How Social Media Changed the Art World

There was a time when you had to go to a gallery or wait for the museum to announce a new exhibition before you could see an artist's work. Now, you can stumble across a post while scrolling in bed from the comfort of your own home

One post can feature a painting made thousands of kilometres away. One short video can show you the process of an artist's work. And one digital illustration can spread across the internet without ever needing a physical gallery display. Social media has changed not only our perception of art, but also the way art is created, shared and discovered.

When the Gallery Became a Screen

Platforms such as Instagram, Pinterest, TikTok and YouTube have become informal galleries. This allows artists to share their work and reach an audience without waiting for a representative of the traditional art world to come find them.

This has opened new doors for those who may have struggled to gain exposure in the physical art world. An artist does not need an established gallery or agent to represent their work, or even an exhibition space to display their physical pieces in. They can build an audience from their own homes and make art for people without ever leaving their desks.

Social media has also changed the way artists create art. We get to see not only the final product, but also the process, mistakes and thoughts behind certain works. Art can become more personal as a result. We see not only the completed painting, but also the sketching and doodling and the colour choices and the layers and sometimes even see the artists' minds as they work.

The Algorithm Behind the Artwork

Unfortunately, as art becomes more accessible, it begins to rely more on attention than meaning.

An artist can spend hours putting together a post that captures the essence of their work only to see something completely different go viral because it happened to appear at the right time. Views, likes, shares and comments can become a metric for an artist's success.

The algorithm can dictate the art, pushing for certain aesthetics and styles that are easy to consume and share. Artists can begin to compromise their work in an attempt to perform better online. A short and satisfying creation may perform better than a more meaningful piece. Vibrant illustrations and engaging painting processes can become favoured over the raw, unpolished art that takes time and effort to consume.

The art world has also become more competitive, as artists are exposed not only to those in their immediate physical spaces, but to everyone across the world Artists compare themselves to others and struggle to find ways to stand out. While seeing the work of so many can be inspiring, it can also be overwhelming.

A New Kind of Art Community

Social media has changed not only the perception of art, but also the way art and artists connect. People who may have never gone to a gallery can discover a new artist who may be completely unknown in their physical space. Artists can not only gain exposure, but also find communities that appreciate their work, discover customers, network and collaborate with other creators.

Digital art has become more prominent, both in its medium and in the discourse around what constitutes art and how technology can enhance creativity. The biggest change, however, is that art no longer needs to be put somewhere for someone to see it. A screen can become a gallery.

A home can become a studio. An artist who creates alone can gain an audience on the other side of the world. Social media did not end the traditional art world but simply offered another door for artists to enter through. And people keep finding new ways to look through that door.