Better Business / Member news
UWE Bristol research reveals mental health challenges of influencer economy
A new study by researchers at UWE Bristol has revealed that working as a social media influencer can be far more mentally demanding than it appears from the outside.
The research explores the experiences, working practices and wellbeing of influencers and content creators, highlighting the emotional, commercial and personal pressures associated with building an online career.
Now in the first of two stages, the study is based on in-depth interviews with a small group of influencers and content creators working across a range of platforms.
Participants described challenges that fell into five key themes: mental health, relationships with followers, authenticity, work–life balance and the commercial realities of influencer work.
A new study by researchers at UWE Bristol has revealed that working as a social media influencer can be far more mentally demanding than it appears from the outside
Researchers found that many influencers experienced emotional highs and lows linked to online engagement, with some describing a dependency on likes, shares and views.
One participant said: “If something goes viral, it makes you feel like you’re on top of the world and then, if it doesn’t, you get really frustrated.”
While relationships with followers were often described as supportive and community-driven, influencers also reported feeling pressure to remain constantly active online. Some spoke about managing high audience expectations, dealing with criticism and facing trolling or harassment.
Maintaining authenticity was another significant concern. Participants said they felt an ongoing tension between being “real” with their audience while also protecting their personal brand and meeting commercial expectations. Many reported carefully balancing what they shared publicly with the need to appear consistent and trustworthy.
Work–life balance emerged as a major challenge, with influencers describing a job that never truly switches off. Income was often described as unstable, with creators feeling the need to stay visible and relevant at all times. Managing brand deals, protecting their reputation and navigating commercial relationships were all cited as sources of pressure.
The study is being led by Dr Moya Lerigo-Sampson, associate director for strategy and operations in UWE Bristol’s College of Business and Law, alongside Dr Issy Bray and Dr Yvette Morey.
Dr Lerigo-Sampson said the interviews revealed a striking contrast in experiences.
“Some viewed the role very positively, highlighting the flexibility, autonomy and creativity it gave them. Others, however, reported far more troubling experiences, including being bullied, trolled and even stalked online,” she said.
“Hearing these latter accounts was particularly concerning and underscores the urgent need for stronger protections for people working in digital spaces.”
She added that people’s perceptions of influencer work may be shaped by the coping mechanisms they develop over time, an area the team plans to explore further. The findings could help inform future policies for brands and agencies working with influencers, as well as practical guidance for self-employed creators.
The influencer economy continues to grow rapidly. YouTube creators alone contributed £2.2bn to the UK economy in 2024 and supported 45,000 jobs, according to Oxford Economics.
Globally, more than 64 million people are estimated to create content for YouTube, with many more working across platforms such as Instagram, TikTok and Facebook. Influencers are also now a central part of modern marketing, with three-quarters of advertisers using them to promote brands.
Dr Lerigo-Sampson said her interest in the topic stemmed from observing how often influencers openly discuss their mental health online. “While there is substantial research on how social media affects users’ mental health, there has been very little focus on those who work within the industry itself,” she said.
“This gap in research motivated us to investigate the wellbeing of influencers and content creators, and to raise awareness of the pressures they face.”
For the study, researchers conducted semi-structured interviews with ten influencers aged over 18, each with at least 1,000 followers and experience of brand collaborations. Participants’ content focused on areas including books, travel, food, beauty, fitness, fashion and sustainability, with follower counts ranging from 1,000 to more than 500,000.
The research team is now preparing to expand the study through a wider online survey, aimed at exploring the themes identified in the interviews across a broader group of creators.
Dr Lerigo-Sampson said: “We are seeking influencers and content creators who share content on platforms such as Instagram, TikTok or YouTube. The survey will take around 10 to 15 minutes to complete, and we hope it will help us build a stronger evidence base to support people working in these digital environments.”
All photos: UWE Bristol
UWE Bristol is a member of the Bristol24/7 Better Business network, an initiative to help businesses thrive while creating a positive impact on Bristol and the people who live here. As part of their membership, businesses can publish member news stories like this. For more information, visit my.bristol247.com/better-business
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