Always On, Always Smiling

Being an influencer seems glamorous – free stuff, travel perks, and legions of adoring followers. But behind the curated Instagram feeds and bubbly vlogs lies a harsh reality: the relentless pressure to perform. Influencers are caught in a never-ending content creation whirlwind, expected to be constantly “on,” relentlessly upbeat, and churning out fresh ideas to stay relevant in a cutthroat attention economy. The toll this takes on their mental health is increasingly cause for concern.

The influencer lifestyle runs on a 24/7 cycle. There are no “off” days. The second they put their phone down, they risk falling behind the algorithm or missing out on a potential brand collaboration. Fans expect constant updates – what they’re eating, where they’re traveling, every supposedly spontaneous bit of their life carefully staged for consumption.

Influencers don’t just share their lives, they sell a version of themselves. This often means projecting an image of perpetual happiness and flawlessness. The pressure to always appear positive and bubbly, even if they’re having a terrible day in real life, is immense. “There’s an unspoken rule that if you’re not upbeat, you’ll lose followers,” confesses a lifestyle influencer. “It becomes an act you can’t drop, even when it feels completely inauthentic.”

Influencers have to be relentlessly creative to stay on top. Simply posting pretty pictures isn’t enough. They need to find new trends to jump on, create viral challenges, and constantly surprise their audience. This demand for novelty leads to an unhealthy cycle. Ideas that might have organically popped up now feel forced. The focus shifts from creating content they genuinely find enjoyable to chasing whatever will get the most likes and shares.

When the Likes Dry Up

For many influencers, their entire identity and income are tied to their social media following. One misstep, a change in the algorithm, or a fickle audience, and it can all come crashing down. This precarious existence leads to intense anxiety.

Even mega-influencers aren’t immune. “You’re only as good as your last viral post,” admits a well-known influencer. “The fear that people will get bored, or the next big thing will come along and replace you, never really goes away.”

It’s no surprise that the influencer lifestyle takes a toll. Constant comparison to others, nasty online comments, and the pressure to maintain an artificial persona erode self-esteem. Always being “on” leads to burnout, and the blurred line between real-life and online performance can make it incredibly difficult to switch off.

Influencers are also vulnerable to exploitation. Brands may expect unreasonable amounts of work for minimal pay, and the line between collaboration and taking advantage can be easily blurred. “Sometimes you’re so desperate to stay relevant, you agree to things you later regret,” confides an influencer focusing on sustainability.

Is There a Healthy Way?

Some influencers are finding ways to manage the pressure. Here’s how:

• Setting Boundaries: Learning to say no to collaborations that don’t align with their values, scheduling “offline” time, and being honest with their audience when they’re struggling can be crucial.
• Building a Support System: Having friends and family outside of the influencer world provides a much-needed reality check and emotional support.
• Focusing on Quality Over Quantity: Prioritizing creating content they truly believe in, even if it’s less frequent, can reduce the pressure and allow for genuine connection with their audience.
• Seeking Therapy: Therapy provides tools to cope with anxiety, negative self-talk, and the unique challenges of online fame.

Consumers also have a role to play. Recognizing that influencers are real people, not content machines, is essential. Following those who seem genuine, supporting influencers trying to set healthier boundaries, and being mindful of the impact of negative comments can create a less toxic online environment for everyone.

“The influencer industry is still young, and we’re collectively figuring out how to do it in a way that’s sustainable and healthy,” says a social media researcher. “It requires both influencers taking care of themselves, and audiences being more empathetic to the pressures they face.”