5 reasons why artists fail on social media (and how to succeed)

Photo by Creative Commons 

You've heard it before, but it's worth repeating: here to stay! It changes the way the art world works and how people buy art.

Perhaps you are aware of this possibility and are doing your best. You log into Facebook and share your latest work. You tweet every other day. But it didn't give you the expected results. You become discouraged. You do even less with social media. Does this sound familiar? 

Here are some common reasons why artists struggle with social media and how to overcome them:

1. "I don't know what to write"

You probably think that authors and poets have it easy when it comes to social media. They always know what to say, right? This may be true, but visual artists actually have the upper hand. In recent years, led by the popularity of Pinterest, social media has moved away from words to images. Tweets with images are 35% more likely to be shared than text-only tweets, according to new Twitter data. And Pinterest and Instagram were designed as visual platforms.

So don't worry about what you say. Instead, give fans and consumers a glimpse into your world. Share your work in progress or your photo in the studio. Take a picture of your new supplies or just share an image that inspires you. It may sound trite, but your fans will be interested to see your creative process.

2. "I don't have time"

We understand that you'd rather be creative than worry about posting to social media at certain times of the day. Luckily, there are a number of free and easy-to-use tools that make this task much easier. and both are popular options for automatically scheduling posts and shortening links. So you can take care of an entire week of posts (on all your social media platforms) in one sitting.

If you're looking for a way to fill your feed with interesting articles and inspiration from other artists, give it a try. This platform allows you to subscribe to your favorite blogs and magazines (Art Biz Blog, ARTnews, Artist Daily, etc.), read all their latest posts in one place, and easily share articles on your Twitter and Facebook feeds right from there.

3. "I don't see a return"

When you first create a social presence, it will most likely be small. It's easy to get frustrated by these small numbers and feel like you're not making an impact or that your efforts aren't producing results. Don't give up yet! When it comes to social media, quality is more important than quantity. It's okay if your Facebook page has only 50 likes, as long as those 50 people are actively participating and sharing your content. In fact, it's better than having 500 people ignoring your posts! Focus on the followers you have and give them content they'll love. When they share your work, it's not just the 50 people who see your talent; they are their friends and friends of their friends.

Over time, if growth just doesn't happen, it's not you. Your target audience may not communicate with the social network that you are currently using. Take the time to think about who you're trying to connect with and then dig around to find out where those people hang out online. Design your social media strategy with your audience and purpose in mind, and choose the right platform based on that purpose.

4. "I'll just post and be done with it"

Social networks are called "social" for a reason. If you just post and never interact with your users or post again, it's like going to a party and standing alone in the corner. What's the point? Think of it this way; social media is a way to talk to your customers and fans. If you are not participating in conversations or communicating with other people, you are doing it wrong!

Here are some strategies: If someone posts a comment on your blog or Facebook, make sure you respond within 24 hours. Even a simple "Thank you!" will go a long way in terms of engagement, because it's nice for people to know that you're reading their posts and that there's a real person behind the page. A great way to start a conversation is to ask a question on Facebook. Ask people to name a new piece of art you've created, or ask them what they think of an exhibit at a local gallery or museum.

5. "I don't get it"

Have you ever felt like every few months there's a new social network to explore when you haven't figured out the first one yet? Social media can be frustrating and ineffective if you don't know what you should be doing on that platform. Know that you are not alone in this! Don't be afraid to ask for help. Ask a friend or firstborn if they can show you the Facebook page. Chances are they know enough to make you comfortable and maybe even show you a trick or two. If you've exhausted your personal network and are still unsure of what you're doing, there's a lot of great content out there to help you get there. Here are a few places to start:

In the end, know that you will not do anything with one post that will ruin your entire career. It's a low-stakes, high-reward activity that could change your career!

You don't have to do all that, either! Develop a strong social strategy by testing