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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?

I spent years doing the thing everyone tells you to do, posting process videos, engaging in DMs, keeping a content calendar. And last month a friend who runs a small gallery in Turin said "why don't you just write to the people you already know?" So I wrote a very plain email. No newsletter platform, no template. Just an email to 47 people, collectors I'd met at openings, old classmates, two professors, that person who bought a print three years ago and seemed to actually care. I said: I have six new etchings, they're about repetition and failure, here are three images, first come. I sold five prints in two days. Five prints to people I already knew. I spent maybe an hour on the email. I had spent three months on Instagram for the same result, maybe less. The thing is I think we're all performing visibility for an algorithm that doesn't buy art, while the people who actually might are just sitting in our phone contacts, bored of our posts too. I'm not saying burn the platform down. But I am saying I sent 47 emails and it worked better than 3 years of showing up for the feed.

For about a year I did the thing everyone says, post the process, tag Lyon, show the easel in the corner of the studio, all that. And it worked, in the sense that the little heart counter went up. Then I realised I was making a kind of content about painting instead of just finishing the painting. So I stopped. I post the work now, dry, no process, no "here's my messy palette." Engagement dropped like a stone. And I don't care because I'm not performing a painter anymore, I'm just painting. The people who actually buy from me found me anyway, through the work itself or through a collector who passed my name along. The rest were just watching. I know the algorithm people will say I'm throwing away exposure. Maybe. But exposure to people who want a show instead of a painting, what is that worth exactly.

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?

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.

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?

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.