Artists:
How to Market Your Art on Social Media
One easy way to market your art is through social media.
It’s a free, fast way to build an audience, show them what makes your art
different, and eventually make sales. Here are some tips to get started.
Create
a PageFirst thing’s first, create a separate profile for your art. Playwright and Social Media Expert Carlotta Zimmerman calls it “announcing yourself to the world.” It sets your intention as a serious artist, and filters out the content on your personal page – memes, pet photos, political content– that could distract from your professional brand and turn followers off.
Let
People Know Who You Are
Your bio section is a great place to tell people what
you’re about and draw them to you. Think of it as an elevator pitch. In a few
sentences, tell newcomers to your page why they should follow you. Don’t be
afraid to sprinkle in some interesting facts to help you stand out. Did you
spend a year teaching art abroad? Was your work in the background of a popular
TV show? Did you create a series of art using only pencil shavings, or inspired
completely by characters from ‘70s sit-coms? By all
means, include it. Your bio is a place to tease readers with a few
nuggets that will leave them wanting more, in the hopes they’ll follow you.
Choose
a Brand Voice
When you think of a brand, you probably imagine huge
companies with recognizable logos and catchy jingles. But if you’re selling
something, you have a brand too. And everything you write on social media
should reflect that brand and the audience who buys it. The tone of your
writing should match your art and the people who buy it, while still sounding
like you. If you’re painting peaceful watercolors usually purchased by retirees, for example, you’ll want to avoid
stuffing your posts full of the latest slang. It won’t reflect you or the
audience you hope to engage.
Keep
it Consistent
Make it easy for followers to find you across social media platforms by sticking to
one brand name. Claim your professional name, such as “Michael Smith Art”
across as many sites as possible before another Michael Smith grabs it out from
underneath you. You may not use Snap Chat, Instagram, or Twitter regularly, but
you never know when they might come in handy. So, it’s best to claim them while
they’re still available.
Focus
In
Now that you have a presence on all social media platforms, use them wisely. You don’t have unlimited time to update your pages
constantly, so play to each platform’s strengths. Showing examples of your latest work? Instagram
and Facebook are great for sharing
visuals. Inviting people to an event?
Facebook and Twitter let you reach wide audiences. Doing a demonstration or time-lapse video of your art? Try a
Facebook Live or upload a video to YouTube and link to it across your accounts,
like we do for visiting artists and framing demos. Sharing brief, witty
observations about art? That has “Twitter” written all over it. Use the 80/20 Rule
The end goal of marketing is to sell your art. So it may
seem counterintuitive to post anything that’s not sales-driven. But your
followers want to be entertained ̶ not sold to.
So shoot for 80 percent entertaining content, and 20 percent sales content. Share
photos of your latest painting with an interesting story about what inspired
it. Add tips you’ve learned throughout your career, candid shots of you working
in your studio, and how-to videos about your techniques. If you give your
viewers content they like, they’ll be warmed up and more apt to engage with
sales, promotions, and offers.
Engage
It’s called social
media for a reason. It’s meant to be a
two-way connection between you and your audience. So, if someone leaves a compliment about your work or asks a question
about your process, respond to them just like you would if they had spoken to
you in person. Engaging fans on social media is a chance to solidify
relationships that could turn into connections or even sales. And steer clear
of canned responses. If a follower can see you’re copying and pasting a
scripted message to everyone who comments, they’ll feel like they wasted their
time writing to you. So craft a short, heartfelt response to anyone who
comments on your content.
Get social with us. Follow us on Facebook, Twitter, Instagram, YouTube, or LinkedIn for How-Tos, the latest news and offers, and other
great content.
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