Problem with the community, escalation of formats or even overwork. Like the breaks decided by Mastu following harassment by his fans, by McFly and Carlito following a burn-out or recently by the duo Vilebrequin, who decided to completely stop their YouTube channel despite their 2 million subscribers, the various platforms that host content creators are facing serious frustration.
During the year that has just ended, different personalities have spoken out to break the taboo around this discomfort and the harmful aspects that the profession can involve. The first YouTuber in France, Squeezie, explained in early 2023 the fatigue involved in producing his long formats and Léna Situations revealed during the summer that she had been hospitalized following an ulcer triggered by the pressure imposed by her activity.
A phenomenon also noted by Gregg Bywalski, general manager of Webedia Creators, who tries to support creators as best as possible. “We have been hearing about this pressure for a good year and it is a subject that we have clearly identified”, he explains. He reports the different reasons identified for this discomfort. “They relate to the pressure around new formats – mentioned a lot during the year – but not only that. Content creators have huge agendas”, adds the boss of Webedia Creators. According to him, creators are often mobilized during the day but also in the evening, whether to produce their content, participate in events, appear in other creators’ videos or even spend time with their community.
Discomfort at all levels
This annoyance does not only manifest itself in poorly received notoriety and also affects amateur videographers, as Jean-Baptiste Gallié, teacher-researcher at ESC Clermont Business School, explains: “We see that this phenomenon goes far beyond the borders of YouTube. On other platforms such as Instagram or TikTok, creators also share their frustration linked to the demands of algorithms and the expectations of their audience. » The researcher warns that the reasons why these amateur creators stop their activity are very diverse and are not always published or discussed publicly. “They ultimately have many more reasons to stop, even if, from the outside, we have an impression of ease, lightness and pleasure”he still insists.
Kafia Ayadi, assistant professor of marketing and consumer behavior at Neoma Business School, says there are three main motives that push creators over the edge. Firstly a financial factor, because despite the involvement, the work of the content creator which does not pay enough is sometimes enough to put an end to the activity. “The second reason is sociological: if this activity involves a large community, in reality the workload leads to a kind of isolation which can encroach on personal life and lead to overwork”, she lists. The third cause cited is psychological: “we see the emergence of imposter syndrome, where the content creator does not feel legitimate to address certain subjects. »
For a more peaceful year 2024, the teacher invites content creators to delegate more of their content production, whether for montages or the creation of miniatures. Kafia Ayadi also advocates solid work on oneself, personal development and the need to devote personal time to oneself.
2024-01-04 22:10:27
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