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Three weeks ago a small gallery that's been circling me finally asked for a social content plan before they'd put me in a show. Not the work. The plan. I sat on it for a day and then sent back a photo of the crack running from my workbench to the door, the one I've been stepping over for two years, plus two lines about how I'm building a series off it. No grid, no posting schedule, no "pillars." They said yes. Show opens in October. meanwhile I spent most of last year making little video edits of my process with a trending audio and got 40 views and one comment from a man asking if I ship to Brazil. I don't ship to Brazil. I'm not saying the crack was strategy. It wasn't, I just couldn't make myself write the plan. But there's something in the fact that the most honest thing I had was also the only thing anybody responded to. Maybe the whole "content" thing only works when it's an accident. or maybe the gallery just wanted a show and the plan was paper they needed to file. still taking the win.

She told me my photos were too dark. That the lighting was "giving dungeon." She wanted me to show my face more, film myself working, add trending audio. I sat there in the meeting and I thought, I'm 58 years old. I build environments from scrap metal and broken furniture. I am not a content creator. I am not a brand. I am a person who makes things in a studio that looks like a bomb went off in a scrapyard. But the thing is she wasn't wrong about the engagement numbers. They're flat. They've been flat. And I don't know what to do with that information because I refuse to make the kind of content that would fix it. So I'm stuck in this weird space where I understand the game and I also refuse to play it. Anyone else just quietly accepting obscurity because the alternative looks unbearable?

Instagram keeps nudging me toward Reels. Like literally, the app is begging. But pastel portraits are slow, they take hours, there's nothing to film. I tried once, filming my hand smudging for 15 seconds, and it felt so fake. Like I was performing the process instead of doing it. Meanwhile the still photos of finished faces get a fraction of the reach they used to get, even two years ago. I know the algorithm wants engagement and watching a hand move gets more of it. But I don't want to become a person who makes content. I want to be a person who makes pictures and posts them when they're done. I keep going back and forth on it. Is this stubbornness going to cost me? Or is everyone else just exhausted and the boring photo accounts actually feel like a relief now? Curious what other slow-medium artists are doing about it, because the advice online is all "post 3 times a day" and I cannot imagine having that many finished things even in a month.

My daughter set up this account for me last year. Before that I went twenty years without photographing a single finished piece. Client got what they paid for, that was the record. Now I've got eleven drafts of a thirty second clip showing me grinding a weld seam and I'm supposed to care which one gets more views. Here's the thing that gets me. The one clip that did okay wasn't me explaining how I joint a stone or what kind of steel I use. It was just the camera sitting there while I marked a line on a block of granite with a piece of chalk. No talking. Forty thousand views. Forty thousand people watched me draw a straight line. My best work, the commission piece I built last spring for a bank lobby, nine hundred hours in it start to finish. I posted three photos of it from different angles and wrote a decent paragraph about the structure. Twelve likes. I'm not bitter about the likes. I honestly don't know what I'm doing here and I don't pretend otherwise. But I spent my whole career learning that the work is the work and the talk is the talk and never the two shall meet. Now the talk is the whole game and the work is just the backdrop. My hands know how to do this. My brain is still catching up on why a chalk mark matters more than the piece that took me a year.

ok so I spent like a month earlier this year obsessing over my instagram grid, scheduling posts, planning reels, the whole thing. had a notion doc and everything. and you know what happened? nothing. flat engagement, same followers, maybe one sale from it. then I had this week where I just said fuck it and made 40 tiny test tiles, different clay bodies, glazes I mixed myself, firing temps I'd never tried. just messing around, no end goal. I posted them ugly, in progress, some failed. just the real process, no polish. those posts outperformed everything I "planned" by a lot. like triple the saves, actual comments from other potters, and two commissions from people who saw the test tiles and wanted something in that glaze. I think the audience can smell when you're performing vs when you're actually doing the work. the planning was me trying to look like a serious business. the test tiles were me being a ceramicist. anyone else find that the stuff you don't overthink just lands better?

Sunday I set the phone on the easel arm and filmed a glaze session on the second figure. Two hours of footage, cut down to ninety seconds, the whole thing about how a thin warm layer over a dry cool one makes flesh breathe. I was pleased with it. Real information, no music, my hands in the frame. 340 views. My mother-in-law liked it. This morning I posted a still of the finished panel, just standing against the studio wall, bad light from the window, no caption beyond the title. 1,800 views and four messages, two of them actually about the painting. I keep telling students that the work is the thing and I keep believing it, but I also keep filming my hands. The algorithm wants the doing, not the done. Except it doesn't, apparently. It wants the done, photographed badly. I am not going to become a content person about this. I would rather paint. But I am curious whether anyone else has noticed that the process content that supposedly performs just quietly does nothing, and it's the flat dead photograph of the finished piece that brings people to the door.

I keep two lists on my phone. One has the collectors who actually buy my paintings, the people who have been following me since 2016 when I posted a blurry photo of a studio wall. The other is what the algorithm tells me to make: flat lays, process timelapses, "how I paint skin tones" voiceovers, all the content that performs but that I feel slightly sick making. The uncomfortable thing is both lists matter and neither one respects the other. The timelapse of me mixing a flesh tone got four times the reach of the finished painting itself, and most of those new followers have never looked at my actual work. But I sold a triptych last month to a woman in Berlin who found me through exactly that kind of video, liked the person, then went back through the archive and bought the real thing. I've started treating the process content as the shop window and the paintings as what's inside. The window has to be well dressed or nobody comes in. But I also stopped pretending to myself that the window is the art. That distinction was costing me more than the algorithm ever has.

killed my whole "here's my hand moving across canvas with lo-fi beat" content because i couldn't stand making them anymore and literally nothing changed. same reach, same comments, same one stranger asking if i could paint their dog. i made those stupid things for two years thinking they were the engine and they were just... noise. the actual work posts got the same numbers the whole time. starting to suspect 90% of the content advice circulating is just people selling the idea that there's a secret formula so you keep buying courses. the formula is paint stuff people want to look at and post it. that's it. feel like i should be more annoyed that it took me this long but mostly i'm relieved i can stop filming my palette lol

I've noticed a trend lately, or maybe I'm just noticing it now. It feels like the harder we try to engineer 'engagement,' the more people tune out. I spent last week looking at some analytics for a project, trying to get a spike in likes or shares on a particular piece of content. We tweaked the hook, adjusted the CTA, even played with the posting time. Nothing moved the needle much. Then, coincidentally, I posted a photo of my messy studio floor, paint tubes everywhere, a half-finished canvas in the background, with a caption just saying 'Work in progress.' It got more genuine interaction – people asking about the paint, the process – than the polished piece we'd spent days on. It makes you wonder if the 'performance' is the problem, not the content itself. C'est ça, non?

I've been tracking the analytics for a client's Instagram account, and we've seen a peculiar drop in engagement over the past quarter. Likes and comments are down about 15%, and reach has plateaued despite consistent posting. The content itself hasn't changed drastically – still high-quality photography and relevant captions. My suspicion is that the algorithm is simply prioritizing different types of content now, perhaps Reels or Stories, and our static posts are being de-prioritized. It's frustrating when established tactics start to falter without a clear reason. Has anyone else observed a similar shift recently?

For about a year I tried to do the Instagram thing properly. Reels, stories, a little carousel about my process. I was showing up, I was consistent. And it worked, in a way, more eyes, more likes, a few commissions. But I was spending the part of the day when the light is right sitting inside editing a video of the light. Last autumn I just stopped. Not deliberately, not as a strategy, I had a show to prepare for and the choice was between making the prints or making the content. So I made the prints. I'm not on TikTok. I don't have a newsletter. My website is a single page with an email address. And honestly? This year has been better than last. Not richer, but better, the people who find me find me through word of mouth, or because someone saw a print in a friend's house, or because they walked into the shop that carries my work. Every sale has a real thread attached to it. Nobody found me through an algorithm and asked for a discount. I don't think this is advice. It's not scalable and I'm not trying to make a living off prints alone, my partner works, I teach a workshop now and then. But the pressure to perform the making instead of just making is so constant that I wonder how many of us are burning our best hours on it. The sea doesn't care about your content calendar.

So for about a year I was making these short videos, nothing fancy, just my phone propped against a grout bucket while I cut smalti or set tesserae. No music, no voiceover, just the sound of the hammer and the tile nippers. Sometimes ten seconds. Sometimes two minutes. I posted them because I liked the rhythm of them, but they'd get maybe 40 views. I kept doing it anyway because I'm stubborn and I had the footage. Last month a journalist from a design magazine in London was researching mosaic technique for an article on craft revival. She found my videos. Not my finished pieces, the raw ones, the ones nobody watched. She said they showed the actual process in a way her readers never see. So now there's a four-page spread about my work and I got paid for the photos and she quoted me saying nice things about patience and it's lovely. But the thing is, the algorithm was right. Those videos were dead content by every metric. They just happened to be exactly what one specific person needed on one specific day in another country. I don't know what the lesson is. Maybe that "what works" is sometimes just persistence aimed at nobody until the right somebody shows up. Or maybe it's luck dressed up as strategy. I can't tell yet.

so i ran a dumb experiment for six weeks. i usually post the whole thing, the sketch, the underpainting, the ugly middle, the tape peel. that's the format that pops. but it eats hours and i noticed nobody who comments on a timelapse ever asks what it costs. so i cut all of it. one finished shot, one line about the color, done. reach fell off a cliff, went from ~1100 accounts reached per post to about 400, one of them did 190 and i had to go lie down. but: two studio visits out of it. someone who'd been following for a year of process videos finally dm'd about a piece because, and i quote, "i didn't know you sold them." which, ok. fair. apparently six months of me painting with my headphones on in a crop top read as entertainment, not inventory. the annoying part is i miss the timelapses. i like making them. i just don't think they're doing the job i thought they were doing. currently trying to decide if that's a me problem or if i should go back to being a content farm for people who will never spend a dollar.

Okay so this is going to sound like I'm about to sell you a course and I promise I'm not. I deleted the app off my phone nine days ago. Not the account, just the app, because I was opening it while the kettle boiled and then the kettle would boil for eleven minutes and I'd be watching some guy in a loft in Berlin explain underpainting to me. My actual painting time was like 40 minutes a day and my scrolling was two hours. Do the math, it was ugly. Then three commissions came in. From the same two people who've bought before, plus a woman I met at a market in March who said "I'll think about it" and I fully wrote her off. And I keep trying to figure out if this is causation or if it's just that the work I made in those nine days was better because I wasn't painting with half my brain doing caption math the whole time. I think it's the second thing. The commissions might be coincidence. The work is definitely not. The part that bugs me is that the "post every day" advice isn't wrong exactly, it just made me a person who was making content about painting instead of making paintings, and I didn't notice the swap happening. It was slow. Also honestly the account's fine, I'm not quitting, I just check it on my laptop now like a Victorian. Anyway. Nine days, three commissions, one very smug partner who told me to do this in June. Has anyone else taken a step back from posting and had it go weirdly okay, or is this just a lucky streak I'm about to be humbled by

Vale, real numbers because I'm tired of vague advice. My last three glaze process reels: 340, 210, 180 views. A story I posted from the studio at 23:40 with a photo of the kiln door and the words "esto va a salir mal, lo sé" (this is going to come out bad, I know it): 1200 views, and 9 people replied asking what I was firing. So the thing that "works" is me admitting I don't know. Not the finished piece. Not the timelapse. Me at midnight, in a dirty apron, betting against my own work. I think this is because everyone can smell when a post is a shop window. And a kiln at night is just a kiln at night, no selling in it. The problem is I can't schedule genuine dread. I've tried. I posted a very constructed version of the same thing last week with nice lighting and a caption I wrote twice and it got 90 views, which honestly is what I deserved. Also my firing did come out mostly fine, one small crack at the foot, so even the dread was a lie in the end. Do any of you post the actual middle of the process, the ugly boring part, or am I just going to keep accidentally making content out of being anxious

I'm going to say something that will get me in trouble with half the printmakers I know. Last month I finished a mezzotint. Rocked the whole plate by hand, which honestly took longer than I want to admit, probably 40 hours across three weeks. Edition of 25. It is the best thing I have made in two years and I would defend that claim in front of anyone. I posted it once. And then I posted a photo of the copper plate itself, still inked, sitting on the scuffed bit of the worktable with my thumbprint in the margin. No caption, no price, nothing. The plate photo got about six times the reach. Someone messaged asking if the plate was for sale. Nobody asked about the print. I've been sitting with this for a week and I don't have a clean point about it. My instinct is to say the algorithm rewards process over product, we all know this, be more human, show the mess. Fine. But I think that's too easy. What that photo showed was the object after labour, the residue, the evidence. What the mezzotint showed was a finished thing that looks like it came from nowhere. And people cannot desire what has no visible cost. That's not an algorithm problem, that is just how wanting works. Maybe I should have been showing the cost all along and I was too proud about the mystique. The uncomfortable part: the prints are not selling. Three gone, and one was to my mother. So now I have 22 of them in a drawer and a decision about whether I keep making plates that take 40 hours, or whether the thing I actually like doing is the part nobody wants to buy. I don't think I'm going to stop. But I'd like to hear from anyone who found a way to make the slow version legible without turning it into content.

My gallery's new person keeps asking for process content. Behind the scenes, time-lapse, work in progress. I understand the logic, short clips of me scraping back layers get ten times the reach of the finished work. The problem is the work itself. A large painting of mine sits on the wall for weeks between sessions because oil and cold wax needs to cure before I can build the next layer. There is nothing cinematic about watching me wait. I could film myself scraping and smearing and make it look dynamic, but that would be a lie about how it actually happens, and I am not interested in performing a fake version of my own work for the algorithm. I did a ten second reel of the palette knife going through wet wax last week because I felt I had to. It looked great. It is the least honest thing I have done in years. The finished painting, the one that matters, will not be ready until March and nobody will watch it dry. Am I wrong to resist this? Sometimes I think the medium itself is becoming the enemy of the marketing. Then I remind myself I did not spend twenty five years learning to layer oil so I could make satisfying looped videos about it.

Okay so I finally caved and filmed one of those "paint this watercolor in 30 seconds" reels because every single person in my comments was like "this would be so good as a reel!!!" and the algorithm had basically stopped showing my work to anyone. 4.2k views. My actual finished paintings get like 30-40 likes on a good day. And I just feel weird about it. Like, great, that many people watched paint dry in fast motion. But did a single one of them buy anything? Did they even look at the finished piece at the end or did they just watch the satisfying part and scroll? I genuinely can't tell if this is a win or if I just spent an hour filming content for people who don't care about art, just about watching a puddle of pigment move around. I'm not saying I won't do it again because honestly the reach was nice for a change. But I can't shake the feeling that I'm optimizing for the wrong audience. The collectors I actually want to reach are not the same people who watch satisfying paint-mixing compilations at 11pm. Or maybe they are?? I have no idea. Someone tell me it's not just me feeling this.

I keep seeing this advice everywhere now: show the process, not the product. People love a time-lapse of hands pulling a print, the ink going down, the registration being slightly off. Fine. It works. I know it works. But here's the thing nobody says. The process is the part I actually need to be alone with. That moment when a screenprint is failing and I'm over-inking and the paper is curling and I have no idea if I should finish the run or throw it out, that's not content. That's thinking. I cannot perform it and also do it. So I post the okay version of the process. The ones that look like a craft video. And the real thinking stays off-camera, and I wonder if what gets seen online is just the choreography of the work, not the work. I've been going back and forth about this because the numbers are real. The 40-second pulling-a-print clip gets ten times the reach of the finished piece. But I started printmaking because of what the printed image says about copies and originals, not because I wanted to be an ASMR account for paper. Maybe the answer is boring: post the process that's already done. The work in the frame, not the work in the moment. Or maybe I'm just old-fashioned and the performance is part of it now and I should get over myself. What do you all do when the thing that gets attention isn't the thing you're doing?

Started posting the shop floor last month. Chips on the ground, the jig I built to hold a 400-pound slab while I cut it, the hours of grinding nobody sees. Figured process content was the honest version of what everyone else does with their reels. Engagement dropped by about a third. The finished pieces still pull the likes. People want the clean picture of the thing, not the dirty work underneath it. The thing is, the people who did stick around are the ones asking real questions. About joints, about stone density, about how you keep a weld from cracking when the piece moves. That's worth more to me than the numbers I lost. But I won't pretend it didn't sting watching the count go down. I'm a grown man and I checked the likes on a Tuesday like it mattered. It doesn't. It still got me.