Art Marketing

Instagram is the ideal social media platform for fine artists and photographers because it’s optimized for images. Plus, with over 1.3 billion users worldwide, Instagram is an excellent place to promote and sell your artwork to a massive audience. The challenge, of course, is to get your art in front of the right people. A well-designed Instagram strategy to engage art collectors should be a part of every artist’s marketing plan. Without one, you may struggle to grow your following beyond family or friends. Or, you may gain many followers but fail to reach art collectors. The bottom line, to attract current and potential art collectors and buyers to your Instagram, you need a solid strategy to reach them. 

In this step-by-step guide, we’ll fill you in on how to get your art noticed by art collectors on Instagram.

Step 1. Create An Instagram Business Account Using Your Art Business Name

You may already have a personal Instagram account, but you’ll want to create a separate account for your art business. Signing up for an Instagram Business account is free and has quite a few perks. First, maintaining different accounts will give you more control over your branding and public images. It’ll also allow you to tap into all the features Instagram Business has to offer, including an upgraded biography section (with your contact information and more), the ability to schedule posts, access to analytics, advertising options, and the ability to set up an “Instagram Shop,” where users can purchase your art directly through the app or checkout via your website, and more. 

When setting up your Instagram Business account, choose a catchy username with your full professional name. It also doesn’t hurt to have the word “art” or “artist” in your username so it shows up in a search preview. Take a look at @kllamasart and @artistrachelgibson for great examples.  

Next, you’ll need to fill out your profile with all your relevant information, including a link to your website, your contact information, and a short description of who you are and what you do (you’ll have a 150 character limit). A good rule of thumb is to say a little about yourself and your art practice. For example, “An LA-based artist creating light installations with ocean plastic.” Remember, using the word “artist” in your description will help people search for you.

Step 2. Choose A Recognizable Profile Picture

After you create your account, you’ll need to choose a profile picture. Some artists use headshots, while others use original artwork or a logo. Keep in mind that using an image of yourself as your profile picture will help to make your account more personable and establish trust with potential art buyers. As you decide what image to use, remember that you’ll want to use the same image across all of your social media business accounts; maintaining a consistent image is an essential aspect of growing your brand online. 

Instagram profile photos are stored at 320 x 320 pixels, so make sure to upload an image that’s least that big. Even though the dimensions are in a square format, Instagram profile photos are displayed as a circle. 

Check out @​​boelterdesignco for a stellar example of a well set-up account.

Step 3. Start Following Other Artists and Galleries

Establishing a large following on Instagram will help you reach more people. But, to start gaining followers, you’ll need to follow others. Start by following artists you admire, creatives in similar industries, art galleries, and more, to help build your following. Getting other artists and creatives to follow your page can help you attract users from outside of your industry; People frequently look at who their favorite Instagram accounts are following to find new accounts to follow.

Step 4. Start Sharing Photos on Instagram

This is an easy step, as most artists are visual geniuses and do not need any tips on displaying and showcasing their work. However, there are a few things to keep in mind as you curate your Instagram content: 

• Use high-quality photos of your artwork with great lighting. Avoid blurry images, pictures with bad lighting, and overly busy or sloppy images. 
• Share different perspectives of your work. Closeups, long shots, and all those little details make your artwork come to life online. 
• Photos of your artwork photographed in their new homes or art collections. Art buyers and collectors need to see how your art looks in a non-studio or gallery setting. If you haven’t sold any pieces yet, try staging your work in your home, at a friend’s house, or even at your local coffee shop (just ask permission first) and snap a few photos. 

As you’re posting photos of your work, remember to be open about the fact that your art is for sale. Many potential buyers aren’t quite sure how the art world works and may be too afraid to ask if your art is for sale, even if they have the ability and desire to purchase your art. Remember to tell your followers where and how they can buy your art, whether it’s through your Instagram Shop, artist website, or Etsy page. 

Experiment with sales tactics by promoting the fact that you sell your original pieces or prints. Or, maybe advertise the fact that you take commissions for people who are looking for unique, handmade gifts. Once a buyer starts engaging with you, whether by purchasing a print or even by simply liking and commenting on your posts, they’ll feel more comfortable making larger purchases and recommending you. 

Just remember: no one will know about your artwork unless you tell them. Let the world see what you’re doing and selling on Instagram, and art collectors will follow.

At TheArtList, we’re passionate about helping artists thrive in their careers. In our ongoing Art Marketing 101 series, we’ll walk you through step-by-step how to make the best online portfolio to showcase your artwork and market your work and personal brand. Subscribe to our Artist & Photographer Mailing List so you won’t miss any upcoming blog posts. You’ll also receive our monthly newsletter showcasing our Artist of the Month contest winners and art calls delivered directly to your inbox!

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