In the context of influencer marketing, “ghosting” can also refer to communication with one’s own community. This occurs when influencers receive messages or comments from followers but – due to a lack of time, a high volume of requests, or limited capacity – do not (or no longer) respond to them.

For followers, this can quickly feel like ghosting, as they receive no response even though there may have been interaction previously. However, especially for large accounts with a high volume of messages, it is often simply not possible to respond to everything individually.

For influencers, it is therefore a challenge to maintain a sense of connection and engagement with their community without getting lost in the flood of messages. Transparency – for example, through notes in Stories or automated replies – can help manage expectations and avoid misunderstandings.