How social media algorithms are becoming the new gatekeepers
“Artists and users in general should feel empowered to make their feed exactly how they want it to be. Do not feel pressure to follow people especially if following certain accounts makes you feel bad in some way. It is your online experience to decide, and it is great when you can make that a pleasant, friendly and inspiring time.”
Gabrielle de la Puente in The Impact Of Using Social Media As An Artist
Are algorithms the new gatekeepers?
Social media has revolutionized the way artists share their work. It’s almost like a cheat code to bypass traditional gatekeepers and directly connect with your audience. But, it also brings pressure. There’s this feeling of always being just one post away from a career-changing moment; every picture is an opportunity to optimize.
This brings us to one of the most frustrating aspects of social media: algorithms. These systems determine which content is seen and engaged with. Almost like gatekeepers – except that the rules algorithms operate by are ever-changing and often unclear. This can make social media feel less like an open platform and more like a game.
Some artists crack the code to effortless exposure, but the majority are left shooting in the dark, no matter how high-quality their work is. We see you – the struggle is real, especially now that platforms are shifting towards pay-to-play models where paid promotions boost visibility, leaving emerging artists with limited budgets at a further disadvantage.
Beyond reach, social media also shapes artistic trends and creative direction. Instant reactions, hashtag culture, viral challenges, and trending aesthetics push artists to adapt, leading to the rapid evolution of styles and movements.
While this can inspire innovation, it also raises concerns about artistic authenticity. The pressure to chase virality may nudge some artists toward what the algorithm favors, compromising their unique vision. Is social media really inspiring and empowering artists or pushing the homogenization of art?
Don’t get us wrong! Despite its challenges, social media can be a powerful tool for artists. But it’s important to remember that it’s just one among many alternatives. Artistic success is not solely defined by online presence; it should not overshadow the creative process itself or steer artistic direction.
“Social media can be a great place for artists that can bring with it new people, ideas and opportunities. However, for many, the Internet can be a challenging place full of comparisons, competition, hateful comments, and safety concerns. It is only one tool at an artist’s disposal, and it is not essential.”
Gabrielle de la Puente in The Impact Of Using Social Media As An Artist