Now that you’ve researched which social media platforms are right for you when you're marketing fine art, it’s time to figure out what you’re going to say and do with them. It’s all about building relationships with potential buyers.
When it comes to selling art, I once heard a gallery owner say something so valuable that I’ve never forgotten it: Art collectors fall halfway in love with a work of art, but they fall the rest of the way in love with the artist. And having worked in a couple of galleries myself, I’d say this is true. In general, people want to feel a personal connection with the artist before bringing home a piece of that artist’s work.
One of the great benefits of using social media for art marketing is that it allows us to let people—hopefully future collectors—get to know more about us, to make that personal connection. What we post should thus be a genuine, authentic reflection of our interests, inspirations, and personalities. So whenever you’re posting about upcoming shows and recent awards and painting trips, you should also look for opportunities to share why these are important to you and how you feel about your art career. People already believe that artists lead a charmed life, so let them see just how awesome your artist’s life really is!
But at the same time, you have to remember that if you're using social media for business, you might need to draw some boundaries around what you share. Where you draw the boundaries is up to you, but it's good to consider in advance. For example, maybe your political positions are best left to your personal social media accounts... unless politics is an important aspect of your art. Ditto for your religious views. On the other hand, there can be some overlap in what you post on each, depending on how you spin it. For instance, I think it's okay to post that adorable picture of Matisse, your orange tabby who insists on sleeping at the foot of your easel when you’re painting, to your business social media account. It's part of your charmed artist's life. But maybe it's best to limit that link to the latest funny-cat-antics video to your personal account where only your cat-loving friends will see it. Just remember which account you're using before you post, and let your audience be your guide in determining whether your post is appropriate.
Speaking of links and photos, it’s also good to use a mixed variety of the five different kinds of posts you can make—simple text statements, images (photo or video), quotes, links to other content on the web, and reshares of other posts. Statistics show us that posts with images get way, way more attention than other types so look for ways to include high-quality pictures of your work, pictures of you at work, pictures of your studio or gallery, and so on. Even better if you can get someone to shoot a little video clip of you. But whatever type of post you’re making, try to include a quick note from yourself, and if possible, include a question. Remember that social media--even when it's done for the purpose of marketing fine art--is about a conversation, about drawing existing and potential collectors (or students?) in so they can get to know you.
So how are you coming along with your art marketing social media strategy? Which platforms and post types are working for you? Do you have any great examples to share? Let’s connect.