I’ll start by answering the title: nope, burnout in marketing isn’t just a buzzword—it’s a serious problem. In fact, did you know 83% of marketing and communication professionals now report burnout? I’ve seen it firsthand, and chances are, you have too. Marketers, especially those in leadership and social media roles, are expected to do everything — and that expectation is driving talented people out of the industry.
Marketing has evolved into a field where multitasking isn’t just encouraged, it’s demanded. Social media managers, for example, are tasked with creating content, monitoring trends, responding to comments, analyzing data, and managing crises. They’re on-call 24/7, constantly under pressure to perform. Not to mention they are often required to have skills that range from the most creative video creator to the most analytical mind that can improve results in no time. On top of that, there’s an unrealistic expectation that everything they create should go viral—when, in reality, virality isn’t always a good thing. Not all viral moments lead to positive brand growth, and chasing them can result in content that lacks strategy or long-term value. Because of all of these factors, it's no surprise that 2 in 5 social media managers consider that their work has a negative impact on their mental health.
And then there’s marketing leadership. CMOs and marketing managers are expected to deliver massive results, often with shrinking budgets and understaffed teams. The pressure to exceed unrealistic goals while juggling multiple channels, strategies, and stakeholder expectations creates a work environment that’s simply unsustainable.
One of the biggest issues is the unrealistic expectations placed on marketing teams. Businesses often expect instant revenue growth from a single campaign, assume that organic social media alone can drive significant conversions, or believe that one email will suddenly generate thousands of leads.
On top of that, there’s a misconception that one person can do it all. Marketing is incredibly diverse, with different specializations such as content marketing, SEO, paid advertising, branding, public relations, or data analytics. Expecting a single person to be an expert in every one of these areas is not only unrealistic but also sets teams up for failure. Instead, leaders need to focus on building well-rounded teams where specialists in different areas collaborate to drive better results. A team where each person brings their expertise to the table is far more effective than relying on a single person to wear every hat.
Studies show that marketing professionals, especially those in social media, report some of the highest burnout rates. A survey found that 83% of marketing and communications professionals have experienced burnout. Another study found that social media managers often leave their roles within two years due to stress and exhaustion. The cycle of burnout and turnover disrupts teams and makes it even harder to maintain consistent, effective marketing strategies. So what can we do about it?
While there isn’t a magic formula to completely eliminate burnout, there are some things we can do in order to prevent this. By we I mean leadership teams by paying attention to their teams and expectations, and also marketing professionals who can help set healthy boundaries for themselves.
Sure, we all want our marketing to be as authentic as possible but for that, we need specialists that are motivated and focused on what they do best. Maybe you can do so with tasks in PPC, performance reporting or even social media nurturing — the idea is that if there are tasks that can be automated, make the most of that.
Not everything needs to be done at once. Identify the key areas that drive impact and focus on those. Say no to unnecessary projects and initiatives that don’t align with business goals. At the same time, teams should feel comfortable voicing concerns about burnout. Leaders need to create a culture where people can speak up without fear of looking incapable.
Leaders shouldn’t just delegate—they should distribute work in a way that plays to their team’s strengths while ensuring no one person is overloaded. The culture of being “always on” is harming marketing teams so make sure you enforce breaks, encourage employees to take vacations, and set realistic deadlines. A well-rested team is a more creative and productive one.
To leaders outside of Marketing: growth doesn’t happen overnight. Marketing isn’t a magic trick—it’s a strategic, long-term effort that requires consistency, experimentation, and iteration. Campaigns take time to gain traction, content needs time to engage audiences, and brand-building is an ongoing process. Instead, work with your marketing teams to set realistic timelines and KPIs that align with sustainable growth.
The marketing industry can’t afford to keep burning people out. If we want to build strong, high-performing teams, we need to shift our mindset from “do more with less” to “do what matters, sustainably.” By setting realistic goals, distributing work strategically, and creating a supportive environment, we can make marketing a career that people thrive in, not one they leave due to exhaustion. This means:
Marketing is about connection, creativity, and innovation, and those thrive when people do.
Written by
Sofia Correia de Sousa
publish date
April 8, 2025
Reading Time
7 min
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