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

A recent survey conducted by Awin and ShareASale, leading affiliate marketing platforms in North America, reveals that a significant number of content creators and influencers continue to face burnout. The study found that 73% of respondents reported experiencing burnout at least occasionally, showing a slight improvement from the 87% reported in Awin's 2022 study.

• Platforms Driving Burnout:

  • Instagram remains the leading platform contributing to burnout, affecting 88% of creators, followed by TikTok (81%) and Facebook (67%). The constant changes on these platforms are a major source of anxiety, with 70% of influencers citing this as the top reason for their stress.

• External Pressures:

  • Nearly 64% of respondents admitted that comparing themselves to other creators intensifies their burnout, while 43% noted that negative comments also contribute to their stress levels.

• Coping Strategies:

  • To manage burnout, 50% of creators are diversifying their income streams, 49% are establishing dedicated posting schedules, and 36% are planning vacations or time off. Notably, more creators in France (65%) and Germany (55%) are consciously scheduling holidays compared to their counterparts in the U.S. (40%) and the U.K. (36%).

The Role of AI in Burnout:

The survey explored the influence of Artificial Intelligence (AI) on creator burnout. While many respondents indicated that AI hasn't significantly impacted their burnout levels, 42% expressed concerns that AI could threaten their businesses. Reasons for this apprehension include fears of a decline in meaningful content and skepticism about consumer perceptions.

• AI Usage Among Creators:
  • Interestingly, 71% of creators reported that AI has had little to no effect on their burnout. However, 20% acknowledged that AI has helped reduce their stress levels. The majority believe AI can aid in content creation (78%), enhance creativity (57%), and assist with content editing (53%). Yet, only 21% of influencers actively use AI for content creation, with 54% of German participants leading in AI adoption, followed by 39% of French participants, while only 19% of U.K. and U.S. creators engage with AI.

Ellie Davies, Influencer Partnerships Lead at Awin, emphasized that content creators are under significant pressure due to constant platform changes and the introduction of AI technologies. This research aims to shed light on the challenges creators face and how Awin can better support them in thriving within the ever-evolving landscape of content creation and brand partnerships.