It seems we’re edging closer to a world where the only ones left on social media are influencers themselves. But what happens when the influencers have no one left to influence? We’re facing a curious scenario where influencers are followed by other influencers, who are in turn followed by micro-influencers, and so on. It’s a cycle that’s starting to look more like an echo chamber than a platform for genuine influence.

The essence of influencing has always been about pushing a narrative, opinion, or product to a wide audience. However, the paradox lies in the fact that to be a successful influencer, one must resist being influenced by others. This creates a situation where many followers are less interested in the content and more focused on piggybacking off the influencer’s reach to boost their own.

In 2024, a surprising trend has emerged: influencers, celebrities, and reality TV stars are quietly stepping away from social media. This signals that the once-thriving world of influencing might be waning.

The Decline of Influencers

Take Australian actress Chloé Hayden, for instance. Just last month, she became the latest public figure to announce her departure from Instagram, citing the severe toll it had taken on her mental and physical well-being. The Heartbreak High star, who has been an advocate for autism, ADHD, and chronic illness awareness, shared that she had been subjected to relentless online abuse, including death threats and detailed suicide prompts from trolls. With 247,000 followers, her decision to step back highlights the darker side of social media fame.

Similarly, earlier this year, Sydney-based influencer Emma Claiir, who had a large following on both Instagram and TikTok, decided to delete her accounts. She admitted that the constant stream of online abuse was pulling her away from her son and making her less present in his life. This decision came two months after she faced massive backlash for a childhood confession about accidentally killing two cats, a story that was blown out of proportion online.

Former model and Big Brother star Krystal Hipwell (née Forscutt) was among the first Australian influencers to pull the plug on her social media presence. With 153,000 Instagram followers, Krystal used to share her life as a mum of three. However, in December 2021, she posted for the last time, stating her desire to watch her children grow without feeling the need to document every moment. She expressed that going offline would be the best thing for her family’s well-being and her mental health. Two years on, her page remains inactive, but nearly 1,000 fans continue to check back, hoping for her return.

Reality TV stars from Married At First Sight (MAFS) have also started distancing themselves from social media. Season six participant Heidi Latcham hasn’t updated her 294,000 followers since December 2021, and her fellow co-star Bronson Norrish last posted to his 192,000 fans in July 2022. These stars are turning down lucrative brand deals in favour of a quieter life away from the spotlight.

As the new season of MAFS looms just a month away, it remains to be seen how many cast members will opt for a career in influencing post-show and how many will choose to step away from the social media frenzy altogether.

In a world where the influencer bubble might be bursting, could we be seeing the beginning of the end for the social media empire? Only time will tell.

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