Exploring Influencer Burnout through Trans-Parasocial Relationships in the Age of Commercialised Social Media

Abstract

With the rapid growth of social media, individuals have gained the ability to cultivate large, dedicated audiences and establish themselves as Social Media Influencers. Influencer marketing—a $21.2 billion industry in 2023 (Statista, 2024)—relies on influencers to promote brands through reciprocal connections with followers, conceptualized by Lou (2021) as trans-parasocial relationships. Unlike traditional parasocial interactions, these connections are more dynamic and involve mutual engagement. In the process of building these relationships and commercializing their influence, influencers must meet strict deadlines and also navigate the demands of followers while remaining authentic. This study explores how the pressures of maintaining these relationships and meeting brand expectations contribute to influencer burnout. Categorising social media Influencing as a profession, this research investigates how influencers navigate stress and cope with unique career demands. By highlighting Social Media Influencer burnout, this research seeks to bridge a gap in the theoretical understanding of influencer well-being, offering practical insights for fostering resilience and prioritizing mental health in the ever-demanding world of social media marketing.