A painting that takes six months to complete is reduced to a 15-second reel. A dance rehearsed for years is compressed into a trending audio clip.
In today’s digital world, making art is not enough. You also have to post it to remain relevant and visible. And for many artists, this is both an opportunity and a source of pressure.
Scroll through Instagram, and it seems as if new art appears every day. However, behind many of those posts are weeks, sometimes months, of invisible labour. The contrast between the slow nature of art and the fast rhythm of reels has created a new tension. Are artists creating for the craft itself, or for the algorithm?
For hyperrealist artist Manish Dhoju, the answer lies in patience. His works take hundreds of hours to complete. Therefore, the idea of producing at the pace of social media is unrealistic. At the same time, he does not dismiss digital platforms entirely. He recognises that making reels also demands effort and creativity. Nevertheless, he draws a boundary. “Instagram is merely a platform. It should not dictate the direction of my craft,” says Dhoju.
Instead of chasing short-term hype, Dhoju focuses on what he calls ‘sustainable visibility’. In contrast to viral trends that fade quickly, he is interested in long-term growth built on quality. Likewise, he trusts that genuine effort eventually finds its audience.
Similarly, classical dancer Serena Gurung acknowledges the growing pressure to stay visible online. On one hand, most performing artists still prioritise stage performances and close professional networks. On the other hand, today’s culture increasingly equates being visible with being successful. Trending can sometimes appear synonymous with being the best.
Consequently, artists may find themselves questioning their own pace. Should they adapt? Should they post more? However, Gurung says, “Privacy remains a significant concern. Sharing frequently means exposing my personal spaces and vulnerabilities to a wide public. Because of that, I hesitate to post constantly.” Her art exists primarily in rehearsal halls and on stage, not always on a screen.
Instagram now has 3 billion monthly active users. Short-form video remains one of the most consumed types of online content. Likewise, research from HubSpot shows that short-form video delivers one of the highest returns on investment for digital engagement. In other words, the system rewards those who adapt.
Artists undoubtedly feel pressured to produce work that performs well online rather than work that feels deeply meaningful. Similarly, algorithms shape not only what audiences see, but also what creators choose to make. When visibility becomes currency, creative decisions can subtly shift.
Therefore, the question is not simply whether artists use reels. Rather, it is whether reels begin to shape artistic intention.
Artist Sudikshya Dongol feels what she describes as an unspoken pressure to keep creating and posting. In the age of reels, slowing down can feel like disappearing. Yet, contradictory to the speed rewarded online, her most meaningful work has emerged from patience and deep engagement with communities.
Dongol often collaborates with people with Down syndrome, elderly women, and local groups. In this context, social media becomes a bridge rather than a burden. Not everyone can enter a gallery. Through digital sharing, their stories travel further. Therefore, Dongol shares, “I separate my process from my content. I create art at my own pace. Meanwhile, I do maintain some consistency in posting.” The art remains slow. The sharing becomes strategic.
This dual existence, created slowly over time through regular posting, defines many artistic careers today.
Actress and model Usha Rajak has witnessed the shift from the pre-digital era to the dominance of short-form video. Rajak says, “Previously, filmmaking and visual production were collaborative processes involving specialised teams. In contrast, today’s digital landscape often places the responsibility of strategy, shooting, editing, publishing, and promotion on the individual artist.”
As a result, the pressure multiplies. Producing reels requires creativity, consistency, and speed. Combining all three can feel overwhelming. Moreover, Rajak observes a subtle transformation. Art that once flowed inward from inspiration now often moves outward toward metrics and monetisation. The focus shifts from “momentising” to monetising. Still, she admits that audience engagement can make the effort worthwhile. The feedback loop of likes and comments brings its own form of validation.
Globally, musicians are reshaping songs for short-form platforms like TikTok, where a 15-second hook can determine a track’s success. In 2022, singer Halsey revealed that her label encouraged her to manufacture a viral moment before releasing a song. Moreover, a Guardian report shows how TikTok has become a “star-making machine,” forcing labels and artists alike to rethink how they promote music online.
Also, on one side, social media democratises exposure. Artists from smaller countries can reach global audiences without traditional gatekeepers. Likewise, marginalised communities gain platforms that were previously inaccessible. On the other side, the fear of irrelevance looms large. Absence from the feed can feel like absence from public memory.
Between these extremes, many artists are negotiating their space. They are neither fully surrendering to the algorithm nor completely rejecting it. Instead, they are learning to balance craft with content, depth with discoverability, and privacy with presence.
