A guide for artists: how to build your online presence

As artists, we paint our stories on canvases, but in today's digital age, our stories can extend far beyond the physical realm. Building a strong online presence is essential for artists looking to share their work with the world and connect with a wider audience. Often times, this means growing one's off-line presence, in tandem (to create the content that will get posted on the socials). In this guide, we'll explore the importance of building a following and provide practical tips for artists to thrive in the digital landscape.

Why build a following?

Building a following not only increases exposure for your artwork but also creates a community of supporters who appreciate and resonate with your work. A loyal following can lead to opportunities such as commissions, collaborations, and exhibitions. Moreover, a strong online presence allows you to establish your brand as an artist and cultivate relationships with collectors and fellow creators.

Choosing the right platforms

With a plethora of social media platforms available, it's essential to select the ones that best showcase your work and resonate with your target audience. While platforms like Instagram, Pinterest, and Facebook are popular choices for visual artists, each has its unique features and advantages.

• Instagram: Ideal for sharing visual content, Instagram offers a visually appealing platform with features like Stories, Reels, and Posts for engaging with your audience. 

• Pinterest: Known as a visual discovery engine, Pinterest is perfect for showcasing your artwork in curated boards and reaching users seeking inspiration. Create boards around themes related to your art style and use descriptive captions to optimize visibility. Create collections and drive traffic back to your website by adding links. 

• Facebook: While Facebook may seem more suited for personal connections, it remains a valuable platform for artists to share their work through Pages and Groups. Engage with art communities, share behind-the-scenes content, and participate in relevant discussions to foster connections.

• Threads: the new kid on the block, owned by Meta, just like Facebook and Instagram are. A "replacement" to Twitter (now, "X"), it is banned in the European Union. It's still very new, and might be worth the conversation, but the jury is still out on this one. Try it and see what you think!

• LinkedIn: this is for the business side of art. It's the platform where you will make business contacts, and should show off your commercial art ventures, and your collaborations with organizations. Inspire the people who work at companies, to want to work with you and your art!

Best Practices for Engagement

• Consistency is key: Establish a consistent posting schedule to keep your audience engaged. Experiment with different times of the day to determine when your posts receive the most engagement.

• Quality over quantity: Focus on sharing high-quality content that showcases your artwork in the best light. Avoid overposting, as it can overwhelm your followers' feeds and dilute the impact of your work.

• Interact and engage: Foster meaningful connections with your audience by responding to comments, messages, and mentions. Engage with other artists and art enthusiasts by liking, commenting, and sharing their content.

• Use specific hashtags: Reach a broader audience and connect with fellow artists and collectors by using relevant hashtags. For my own posts, I often use my own name, #ClaireDesjardins and then I'll add 3 to 5 more hashtags that specifically relate to the post, such as: #ColourfulAbstractPainting #BlueAndRedAbstractPainting #PaintingEveryDay #StudioViews. Making hashtags specific rather than general is crucial for artists because it increases the likelihood of reaching a targeted audience interested in their particular style or subject matter. Specific hashtags help artists connect with individuals who are actively seeking out content related to their niche, resulting in higher engagement and potential for meaningful interactions. Additionally, specific hashtags reduce competition and noise within broader categories, allowing artists to stand out and showcase their unique artistic voice to a relevant audience.

Scheduling and frequency

While there's no one-size-fits-all approach to scheduling posts, tools like Buffer, Hootsuite, and Later can help streamline the process by allowing you to schedule posts in advance (which in turns, serves to allow uninterrupted time during your day = more productivity!). Experiment with different posting frequencies to find what works best for your audience and adjust accordingly.

In terms of frequency, aim for consistency rather than posting for the sake of it. Monitor your analytics to identify peak engagement times and tailor your posting schedule accordingly. Try to pick a time to post, when you know that most of your audience will be active. 

In the digital age, building an online presence is essential for artists to showcase their work, connect with their audience, and cultivate a community of supporters. By choosing the right platforms, engaging with your audience, and maintaining a consistent posting schedule, you can elevate your artistry and expand your reach in the ever-evolving digital landscape.

Remember, building a following is not just about numbers but about nurturing relationships and sharing your passion for art with the world... I cannot stress this enough! The idea behind social media, is that it's actually SOCIAL. Keep that in mind when you embark upon the next social media posting. Those algorithms can be tricky to navigate, so your best bet is to be true to yourself, and speak with an authentic voice... Good luck!