OPINION. “The importance of social networks in the creative world”. Daniel Rueda and Anna Devís

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Daniel Rueda y Anna Devís are Valencian photographers and creatives who have been able to combine several creative facets in their work, showing it openly in their Instagram profiles  @drcuerda y @anniset. We talked to them about the importance of social networks in the creative world.

Is it important to make a good social network management for a creative person or company?

Contrary to what may seem we are not a good example in social networks. We do not keep our accounts as up-to-date as we would like, and sometimes we do not publish half of the things we do. For example, we designed the poster of a Festival in Valencia and almost forgot to share it. We like that our gallery is very coherent with itself, something that is positive and negative at the same time. Through our social networks you can not find out the last client with whom we have worked or the last publication that has echoed our photography, but you can see the last image that we have created. For us, Instagram is more of a portfolio, than a social network. Still, we believe that, in general, any creative person should have these platforms in mind when communicating their work.

How has Instagram (or other networks like Pinterest, etc.) influenced the world of photography, design and architecture?

We think it’s something that has evolved a lot in recent years. Before, for example, some photographers scorned social networks because of the excessive use and carelessness with the image. But today you will not see one that does not use Instagram to show their latest work, it’s like your cover letter. Something similar happens with other creatives, most of whom use this type of platform to show what they are best able to do. It’s not a strange thing to include your Instagram or your Facebook page next to your email account on your contact card. We even prefer it to show our website, since it is much easier and intuitive to keep your social networks up to date than your website, as it is something you can manage from your own phone.

And related to this, what social networks do you consider essential for architects or photographers?

Instagram, without a doubt. It is immediate and very visual. Other networks such as Twitter are based on the written word, which for a visual creative can mean a handicap. An image is the only thing that does not need translation. If your work is graphic enough, it can be understood here and in Japan, and that’s a wonderful thing, barriers of all kinds have been eliminated: physical, linguistic and even hierarchical.

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Do you think that social networks are a source of new work? Do you think that at the same time they can become a double-edged sword? Have you had any professional problem related to this?

Of course! However, if we want to use social networks to find customers, we must know what to share and what not. For example, we have eliminated the “social component” completely, we would never publish something private in our public profiles. This does not have to work like the same for everyone, what we are sure of is that it is important to separate the personal from the professional if you want to use this social network as a business presentation card. And, if done well, Instagram can be an excellent way to find work. Among other reasons, for the ease to find quality content, and to get in touch with its author. For us it has been, and it is, a very important source of work, even more than a website.

How much time do you dedicate to your social networks in relation to work? Do you think it is necessary?

In our case, not too much. We do not produce specific content for social networks, but we use it as if it were a portfolio, or an art gallery. We would not publish in our feed anything that we would not hang in the living room of our house. The rest of the content, such as “behind-the-scene” images, prizes, interviews and others, we try to share in the form of “Stories”. Our Insta-gram gallery has very little instant-aneous. But we love that the paused and meticulous of some artists can coexist with the immediacy of this application. Instagram is able to democratize art and design, approaching people who do not know what they like when they least expect it. You can be watching your friend’s lunch or your co-worker’s dog, as well as discovering who will soon be your new favorite illustrator.

‘If your work is graphic enough, it can be understood here and in Japan, and that’s a wonderful thing, barriers of all kinds have been eliminated: physical, linguistic and even hierarchical.’

Your work unites design, photography and social networks. How do you do to integrate everything?

Not making a distinction between one format or another. We try doing all our work with same quality, independently of if the image is going to be seen in small size through social networks, or in big size if it is printed in mupis advertising or another type of printed means. In fact, we recently inaugurated an exhibition about our photography where several of the exhibited images there had been the result of different collaborations with brands.

How important has Instagram been for your current work?

For us it has been very useful. Our work has been disseminated in parallel in magazines and specialized media of photography and architecture, as well as in different social networks. In magazines you can reach a specialized design lover audience with whom you can connect because you have common interests, but the good thing is that on the Internet you can reach people with totally different tastes. And that’s where the power of this application for creatives lies, because although not everyone is subscribed to a magazine, almost everyone has an Instagram account.


Entrevista: Miren León

Imágenes: Daniel Rueda y Anna Devís