Why Does Low-Effort Art Go Viral?

I think by now most people have come across what I like to call ‘Instagram Art.’ These are artworks that have thousands of likes and views, or sell for extremely high prices, yet lack substance.

Typically, these are paintings with loose pigment rolling around a canvas, artwork created in a short amount of time with little to no explanation, or by people who view themselves as performers rather than artists.

First, what is art? Today, this is the biggest question we must face as creatives. The truth is nobody knows. There isn’t one organization that decides who gets to make a career out of utilizing pigments, canvas, clay, or any number of materials. Artistic freedom is being celebrated in all shapes and forms. Therefore, art is anything—if there is a platform to promote it.

There are good and bad aspects to this.

The Good:

• Anyone can make art.

• The art world is being challenged.

• Less rigid ideas of what art can be, leading to more creativity and exploration.

The Bad:

• Artists are being rewarded for quick turnarounds.

• Art is valued by views and likes.

• Rise in competition between artists.

In truth, the art world has always faced issues like these. However, artistic challenges have evolved with the growing use of social media. Comments are open, and going viral isn’t necessarily good.

Artwork like "Comedian," the infamous 2019 piece by Maurizio Cattelan, where a banana was duct-taped to a wall at Art Basel, gained notoriety purely through its’ shock value. The piece was sold for $120,000, and social media went wild with strong opinions. Memes, articles and posts flooded people's timelines, with commenters wasting no time ridiculing Cattelan.

When it comes to a gallery or viral art on Instagram, artists are rewarded for creating low-effort, shocking work.

Cattelan was able to do something rare. He exhibited an artwork that stirred millions of people around the world. “Comedian,” leaned into absurdity which I took as an artistic statement, but not as a piece of art itself. To some extent, Cattelan was mocking the art world, on the other hand, he was doing what Duchamp did over a hundred years ago with his urinal.

Another artist who has stirred up controversy is Callen Schaub. He fills a bucket with paint, lets it swing from the ceiling and splatter onto a canvas.

When I came across Schaub for the first time, I looked at his comments and was not surprised to see users questioning the validity of his paintings. Is this real art or just a show?

The reason why low-effort, process-driven art on Instagram is so popular is because new forms of art that challenge traditions have always riled up controversy. Except now, anyones voice can be heard from around the world and those voices multiply faster than ever.

Instagram artists like Schaub utilize shock and showmanship to attract viewers. He even sells tickets for people to watch his “performances.”

So, are people like Schaub and Cattelan artists, painters, actors or frauds?

It’s up to you to decide.