Taylor Lorenz wrote a great piece for The New York Times about creator burnout and how the pressure to produce new content every day slowly drains creators of any joy they had for their careers.
While there are several elements that trigger burnout, the one I’d like to call attention to in this newsletter you’re reading right now is the whiplash that can be caused when a social media platform plucks one of its users from obscurity and blasts their content out to millions of people. From the article:
“It almost feels like I’m getting a taste of celebrity, but it’s never consistent and as soon as you get it, it’s gone and you’re constantly trying to get it back,” said Lauren Stasyna, 22, a TikTok creator in Toronto. “It feels like I’m trying to capture this prize, but I don’t know what the prize even is.”
The volatility can be rattling. “When your views are down, it affects your financial stability and puts your career at risk,” said Luis Capecchi, a 23-year-old TikTok creator in Los Angeles. “It’s like getting demoted at a job with no warning.”