The Rise of Influencer Burnout and How CMOs Can Respond

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A new survey from affiliate marketing platforms Awin and ShareASale paints a grim picture of the mental health of online influencers. The study found that nearly 80% of respondents suffer from burnout, with 66% saying it impacts their mental health. This level of stress and anxiety is driving just under half (49%) of influencers to seek out alternative income streams.

So what’s behind this epidemic of burnout? According to the survey, the leading cause of anxiety for influencers is constant platform changes (cited by 72% of respondents). This is followed by unmanageable workloads (69%), unrealistic expectations (67%), and social media comparisons (66%).

As CMOs, we need to be aware of the mental health risks our influencers are facing and take steps to mitigate them. Here are three things you can do to start:

  1. Educate yourself on the signs and symptoms of burnout. There’s no shame in admitting that you’re feeling burnt out. In fact, it’s actually quite common. Symptoms of burnout include feelings of exhaustion, irritability, and difficulty concentrating. If you’re experiencing any of these symptoms, it’s important to take some time for yourself and educate yourself on the signs and symptoms of burnout.
  2. Make sure your contracts are clear and realistic in terms of workload and deliverables. It can be tempting for influencers to take on any and every job that comes their way. However, it’s important to make sure that your contracts are clear and realistic in terms of workload and deliverables. Otherwise, you may find the influencers overwhelmed – and underpaid! – for their work. So take the time to read through your contracts carefully, and make sure that you understand exactly what is expected of the influencers and if it’s reasonable. I
  3. Encourage open communication between you and your influencers so they feel comfortable raising any concerns they may have. Building good relationships with your influencers is essential to the success of your business. After all, they are the ones who are helping you to reach a wider audience and promote your products or services. But just like any relationship, communication is key. Make sure that you encourage open communication between you and your influencers. Let them know that you are available to answer any questions or address any concerns they may have. This will help to build trust and ensure that they feel comfortable working with you. In turn, this will result in more successful campaigns and a stronger partnership between you and your influencers.

By taking these steps, we can help prevent influencer burnout before it starts. And that’s good for everyone involved—influencers, brands, and consumers alike.


The mental health of online influencers should be a top concern for CMOs. With nearly 80% of respondents suffering from burnout, it’s clear that something needs to be done to mitigate the stress and anxiety that influencers are facing. By educating yourself on the signs and symptoms of burnout, making sure your contracts are clear and realistic, and encouraging open communication between you and your influencers, you can help prevent this epidemic before it starts.

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