As Covid-19 forces everyone into lockdown, an overwhelmingly large (and, somewhat, underrepresented) community of young creatives are finding themselves at a standstill. Booked jobs have been cancelled, roles are no longer being advertised, and the industry, which is usually based on collaboration and partnerships, has never felt so isolated.
“Instagram is so drenched in creatives trying to promote themselves that it can be easy to become lost in it, and so perhaps it loses its significance.”
Without funding, but with a need to showcase their work to potential future employees, many creatives are finding themselves reliant upon Instagram as their only means to promote their work. Constance Blackaller, a freelance pattern cutter (who has been without work since the beginning of the pandemic) agrees that she has spent more time on Instagram during lockdown. “I’m mainly using it as a vehicle for procrastination, and an easy – albeit surface level – way of connecting with people.” The recent Central Saint Martins MA graduate believes that Instagram is unavoidable if you’re looking to promote your work, though is something she sometimes resents. “If used as a tool for inspiration, it can be a really positive thing,” Constance offers. “But Instagram is so drenched in creatives trying to promote themselves that it can be easy to become lost in it, and so perhaps it loses its significance.”
Not only are individuals spending more time scrolling aimlessly through Instagram, but in a survey with 590 creatives, the majority of the respondents agreed with Constance that brands seem to be increasing content output. “Everybody is putting out a lot more content – most of which is rubbish,” explained one anonymous respondent. Another agreed: “There is too much content, my brain cannot enjoy it anymore.” This oversaturation of online material can feel draining and leaves many lacking enthusiasm for their own craft.