Social media advertising places unsustainable expectations on artists
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The role of the artist has become synonymous with the role of the influencer. The pressure for artists to promote their art online consumes time that could be spent creating, making the very practice of creation akin to a homework assignment.
Today, posting on social media platforms like Instagram and TikTok garners much more attention than traditional press releases and print advertisements. This is true across nearly every industry, with over 90% of businesses using social media.
This can be exhausting for artists who find themselves having to also be an influencer so their work will be seen. It’s challenging to gain traction in the arts already. Having to cater to an algorithm is also difficult.
To be successful on social media, content creators must have a strategy to stand out against millions of others. This is typically the job of a PR professional. Many corporations have entire teams dedicated to managing their socials with consistency and tactics tailored to their brand. Independent artists don’t have this luxury.
Posting content on social media takes significant time and strategy. Buzz Music reports most working artists post about 3-5 times a week to keep up with engagement. For artists, this time could be dedicated to their craft rather than posting about it. Most artists’ time is limited as is, especially since most can’t survive off their art alone. Only a fraction of art graduates can make a living off their creations.
When it comes to promotion, social media is a competition for the attention of an estimated 4.8 billion users globally. Companies want that attention to promote their product and make a profit. But for artists, musicians, writers and other creators, they just want visibility for their work.
Owen Fisher, a freshman in the Newhouse School of Public Communications’ Bandier Program, posts music production content on his Instagram.
“It’s frustrating when you spend a lot of time editing something and then you post it,” Fisher said. “You’re super excited for it to be out in the world and people to see it. And it gets like 200 views.”
Cynthia Peters, a College of Visual and Performing Arts senior majoring in illustration, feels similarly.
“I find the most stress worrying about how well my content is performing because I’m coming at it from a professional standpoint,” Peters said. “I really want my content to reach people, especially art directors.”
Despite having fewer resources and far less time, artists still feel pressure to find the same level of success as big-name brands and influencers.Violet Binczewski, Columnist
Despite having fewer resources and far less time, artists still feel pressure to find the same level of success as big-name brands and influencers.
Not only is this true for student artists, but for more established authors like those viral on BookTok: Alex Aster, John Green or V. E. Schwab, who post constantly. Their content doesn’t just center around their work, but their day-to-day lives. Highly successful creatives don’t simply post content, they develop their own brand. They have to be marketable beyond the art they’re promoting.
Artists are forced to do two jobs at once, and despite consistent posting and content, the algorithm is often the deciding factor as to whether content is successful.
Social media is the standard. If artists are caught between being their own influencer to be successful or not having their work seen at all, they must post constantly. And there’s no guaranteed success despite consistent work and strategy.
This spurs pressure and can also lead to creative burnout. It risks the practice of making art more like a box to check off rather than something that cultivates joy and fulfillment.
Social media backs artists into a corner. They have to constantly produce content to be considered relevant, but it can be time-consuming to make it compelling.
This takes away the true meaning of being an artist. Their job is to make art, not be the art themselves. Their creations should be the focus, not their online persona.
The best thing SU student artists can do to avoid social media burnout is to find a balance between their creativity and posting schedule. Artists can share their work in fun and exciting ways but don’t need to engage with social media to the point of burnout. A healthy balance may vary for different students, but the joy of creating should always be prioritized, especially at a time when learning is key.
Violet Binczewski is a freshman majoring in journalism. She can be reached at vkbincze@syr.edu.
