You Are Not a Content Creator

Posted by Robert Lange on April 17, 2025

Creating for You: Setting Boundaries with Instagram as an Artist

As artists in the digital age, it’s nearly impossible to avoid the gravitational pull of Instagram. It’s a tool, a gallery, a diary, and a billboard all in one — and for many, it’s become the heartbeat of their art career. But let’s be honest: it can also feel like a trap.

If you’ve ever found yourself changing the format of a painting to “fit the feed,” or rushing a piece just to meet your content schedule, you’re not alone. Social media has introduced a pressure to constantly produce, present, and perform. But at what cost?

Let’s talk about boundaries.

The Trap of “Instagrammable” Art

Artists often share stories of adapting their work just to make it more “post-worthy.” A common example? The shift to painting square canvases. Not because it best serves the composition or emotion of the piece, but because it simply looks better on the grid. Square images take up more real estate in a user’s feed, get more likes, and feel more polished. But while the platform may reward that format, it’s a subtle (and slippery) sacrifice of the creative process.

Let’s be real: your art should dictate the format — not a social media algorithm.

The Illusion of Constant Visibility

We’re told visibility equals opportunity. That if we don’t post frequently, we’ll fall into digital obscurity. But here’s the truth: sales are not driven by content creation.

Robert Lange, a respected gallery owner with over 20 years of experience, has seen thousands of paintings come through his doors. He can assure you — with the authority of someone who has worked directly with collectors, artists, and curators for decades — that collectors do not buy work because of how often an artist posts. They buy because the work speaks to them. Because it’s authentic. Because it’s excellent.

Social media is a tool, not a lifeline.

Protecting Your Process

Your creative process deserves space — not just on the canvas, but in your mind and your schedule. If you find yourself making decisions based on what will perform well online, it might be time to pause and ask: Is this what I want to make, or what I think I should make?

Some ways to reclaim your creative autonomy:

Create first, share second. Don’t let the need to post dictate when and what you make.
Set posting boundaries. Maybe it’s once a week. Maybe it’s only when a piece is complete. Define your rhythm.
Reframe your metrics. Instead of tracking likes and follows, track time spent in flow. Satisfaction with a piece. Growth in skill.
Be intentional with format. If a tall and skinny composition tells your story best, paint it. Post it anyway.