Self-fulfillment, visibility, financial independence: for many, influencers are considered the epitome of digital freedom. But everyday life behind the camera is often far less glamorous than it appears on social media. A new study by EBS Universität für Wirtschaft und Recht reveals that the path to online success also carries risks – psychological strain, dependency, and identity conflicts. The greater the reach, the less self-determination many influencers report feeling. The authors describe a structural “influencer dilemma”, where career ambitions clash with personal limits.

The research project, led by Dr. Katja Spörl-Wang, Prof. Dr. Franziska Krause, and Prof. Dr. Sven Henkel, conducted an eight-month qualitative interview study between 2022 and 2023 with 31 European lifestyle influencers – ranging from nano to mega creators with up to 5.5 million followers. Approximately 29 hours of interview material were analyzed thematically and supplemented with historical social media data. The result is a theory-driven lifecycle model that outlines four typical career phases, three transitions, and various future scenarios – from continuous growth to stagnation or intentional exit.

The “Influencer Dilemma” – When Community Becomes a Burden

A key finding of the study: growing reach does not automatically mean more freedom – quite the opposite. Many of the respondents described digital success increasingly as a constraint. They spoke of fear of no longer meeting their community’s expectations, internal pressure to maintain constant visibility, and the feeling of becoming invisible as a person behind their content.

“Sometimes I wonder: Do I still exist if I don’t post?”, said one interviewee with over three million followers, describing the emotional toll of constant online presence.

The research team identified five paradoxical motivational patterns that act as drivers early in the career but often turn into obstacles over time:

1. positive drive: belonging; tipping point/dilemma: loss of genuine relationships, fear of hate

2. positive drive: prestige & fame; tipping point/dilemma: pressure to self-disclose, loss of control

3. positive drive: self-realization; tipping point/dilemma: identity exhaustion through constant presence

4. positive drive: freedom; tipping point/dilemma: adaptation to platform rules & follower expectations

5. positive drive: financial success; tipping point/dilemma: fear of the future & monetary dependency

“Our findings show that being an influencer is not just a job – it is a complex, evolving profession shaped by paradoxes and personal dilemmas,” says Prof. Dr. Franziska Krause, Professor of Marketing & Customer Insight at EBS Universität.

Relevance for Business, Society, and Young Creators

The findings have far-reaching implications – both for professional practice and public discourse.

• Brands and agencies should take the influencer’s career stage into account when building sustainable partnerships.
• For aspiring creators, it is essential to think early about mental health, clarity of goals, and possible exit strategies.

The contribution by the EBS researchers not only provides a new theoretical foundation for influencer studies but also raises awareness for the challenges of digital visibility.

Publication & Contact

The full study is published in the Journal of Business Research:

Spörl-Wang, K., Krause, F., Henkel, S. (2025): A life cycle framework of social media influencers and the influencer’ dilemma, Journal of Business Research, Volume 199, https://doi.org/10.1016/j.jbusres.2025.115459