The pressure to go viral on social media is a double-edged sword for artists and creators. While it presents opportunities for exposure and engagement, it also demands a shift in how creative professionals present themselves and their work. This article explores the complex relationship between artists, social media, and the relentless pursuit of virality, highlighting both the challenges and potential benefits of this new era.
The Algorithm's Grip
The rise of short-form videos on platforms like TikTok and Instagram has transformed the digital landscape. With 82% of internet traffic now comprising videos, the pressure on creative individuals to create content that engages algorithms is immense. This shift has led to a noticeable trend: once camera-shy professions like chefs, lawyers, and podcasters are now turning the lens on themselves, often with mixed feelings.
Comedian Stewart Lee, who has successfully navigated a career without social media, expresses his frustration with the current situation. He believes that the worst people control the means of communication, and the pressure to create viral content is overwhelming. Lee's struggle to create viral content for his recent London stand-up show highlights the tension between maintaining an air of mystery and the demand for online presence.
The Conundrum of Creativity
The pressure to be present online is a conundrum for many creative professionals. Actor Chike Chan, who values privacy, questions the relationship between social media exposure and work opportunities. The fear of becoming instantly recognizable is a common sentiment, as some worry that increased exposure might not necessarily lead to more work.
In the world of writing, bestselling author Benjamin Myers acknowledges the performative aspects of BookTok, a short-form video community within the book industry. While grateful for the enthusiasm, Myers finds the trend absurd, as reading is an introspective experience. However, he also recognizes the addictive nature of social media, where personal experiences are often packaged for online consumption.
Embracing the New Normal
Despite the challenges, some artists are embracing the new era. Comedian Lorna Rose Treen has found success with viral video skits, which have led to opportunities like joining the UK Saturday Night Live team. She appreciates the affordability and creativity that short-form video allows, especially in a competitive industry like comedy.
Even music journalists are adapting. One anonymous journalist, who publishes a Substack newsletter, started creating camera-facing content to chase the money. The payoff has been positive, as the content reaches a wider audience, even if it means stepping out of his comfort zone.
The Price of Engagement
The demand for online presence can be exhausting. Independent musicians, like Yarni, spend significant time creating video content, often at the expense of their creative process. The pressure to stay visible and engage with the algorithm can lead to burnout, as noted by Danielle Udogaranya, who sees the shift on platforms like Twitch.
Striking a Balance
Some artists, like Charlie Wayne from Black Country, New Road, argue that the focus should remain on the music. They believe that an audience values the music itself, and while short-form video has its place, it should not define the creative process. Udogaranya emphasizes the importance of stepping away from screens and finding offline interests to sustain creativity and a sustainable career.
However, the landscape is constantly evolving. Social media platforms change, and what works today might not be relevant tomorrow. The fear of being left behind is real, and the pressure to adapt is constant. As the line between artist and algorithm blurs, finding a balance between authenticity and engagement becomes crucial.
In conclusion, the pursuit of virality on social media presents a complex journey for artists and creators. While it offers opportunities, it also demands a reevaluation of one's approach to creativity and self-presentation. Navigating this new era requires a delicate balance, ensuring that the essence of the art remains intact while embracing the digital world's demands.
