The Hidden Burnout: Why Half of All Influencers Want to Quit

The core finding of the research is that 51% of creators have actively considered abandoning their careers within the past twelve months. This figure highlights a deep-seated crisis of confidence and sustainability in the creator economy. The issue isn't a lack of passion for creating, but the overwhelming reality of the work itself.

Behind every short video and fleeting social media post lies a workload that often exceeds that of traditional employment. Creators are trapped in a series of professional paradoxes that drain their energy and morale:

• They must be constantly available, yet cannot afford to make a single mistake.
• They are pressured to grow, but without sacrificing their perceived authenticity.
• They need to monetize their work, but risk being labeled as 'too commercial'.
• They desperately need to rest, but fear disappearing from the algorithm entirely.

This intense environment is compounded by the ever-present threat of being 'cancelled'—a social boycott that can erase a career overnight.

A significant barrier for creators is the persistent public stigma that their work isn't a 'real job'. Approximately 31% of creators report that people in their lives do not view content creation as legitimate employment. This perception gap creates a profound sense of isolation and undervaluation.

Many creators hear dismissive comments that their work is easy, quick, or simply a hobby for the wealthy. The study found that 26% of creators face the perception that their job is 'easy', while 19% hear that it doesn't take much time. Another 12% are told that all creators are rich.

"Ser um criador de conteúdo é muito mais do que gravar um vídeo ou tirar uma foto para postar nas redes sociais. É necessário desenvolver habilidades técnicas e, acima de tudo, ter um desejo genuíno de servir e impactar positivamente um público específico."

This disconnect between public perception and the actual demands of the job contributes heavily to professional burnout. The work requires a unique blend of technical skill, emotional intelligence, and a genuine desire to serve a specific community.

The true scope of a creator's labor is almost entirely invisible to their audience. The study quantifies this hidden effort, revealing a staggering time commitment. Creators spend an average of 20 hours per week on core tasks like planning, recording, and editing content.

This figure does not even include the numerous other hats they must wear. Before a single piece of content is published, a creator must also function as an accountant, a brand manager, a negotiator, and an administrator. On top of this, they are expected to be community managers.

• 2-3 hours per week spent responding to comments and direct messages.
• For 5% of creators, managing their inbox alone is a full-time job.
• 83% of users say they don't expect a response, yet creators feel obligated to reply.

This pressure to be constantly engaged, combined with the fear of losing relevance, forces creators into an unsustainable cycle of work. The result is a profession where the workload is immense, but the professional identity is often underdeveloped. Only 14% of creators see themselves as a business, while 50% view themselves simply as a person who posts content.

The lack of a formal business structure has a direct and damaging impact on creator income. The financial reality for most is far from the lucrative image portrayed online. An overwhelming majority—nearly 75% of creators—earn less than $10,000 per year from their content work.

Only a small fraction, about 10%, manage to earn more than $30,000 annually. The revenue streams are also precarious. The primary source of income for most is direct payments from platforms, which account for 39% of earnings. Brand partnerships and sponsorships follow at 28%.

Other potential income streams like affiliate marketing, selling physical products, subscriptions, and online courses represent a much smaller piece of the pie. The study concludes that for many, content creation remains a side hustle. Only when it is treated as a serious business—with clear strategies, processes, and boundaries—can it generate consistent, livable results.

For the 51% contemplating an exit, the motivations are a mix of professional frustration and emotional depletion. The study identified the top reasons driving this widespread desire to quit, painting a picture of a profession at a breaking point.

The most common factors cited by creators who considered leaving were:

1. Stagnation (25%): A feeling that their channel or audience was no longer growing.
2. Insufficient Income (23%): The work simply wasn't paying enough to justify the effort.
3. Loss of Motivation (17%): A decline in the passion and interest that initially drove them.
4. Time Sink (16%): The routine was simply too time-consuming for the return.
5. Creative Burnout (11%): An exhaustion of ideas and creative energy.

This trend is even more pronounced among the youngest cohort. Generation Z creators are feeling the pressure most acutely, with 55% having considered quitting. For them, the promise of autonomy has been replaced by a constant feeling of being watched and judged.

Looking toward the future, creators face a new and formidable challenge: artificial intelligence. When asked about their biggest concerns for 2026, the number one fear was competition from content generated by AI.

This anxiety is layered on top of existing struggles, such as the difficulty of standing out in saturated feeds and securing brand deals. However, the relationship with AI is complex. While many creators worry about being replaced, the majority are also planning to incorporate AI tools into their own workflow to assist with:

• Brainstorming new ideas
• Writing captions and scripts
• Conducting research
• Video and image editing

The audience, however, remains skeptical. A significant portion of consumers (41%) have stated they would not support a creator who relied entirely on AI for their content. This creates a delicate balancing act for creators who must innovate to survive, without alienating the very people they aim to serve.

The creator economy is at a critical inflection point. The data clearly shows that the current model is unsustainable for a majority of participants. The combination of immense workload, financial instability, public misunderstanding, and the looming threat of AI is creating a perfect storm for burnout.

For the industry to survive and thrive, a fundamental shift is needed. This includes a better public understanding of the work involved, more stable and diverse revenue models, and a culture that values creator well-being over constant output. Until then, the dream of digital freedom will remain just that—a dream for many, overshadowed by the exhausting reality of the job.