There are psychologists for influencers now

The work of the influencer has been criticized, expanded, instrumentalized, and finally regulated. If initially the profession was not very clear to most, now both the fashion brands they collaborate with and international administrative authorities know who they are dealing with. They understand the difference between macro and micro influencers, know how much they can be paid, and for this reason, have learned to ask for more—or less. While new laws for the protection and taxation of content creators were being outlined, however, their relevance diminished: controversies and disputes enveloped some prominent figures, from Chiara Ferragni to Matilda Djerf, while to face the luxury crisis, fashion houses had to withdraw their PR investments from new faces and focus on established celebrities and movie stars. In this state of uncertainty, the general attitude of consumers towards digital creators has also changed, paradoxically due to the profession's popularity: in 2023, a report by Morning Consult stated that followers' trust in content creators was growing and that 57% of American Gen Z wanted to become influencers. But in 2024, according to Influencer Intelligence, people began to question the profession, especially influencers who are not specialized in any skill. In this complex picture, it becomes easy for an influencer or content creator to feel lost, confused by uncertainties and new rules they must follow, by the fluctuating attention from brands and consumers, and by industry changes. For this reason, especially overseas, influencer psychologists are spreading—experts in burnout who can support content creators. 

Burnout is a state of physical, emotional, and mental exhaustion caused by prolonged stress, often associated with work. Given the high expectations they must meet, their constant exposure to the public eye, and the severe level of competitiveness, the work of an influencer is considered one of the professions with the highest risk of burnout. Furthermore, to all these factors, we must add the daily and prolonged use of the phone and social media, which, as we know, can have detrimental effects on mental health. As a result, professionals and platforms specializing in influencer support are emerging, aimed at alleviating their stress and helping them build a healthier relationship with their work. CreatorCare is one of these, an American site that provides online consulting services for content creators, with sessions ranging from 60 to 180 dollars each. The typical burnout of influencers can result in disorders ranging from anxiety to depression, but also problems with food and one's identity. In an article on Wired, psychologist and co-founder of Revive Health Therapy (part of CreatorCare) Amy Kelly raises an important issue regarding the parasocial relationships that influencers establish with their followers and colleagues—being friendships born and grown online, through likes and comments, they can have a negative impact on the overall view of life and other people. 

The year 2025 represents a decisive year for the digital creator industry. On the one hand, the profession is finally being recognized at the administrative level, in the United States as well as in Italy and other European countries. On the other hand, it seems to be losing relevance. Was it just us who noticed, or at the Met Gala, the last person everyone talked about was Kim Kardashian? Not all bad things happen for a reason: sometimes, success fades when it's time to step back and look at things from a new perspective. After years of frantic chasing for a million followers and the blue check, influencers can finally slow down and rest a bit. It's the right opportunity to reevaluate their profession, to ask if it's really worth being on the phone all day and, above all, to wonder if a sponsored post should have such an impact on one's mental health. To quote one of social media's favorite phrases, «go touch some grass».