Ghosting in the influencer context can also refer to communication with one’s own community. This is about influencers receiving messages or comments from followers – but not answering them (any longer) due to lack of time, a high number of requests or a lack of capacity.

For followers, this can quickly feel like ghosting, since they get no response, even though there may have been interaction before. With large accounts receiving many messages, however, it is often simply not possible to respond to everything individually.

For influencers, it is therefore a challenge to maintain closeness and exchange with the community without getting lost in the mass of messages. Transparency, for example through notes in stories or automated replies, can help manage expectations and avoid misunderstandings.

See also: Follower, Measurements.