The “emotional contract”: on obligation and guilt in women influencers’ work with brands

This article explores the sense of obligation and feelings of guilt experienced by female influencers when collaborating with brands. Sponsored posts are crucial for influencers’ income, and despite their awareness of the uncertain algorithms governing post visibility, influencers feel personally responsible for maximizing exposure and generating sales from their audience. Drawing on 15 interviews with Australian influencers on Instagram and 12 interviews with Chinese influencers from Xiaohongshu (Red), this article reveals the “messiness” during influencers’ negotiations with brands and the emotional obligations that transcend mere commercial contracts. The emotional connections between female influencers and brands give rise to what I term an “emotional contract,” which weakens influencers’ bargaining flexibility. I argue that this contract is rooted in the gendered nature of the influencer ecosystem and the historical devaluation of emotional labour expected of women. This dynamic fosters and normalizes a structure of guilt, thereby imposing additional challenges in receiving fair compensation.