According to a new study by Awin and ShareASale, affiliate marketing platforms, a lot of creators are suffering from burnout, and Instagram is the leading platform driving this issue. However, the overall rate of burnout has decreased since 2022. The survey, conducted in the UK, US, and Germany, showed that 73% of the respondents were suffering from burnout in 2025. This represents a 14% decrease from 2022, when 87% of content creators reported experiencing burnout.
There are a lot of reasons why content creators suffer from burnout. The respondents said the reasons for their burnout included ever changing platform policies, worrying that their content isn't the best, using too much social media and now the rise of artificial intelligence. The survey says that content creators are still confused about generative AI and what it can do to their industry. Content creators are talking about having ownership over their content but some AI companies have used content from those creators to train their AI models.
70% of the respondents say that they think AI is a small threat to their business and 26% said there is somewhat a notable threat by AI to their business, with 16% saying AI is a huge threat. 30% believe that AI doesn't pose any threat to their business. 46% of respondents say that they are afraid that consumers will no longer be interested in digital content because of AI and that is what's causing them burnout. 43% say that the rise of AI content has put extra pressure on them to create outstanding content.
On the other hand, some creators say that AI has helped them in content creation and they are using AI tools for creating thumbnails, brainstorming ideas and writing video descriptions. They are basically doing everything by using AI tools and AI tools.are helping them with productivity. 32% of content creators are already using ChatGPT. This shows that where AI has been a reason for burnout of many creators, it is assisting them with many tasks too.
Read next: The Environmental Cost of Online Activity: New Study Reveals Carbon Footprint of Daily Social Media Usage
There are a lot of reasons why content creators suffer from burnout. The respondents said the reasons for their burnout included ever changing platform policies, worrying that their content isn't the best, using too much social media and now the rise of artificial intelligence. The survey says that content creators are still confused about generative AI and what it can do to their industry. Content creators are talking about having ownership over their content but some AI companies have used content from those creators to train their AI models.
70% of the respondents say that they think AI is a small threat to their business and 26% said there is somewhat a notable threat by AI to their business, with 16% saying AI is a huge threat. 30% believe that AI doesn't pose any threat to their business. 46% of respondents say that they are afraid that consumers will no longer be interested in digital content because of AI and that is what's causing them burnout. 43% say that the rise of AI content has put extra pressure on them to create outstanding content.
On the other hand, some creators say that AI has helped them in content creation and they are using AI tools for creating thumbnails, brainstorming ideas and writing video descriptions. They are basically doing everything by using AI tools and AI tools.are helping them with productivity. 32% of content creators are already using ChatGPT. This shows that where AI has been a reason for burnout of many creators, it is assisting them with many tasks too.
Read next: The Environmental Cost of Online Activity: New Study Reveals Carbon Footprint of Daily Social Media Usage
