SNS management and influencer activities require virtually no initial investment and are open to everyone. However, they are a specialized field that demands “luck,” “the ability to read the times,” and “mental toughness.”
1. Stagnation in Posting and Lack of Consistency
The SNS world is intensely competitive. If posting stops, follower interest quickly wanes, and exposure by the algorithm decreases.
- Poor Time-to-Income Ratio:
- An enormous amount of time is spent on finding ideas, planning, filming, editing, and posting. However, for long periods, follower growth stalls, and the effort invested is completely disproportionate to the results.
- Specifically, if posts consistently fail to go viral, motivation becomes difficult to maintain, and the posting frequency drops (or stops entirely).
- Exhaustion from “Influencer Syndrome”:
- Constantly worrying about external evaluations like “likes” and “follower count” leads to mental exhaustion, making it impossible to continue the activity.
- The need to spend private time “scouting for content ideas” prevents a healthy work-life balance, leading to burnout.
2. Failure in Concept and Target Strategy
If the account is ambiguous about who it is for and what it offers, followers will not stay.
- Vagueness of Concept (Becoming a Jack-of-all-Trades):
- Aiming for “content that appeals to everyone” results in the account losing consistency, and failing to build a dedicated fanbase.
- Followers become unsure “what they are following you to see,” and the account gets buried in the “general crowd.”
- Platform Mismatch:
- Operating without understanding the platform’s characteristics (e.g., choosing TikTok when the goal is to have users read long text and information carefully, or choosing Instagram for lengthy analysis).
3. Failure in Monetization and Revenue Generation
Even if followers grow, the activity remains a hobby if there is no clear path to convert them into “money.”
- Lack of a Monetization Funnel:
- Having a large follower count but no products or services to promote, or poor execution in affiliate linking, which fails to secure corporate sponsorships or ad revenue.
- Poor Management of Anti-Comment/Flaming Risk:
- As visibility increases, the risk of anti-comments and online flaming (controversy) grows. Careless remarks or compliance violations can instantly destroy built-up trust and the account, leading to the loss of all corporate deals.
💡 Typical Failure Pattern
“I grew my followers to 10,000 in six months, but I didn’t know how to monetize it, so my income was zero. Furthermore, one post caused a firestorm of controversy, leading to all corporate deals being canceled, and I had to suspend my activities.”
| Failure Factor | Specific Risk and Outcome |
| Monetization Failure | Despite achieving 10,000 followers, the lack of business knowledge and strategy to convert that into revenue meant the creator lacked the funds to sustain the activity. |
| Mental/Risk Management | The inability to withstand the risk of controversy led to the suspension of activities. In SNS management, where “personality” is the product, ethical issues are fatal. |
| Lack of Consistency | Stopping activities at the brink of success means losing the opportunity for explosive future growth, rendering all previous effort useless. |
Key to Success: Success in SNS management requires a balance of elements: a clear concept that “solves viewer problems,” the patience to endure periods of low growth, the mental fortitude to remain unfazed by controversy, and the marketing knowledge to convert followers into revenue.
