$4 billion on influencer marketing this year, but some social media stars are struggling to keep up and stop their star from burning out.
TikTok and YouTube stars packed the Anaheim Convention Center last weekend for the return of VidCon, a popular conference that connects digital creators with brands and fans.
Social media star Alyssa McKay, 22, told the Hollywood Reporter that she posts across YouTube, YouTube Shorts, Instagram, Reels, TikTok and Snapchat and works vigilantly to be flexible and stay on trend — but she warns it could lead to burnout. “You have to just constantly be ready to evolve as a creator,” McKay explained. “I started doing [point-of-view videos] and then I started rapping and then I started noticing, OK, my audience isn’t resonating with this anymore.
So now it’s all about lifestyle, but I’m sure within six months I’m probably going to be on to something else.“You can’t try and force something that just isn’t working anymore,” she continued.
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