With me it was usually just someone else being a better fit. Half the time I don't think they even filled the vacancy. Companies are pretty lazy when they want to be. Keep at it, something will come through!
You could try out new things then, during your job search? Or practice other skills you can do? Like maybe Illustrator or After Effects if you have access to them, it makes you all the more hireable. But don't be afraid to cater to a handful of places you'd like to get hired at-
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-I had to cater the hell out of my demo reel to get my first job. And honestly, that first job was a lucky break. Someone was willing to give me a shot. It absolutely SUCKS looking around but eventually things do come through, you gotta keep at it!
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Incidentally where are you based?
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She/her.
But more experienced and skilled artists than both of us occasionally won't get a job because their style isn't the right fit. If you know certain places you'd like to work for, try catering to their style a bit, or find a studio who works close-