Storytelling in a social world

Since we rushed online at the start of the global pandemic in 2019, studies have shown we’re less loyal to the brands we loved ‘before’. So, what do we want? It’s not a mystery: we want authenticity that inspires trust.

When it comes to truth-telling, artists have always been at the forefront. It’s no different now, but the platforms, definitions, and ways of engaging with art have evolved.

According to the Adobe Future of Creativity Study, there are 303 million creators globally, and more than half (52 percent) began posting social content in the past two years. The study defines creators as professionals and non-professionals creating original content for their jobs or passions, including designers, photographers, filmmakers, illustrators, and hobbyists.

That’s a lot of fields and a lot of voices. As a creator, how do you grow your own voice and confidence? And how do you find your tribe without losing it?

The limits of being relatable

Srishti Gupta Roy is a Bangalore-based illustrator with an international profile and a crackling Instagram following. Maximalist prints and millennial humour colour her work. According to Srishti, social media is both a platform for her work and part of the conversation that informs it.

“I use topical matters sometimes, or what is ‘trending’ on social media to get traction. But it hasn’t really ended up being my most liked or shared pieces. To a certain degree the relatability factor really plays on my mind while creating art for Instagram which is a bane and a boon,” Srishti says.

“I would love for people to find it relatable, share it friends and have a chuckle. This will lead to more organic traction, visibility and eventual work. But I don’t want it to become so limiting that I cannot create art unless it’s ‘relatable.’”

Authenticity and traction

While clinical research has tied social media use with depression among adults, creators often have a different relationship. The Future of Creativity study found that creators who find and derive pleasure from sharing their work feel more positive the more time they spend creating and sharing.

This reported positivity is intimately tied to the levels of authenticity we desire. And while social media has been considered the domain of the inauthentic, people increasingly want authenticity. Artists like Srishti, who have taken the leap, can see this playing out on their feeds.

“I used to put a lot of emphasis for a long time on putting out a very curated image on my page. I would not share stories that were not fashion related or in the purview of my ‘personal brand,’ whatever that meant. But in the past year I have started showing the personal side a lot more which is scary, to be honest,” Srishti says.

“I know people follow me for my art, humour and fashion memes. I don’t know if they want to see me on a Thursday afternoon talking about how terrible my week was. But sometimes it is important to show different facets of your life because that is what makes you a whole human, she said. At the end of the day, I am not a brand on Instagram. I am an independent artist who needs to authentically show the good days, bad days and everything in between.”

Build it and they will come

According to Srishti, there is no big secret to storytelling in the social world. The tools to get on social and create posts are available to everyone, but they are truly brought alive by authenticity.

“Sooner or later, your tribe of people who resonate with that style will find you.”

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