Letters to the EDITOR: Invisible cost of content: Should platforms pay for creator mental health?

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Invisible cost of content: Should platforms pay for creator mental health?

Over the past decade, platforms like Instagram and YouTube have evolved from simple social networks into global media powerhouses. Their success rests heavily on the content produced by millions of independent creators-individuals who generate videos, reels, tutorials, and stories that fuel user engagement and drive advertising revenue. These creators are not just casual contributors; they are the foundation of a multi-billion-dollar digital economy. Yet, while platforms continue to scale their profits, an urgent question arises: should companies that profit from creator-generated content also bear responsibility for the mental health of the people behind it?

The nature of content creation in the social media age is far more complex and demanding than it may appear. For many creators, this is not a casual pastime but a full-time profession involving strategic planning, constant self-promotion, and unrelenting output. Their visibility, reach, and income often depend on their ability to remain relevant in the eyes of both the algorithm and their followers. This generates immense psychological pressure. Studies and anecdotal evidence alike reveal a growing pattern of mental health challenges among creators, including burnout, anxiety, depression, and emotional fatigue. In many cases, the very tools designed to connect and inspire have become sources of stress and alienation.

This psychological burden is closely tied to the structure of the platforms themselves. Instagram and YouTube are built to reward high engagement and frequent posting. Creators are encouraged-explicitly and implicitly-to maintain a steady flow of content. When they step away, even briefly, they risk losing momentum, reach, and income. The result is a relentless cycle of performance and self-promotion that leaves little room for rest or recovery. Unlike traditional employment settings, where support structures such as HR departments, health insurance, or paid leave might mitigate stress, independent creators operate within a largely unregulated digital environment. Despite playing a central role in the profitability of social media platforms, they receive limited institutional support.

From an ethical standpoint, it is increasingly difficult to justify this imbalance. If a company profits directly from the labour of individuals-especially when that labour can have clear and measurable mental health consequences-should that company not bear some responsibility for mitigating the harm? While platforms have made gestures toward supporting well-being, such as the introduction of "Take a Break" features or mental health awareness content, these efforts are often superficial and lack the depth needed to produce real impact. Token measures do little to address systemic problems rooted in the architecture of the platforms themselves.

Real accountability would require structural change. Platforms could consider investing directly in mental health support for creators, whether through dedicated funds, access to counselling and therapy, or health benefits for high-performing and consistent contributors. Algorithms, too, could be designed to allow for more flexible engagement patterns so that creators are not penalized for taking necessary breaks. Moreover, stronger mechanisms to report and address online abuse-another common source of creator distress-could form part of a broader commitment to well-being.

This is not merely a moral argument; it is a strategic one as well. The success of Instagram and YouTube depends on the consistent output of high-quality content from engaged creators. If mental health challenges continue to go unaddressed, platforms may face a gradual decline in creator participation, leading to a weakened content ecosystem. By investing in the health and sustainability of their creators, these companies would also be investing in their own long-term viability.

The emergence of creator culture has undeniably changed the media world, offering new opportunities for income, self-expression, and influence. However, with this evolution comes a new set of responsibilities. Instagram and YouTube have built their empires on the work of individuals-often young, independent, and under-supported. As mental health becomes a central issue of our time, these platforms must recognize that profitability should not come at the cost of human well-being. If creators are expected to fuel the digital economy, then the companies that benefit must also share in the duty of care. The question is not whether they can afford to support creators' mental health-but whether they can afford not to.

Chandasmita Kashyap,

Guwahati