Seems like this might depend on the objective. Spamming social media and aiming for search rank might be necessary for ad revenue, self-promotion, or other conversions, whatever those might be. But it is not strictly necessary. Doing your own thing and making something cool can be 100% the end in itself.
The issue I have leans the other way. I'm hesitant to self-publish anymore primarily because I don't want my work to get sucked up into the commercial machinery of the Big Tech Web. I have no interest and gain no benefit from feeding AI, scrapers, aggregators, or other "creators" who do surf around for other people's work they can mill into their own hash for their own purposes.
I'd love it if I could somehow publish only for other end-user humans, but I don't see how I can do that without paradoxically engaging with some aspect of the commercial apparatus. It's like a Foucaultian nightmare. There's no way not to be part of the system. Rejecting it requires first embracing it.
To wit: here I am on HN complaining about giving away my work for free