Does endless scrolling kill your creativity or sharpen it instead?

Most creators now first build audiences, and let that audience decide their content, says Nynoshka R in a piece on Substack titled ‘The Scroll is Killing Your Authenticity and Creativity’. Representation pic/istock

As a creative person on the Internet, I spend a lot, a lot, a lot of time on social media. I have stopped letting my screen time deter me, and I now scroll to my heart's content - stopping only when my eyes give up (I am obsessed with tarot readings these days and am trying hard to quit the habit).

So when I saw a few reels that were speaking about a piece on Substack by Nynoshka R that was titled "The Scroll is Killing Your Authenticity and Creativity", I was intrigued. The writer says, "Back in the day, the artist's creative process was treated like prayer. It was never rushed, unless insanity took over. Leonardo da Vinci worked on the Mona Lisa for years, never fully declaring it finished. Vincent van Gogh painted obsessively, producing over 900 works in ten years, most of them unseen or unappreciated during his lifetime. Art came from authenticity, and that sometimes became an obsession. But even this obsession came from devotion, not demand." She compares it to what is happening now, and says, "Analyse the views. Go back and perfect. Do it all over again. See what's trending. See what the comments say. Make art for the people in the comments." She also says that most creators now first build audiences, and let that audience decide their content. Hence, it all boils down to creators losing their authenticity, creativity, and their "spark."

Many creators agree with her, blaming the algorithm for making them post content that "performs better" rather than the content they really want to create. A talent agency that recently contacted me suggested I do the same - make content in genre buckets, slowly see what performs better and then stick with that. Creators also feel that because consistency is the only way to get ahead on social media, they must post every day and at a certain time. The pressure of posting every single day could end spontaneity and authenticity.

While I agree with all of them, and the writer of the Substack piece, to an extent, I must respectfully disagree. For me, it all depends on what kind of creator you are. Are you a creator for whom every post must go viral to be considered good? Are you a creator who would miss out on making content you really like just because five people watched it instead of 50? Or are you the kind of creator who creates because they love creating?

This month, my birthday month, I decided to be a regular poster, and not fall prey to my moods. So I have been posting every day, at any time it suits me. Some days, that's a carousel post on things I read that made me feel good, some days I spout gyaan as I wait for the metro, some days I share ASMR videos of my week, and some days, I post controversial opinions on current pop culture events. My views range from a measly 900 views to grand 150k views. I have stopped judging what does well, and I have stopped using the validation to inform me of my worth.

I post what I feel like posting. And I create what I want to create, when I want to create it. The consistency keeps me active, and keeps me from falling into a space of complacency that many artists and creative people are prone to. We get scared of judgement, we get attached to perfection, and we delay putting our work out there. In fact, the urgency of social media and the emphasis on consistency break creatives out of their own excuses. It goes without saying that the day I don't want to post, I won't post. But then I don't jostle with the idea of losing relevance or followers.

The fallout of the "posting what I want, when I want" strategy has been heartwarming. Every time I meet someone new, or someone I have known for a while, they tell me about a post that they loved, or resonated with. And sometimes, they all like different posts - some like my "Life as a journalist in Mumbai" ASMR, some laughed out loud at my take down of another influencer, and some just like my 40-something life lessons. And that's what matters.

I would say, create and consume all that you want, without trying to bring it down to one niche. Maybe that's the way we will herald ourselves into the next era of influencers - the ones who don't limit their creativity to "what works". As far as consistency is concerned, your authenticity and creativity will thank you for it. You got this.

See you next time.

Ranting and raving about all that's trending on social media, Aastha Atray Banan is an author, creator, podcaster, and the Editor of your favourite weekend read, Sunday mid-day. She posts at @aasthaatray on Instagram.
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The views expressed in this column are the individual's and don't represent those of the paper.