A Majority of Content Creators and Influencers Struggle with Burnout as Concerns for AI begin to Surface, According to a New Awin Group Survey Research

Instagram is the leading platform driving burnout while concerns for AI begin to surface.

A majority of content creators and influencers continue to suffer from burnout, according to new research from Awin and ShareASale, the fastest-growing affiliate marketing platforms in North America. Awin recently surveyed a large group of online influencer partners about creator burnout and the factors driving this stress. The results showed that 73% of respondents admitted to suffering from burnout at least some of the time, which shows a slight improvement from Awin’s 2022 study, which was 87%.

The Awin survey also asked creators and influencers about their use of Artificial Intelligence (AI) regarding burnout and content management. While many survey respondents are still not engaging with AI or citing its impact on burnout, concerns do still exist, with 42% of creators stating it poses a threat to their business. When asked what’s driving this threat, nearly half of the influencers surveyed said it will decrease the amount of meaningful content online, while 46% are concerned consumers will no longer take them seriously.

Ellie Davies, Influencer Partnerships Lead at Awin, said, “Content creators face constant platform changes and new AI advancements. Our research shows they’re feeling the pressure and often miss out on resources to combat burnout while engaging authentically with their audiences.”

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Coping with Burnout
According to 88% of respondents, Instagram is still the leading platform driving burnout, followed by TikTok at 81% and Facebook at 67%. Constant platform changes remain the top reason driving creator anxiety at 70%, with influencers also citing a lack of quality or creativity (55%), and never turning off from social media (43%).

Creators also note pressures from outside influences that may contribute to their stress levels. For example, nearly two-thirds (64%) of respondents said that comparing themselves to other creators impacts their burnout levels. Negative comments on their platforms also drive these concerns, with 43% stating this also impacts burnout levels.

The data shows that influencers constantly seek ways to handle the ongoing pressures. To cope with burnout, 50% of creators rely on alternative income streams, 49% create dedicated posting times or days, and 36% schedule vacations or days off. From a global perspective, significantly more French (65%) and German creators (55%) consciously plan holidays compared to 40% of U.S. respondents and just 36% of those in the U.K.

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The AI Influence Factor
The rise of AI usage appears to have less of an impact on creators than anticipated, according to the survey data. Many respondents (71%) said that AI has had little to no impact on their level of burnout. Two out of 10 creators (20%) noted that it has helped reduce their levels of burnout in some way, with the majority noting it helps with content creation (78%), enhances creativity (57%), and helps with content editing (53%).

Creators may not be as familiar with AI’s benefits and challenges, as only 21% of influencers are using it to create content. Globally, German survey participants led the way with AI content creation at 54%, followed by French participants at 39%, while only 19% of U.K. and U.S. creators use AI.

Ellie Davies, Influencer Partnerships Lead at Awin, said, “Content creators face constant platform changes and new AI advancements. Our research shows they’re feeling the pressure and often miss out on resources to combat burnout while engaging authentically with their audiences. Our survey aims to learn more about creators and their work to ensure we do our best to help them thrive and generate successful brand partnerships and collaborations.”