How do I handle burnout from being the brand online all the time?

You built a real community, something genuine, and now the endless platform changes and the pressure of being 'the brand' around the clock are quietly wearing you down. That burnout is not a sign you are weak or ungrateful. It is what happens when a person has to be 'on' every hour with no clear line between the work and the self. The deep problem is that you have become fused with the brand, and a human being cannot be a brand every waking minute without running dry. You need a line between the person and the persona. You are not the account. You are the one who runs it, and that difference is what will let you last. When you protect the person, you protect the work too. So draw real edges, on purpose. Set hours when you are genuinely off, when the notifications wait and someone else or nothing at all covers the gap. The platform will always change; you cannot control that, so stop trying to outrun every shift and instead build a pace you can actually sustain. This week, claim one block of time that is fully offline and yours. The community was built by a person. Keep that person alive, or there is no brand left to run.