Online culture has been greatly influenced by social media influencers, who frequently act as mentors and role models for their followers. On their social media profiles, creators promote a specific lifestyle, numerous goods and businesses, as well as original material. While some people view social media influencers as a positive force, others criticise them for promoting materialism and unrealistic standards of beauty or lifestyle. Additionally, there have been concerns about the authenticity of their content and the ethics of their sponsorships and endorsements.

Almost all of the content that influencers share has been crafted to be perfect and to reinforce an image. However, certain influencers defy the general trend. On social media, many users strive to be like the content creators they most closely follow on platforms like Instagram, Twitter, Facebook, and YouTube.

Numerous celebrity influencers, including the likes of Tati Westbrook, have opened up about their burnout and mental health issues. There’s a large misconception that being an "influencer" is highly glamorous and that you get free goods, get to go to cool places, and meet famous people. However, many fail to realise that it's exhausting work and not a justification to abandon their studies or day jobs in favour of having fun, travelling, or leading a glamorous life constantly, as this is frequently not the case. People enjoy the concept of being influential but are unaware of the obligations or pressures that come with it.

In a 2020 analysis by the Norwegian influencer marketing company inspire.me, 47% of the 350 global influencers asked acknowledged that their choice of profession had an effect on their mental health. 67% of respondents thought the term "influencer" was now stigmatised. 32% admitted that their jobs had a negative effect on how they felt about their bodies. Influencers were found to be mostly female (77%) and had an average age of 28.

Comparisons on social media are also cognitively inefficient, according to research, and they consume a lot of brain energy to analyse. People who are only concerned with social comparisons may suffer negative consequences such as diminished satisfaction with one's appearance, low self-esteem, increased negativity, insecurity, and worry. Since social media has taken over social media influencers' whole lives and jobs, many of them suffer from these side effects.

Overall, experts and creators unitedly agree that there needs to be a better, healthier way for this business and influencers to operate even while social media and brands' tendency to utilise it as a marketing tool are both rising. There needs to be more openness about what a job on the internet actually involves and the harm that influencer marketing can do to both creators and consumers.

Influencers and their mental health: The challenges of always being in the spotlight