Have Influencers Peaked?

If you’ve recently stepped into a boxing ring with a 57-year-old Mike Tyson, it’s safe to say you may have reached peak relevance — and probably overstayed your welcome. 

Last month, the Tyson vs. Jake Paul fight felt less like a clash of athletes and more like an actual car crash. A surreal mash-up of cultural eras: former heavyweight champion vs. YouTube instigator.

For Tyson, it was a paid pit stop on his way back to selling weed and podcast philosophy. But for Jake Paul? The fight was another desperate attempt to extend his moment in the sun. Sure, Paul will keep finding ways to grab headlines — another Pokémon card to flex, another semi-retired athlete to challenge — but does he ever face a fighter in their prime? Likely not. His job isn’t to win; it’s to stay seen. (Wild fact: Jake’s brother Logan has a sports drink called Prime and it’s valued at 1.2 billion dollars.)

While exact numbers are hard to pin down, a 2023 report from Goldman Sachs estimated that around 4 million creators worldwide are making at least a cool $100,000 annually. Out of those, a much smaller percentage, roughly a few thousand, are hitting million-dollar earnings or more annually. 

So when you’re making millions for being goofy on TikTok or YouTube, there’s a real hunger to stay in the public eye, because who wants to get a real job? There are people who make a living running over eggs and bars of soap.

From Nobody to Niche to Notable: The Glittering Ascent

Influencing is a career arc that exists in fast-forward. One day, you’re a nobody flipping turkey sandwiches. The next, your TikTok tutorial on “elite-tier subs” (bread scoops, lettuce ratios, artisanal vibes) has millions of views.

The formula for becoming an influencer used to be straightforward:

1. Be attractive (or at least photogenic).
2. Post often.
3. Share just enough of your life to feel relatable, but not so much that it’s messy.

Now? It’s chaos. Sure, thirst traps and curated aesthetics still rule, but niches are where the gold is. Mushroom foragers, soup-chopping ASMR channels, and DIY rug makers are thriving. If you can make someone pause mid-scroll for five seconds, you’re in. 

Going back to the idea of a sandwich maker who’s now an influencer, think about these stats when it comes to food online: The numbers around just how many people consume food content is bananas: On Instagram, food is a massive category. The hashtag #foodie alone has over 500 million posts, and related hashtags like #foodporn and #foodphotography dominates feeds daily. TikTok? Forget it. The hashtag #FoodTok has amassed over 100 billion views, showcasing viral recipes, food reviews, and cooking hacks. And this is just food, so think of how many niches are out there.

And the power of these creators is undeniable. Nearly 30% of teens now get their news from social media daily, according to SurveyMonkey. YouTube is a news hub for 23%, while only 15% of teens bother with traditional outlets like online publications or print.

And these communities are booming. There are over 32,000 YouTube channels with 1 million+ subscribers, per Socialblade. Podcast Index counts 4.1 million active podcasts, and Substack has 35 million newsletter subscriptions, with writers earning $300 million collectively. Platforms like TikTok, Instagram, and Twitch are packed with creators carving out massive audiences once reserved for traditional media giants.

But here’s the thing about meteoric rises: what goes up must come down.

The Plateau Nobody Talks About

The influencer lifecycle isn’t a steady climb. It’s fireworks: rapid ascent, dizzying peak, and then...  cryptic silence.

For a minute, the numbers are perfect. Likes, shares, and brand deals roll in like clockwork. But one day, a post that should’ve hit flops. The engagement dips. You refresh obsessively. Did TikTok shadowban you? Did Instagram break? Nope. Welcome to the dreaded plateau.

The Perfect Storm of Decline

Several forces conspire to knock influencers off their pedestal:

• Algorithms Evolve: Platforms constantly tweak their formulas to keep users hooked. One day, your content is front and center; the next, it’s buried beneath someone else’s lip-syncing Reel. Creators often don’t even know what went wrong.
• Audience Fatigues: Fans binge your content, then move on. Maybe they’re bored of your oat milk latte tricks. Maybe you’ve become predictable. Either way, the scroll doesn’t stop for anyone.
• Trends Shift: What’s hot today — chaotic cooking, breakup dances, “day-in-my-life” vlogs — can feel ancient in six months. If you don’t pivot fast enough, you risk looking stuck in the past.

While some people are at the height of their influence game, there are complexities living on a platform all the time. The job might look like a carnival of the senses: posting selfies, going viral, and getting free stuff, but behind the filters, it’s a full-time hustle. And like any job with zero clock-out time, burnout is a real (and very messy) thing.

One missed day and there’s a real risk of losing visibility, engagement, or that precious spot on someone’s “For You” page. “The mental health struggles creators face often stem from the 'always-on' culture of social media," says Dr. Jessi Gold, a psychiatrist and mental health expert. "They're constantly exposed to metrics that quantify their worth: likes, comments, followers — and that pressure to perform, paired with the lack of work-life boundaries, can lead to anxiety, depression, and burnout. Social media creators are essentially running a 24/7 business, and it's mentally exhausting.”

And the numbers don’t lie. How can you blame someone for going kinda Loony Toons when they have to make so much stuff, all-the-time. According to Hootsuite’s 2024 guide to Instagram, Hootsuite recommends posting 3-4 times per week for optimal engagement on the platform. This equates to about 150-200 posts per year. They also emphasize the importance of Stories and Reels for staying visible, with successful creators posting daily Stories and at least 2-3 Reels weekly. 

Later.com suggests posting at least once per day if you want to grow, meaning 365 posts per year for highly active creators. TikTok demands frequency. Top creators post 1–3 times per day, which adds up to around 400–1,000 videos per year. TikTok’s algorithm rewards consistency, so this platform is the most demanding for creators.

The work-life balance? It’s basically non-existent. Social media never sleeps, which means creators are always “on,” answering DMs, brainstorming ideas, filming, editing, and posting—all while trying to maintain a perfectly curated image. Add in the emotional toll of performing for an audience (hello, parasocial relationships), dealing with online trolls who seemingly never tire, or watching numbers dip for no clear reason - the stress multiplies.

So, why wouldn’t an influencer do everything in their power to pivot into something else? It makes sense. That’s a lot of posting and brain power. And keep in mind, these are the superstars of the online we’re specifically targeting. 

There’s also a social media “middle class” of folks who still have jobs, kids, and a life. These are the influencers who sit at that place between 50 and 500K followers. 

The middle class of influencers often sits in a tricky spot: they’re established enough to work with brands but not big enough to command six-figure contracts. Many supplement their income through multiple revenue streams, like: sponsored posts and affiliate links, selling merch, digital products, or courses. Despite their influence, a 2023 study by Linktree found that over 70% of creators earn less than $50,000 per year — a reminder that the middle class isn’t immune to financial challenges.

Evolve or Disappear: The Reinvention Game

When the audience starts to drift, influencers face a choice: adapt or fade. Some pivot brilliantly. Others... not so much. According to a 2023 Adobe "Future of Creativity" report, 49% of creators have completely reinvented their personal brand, content style, or niche at least once to stay relevant or adapt to audience changes. 

Dr. Karen North, Digital Media Expert and Clinical Professor at USC Annenberg had pointed thoughts on the lure of reinvention in an online world stating, “Reinvention is no longer optional for creators — it’s survival. Social media moves at lightning speed, and audiences crave novelty.” Dr. North continued, “Successful creators are the ones who aren’t afraid to pivot their content, experiment with new formats, or even redefine their brand entirely to stay ahead of trends and keep their audiences engaged.” 

Some of the success stories are out there and a metric to aspire to, while others, the bar is still pretty low, just like their engagement. Huda Kattan, originally a beauty blogger and influencer, turned her social media success into Huda Beauty, one of the most successful cosmetics brands globally. Starting with false eyelashes, the company has expanded into full makeup and skincare lines. 

As of 2024, Huda Beauty is valued at over $1 billion (!), making Kattan a leading figure in beauty and entrepreneurship. But while Kattan is something to aspire to, there’s someone like Tana Mongeau, whose attempt to rival VidCon with her own fan convention, TanaCon, became a legendary disaster in 2018. Promised as an inclusive, free event for fans, TanaCon was plagued with overcrowding, long lines, and a lack of organization. Attendees reported being stranded in the sun for hours, and the event was shut down on day one. What was supposed to be a fan-focused win became a cautionary tale. Just about everyone said the same thing: TanaCon SUCKED.

So what are some of the others who’ve risen and fallen within the social media ranks? Those include some names everyone knows and others who you may have not of thought about in a long while:

The Reinvention Success Stories

• Emma Chamberlain: From relatable YouTube teen to high-fashion tastemaker.

• MrBeast: He turned viral videos into a business empire, launching brands like Feastables and MrBeast Burger. He’s no longer just a creator — he’s an industry.
• Logan Paul: After the Suicide Forest controversy nearly ended his career, Logan pivoted into boxing, podcasting (Impaulsive), and even a massively successful energy drink (Prime).

The Cautionary Tales

• James Charles: Once the face of YouTube beauty, his career imploded after accusations of predatory behavior and inappropriate interactions with minors. He’s still active, but his reputation is in tatters, and major brand deals have disappeared.
• Tati Westbrook: A beauty mogul who torched her credibility with the infamous Bye Sister scandal. Her audience hasn’t returned in full, and her brand feels stuck in the past.‍
• Lele Pons: A Vine star who struggled to transition to other platforms. Her humor and style didn’t evolve with the times, and much of her audience moved on.

The Circle of Social Media Life (Cue Lion King Theme Music)

Influencing isn’t like Hollywood fame. It’s faster, more volatile, and less forgiving. One viral moment can make you a star, but staying relevant is a grind. You have to remember, a creator isn’t making a song or a movie with the potential to be timeless, social media lives in the “right now.” Platforms change. Audiences move on. 

The internet forgets quickly. The average "lifespan" of a follower-creator relationship can vary depending on niche, content quality, and consistency, but data gives us insight:

According to a 2023 report by Tubular Labs, fans typically engage with a creator for about 6-12 months before their interest begins to wane. But, there are exceptions:

• Niche Creators (educational or hobby-focused): Followers stick around longer: sometimes 1-3 years—because the content provides ongoing value (like tutorials, advice, or expertise).
• Lifestyle/Entertainment Creators: Engagement often fluctuates faster due to changing audience interests or creator burnout. These creators may experience a higher churn rate within 6-8 months unless they successfully reinvent themselves or maintain a consistent, engaging presence.