Showing Up

Oversharing for likes

We’re probably all aware of the recent trend in marketing which favours authenticity. Most of us will have seen reluctant middle managers performing to a camera, which is probably in the hands of an enthusiastic Gen Z content creator. Perhaps as a backlash against heavily produced and patronising advertising, audiences have responded positively to a more natural, organic style of content.

Part of the reason some early social media platforms skyrocketed was because of our fascination with peeking behind the scenes into the lives of celebrities via their social media output. For the first time, we could reach out to people in the public eye through platforms like Twitter, hoping for a personal reply. Over time, audiences realised that what seemed like real-life was often heavily curated, and may have only had the slightest touch from the hand of the celeb themselves, if at all.

While social media marketing can be hugely beneficial for freelancers and small businesses because the basics are largely free, there is actually a huge time commitment involved in keeping up with the latest trends and creating fresh content.

Some people don’t have the time.

Some people aren’t confident with the tech needed to produce content - reels, stories, audio, animation, live streams, infographics and e-books - the list goes on.

Some people are just not that comfortable in front of the camera (including some* members of the core AA2A team).

Image: Sid White Jones, AA2A artist in residence at Anglia Ruskin University 24-25

Going viral

But what about when you’re an artist or maker? Chances are you’re a sole trader - so the business is just you. Artists may feel compelled to post continually across multiple platforms, sharing their thoughts, processes, inspirations and insights into working practices in the hope of ‘going viral’ or at least building a bigger and better audience. Personal stories, workspace shots and work-in-progress videos can easily blur the line between personal and professional. In our hyper-competitive sector, it’s easy to see how artists would be anxious about jumping off the treadmill of social media posting - you might lose that sale, opportunity or your place in the algorithm race. Can artists afford to step off?

There is a growing acknowledgement that artists and small businesses can’t be ‘on’ all the time, with artists reporting feeling ‘burnt out’. There is particular pressure on new artists starting out on their career journey, with a strong temptation to overshare ‘for likes’. The extremely grounded and sensible advice from our colleagues at the fabulous Short Supply is to keep it realistic and don’t beat yourself up if you get it wrong.

Showing up on social media is a balancing act. While authenticity can be a powerful tool for connection, the pressure to constantly produce content can be exhausting and even counterproductive, particularly for artists and small business owners who are already juggling multiple roles. Oversharing ‘for likes’ may feel necessary in the moment, but it could come at the cost of personal energy, focus and sometimes even mental health. The key is finding a sustainable approach: post when it feels meaningful and focus on quality over quantity. Amid the pressure to always be online, it’s ok to take a step back.

*all of us

Mags McLeary, AA2A National Coordinator