer support and assistance to those in the industry."
As for Pond, she has been subjected to many harassments and has learned the art of filtering what she allows to get to her. "Listening to and reading disgusting comments from trolls is just part of the job. I let it roll off me like water," reveals Pond.
Though she has accepted the nature of the job, she says she hopes to see the industry become a safe place for creators. In the meantime, she strives to continue bringing positivity and joy to her audience through her content.
She goes on to share the relaunching of her Twitch online streaming come spring. To those who need uplifting, Pond invites her audience to connect with her and check her socials under loveamypond.com