How To Use Instagram To Become A Successful Artist

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Instagram is still the go-to social media platform of the art world. However, Instagram has changed a lot over the years as several questions and challenges arise. Is Instagram still the best social media platform for artists today? And how can we grow our online audience so it actually results in sales, exhibitions, and thus a prosperous career as an artist? In this article, we are pleased to present an up-to-date take on using Instagram to achieve results beyond hashtags, likes, and followers and into the real (art) world.

No matter what people say about Instagram today, if you go to an art fair and chat with a collector or gallery director about an emerging artist, chances are very likely they will look them up via Instagram before Googling them—a very telling truth of the importance of Instagram for artists. Your Instagram account is an online portfolio similar to your artist’s website, but also a medium to connect with the art world. However, it is also undeniably true that Instagram has changed a lot over the years, and its power is arguably over its peak due to these changes. The ever-changing algorithm holds many artists in its grasp, forcing us to adapt and revisit our Instagram strategies.

Across the web and online, various strategies are being advised for artists, discussing strategies to grow your following on Instagram. However, even if these strategies would result in more followers, will they also result in success as an artist? So instead of asking how to increase our following, the more pertinent question one must answer is how can we improve the quality of our followers and the interaction we have with them? Before getting to our Instagram strategies to answer these questions, let us address the current state of Instagram first. What are the main challenges, and more importantly, how do you overcome them?

The Current State of Instagram for Artists

With the arrival of TikTok, Instagram—and other social media platforms such as YouTube—push short-form vertical video content resulting in Instagram reels. Simultaneously, whereas we used to see the posts of the artists we follow, Instagram currently focuses on showcasing ‘suggested reels’ in your feed and in search to promote video content, alongside sponsored content. The high-performing Instagram reels by artists consist of various trends, such as artists turning around holding a painting to reveal it, abstract painters spectacularly splashing their paint onto the canvas, unwrapping a pre-stretched canvas out of plastic foil, studio vlogging showing works in progress, or posing on camera with various audio trends.

Please note how these reels focus predominantly on trends, the artist as a social media figure, and content creation. On the other hand, the art itself has become less present in those videos and is often an inferior aspect when it comes to the success of the post and account. By doing so, the artists of successful posts and accounts act more and more like influencers and less and less like artists, as the on-cam behavior deviates strongly from what is expected or accepted in the art world.

The consequences of these changes are disastrous for many artists. Regular pictures focusing on the art no longer seem to work to get discovered by new people. Even worse, the people who follow you no longer get to see your posts as they have to make room for suggested reels and sponsored content, resulting in a drastic drop in reach and engagement—something we experienced firsthand with our +60,000 followers Instagram account. So if you don’t follow the trends, you will be punished. And if you do follow the trends, you might lose not only your artistic integrity as you cave into whatever the algorithm dictates to you, but you will also lose face and credibility from the perspective of the high-end art world. So, how do we move forward from here?

Instagram & Career Paths: Artist versus Influencer

It seems we’re standing at a crossroads, having to choose between becoming an artist or an artist-influencer. Do we follow the Instagram trends, or do we follow the unwritten rules of the art world? Do we pursue a career path of self-representation via the influencer model marked by content creation and online sales, or do we pursue a career in the art world marked by exhibition and gallery representation?

Becoming a full-time artist is never easy—regardless of the career path. Today, there are an estimated of around 5 million active artists, creating around 25 to 50 pieces annually. That’s a lot of art, year in, year out. On the other hand, 99% of all collectors purchase just one piece of art in their lifetime, and there are only 6,000 serious art collecting over $100,000 worth every year. The odds are not in our favor, resulting in a lot of frustration and self-doubt. The art world consists of just around 25,000 galleries and 7,500 museums, making it impossible to showcase and sell 125 up to 250 new artworks every year. Yet, all too often, the art world is seen as the culprit and social media as the holy grail for our salvation. However, in the end, the results are sadly underwhelming because also on social media, there is more art than there are collectors.

Here at CAI, we have always advised artists in their pursuit of success in the highest realms of the art world. It is essential that you decide what career path works best for you and that you are informed when making this decision. Therefore, without going into too much detail, these are the main things you should know when considering to hop onto the Instagram trends to pursue a career as an artist:

• There is no clear monetization strategy as followers do not always result in clients. Most artists follow other artists, hence a very low conversion rate.
• Due to this tendency, to compensate, more content is required, as the quantity of content becomes superior to the quality.
• Although short-term successes are possible, you’ll reach the ceiling of your success prematurely. Studies have shown that the majority of online sales are below $5,000. So not only is the conversion rate low, but the price range of your audience is low as well.
• It is difficult to accumulate success to breach this ceiling. Sales result in cash but do not increase value or future sales. Therefore, your art will always be at most the decorative value of art. In the art world, you can elevate your value by working on your resume as an artist.
• Questions regarding the integrity and longevity of your art and career can and perhaps need to be asked. If the algorithm dictates what you create and how you present it, does this make you an artist or a content creator? As the algorithm, online audiences, and trends are subject to change, the heyday of your success can end prematurely, as a new trend, new social media platform, or algorithm update can change everything. Your business model depends on factors out of our power.

This social media dilemma is a topic we have discussed thoroughly in our article on artists’ career paths and is a choice everything needs to make for themselves, so please feel free to read that article next when in doubt.

8 Instagram Strategies for Success as an Artist

So, if we have to adapt to the most recent changes in Instagram, but we do not want to become an artist-influencer singing along with audio trends. We must first understand Instagram’s true power— to connect with people. A successful artist is the result of good art getting seen by the right people in the right context. So, instead of focusing on being seen by as many people as possible, let’s focus on getting seen by the right people by networking via Instagram and presenting our art professionally.

From this perspective, there are a lot of Instagram best practices and networking strategies

1. Set Up A Professional Account & Bio

Let’s start with the top of our own IG account: the bio. A professional bio may consist of the following information: your artistic discipline (e.g., painter, multidisciplinary artist, sculptor), nationality, where you are based, and by whom you are represented, tagging your art galleries in your bio. You could also include any ongoing or upcoming exhibitions in your bio. However, keeping your bio as simple and concise as possible is important. Don’t use emojis or long sentences discussing your mission or personal story. Remain formal, concise, and even a bit elusive.

Make sure to include the link to your artist’s website or the artist page on your gallery’s website or an ongoing exhibition or project. Using a link tree is also possible, but generally speaking, established artists won’t be using one, as it is more in line with the behavior of the influencer artists on Instagram. Once more, the accounts of established artists can function as a great example or source for inspiration to set up yours in a professional manner.

2. Post Industry-Approved Content

A very common question is, of course, what content to post to create an excellent feed that would come across as professional and high-end in the eyes of gallery directors and collectors. An Instagram feed for artists functions as an advanced portfolio where we can share our art and ourselves in different contexts. Appearances matter, and you only have one first impression, both in real life and online. Only create content to attract a few views and likes; create content that makes you look good and professional. Therefore, the following types of posts are the most popular among successful ‘art world’ artists:

1. Different post types to showcase your artworks in a professional and versatile manner:

• Images of artworks—old or new—cropped out
• Images of artworks on the wall
• Details of artworks
• Images of artworks in an exhibition context
• Images of artworks in a studio context

2. Exhibition posts for behind-the-scenes content and high-end installation views

• Installation views of a past or ongoing exhibition
• Exhibition views during the opening
• Pictures when installing the exhibition
• Pictures of the artist and gallery director in the gallery space
• Pictures of an artist talk

3. Posts about the artist and showing their life and personality

• Professional portrait pictures of the artist with a charismatic and arty appearance
• Pictures of the artist in their studio
• Pictures of the artist visiting other artists
• A few glimpses of your personal life while remaining professional and maintaining a balance favoring art-related content

3. Post Frequently

Another very common question is how often an artist should post for growth. However, with the current state of Instagram, growth with regular posts has lost its power—and the growth with our strategies will predominantly result from networking instead of posting. Therefore, the quantity of posts is less important, giving us more time to focus on quality posts following the guidelines recited above.

As a result, posting daily is not necessary. We want to appear often in people’s feeds so we get seen and they don’t forget us. Therefore, posting at least once a week and preferably two up to three times per week is recommended. You can prepare your posts during the weekend and add a recurring alarm to your schedule to post them on fixed days in the week to improve consistency and make a good habit. Never underestimate the power of such habits—it can really make a difference.

4. Don’t Use Too Many Hashtags

Many art business gurus, blogs, or YouTube channels will make you believe you can crack the code or algorithm using hashtags and post frequencies. However, after trying these strategies, we can instantly conclude that the results are underwhelming and that there are no shortcuts to success or to hack growth. With the most recent changes in the Instagram algorithm—and considering our growth strategy focused on networking—hashtags have become less important. They have little impact, and they can often look spammy as artists copy and paste around thirty hashtags in their post descriptions or even comment on them on their own posts. It looks like you’re desperate for growth and perhaps trying too hard to promote yourself.

If we have a look at the use of hashtags with established art galleries or established art galleries, we notice that because of the reasons mentioned above, they use a limited amount of hashtags or even none at all. As a result, you should use no more than five hashtags per post and ensure the hashtags are relevant and professional. Don’t use hashtags such as #viral or #followforfollow that are once more about growing your followers as an influencer, not the art.

5. Reels Are Okay, But Avoid the TikTok Trends

Now, let us discuss video content. Should we create reels? You can, but make sure that the format of your video is different in comparison with all the TikTok trends and artist reels where the art does not have a prominent place. Those trending reels’ average view time is often just a couple of seconds, and the trends are designed to have a greater reach; think of slowly revealing the artwork, hacking the algorithm, or having a teaser such as “wait for it” in the video. Ultimately, the interaction with your audience is very short and superficial, and you are targeting the wrong audience—predominantly other artists while simultaneously coming across as unprofessional in the eyes of the big collectors or galleries scouting for new promising artists. Therefore, the following types of reels are advised and accepted:

• Artist interviews in the studio in which the artist talks about their work, process, or an upcoming exhibition. The video combines art, studio views, the artist, and actual relevant information about the art
• Artist interviews in the gallery where the artist can talk about the show, promote the show, or discuss the content of the exhibition, accompanied by exhibition views and artworks
• Studio videos of the artist working in their studio in the format of a studio visit film. However, please be careful with this type of video content. Don’t show too much work-in-progress content if you are unsure if the artwork will become a part of your oeuvre (you can post it later). Avoid timelapse videos and especially avoid tutorials. If the magician explains or illustrates the trick, the magic disappears. Remain enigmatic.

6. Target & Follow Interesting Contacts

Do not follow randomly. Many online sources will teach you to follow as many accounts in the hope they will follow you back. Once more, this is from the perspective of gaining followers for the sake of gaining followers. However, it is not about how many people you follow, but about who you follow, for various reasons. I would advise you to follow all the most important artists and art world entities first. Follow the mega-galleries and best artists today, accompanied by some high-end art magazines and some of the most important institutions. Have your fingers at the pulse of the art world and have your feed filled with the best art there is. Consume it, learn from it, and let it inspire you to develop in the right direction.

Simultaneously, when people review your profile, they also have a look at who you follow. If they see that you are following all these renowned entities and artists, they will take you as a serious artist occupied with the highest realms of the art world. You can also start to target some entry-level art galleries and emerging artists. Target artists in an interesting art center that is closest to you. By doing so, in a later stage, we can enter that network via Instagram networking. You can also look in a local art magazine that writes for them. You can find their name in the article. Search them on Instagram and follow them as well. The same can be done with gallery staff, institution curators, or art advisors. Map out the network you want to enter and have them a few swipes and taps away with Instagram.

7. Support & Connect with Other Artists

Now, it is time to connect with those contacts. Most often, the initial reaction of an artist pursuing success is to reach out to galleries for shows or to collectors to sell some works. However, this never works. Instead, you should try connecting with fellow artists already in the art world and the network we have mapped out. Connect with people whose art resonates with yours, and you genuinely like. Don’t connect with artists who are beyond your reach but with those who are just above your level. Support them by sharing their posts about upcoming shows in your stories. Like, comment, share, and DM to directly interact with those artists.

In a later stage, they will be your entry ticket to becoming part of a network. You can give them a heads-up before visiting their show, and by doing so, you will not be an unwanted guest at the opening but will already know somebody upon your arrival. Even more, if they like what you do, they might return the favor and start supporting you, for instance, by introducing you to their contacts. Genuine interest and supporting others can go a long way. Work together with other artists because we can’t make it alone.

8. Network Organically & Consistently

Via these contacts, we can now also network or engage with the gallery director we were introduced to by the artists we have been supporting. We can direct message with the art critic we met during the opening. We can follow and get followed by collectors interested in the artist working in the same style or niche. Instead of gaining irrelevant followers, our account engages with relevant accounts that can make a difference in our career.

When making the right impressions, posting, and networking frequently, our art will show up in the feeds with interesting contacts. As the marketing rules of 7s teach us, a person must encounter you on average seven times before feeling the incentive to act. Therefore, via this process, your art will have those needed seven impressions showing up in their feed. They will have a look at your account and possibly also your website, and if the art is ready for it, everything about you is professional, and your artist profile is in line with the unwritten rules of the art world, an exhibition invitation is only a matter of time.

If you are interested in learning more career strategies or how to prepare your artist profile so it is in line with the unwritten rules of the art world, make sure to consult our overview page with advice for artists next.

Last Updated on February 22, 2024