Is your social media presence attracting artists or collectors 🤔
A lot of artists are talking about reduced sales and social reach these days, myself included. That's why it's so important to make sure you are attracting your target audience, or at least throwing them the bait to bite. Something that many artists don't think about is whether their social presence and marketing strategies are more geared towards artists or collectors, because those can often be very different audiences in terms of what they're looking for. There is of course crossover on all accounts, but a small pivot in your strategy could make a big difference for you and help you get those results you want ✅
What do artists want? There is of course a broad spectrum, but a couple points. In many cases, I have observed that artists want to see things that inspire them. They want community. They want to see their mediums of choice or something unique they can try. They want tips. They want to learn techniques and strategies for growing their art. They want opportunities. They want visibility for their art. There are far more artists out there than there are collectors actively seeking art. If your goal is for sheer numbers, targeting artists is a good way to go. There are artists that do collect art, and the volume may land you some sales or steer you towards a collector. Keep in mind though, one of the reasons your sales might be low is because your content caters to other artists 🧑🎨
What do collectors want? From my experience, this is a bit more complex. In many cases, collectors want something that they can live with. They want something that looks good on their walls. Some collectors care about connection and story, but not all of them require it. Collectors are often looking for an investment, and something of value. They like to see consistency from artists. They also love someone they can lift up and get behind, so they can be a part of the journey on the rise. Sometimes potential collectors will follow you for years before making a purchase, but they may be watching. Because there are fewer active collectors than artists, you may not hit the big numbers with specifically targeting collectors, but you could hit big sales, and maybe those follower and engagement numbers grow. Even if they don't, perhaps the trade off is worth it for you 👆
Who do I target? I target a bit of column A and a bit of column B. I've never cared about following the rules, and have always done things my way. No apologies. I do a lot of artist support and try to share opportunities for artists, and that attracts other artists. I'm extremely transparent about my art journey, and that has helped me build a following. I'm at 34k on IG, 63k on FB, 9k on Threads, and run a FB group with 83k that's growing 3-5k weekly. I'm also on the other platforms, though slower to grow. At the same time, I also share personal stories, the history of my work, and stagings of my art for context. I post photos of my work in galleries and at major art fairs, and that attracts collectors. Some people unfollow me or don't like my approach because I do mix it up and I'm not exactly what they want all the time, but this is my journey. You have to decide what is best for you on your journey 🙆
There isn't a right or wrong way to pursue your art journey. You have to decide what works for you. I personally like the mix and feel like it has helped me build a pretty cool community while also building sustainability. That being said, if you feel like your game is just off right now, it might be worth testing the waters and making a little pivot. I think the real key is consistency with your effort, even if it's baby steps, and a willingness to adapt, because things change on a dime in the art world. Just keep going and keep making your art. I truly believe if you do your thing, your people will find you, and the rewards will come 🏆
I drop a ton of artist support on my blog and other pages. You're welcome to join me on FB, IG, Threads, TikTok, Tumblr (yes, it's still a thing), and YouTube, where I have hundreds of free support vids. I also write for Painting World Magazine, and you can find me everywhere on my linktree HERE 🙏
Share your thoughts and tips on this topic ❤️