by Carolyn Edlund
Artists often assume that posting on social media means their followers will see their work. The truth is, that’s no longer how these platforms operate.
Are you feeling like your social media posts are disappearing into thin air? Well, they might be. Social platforms have changed how content is shown. Instead of prioritizing your followers, they now show your posts to people who don’t know you yet. This is deliberate. Mark Zuckerberg recently said, “Social media is no longer about connecting with friends in the traditional sense. It’s more about discovering information and being entertained.”
This new transition to discovery can feel frustrating. You’ve worked to build an audience, and now it seems like you’re starting over. But there is another way to look at it. You’re no longer just posting for people who already know your work. You’re being introduced to entirely new social media users every day.
That’s not a setback, if you use this new reality as an opportunity.
Think like someone seeing your work for the first time
Most people who see your posts now won’t have any context since they have no prior experience with you. They don’t know your story and haven’t followed your journey. They’re simply scrolling. You now have a moment to catch their attention.
You will need outstanding images of your finished work to grab attention. But don’t stop there, because process shots, behind-the-scenes photos in your studio and works in progress can be really compelling too. They create curiosity and give you a chance to earn new followers.
Therefore, it’s best to think of every post as a first introduction, and create it to stand alone. Use clear, strong visuals and keep your captions simple and readable. Make a habit of creating posts with a consistent look so your work becomes recognizable over time.
You don’t need to explain everything. Use text or video in your post to spark interest rather than telling the whole story at once. If someone is intrigued, they’ll click and follow to learn more.
Stay consistent
You don’t have to post every day to make an impression, but you do need to be persistent. A steady schedule of posting on social platforms once or twice a week, or whatever fits your schedule, keeps your work out there and visible. When you post consistently, you give the platform more chances to show your work to new people.
Start conversations, don’t just promote
Making a sales pitch in every post is a sure way to turn people off. Instead, think of your posts as an invitation. Share a story about a piece of art you have created and talk about what inspired it. Ask a simple question. Show your tools or materials. Let people see how your work comes together. These small moments create connection, and makes your profile memorable.
Turn that discovery into relationships
When someone follows you on social media, visits your website, or joins your email list, that’s where the relationship begins to grow. Social media may have been the spark, but your website, newsletter, and in-person opportunities are where trust is built. These are also places where the art sales you want often happen.
So don’t feel that you are at the mercy of changing algorithms. Use social media platforms alongside other promotional efforts that you control to build a solid list of interested followers you can cultivate into customers.