TikTok stars whine about burnout, struggle to be relevant: ‘Oh, poor me’

The toughest TikTok trend is staying relevant.

The US is expected to spend over $4 billion on influencer marketing this year, but some social media stars are struggling to keep up and keep their star from burning out.

TikTok and YouTube stars packed the Anaheim Convention Center last weekend for the return of VidCon, a popular conference connecting digital creators with brands and fans.

Social media star Alyssa McKay, 22, told the Hollywood Reporter that she posts on YouTube, YouTube Shorts, Instagram, Reels, TikTok and Snapchat and works vigilantly to be flexible and stay on trend – but warns that this could lead to burnout.

“You just have to be constantly willing to evolve as a creator,” McKay explained. “I started doing [point-of-view videos] and then I started rapping and then I was like, OK, my audience isn’t resonating anymore. It’s all about the lifestyle now, but I’m sure within six months I’ll probably be doing something different.

“You can’t try to force something that just doesn’t work anymore,” she continued. “It’s hard because it could lead to burnout trying to think about what’s next, but it’s one of the biggest parts of the job.”

Brittany Tomlinson, a TikTok creator and podcaster known as the “Kombucha Girl,” who rose to fame after becoming a viral meme in 2019, claims she’s burned out multiple times.

“I’ve burned out a few times, and it sounds like navel-gazing, like, ‘Oh, poor me.’ But if you think about it, this isn’t a ‘9 to 5,'” said Tomlinson, 25. “This is an ‘always.’

“The kicker of the problem that underlies everything we do is that moment where it stops being fun, and I’ve gotten to that point a couple of times,” Tomlinson added. “Don’t expect anything from me.”

A 2021 survey by Indeed showed that Millennials (59%) and Gen Z (58%) reported the highest burnout rates.

A general look at the atmosphere during VidCon 2022
After a two-year hiatus, VidCon returned and TikTok dethroned YouTube as the title sponsor.
Getty Images

TikTok queen Charli D’Amelio – an 18-year-old star who rose to fame with her TikTok dances during the pandemic – recently lost her crown as the app’s top creator to comedian and former machinist Khabane Lame, 22.

At VidCon, D’Amelio said there was “no bad blood” between her and TikTok’s newest star – who has 144.7 million followers to D’Amelio’s 142.9 million – and offered advice on how to avoid ” getting bored” and “caught”.

“I had No. 1 for two years. I feel like it’s about time someone else got that spot,” D’Amelio said. “It feels great to know someone else is getting that spot — someone who’s sweet and a good person and loves what they do … I wouldn’t want to give it to anyone.”

The young millionaire warned content creators not to “lock onto anything in particular.”

“It’s not worth being forced to do one thing all the time. I feel like if you do that, the only way you can do that is until you get bored and want to switch,” D’Amelio said. “And when you’re so used to creating just one type of content, you can feel kind of trapped.”

Since rising to fame with her viral dance clips, D’Amelio has branched off from TikTok with a fragrance, a clothing line, a Hulu reality show, and major brand partnerships.

Marques Brownlee, 28, a popular tech reviewer with more than 15 million subscribers on YouTube, warned that being a digital creator, like many other professions, is not a sustainable performance.

“A lot of people want to be professional athletes. But if you look at it, the life cycle of a professional athlete in most sports is fleeting and small,” Brownlee told the Hollywood Reporter.

“You get about five years of your prime. If you’re lucky, you play at eight, nine, ten [years]. If you’re literally LeBron James, you’ve been playing for 20 years. It’s a short career in most areas.”

https://nypost.com/2022/06/28/tiktok-stars-whine-about-burnout-fight-to-be-relevant-oh-poor-me/ TikTok stars whine about burnout, struggle to be relevant: ‘Oh, poor me’

Emma Bowman

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