In today's digital age, the power of social media is undeniable. With billions of users across platforms, it offers artists an unparalleled opportunity to showcase their work, connect with their audience, and turn their passion into a profitable endeavor. But with great power comes great responsibility, and harnessing the full potential of social media requires strategy, creativity, and persistence. I wish I could say that I always teach what I preach. Unfortunately, I don't. I forget to post on some days and I really shouldn't. But sometimes I'm so caught in my work that I simply don't remember that I should post the step-by-step process.
What I do about that?
I accept my weakness and do my very best. I just say "I try to post every day". Sometimes I don't and sometimes I don't because I took a day off or I simply didn't have anything to say. That happens, that's normal and you should accept that for yourself as well.
Here's a step-by-step guide how we all actually should successfully advertise our digital art on social media.
Understanding Your Platforms
Each social media platform caters to a different audience and offers unique features that can benefit digital artists. You need to find out where your audience is. I was surprised when I discovered that "my people" were in Facebook Groups - so I am now!
- Instagram: A visual-centric platform ideal for sharing high-quality images of your work. Its story and IGTV features allow for behind-the-scenes glimpses and longer video content. I truly believe that you can be highly successful on IG because yes, it's highly visual. So it's perfect for artists. Just make sure that you treat your profile like a mini-website where you present your work and share things about yourself so you can connect with your audience much easier!
- Facebook: While its younger audience is dwindling, it still offers vast reach, especially through its ads system. And, let's be honest, there are not just the youngsters who enjoy checking our art. Actually there are more those in their 30s and up who consider turning their passion into a profession or give their home a make over with your artwork.
- Twitter (now called X): A platform for engagement. Share your work, but also engage in conversations, share your thoughts about the art world, and more. I'm actually not a big fan of X but that's just a personal preference. I guess you can find many artists there but when the platform started it was about sharing short messages, not images and I guess that is what is still in the head of many people.
- Pinterest: An underrated platform for artists. Its visual search engine can help drive significant traffic to your portfolio. Pinterest is not a real "social media" platform. You do not interact with people there much. You rather post your images and link them to your website. The great thing about Pinterest is that your image doesn't disappear after a few hours. Depending on what people are searching for it can be valuable for years to come!
When you are starting out concentrate on ONE (yeah, I know, that's hard advice) platform. Focusing on many leaves you overwhelmed and, in worst case, burned out. And it really can be demanding to commit to just one platform not speaking of 3 or 4!
And it is after all because you really need to create great content to stand out on any platform. Therefore, here's the next advice:
Crafting Compelling Posts
- High-Quality Images: Always share your work in the best resolution and format. Consider the platform's optimization guidelines.
- Engaging Captions: Your caption should tell a story, ask a question, or provoke thought.
- Consistency is Key: Maintain a consistent posting schedule. This helps in building a loyal audience. But, as I said, don't stretch yourself too thin. Your posting schedule can but doesn't have to be "posting daily".
Utilising Ads Effectively
Sooner or later I highly recommend using the platform's ads. Let's say you have build a small audience on Instagram, maybe a first 2-300 followers. Then the algorithm "gets to know you". It notices who your audience is and it can get you in front of more people like those you have already collected. So once you have mastered the first steps I highly recommend investing in paid advertising to expand your reach.
If you do keep in mind these tips:
- Targeting: Understand your audience. Use platform-specific tools to target ads based on demographics, interests, and more.
- Budgeting: Start small, experiment with your ads, and understand what works best for your art.
- Engage with the Audience: Respond to comments and messages. Engagement can boost your post's visibility.
Monitoring and Adapting
The digital landscape is ever-evolving. Regularly monitor your insights and analytics. Understand what's working and what's not, and be ready to adapt your strategies accordingly. By the way - that's another good reason to focus on just one platform first. Imagine you try to understand what's working and what's not on 3-4 platforms. I promise you won't have time anymore for anything else!
Social media, when harnessed correctly, can be a game-changer for digital artists. It offers a platform to not just showcase your work but also to connect, engage, and sell. With the right strategies in place, the digital world is your oyster.
Wanna learn more about social media marketing and building your business?
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