The business of influence: Why ageism and burnout are rife

Written by Kati Chitrakorn for Vogue Business on 8/3/2022

What is the career expectancy of an influencer? And in a fast-paced Gen Z world, driven by new social media trends and the rise of TikTok, is it harder to survive as a creator over 40?

Some of fashion’s most prominent influencers have been creating content for over a decade now. As Vogue Business reported in the first part of this series, many saw their blogs morph from a part-time passion project to become a full-time job that put them front and centre of brand marketing activities. Now, they are managing a delicate see-saw of personal priorities while working a job that is void of paid holidays, maternity leave and other workplace benefits — leading in some cases to burnout. And, they must keep up with their younger, digitally savvy counterparts who are native to new social platforms — namely TikTok — and boast more impressive reach and engagement.

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