From a young age, I always wanted to be a writer and/or an artist. Like most kids, I went through a variety of 'dream careers', but those two were always on the list, even if it was part time in addition to having a day job. I also always knew that my chances of 'making it big' in either of those careers were slim - as they rely almost as much on luck as they do on talent or skill, and who you know is often as important as what you know - but even until a few years ago, it seemed like a creative career was at least somewhat achievable, as long as I put in the time and effort to hone my skills and actually finish a project.
Unfortunately, the creative industry has changed a lot in the last few of years. Most of the following examples in this post are from an author's perspective, but many are just as applicable to artists in a lot of ways.
Once upon a time, if you were lucky enough to get your book published through a traditional publisher, they would not only print and distribute the book, they would also market it for you. The channels they advertised in obviously changed over the years - from paper catalogues to websites and finally to social media in the last decade or so - but it was still considered the publisher's job to sell your book. They would keep a greater percentage of the profit from sales of your book, but they were also the ones doing the work and taking the financial risk, so that was at least somewhat reasonable.
But at some point in the last 5-10 years, that responsibility seems to have been shifted onto the author. Unless you're one of a very few, very big names (eg. Stephen King or N. K. Jemisin big), your publisher is unlike to do much advertising on your behalf aside from the odd Tweet, which is likely to be as effective as shouting into a well. Brian Kirby did a thorough comparison of engagement that various publishers were getting on Twitter versus Bluesky for promotional posts they made. They found that even with only about a fraction of the follower numbers, the number of likes and ReTweets the publishers got on Bluesky were significantly higher than they were getting on the same posts on Twitter; in one case, the only engagement a Tweet got was from the author of the book being promoted.
Some publishers will apparently take it a step further and blame the author for not promoting their book if it happens to have poor sales. In other words, they expect you to do their job for them and pay them for the privilege of doing it. Not only that, but some publishers won't even touch you if you don't already have a huge social media following, which makes being a writer feel a bit like being a job seeker who can't get a job because they don't have experience and they can't get experience because no one will give them a job.
So it seems like these days if you want to make it as a writer (or an artist), you need to have a good social media presence. You need to be a promoter and advertiser in addition to being a writer (and probably in addition to your day job as well, because the vast majority of us can't afford to write full-time) and have the skills to market your product to your intended readers. The problem with that is that the same social media sites you have to rely on to find your audience seem to be hell bent on alienating as many users as possible.
CultureCrave posted on Bluesky (via Financial Times, though going direct to the link seems to hit a paywall) that Meta plans to fill Facebook and Instagram with AI generated users*, which to me seems akin to a sports centre manager announcing that he's going to start shitting in the swimming pool as if that's a good thing. Meta claimed they were doing this to "make their apps more engaging" and attract more users to the platform, even though filling the apps with bots will have the opposite effect. It's bad enough seeing the deluge of AI-generated slop posted by accounts run by humans (not just because of the poor quality but because a lot of it is just downright wrong) added to the existing slurry of advertising spam and constant harassment to follow pages or join groups I'm not even interested in, but if the accounts themselves aren't even real, what is the point of interacting with them? What is the point of staying on that platform? While many users will stay out of apathy or because these platforms are the easiest or only way for them to stay in touch with certain friends or family members, a lot will simply leave. Some might end up on the shores of some other social media platform (where it's going to be difficult to start building up connections again, especially if your friends and followers scatter to multiple different platforms), while others will just vanish outright; I left Twitter** along with many other users as part of last year's mass exodus, and although I did find some of my Twitter friends elsewhere, many of them have apparently disappeared into the ether.
I've already noticed the effect of this social media attrition even on my own small pages. I run dedicated profiles for my art on Facebook and Instagram (and on Twitter, before I nuked all my posts), and once upon a time, when I'd post a new art supply review or demonstration, I'd get at least 10-15 likes on each (not much in the grand scheme of things, of course, but at least I could see that my work had some reach). Now I'm lucky to get 2-3 likes, and those are usually from the same handful of friends who like all my posts. If my already-established public pages are facing such a significant drop in views, it's going to be so much harder for a creative person setting up a new page and trying to build up an audience from scratch. And at this stage, there aren't really any viable alternatives; sure, you can set up your own website (or even a blog), but how do you get people to find it?
As a creative person it's actually really goddamn depressing knowing that even if I manage to finish writing my novel, in order to get anywhere, I'll be forced to do my own marketing and advertising because the people whose job that actually is (ie. publishers) don't do it anymore, which means having to rely on social media that is becoming more and more unusable because the companies that own these sites are just pumping them full of spambots and AI trash (like this and this) and letting abuse and hateful rhetoric against minorities flourish***, thereby driving the actual audience away.
Maybe one day things improve for artists and writers (and other creatives), but I fear things will keep getting worse before they get better. I can't help but wonder how many awesome books and how many beautiful drawings and paintings we won't get to see because they got drowned out by the sea of ChatGPT and MidJourney trash or because publishers wouldn't even give them a chance. I don't know a single sensible person who actually welcomes all this AI rubbish in place of human-made art and stories (as I've posted before, it's not just poisoning creativity but also people's ability to think critically), so I just hope there's enough of a pushback against it that we as a society can prioritise real imagination. As for traditional publisher's failing to do their jobs, I know there are self-publishing options and the ability to create eBooks, but as with having your own website, how do you market your book to an audience that isn't there?
*Sure, Meta has since deleted these AI-generated profiles in response to the overwhelming backlash against them, but if you believe they won't try something similar as soon as they get half a chance, then I have a bridge to sell you...
**I still have an account there to maintain my username, but I deleted all of my posts and removed the app from my phone and I no longer open the site.
***[content warning for this footnote; threat of sexual assault] Let's be honest, they've always done this last one - Twitter once told me that someone threatening to rape me with a broken bottle for saying I didn't care for Steven Moffat as a Doctor Who showrunner "didn't violate their community standards", and Facebook have repeatedly refused to remove pages encouraging violence against women (though they did put a year-long warning on my account for "threats of violence" when I joked to a friend about "nuking" my account!) - but now many social media companies aren't even pretending to care about the safety of their users anymore, with Meta now explicitly allowing abuse and harassment of women and queer people and removing their fact-checking system, Twitter being taken over by a giant attention-seeking toddler who supports a convicted rapist and felon and allows misinformation to run rampant and BlueSky refusing to remove a user known for harassing trans people (as well as other toxic behaviour).