There is a growing pressure in the creative world that feels almost universal. Whether you are a designer, photographer, writer, or artist, it can seem like you are expected to also become an influencer. You are told you need to show your face, post constantly, and build a personal brand just to stay relevant. In an industry already full of uncertainty, this expectation adds another layer of tension. But before we accept this as the new reality, it is worth asking a simple question.
Do creatives really need to become influencers?
We are living through one of the most exciting eras for creative work. Your ideas can now reach an endless audience of peers and potential clients. A single post can be seen by people in cities you have never visited. This level of visibility did not exist for previous generations, and it gives creatives a freedom that once felt unreachable. You no longer need to rely on agencies or industry gatekeepers. You can build demand for your work directly. For those who never had the luxury of an in-house role or an established network, this is a genuine breakthrough.
But it is equally important to acknowledge the other side. Being active on social media is not a requirement for success. There are countless creatives whose feeds are empty, who never show their face, and who stay consistently booked. Their careers thrive because their work is exceptional and because they have built strong relationships over time. Many developed these networks through years inside agencies or studios. Others built them organically through referrals and reputation. Their lack of social presence doesn’t limit them.
The challenge appears for people who do not yet have that foundation. When no one knows your name, the idea of building a network from scratch can feel overwhelming. You know connections matter, but where do you start when you have none? This is where social media becomes valuable not as a requirement, but as an accessible way to create visibility. It gives you a place to begin. It allows your work to speak for you long before you walk into a room.
The ‘influencer‘ label often complicates things. It suggests there is only one way to show up online. In reality there is a spectrum. On one end are the full-content creators who share everything - think green screen reels, POV YouTube content.
On the other end are people who simply post their work with quiet consistency. Both approaches work. You choose what feels authentic.
The point is not to feel the need to do something you’re uncomfortable with.
It is to build a presence that helps your work reach the people who need to see it.
Sharing my own work online has opened doors I never expected.
It has led to projects I might never have been considered for. It has sparked friendships with creatives around the world. None of it required me to become a personality. It only required me to be visible.
Creatives do not need to become influencers. But we cannot ignore the landscape we’re working in. Social media is not mandatory, but it is powerful. It can help build the relevance, network, and opportunities that once felt so out of reach. The choice is yours, and that is exactly what makes this moment so exciting.
Shot of the good stuff.
