Causes of creator burnout
admit to suffering from burnout at least sometimes.
Respondents were asked to choose from none, rarely, sometimes, often, always.
40%
sometimes suffer from burnout
A regional look
German influencers report significantly lower levels of burnout with 50% saying they rarely or never suffer from burnout.
UK and US influencers report the highest levels of burnout with 86% and 84% respectively.
28%
often suffer from burnout
Instagram is the leading platform driving burnout.
Respondents were asked to choose from no burnout, low, some, significant.
88%
experience some burnout
A regional look
98% of UK influencers who use Instagram report some level of burnout.
87% of US influencers also report the same.
German influencers on Instagram report lower rates of burnout at 79%.
81%
experience some burnout
A regional look
US influencers report the highest levels of burnout on TikTok with 95% stating they experience some or more burnout.
UK influencers are next highest with 82%.
German influencers are significantly less burnout on TikTok at 71%.
67%
experience some burnout
A regional look
Facebook has the largest disparity between regions.
While 67% of influencers using Facebook report some level of burnout, US influencers have higher rates comparatively at 83%.
Reasons for creator anxiety
Constant platform changes
Lack of quality or creativity
Never turning off from social media
AI adoption & impact on burnout
of creators say they use AI
of creators say they don't use AI
A regional look
52% of German content creators use AI
Only 19% of UK and US influencers say they use AI
88% of German influencers, 87% of US influencers and 70% of UK influencers who used AI state that making content creation easier is the top reason for AI usage.
How creators are using AI
47%
use AI for creativity
Brainstorming content, creating images
51%
use AI for optimization
Reviewing copy, drafting copy for social media captions
2%
use AI for marketing
Funnels, replying to comments
Effect on burnout
of influencers say AI has no impact on their burnout
say it has decreased or greatly decreased burnout
say it has increased burnout
A regional look
33% of German influencers report reduced level of burnout due to AI. This is much higher than the UK and US where only 13% and 11% respectively report decreased levels of burnout.
Out of the respondents who said AI increased burnout
49% said AI increased pressure for enhanced creativity
36% said AI increased pressure to be relevant and unique to keep job
26% said too hard to learn a new tool
No impact | Decreased | Increased
Out of the respondents who said AI decreased burnout
78% said AI helps with content creation
57% said AI enhances overall creativity
53% said AI helps with content editing
The perceived threat of AI
42% of creators say AI poses great or some threat
Somewhat of a threat: 26% | Great threat: 16%
58% of creators say AI possesses minimal or no threat to their business
No threat: 30% | Minimal threat: 28%
A regional look
Despite higher overall usage of AI and it decreasing burnout, 28% of German influencers say AI is a great threat to their business, compared to 16% on average across all influencers surveyed.
The aspects of AI which influencers believe to be a threat to their industry
of influencers are afraid it will decrease amount of meaningful content
of influencers are afraid consumers will no longer take content seriously
of influencers are afraid it puts extra pressure on them to stand out from the crowd and produce unique content that is not AI-generated
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