INSTAGRAM ISN’T EVERYTHING. DON’T LET IT GET YOU DOWN
As of the time of writing, I have a whopping 655 followers over on my Instagram account. Now I'd be lying if I were to say that this is a number I'm happy with, however at the same time it's not something particularly worth obsessing over based on the simple realisation that the online world is often difficult to grasp even at the best of times. High quality art doesn't inherently result in a large following, nor however does a large following necessarily have to reflect being a high quality artist. Any bitterness aside then, it's this issue of 'growth' on social media that this post shall be exploring; highlighting the elements we deem indicative of success and their relationship with the true value of one's work and the artistic integrity of the person behind the camera.
Now before the evaluation of reels, likes, and engagement takes place, it is worth adding a slight disclaimer as well as giving a flavour of what's to come. As with anything creative, this is all a matter of subjectivity and despite the many negatives that will seemingly be picked up on, simultaneously there's nothing wrong if success has been brought about through the topics discussed. If anything, this deep dive is for those that may occasionally feel unmotivated based on social media metrics, or alternatively feel adopting the 'tried and trusted' methods for growth are simply at odds with the creative they wish to be.
Instagram isn't everything, and here's why.
Reels
Although not a metric of growth, the medium of Reels plays a significant role in this discussion and arguably serves as the greatest microcosm of all in the relationship between online 'success' and creative ambition. In an attempt to rival Tiktok, the last few years have seen Instagram push video content more and more on the app which naturally has led to photographers adapting what they share in order to shift eyes onto their work. Now this IS good for two main reasons; first is that there's no harm in adding another string to one's bow, especially when photo and video are so closely related. Secondly is that the randomness and wide reach (albeit influenced by an algorithm) of Reels is that it does have the ability to push one's media in front of many people who otherwise would not have discovered certain creatives via the normal feed.
Simultaneously however the negatives of this approach are just as apparent, if not more so. To begin is the most obvious issue - why should someone who has set out on the path of becoming a photographer either transition into another field for their work to be appreciated, or feel disheartened if they haven't/have no intention to do so? This isn't necessarily limited to those who stick to photo either, as whilst there is no right or wrong path to choose, there are risks attached to the Reels route when boosting an online presence.
If someone as been practising photography for several years, chances are that the quality of the videos they produce does not align with their photos. Henceforth we run into the problem that not only are these potentially new audience members exposed to media that doesn't truly reflect a photographer's expertise or ambitions, but they could very quickly make assumptions regarding one's skill level or creativity. This isn't to bash anyone either; the reels I have posted to my account are shameful in comparison to the actual photos I've produced.
Although this method may attract new followers, it's important to consider as well the actual value of these individuals who through no fault of their own will probably come to expect similar content to the video that drew them in in the first place. Furthermore, at least in my opinion, we can only expect something significant back from the audience if the original creation itself demonstrates significant investment, effort, and passion. That's why if you view Reels as simply a cheap hack for growth, then it shouldn't come as a surprise that only a minority stick around to offer notable support.
If you're simply after more numbers on a screen, then go for it. If you're after individuals who will actively engage with and follow your creative journey, is the random 55 year old from Ohio who liked your basic drone shot of a Philippines beach really that beneficial to your growth? Probably not.
Likes
Connected to the issue of value then is the topic of likes, which have already been at the forefront of many discussions regarding social media over the last decade for their impact on self-esteem. Although slightly different as it's based on photos we are sharing rather than ourselves specifically, the same system exists in that we inevitably get a dopamine hit each time someone expresses an appreciation of our work in this way. Unfortunately though with the normalisation of social media, and Instagram suppressing the reach of still images, it wouldn't be wrong to say that often our focus switches to the likes we don't get, rather than those we do.
Subsequently, and as elementary as it may sound, it is helpful to strip a 'like' down to its core in order to reduce the impact it can have on our own confidence and self-worth. The purpose of this button is to simply be a quick and convenient way for another user to support one's work, which in turn can be a positive motivator to keep on creating and sharing. However it is literally just that.
The fact that likes aren't limited should naturally demonstrate that their value is actually nowhere near that which we attribute to them, and a number on a screen will never be able to represent the audience's true reaction to what's in front of them. On one hand it could just be a passing double tap with the image's tones or sharpness catching the eye, whilst on the other the photo you've taken could really resonate with someone on an emotional or nostalgic level - we're never to know. An alternative example to help illustrate this could be that while you may get 50 likes on a post, the proportion of that number who are fully invested in your brand or style as a photographer could be on a similar level to someone else who is getting hundreds, yet generally has a far more disconnected community. That's why likes can never truly replace or serve as an indicator of genuine support, and it's in our control to determine how they affect us and how we think about our own creations.
In an ever-changing and saturated feed, it can certainly be rewarding to know people are taking the time to view your work and give you the mental boost to keep going in the form of a small love heart. As the saying goes though, comparison is the thief of joy, and we shouldn't fixate upon numbers to catch up, compete with, or beat other creatives, as in turn this completely transforms art from something that's subjective in nature to an objective mission, and we might as well call it quits if that's the case.
Comments
With likes being quick to give and the feeling from them lasting just as long, it's therefore understandable to get much more of a buzz when people take the time to express their appreciation in a few words - especially given the extent to which we now 'doomscroll' with an endless, desensitising amount of content on our feeds. Even observing via the most superficial angle, discussion in the comments can be advantageous in that it will boost a post in Instagram's algorithm on the grounds of it appearing interesting, thought provoking, or capable of keeping people on the app longer, whichever way you want to spin it. It's not even all about receiving comments either, as posting them on larger accounts can help others find your work while smaller accounts can help form lasting connections and a sense of community.
Taking away the digital aspects of this subject though, unique words have a far better ability to motivate as well as highlighting the best aspects of our work to improve upon. For example a common remark I receive is an appreciation for my colour palette which was originally just based around what I like, but it's rewarding on a complete other level to know that it resonates with others too. That's why, if anything, comments can be the best barometer of success on Instagram.
Don't worry if you're not receiving many yet however, as even they have a dark side which, when highlighted, can hopefully make you feel a bit better about yourself when engaging with the platform.
As mentioned, genuine words of encouragement are fantastic to receive - yet it's that word genuine which requires unpacking. Of course positivity is nothing to be shunned, however after years of seeing the words "Epic shot bro *flames emoji*" (or something to that extent), it's frustrating to see creatives lack creative ways in which to uplift each other, in turn raising my own suspicions in a seemingly post-follow-for-follow online world. Whilst comments of a pure nature can organically foster a community, its meaningless waffle unattached to the photo itself that clearly serves as a means to guilt trip the poster into engaging with that person's work in return- even if it isn't particularly to their taste.
Perhaps great on the surface with more users connecting and acting positively, what can actually end up forming is an inauthentic feedback loop built on falsehoods that serves no genuine purpose other than boosting superficial metrics. Regardless of skill level, although particularly destructive to those just starting their photography journey, it can subsequently be even harder to forge one's own style or bring work into the real world if everything posted is treated like the best thing since sliced bread by a select group of individuals.
Despite the lines between content creator and artist/creative may be more blurred than ever today, seeking authenticity and being authentic oneself is a clear indicator of the latter.
JUST A FINAL WORD
Although this blog post has focused on several negatives, I did so with a hope of inspiring those on their creative journey to not be disheartened or feel as if they're not living up to certain expectations seemingly set by no one and everyone at the same time. In that spirit, it's worth shifting the narrative to ways in which we can grow without the distraction of likes, followers, and other quantifiable aspects of social media.
The most important, at least in my opinion, is simply to put the art first. Of recent this has become more and more apparent as I've discovered several amazingly talented photographers with just a few hundred followers, making it clear that their priority is what they create as opposed to spending countless hours 'growth hacking' the system - which I personally find just as praise worthy as the work they're putting out there.
Similarly then if we're to go down that route, it's key to make our behaviour online just as authentic as the art we create. Connections mean nothing if they're false, so follow those who genuinely inspire you and subsequently leave a few words of support from time to time if they really reflect your honest feelings towards their work. Not only will this hopefully serve as inspiration to that individual, but you yourself will gain a reputation centred around authenticity and creative integrity.
Yes social media provides plenty of opportunities for us to shine, but photographers existed well before its invention, and we can still continue to thrive outside of it. That's why Instagram isn't everything, so don't let it get you down.
