“When your views are down, it affects your financial stability and puts your career at risk,” said Luis Capecchi, a 23-year-old TikTok creator in Los Angeles. “It feels like I’m trying to capture this prize, but I don’t know what the prize even is.” “It almost feels like I’m getting a taste of celebrity, but it’s never consistent and as soon as you get it, it’s gone and you’re constantly trying to get it back,” said Lauren Stasyna, 22, a TikTok creator in Toronto. But as quickly as creators rise, they can fall. Thanks to the app’s algorithmically generated “For You” page, TikTok delivers fame faster than any other platform it’s possible to amass millions of followers within a matter of weeks. “TikTok is just as demanding as YouTube,” said Gohar Khan, 22, a TikTok creator in Seymour, Conn. “It feels like there aren’t enough hours in the day.” “It’s exhausting,” said Jose Damas, 22, a TikTok creator in Los Angeles. Still, they weren’t prepared for the draining work of building, maintaining and monetizing an audience during a pandemic. “We’ve seen a bunch of creators talk about burnout in the past.” “When it comes to Gen Z creators, we talk so much about mental health and caring for yourself,” said Courtney Nwokedi, 23, a YouTube star in Los Angeles. They’d grown up watching YouTubers speak frankly about these issues. When a fresh crop of young stars began building audiences on TikTok in late 2019 and early 2020, many were hopeful that this time would be different. ![]() “If you slow down, you might disappear,” the YouTuber Olga Kay told Fast Company in 2014. YouTube product managers and executives addressed creators’ concerns and promised a solution.īut problems with burnout in the creator community are endemic. Their critiques centered on YouTube’s algorithm, which favored longer videos and those who posted on a near-daily basis, a pace that creators said was almost impossible to meet. That same year, many large YouTube creators began stepping away from the platform, citing mental health issues. “Eventually there will be too many influencers, the market will be too saturated,” Mr. In 2018, Josh Ostrovsky, an Instagram creator known as The Fat Jew, who had also spoken about burnout, echoed those sentiments. “No one seems to be having any fun anymore on Instagram,” a contributor to the blog This Is Glamorous wrote at the time. In 2017, Instagram influencers began leaving the platform, saying they were feeling depressed and discouraged. Last month, Spencewuah, a 19-year-old TikTok star with nearly 10 million followers, announced he’d be stepping back from the platform after a spat with BTS fans.īurnout has affected generations of social media creators. In March, Charli D’Amelio, TikTok’s biggest star with more than 117 million followers, said that she had “lost the passion” for posting content. Now, however, many of them say they have reached a breaking point. ![]() Throughout 2020, social media minted a new generation of young stars. White-collar workers are spontaneously quitting jobs parents are at a breaking point hourly and service employees are overworked and health care professionals are coping with the exhaustion and trauma of being on the front lines of the pandemic.Īccording to a recent report by the venture firm SignalFire, more than 50 million people consider themselves creators (also known as influencers), and the industry is the fastest-growing small-business segment, thanks in part to a year where life migrated online and many found themselves stuck at home or out of work. “Mood,” commented another creator with nearly five million followers.Īs people collectively process the devastation of the pandemic, burnout has plagued nearly every corner of the work force. “Say it louder bro,” wrote one with 1.7 million followers. The video went viral, and in the comments, dozens of creators echoed his sentiment.
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