Emma Howell
24 July, 2024
I want to start this post with a heartfelt acknowledgment. I understand that my words might seem intense or critical, but it’s crucial for me to speak openly and truthfully. As an artist who has dedicated heart and soul to my work, witnessing my art business (and other artists) suffer due to corporate algorithms is deeply disheartening.
I’ve been working on an art-focused Instagram account for 7 years, with over 3000 posts showcasing my art and connecting with my audience (you’re really great – thank you). And over the last three years, my analytics have plummeted. The stress of having to constantly pivot, to veer off my authentic nature just to stay trendy and “with the times” for the sake of views, likes, and follows, is overwhelming. My reputation and engagement on Instagram profoundly affect the overall discoverability of my work and my sales. During this same period, Instagram users are being brainwashed by useless content, deliberately changing their buying habits and desires. This shift turns the majority of people off from buying from small, authentic businesses like mine and many other genuine creatives. I don’t want to sound bitter and resentful, but the universal use of this app has become totally deranged.
What’s happened to us? We’ve become addicts to mind-numbing, pointless, and brain-deadening videos. Morning and evening, humans now compulsively scroll through useless content that brings us nothing good or productive.. DM-ing our friends with ridiculous memes and videos of unrealistic expectations. It’s a vortex of distraction; a black hole where time and creativity go to die.
Instagram’s algorithm now prioritises ads, paid posts, and clickbait content designed to shock and stir. It’s a brainwashing machine that promotes sensationalism over substance. Small businesses and honest creatives who just want to share their craft and make a living are left in the dust. The algorithm favours video content, dumb trends, faces, nudity, youth, and younger accounts.. and if you’re not willing to dance for the camera or play the fool, your chances of being seen are slim to none.
What has this done to the art community? It’s pretty devastating. Honest creatives – you know, those of us with art and design running through our veins, who used to rely on organic engagement and genuine interest, are struggling to keep our heads above the water. Our work is buried under a flood of superficiality, our voices drowned out by the cacophony of clickbait and empty entertainment. The process, which once brought joy and fulfilment, now feels like a burdensome chore, making me feel like a slave to the algorithm.
Despite all this, giving up will never be an option for me. Art is more than just business. It’s always felt like a calling, my soul’s purpose, a tribute to my Dad, an extension of his legacy.. and I refuse to let it be drowned out by the noise of an algorithm. But I won’t deny that the enjoyment of the process has been severely diminished. What used to be a joyful expression of creativity has become a constant struggle to appease an ever-changing, unfeeling, dumb algorithm.
I miss the days when people used social media to connect meaningfully, to discover real art, to support small businesses, and to appreciate the depth and diversity of human creativity. But those days feel like a distant memory now. The platform that once promised connection and community has become a commercial battlefield where only the loudest, most sensational voices get heard.
Through all the turmoil, one thing keeps me going: the thousands of faithful collectors around the world who have supported (and continue to support) my journey. To each and every one of you, I am profoundly grateful. Your unwavering support and zest you feel towards my work mean more than words can express.
Algorithm bitching aside, I am always excited to welcome new collectors into this incredible community and look forward to collaborating with other businesses and galleries. The prospect of sharing my work with new audiences and forging new connections fills me with hope and excitement, even in the face of these challenges.
Putting my work out into the world is not just important; it’s essential. It often serves as a way for those who have experienced parent loss and grief to find connection and a reminder that everything will be okay. A lot of my work aims to give them a nudge to stay strong and resilient. Being able to translate the ups and downs of life onto a surface and inspire others around the world is why I do what I do. Admittedly, publicising my life and work is challenging, especially as a camera-shy individual and someone who rubs shoulders with imposter syndrome.. but despite these obstacles, being open and vulnerable with colour and mark-making remains to be a vital element, bringing light and hope into even the darkest times.
If you’ve made it this far, thank you for listening. I know this post won’t change the algorithm or the behaviour of billions of users overnight. But maybe, just maybe, it will resonate with someone out there who feels the same way. Maybe it will spark a conversation about the direction we’re heading and what we’re losing along the way.
So here’s my plea: let’s support real art and champion authentic creativity. Behind every small business, there’s a person pouring their heart into their work, hoping to make a living doing what they love.. and this is what needs to be shared and celebrated.. not videos of people burping in supermarkets.
Going forward, the majority of my art practice updates are done via newsletter. So, please do sign up to my mailing list, if you aren’t already.
Thank you for reading. Over and out.
Instagram: @emhow1
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Email: [email protected]