It’s almost midnight when the phone buzzes – a client text, a comment that needs a reply, a trend that will be stale by morning. For the people who run brand accounts on social media, the workday never really ends.
We’re marketing researchers who study digital and social media wellness and teach the students who go on to fill these jobs. In a study published in September 2025, we interviewed social media marketers in the United States, Ireland, India, Germany and Australia and saw a profession quietly running on empty: passionate, creative people who are mentally drained by jobs that rarely turn off.
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