The digital landscape is shifting beneath our feet. Meta, the titan formerly known as Facebook, with its sprawling empire encompassing Instagram and Threads, is undergoing a metamorphosis – and not a particularly pretty one. For creatives – musicians, writers, artists, photographers – who have long relied on these platforms to showcase their work, connect with audiences, and build their careers, the changes are deeply unsettling. The dismantling of fact-checking, the algorithmic embrace of the politically charged, and the loosening of restrictions on harmful content are creating a toxic cocktail that threatens to drown out creativity in a sea of misinformation and hate.

So, how does a creative navigate these murky waters? Do you abandon ship altogether, or find ways to stay afloat amidst the storm? The answer, as with most things in life, is nuanced. While the Meta ecosystem may be increasingly hostile, its sheer size and reach still hold a certain allure. Complete abandonment might not be feasible or desirable for everyone. But relying solely on Meta is a recipe for disaster. A diversified, multi-pronged approach is key.

Surviving the Meta-verse:

For those choosing to maintain a presence on Facebook and Instagram, a strategic approach is essential. Here’s how to navigate the new reality:

1. Curate with Extreme Prejudice: Your feed is your sanctuary. Unfollow or mute any accounts that consistently share misinformation, engage in hate speech, or simply bring negativity into your digital space. Be ruthless.
2. Engage Authentically, But Critically: Don’t just passively consume content. When you see something questionable, look for sources, check the author’s credentials, and be wary of emotionally charged language designed to manipulate rather than inform.
3. Promote with Caution: If you’re using Meta platforms to promote your work, be mindful of the “pay-to-play” trap. Organic reach is dwindling, and you may feel pressured to invest in advertising. Consider whether the potential benefits outweigh the ethical concerns of financially supporting a platform with questionable practices. If you do choose to advertise, target your audience carefully and monitor your campaigns closely.
4. Protect Your Intellectual Property: On Instagram especially, be vigilant about protecting your visual work. Watermark your images, clearly state your copyright, and be prepared to take action against unauthorised use. The rise of AI-generated images, often trained on copyrighted work without permission, makes this even more crucial.
5. Use the Tools Available: Utilise features like reporting problematic content, even if Meta’s responsiveness is questionable. Every report helps flag harmful material, potentially limiting its reach.

Beyond the Zuckerbergian Walls:

While navigating the Meta ecosystem is possible, it’s crucial to cultivate a presence beyond its walls. Diversification is your lifeline. Here are some alternatives to explore:

1. Embrace the Fediverse: Platforms like Mastodon (https://joinmastodon.org/) offer a decentralised, open-source alternative to the corporate social media giants. They prioritise community moderation and are generally more resistant to hate speech and misinformation.
2. Explore Emerging Platforms: Bluesky (https://bsky.app/) is a newer platform aiming to create a more open and user-controlled social media experience. While still in development, it represents a potential shift away from the centralised model.
3. Niche Down: Depending on your field, explore platforms tailored to your specific creative niche. Behance (https://www.behance.net/) for visual artists, SoundCloud (https://soundcloud.com/) for musicians, and Substack (https://substack.com/) for writers are just a few examples.
4. Build Your Own Platform: Your website is your digital home, a space you control entirely. Invest in creating a professional website that showcases your work, provides information about you as an artist, and allows you to connect directly with your audience.
5. Cultivate an Email List: In the ever-shifting landscape of social media, an email list is gold. It’s a direct line to your most engaged fans, a channel you own and control. Use it to share updates, promote new work, and build a deeper connection with your audience.
6. Explore other platforms. TikTok, Youtube, and even Pinterest are used by creators to promote and share their work. These platforms have their own issues but many creators are finding success on these platforms.

A Call to Conscious Creation:

The changes at Meta are a wake-up call. They force us to confront the uncomfortable truth that the platforms we’ve come to rely on may not always have our best interests at heart. As creators, we have a responsibility not just to ourselves but also to our audiences to navigate this new reality with intention and integrity.

We must be discerning about the information we consume and share, actively combating misinformation and promoting a more informed and ethical online environment. We must be strategic about where and how we share our work, prioritising platforms and practices that align with our values.

The path forward will require effort, adaptation, and a willingness to explore new territories. But by embracing a diversified approach, cultivating our own platforms, and fostering genuine connections with our audiences, we can not only survive the Meta-morphosis but also contribute to a more vibrant, creative, and ultimately, more humane digital landscape. The future of creativity in the digital age depends on it. depends on it.