By Kathryn KyteBusiness reporterimage source, Joy Wongimage captionMichelle Phan now also runs her own cosmetics companyMichelle Phan says she had to quit making her popular makeup and beauty YouTube videos because she was burned out.”It became harder and harder for me to pretend to be happy,” she says. “And [as a result] I had become toxic with my relationships and friendships. I had my threshold.”Ms Phan, 34, is looking back on the period from 2017 to 2019 when she took a break from uploading her tutorial videos.A so-called social media influencer or creator, she says she needed time off from the constant pressure to upload ever more content, and chase more and more views and likes.Today her eponymous YouTube channel has 8.84 million subscribers around the world, and Los Angeles-based Ms Phan mentors and supports other people who are making and uploading videos.She says that many feel stressed about running out of ideas, and compelled to make new content multiple times per day.image source, Michelle Phanimage captionMs Phan’s videos are watched millions of timesBut what exactly is a social media influencer? There is no hard and fast definition, but in essence it is someone who has enough followers on social…
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The pressures – and rewards – of being an influencer – BBC News
