NaZMalogy - We often see the lives of content creators or influencers in Indonesia as seemingly perfect. From Arief Muhammad, who always appears busy with his businesses, to Fadil Jaidi, who never fails to entertain with his daily content. They are constantly engaged, responding to comments, and keeping up with every trend. But have we ever questioned the pressure they experience behind the scenes?
In the world of work, there is a phenomenon known as social media fatigue. It is a state of emotional, mental, and physical exhaustion caused by the constant demand to stay active on digital platforms. For those who rely on social media as their source of income, this condition is not just about feeling bored—it is a serious issue.
What’s Really Happening Behind the Scenes
There are various complex factors contributing to this fatigue, often stemming from job demands that are invisible to the public.
1. The Obligation to Be “Always Active” 24/7
Content creators do not have fixed working hours because notifications keep coming in—comments, direct messages, mentions—requiring them to stay alert. Imagine a culinary influencer like Mgdalenaf, who must constantly monitor audience reactions. A single negative comment left unaddressed can affect their image. This pressure makes it difficult for them to truly enjoy downtime, as they feel tethered to their work at all times.
2. The Battle Against the Algorithm
Beyond that, they must constantly battle shifting algorithms. Social media platforms operate under dynamic rules. Today, Instagram’s algorithm may favor Reels; tomorrow, it might change again. Creators are expected to keep learning and adapting—finding trending audio, mastering the latest video editing features, and analyzing performance data so their content doesn’t get buried. This endless race is exhausting and can trigger mental fatigue.
3. Seen as Just “Playing on Their Phone”
Another major source of frustration is the lack of understanding from those around them. Many assume that being a content creator is simple—just “playing on your phone” or “posting pictures.” In reality, each post involves research, scriptwriting, filming, editing, and analyzing results. When their effort is dismissed or underestimated, this lack of appreciation can drain their emotions and dampen motivation.
More Than Just Feeling Tired — Here’s the Impact
All of these pressures are far from trivial. The effects can vary, from cognitive fatigue (difficulty with strategic thinking) and emotional exhaustion to a drastic drop in job satisfaction. Creativity—their most essential asset—can be stifled when their energy is drained by anxiety and external demands, ultimately affecting the quality of their work.
Keeping Creative Energy Alive
This is why it’s crucial for creators to recognize these risks and begin setting healthy boundaries. For agencies or brands, having clear policies—such as response hours for messages or guidelines for handling negative comments—can help reduce pressure and create a more sustainable work environment. As we enjoy content from the creators we admire, let’s remember that behind it lies significant effort and stress.
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Image Sources:
Pinterest (https://id.pinterest.com/pin/1125968649761130/)
Pretty young girl trying new headphones (https://www.freepik.com/free-photo/pretty-young-girl-trying-new-headphones_8919034)
Reference:
Kwon, E., English, A. E., & Brigh, L. F. (2020). Social media never sleeps: Antecedents and consequences of social media fatigue among professional content creators. The Journal of Social Media in Society, 9(2), 150–172.
