Someone recently called me a “YouTuber” in the comment of one of my videos. At first it was a shock. I thought ‘No, I’m not a YouTuber, I’m an artist.’ Then I realized it’s actually true because it’s a label given to those who upload weekly on youtube. I hardly make any money directly through YouTube so I always thought of it as another form of social media, not a career. But technically I fit the label. So, I guess I’m a YouTuber. Let’s think of it as a sub-label. I’m an artist and photographer, but I use YouTube as a way to connect with others.
It made me wonder…how many people see me as a YouTuber first? I suppose it’s only natural, as that is a big way people find out I exist.
It’s funny how much a label can mean to us. It’s just a word after all. But we grow attached to labels, even subconsciously. I don’t often think about labels until something like this happens.
While I was sick I had too much time to think. Since I had no energy to paint, I would stare at my art. I spent a lot of time thinking about my “style” and what I call it. I struggle so much to see my own style. Usually when I look at my paintings, one of two things happen. I first see the memory, the place that sparked my interest in painting it. Then I see all the things I would do differently if I painted it again.
Whatever the viewer sees is a totally foreign experience to my own which I find fascinating. All I can do is hope that it resonates with them in some way.
Since I’m also a “YouTuber” or “content creator” and share my journey online, I have to be able to speak about my art. I call it ‘expressive’ when it is not really realistic. Or if I feel really playful I call it abstract because I let the paint do its thing.
I like the fact that my paintings that are already out in the world represent a specific time in my life. I can look at each of them and remember what happened that month, where I was and what I was going through. Some are very wild, very bright, colorful, abstract and others are moody and realistic. Whatever they are, it was important in that moment to paint it that specific way.
One of the hardest things about being online is to avoid being afraid to experiment and push myself. On social media as a whole, the algorithm favors consistency, and all of the advice says that to grow a following it’s important that people instantly recognize your style. If you want to be noticed among the millions of visuals that flow past someone’s eyes in a week you have to follow the rules. Since I love to try new things and I’m constantly pushing myself to play with different mediums, that is a big challenge. All of my work does not look the same. All of my choices don’t stem from one place.
I gave up trying to fit into the box a long time ago. The algorithm’s box exists within a matrix of labels. Of 0’s and 1’s. So those of us who are many things, do many things, and share many things will only benefit on the fringes of the matrix. We’ll grow a following, but not as quickly.
But do numbers mean anything? It depends on the context. Since I am a freelancer my income is directly impacted by the algorithm. So yes, labels matter if I want a bigger paycheck.
However, the more I put myself out there online, the more I realize I’m OK with being on the fringe. If I’m not at the center of attention, I feel less confined. I’m able to follow my heart without worrying about the algorithm punishing me. I can share my truth and connect with others in a deeper way.
It makes me wonder how many people change themselves or their art to conform to the algorithm. Does performing well on social media drive them? That is a slippery slope.
There was a time that it drove me, because I wanted to quit my day job. But now that I’ve been doing this full time for many years, I’ve learned there is much more value in being completely true to your own vision. In sharing what matters to you. In quality over quantity. That last one is especially important. Quality. Not feeling forced to post every day or even every week. That pressure is immense for artists nowadays.
I urge you not to get too lost in the weeds of algorithm research. It can completely consume you. But if you do want to dive into the numbers, this is a website which has been useful to me over the years: Socialblade. How I use it is to look at the overall trends in growth. I compare that to decisions I’ve made in my business. For instance, if I’ve started posting more or less in one month, did that lead to a spike in followers? Or if I start sharing a different kind of painting, did that effect it? What if I use different #tags for a month?
See that big spike in October 2021? That happened because I launched my Kickstarter to sell my books. I was driving tons of new traffic to my Instagram account and ended up gaining over 1,200 followers that month. I used new labels like #artbooks #artistauthor and #scotlandbooks which tapped into a new audience. But mostly, I just posted a TON all over the internet.
Here’s my secret sauce - I only open this site a couple times per year. I look back on these things months later. By doing so, I’m able to get a broad picture of how things are moving, rather than let it guide my every step. If overall growth is up, great. If I notice some dips, I assess what happened that month and decide what to do.
Mostly, I just keep doing what I want and say fuck it.
The reason for this is because I want my choices to be backed with passion, and that comes from within. Passion doesn’t start with the algorithm. With this strategy over the years, I’ve been able to grow a successful business while maintaining some semblance of sanity.
So, whatever you label yourself as, or how much you share, it’s worth remembering that your unique voice is what people are drawn to, not how many times you post in a week.
Anyways…just some thoughts. To my fellow creators, have you experienced this as well? Leave a comment and tell me your experience with labels.