“Put Yourself Out There” But Know the Risks: From Online Visibility to Vulnerability: An Abstract

In an age marked by brand cultures, “realness” has become a powerful driving force on social media. Influencers and content creators, in particular, adhere to the ideal of authenticity, using it strategically to attract followers, and build communities. To achieve this, many adopt strategies of intimate self-disclosure, such as sharing personal experiences, traumas, and vulnerabilities, to strengthen their relationships with audiences (Leite & Baptista, 2022; Chung et al., 2023). While prior studies have mainly focused on the marketing effectiveness of these practices (Shoenberger & Kim, 2023), the psychological and emotional effects on creators themselves remain largely unknown. This ongoing research aims to address this gap by exploring how influencers and content creators experience the tension between “putting themselves out there” and preserving a sense of self. We employed a qualitative design combining netnography (Kozinets, 2019; Kozinets & Gretzel, 2024) across blogs and platforms (Instagram, TikTok, YouTube, X) with ongoing in- depth interviews with influencers and content creators. The netnographic corpus was analyzed using reflexive thematic analysis (Braun & Clarke, 2019; 2021), while the interviews conducted thus far, as well as those scheduled, are being analyzed within a phenomenological framework (Thompson, 1997). Findings unveil several challenges and tensions. Among these, influencers and content creators frequently report experiencing imposter syndrome and persistent self-doubt despite outward success. They also describe creative burnout, driven by the demand to produce content constantly (Duffy et al., 2024), and dehumanization, as they feel reduced to “content machines” rather than individuals (Colliander & Dahlén, 2011). A significant proportion also experience identity dissonance, struggling to align their private and public selves. Furthermore, relationships with peers are often characterized by comparison and competitiveness, as well as mutual support. Further insights from interviews deepen this analysis. First, participants conceptualize authenticity not only as performance but also as “untouchable authenticity”, which is a non-negotiable aspect of their identity. Second, visibility pressure comes less from follower expectations than from platform algorithms and peer competition, which intensify fatigue. So far, interviewees have discussed “surface acting”, describing how their on-camera emotions differ significantly from those experienced in private, drawing attention to the tension between performed and lived expressions of authenticity. This research aims to offer practical implications for creators, brands, and platforms on how to anticipate and manage the negative effects of creative work, helping to create a healthier and more sustainable social media environment.