Why artists are not content creators

Illustration by Pikisuperstar

Someone needs to say this: artists aren’t content creators.

Yes, I said what I said. Now read it again. Social media can be a double-edged brush: on one side, it’s a magical canvas full of inspiration and opportunities; on the other one, it’s a relentless timesucker that can leave us anxious, frustrated and overwhelmed.

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In this post: the real difference in time, effort, and purpose between creating art and creating content // why forcing artists into the role of content creators harms creativity // practical tips I’ve learned to balance art, social media, and mental health

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The advice we keep hearing everywhere (“Provide value to your followers") sounds great in theory, but the reality for many artists is a whole different story. A content creator is defined as: "[...] a professional specialized in producing and distributing digital content across different platforms [...] aiming to strategically boost brand awareness, engage communities, sell products, generate leads, and/or acquire contacts. Cool, right?

But the main distinction between content creators and illustrators lies in how much time their work takes.

Drowning in the algorithm

Let's repeat this simple concept: illustrators ≠ content creators, no matter how many times influencers and big names in the art comunity try to gaslight us into thinking so.

And while I know this isn’t the pep talk intro you were hoping for, maybe my 8 years of freelancing around will help anyone else who feels broken, unproductive, or stuck comparing themselves to creators who seem to live inside a perfect Pinterest moodboard.

One of the first things I learned while attending my last neuromarketing course was: post twice a week (like I do), and congratulations: you’re basically invisible. 

Yo Ulfeid, you gotta post every day! It’s the algo, baby!, they scream.

Well, what can I say? At this point I know I’d never pull it off, unless I learn how to bend time. 😑

Illustrations do take time! Time to conceive, to sketch, to polish, correct, ink, color and finally render: you know the drill. And to build a visual identity, or develop your style, you need coherence and purpose in what you do. We can't just post a bunch of random drawings and then forget about them, guys.

But this is where it gets tricky: unlike standard creators, illustrators often work under NDAs, which means our projects must stay under the blanket for long time.

Even when a game or a book is ready, some clients may not be exactly thrilled with oversharing.

Or, speaking of a private commissioners, they simply ask you to keep it secret because it's a surprise gift for someone.

All of the above leaves us with very little to put online.

Given how already though is to follow the algorithm’s whims, assuming artists can match the pace of a full-time content creator is downright delusional.

So yes, producing so much daily? Unrealistic. Expecting us to behave like influencers? Even more so. Some solutions float around, like posting quick sketches, a glimpse about your routine that is non-art related, and reposting the same content multiple times. They call it "repurposing". Meh. Not exactly thrilling, but still a thing.

"Reels are pushing so many accounts rn!"

Ah yes, the magical world of reels: short, snappy, behind-the-scenes glimpses into our genius. Sounds very easy... Until you actually try it.

Filming in a setup that doesn’t feel like your personal creative zone? A friggin' nightmare.

Editing, subtitling, music selection? Add at least double the time you’d spend drawing!

Trying to draw in a set-up-for-camera space it’s not exactly a breeze, and it can kill your pace; for some people (like me), it’s a full-blown creative block.

Also, not everyone has a studio to flaunt: maybe you hate the idea, maybe you don’t have the room, or maybe your ‘studio’ is just your damn kitchen table.

And honestly? Not everyone wants to broadcast their process. No shame in that. Some illustrators I know have turned cons and events into reel-producing machines.

How? They leave early, rush to their B&B, then start filming and editing while the rest of us are eating, or sleeping. Fair enough, their choice, but let’s call it what it is: they’re prioritizing content creation over being "just" artists.

The myth of the social schedule

My background in graphic design exposed me to editorial planning quite early, so I know exactly how these schedules are supposed to run, socials included.

Seeing these kind of things in action made me realize just how impossible it is for illustrators to maintain that kind of consistency: post daily fresh content, reply to every comment, interact via DM with all your followers, answer to all your emails and never, ever stop. Weekends and holidays included. Hello!? HELP!

First thing comes to mind is: WHEN am I exactly supposed to draw?

Regularly posting online means planning content non-stop: finished illustrations, sketches, WIPs, reels, you name it. But to get better at drawing, you simply have to draw a lot.

So how on earth are we supposed to juggle both?

For some illustrators, drawing itself is already a full-time job; and adding this level of social media discipline is… A recipe for burnout. Yes, even if you're doing it as hobbyst, or as a side-hustle!

Some of us get to find their balance. Some of us are still figuring it out. The key? Hear me out: nobody truly understands what it means to juggle the delicate art of creating with the relentless grind of being online. Not even me, guys! I am trying to keep up just as you are.

Finding your pace as artist

When people tell you should also act like a content creator, as if you were born with a TikTok button inside your mind, they clearly have no idea what your life, or your job, actually feels like.

The only way forward is to build your own system through self-awareness, committment, some unavoidable compromises and deliberate choices. Choices to prioritize your mental health and your happiness over the entertainment of 2k strangers on the internet.

So, Ulfeid, what’s a realistic way to keep up with socials without selling your soul to the devil?

Here’s the truth: there’s no universal formula. But here are some of the things that actually helped me, so feel free to follow the same routine. 😊

• Batch your damn contents instead of panicking daily, it's easier.

• Repurpose your drawings: a timelapse showing all the process is amazing, but you can do more: show the sketch, the color studies, the grayscale/values, the lineart stage, zoom in on a close-up, flip the canva, apply filters, make a collage... Whatever you can think of.

• Limit the number of platforms to use. Pick 2 mains where you'll be trying to be the more active possible, 2 to follow with medium committment and 1 to check from time to time just in case. It doesn't matter what social you're choosing - just try to find some balance.

• Schedule posts ahead using multi-platform posting tools, such as Buffer, and stop worrying about your profiles at any given time. No, this is not a sponsored post and I won't get a dime if you get to use it, lol.

• Go wild. My favourite part, hah. So, this is how it works - but it requires a good amount of selfishness and great committment: instead of thinking about what/when/how to post, and how to grow your audience... Stop giving a 💩 and find anything else you like to focus on! Go for a walk. Read a book. Play Stardew Valley, or go annoy your sister with silly puns, who cares! It can be any activity you enjoy and that will keep you busy and happy at the same time.
  

Always remember: the goal isn’t to please that spoiled, obnoxious child that is the algorithm - but to survive while still drawing and actually enjoying it.

Stop letting the algorithm boss you around! Your art deserves better.

How do you balance drawing and social media without losing your sanity? Tell me in comments!