Artists Confront Algorithmic Pressure for Viral Social Media Content

Creative individuals are under immense pressure to create short-form videos for social media, resulting in burnout. Comedian Stewart Lee describes this situation as "hideous," admitting that he might rely on social media for his career. Musician Kingsley Hall refers to it as a "horrible conundrum," while author Benjamin Myers critiques the performative aspect of BookTok. Actor Chike Chan wonders if social media visibility translates to more job opportunities. Radio host Deb Grant feels "obliged" to keep up her online presence. Conversely, some, like comedian Lorna Rose Treen, find liberation in creating low-budget videos. Gaming expert Danielle Udogaranya highlights rising burnout, and musician Yarni dedicates four hours each day to promotional content. The article reports that 82% of internet traffic consists of video, with short-form content on TikTok and Instagram projected to grow 71% by 2024.