If you are or have been attempting to sell your art through social media channels, you’ll most probably already know that it can be quite a tricky task. However, it needn’t be a fruitless one, as there are a number of things that can be done to gain the art collecting followers you need to increase your sales both in the short and the long term.
What has to be said at this point however, is that selling art on social media is fundamentally based on playing the long game and gaining as many targeted followers as you can. So, unlike a lot of other selling strategies employed via social media, it’s very much a case of building a loyal following via carefully structured posts and regular engagement with those followers.
The likelihood is that it’s that your regular buyers will come from the followers that you have built long standing relationships with, rather than impulse sales to new followers (although that can and does happen).
Other Artists as Followers
Artists trying to cultivate a social media following often complain that it’s mainly other artists that are following them. However, this shouldn’t be seen as a negative, as firstly, all followers count and they all go into creating your network. Secondly, artists often buy art from other people, so they are in every sense, a potential client and that’s not mentioning the authority it gives your profile to be connected to others in your industry.
So, how do you get followers?
Statistically speaking, 80% of all Americans use Facebook, which is an extraordinary resource to tap into, so it’s just about getting the attention of the most appropriate people. Obviously, out of that 80%, there will be a certain percentage that won’t be regular users and a large section won’t be interested in purchasing art, but that still leaves a massive potential market.
It’s not about giving the hard sell when it comes to art, rather it’s really about providing enough content and interesting pieces to give the public ample opportunity to follow you and once they are following you, it’s about interaction and adding value.
Another way to engage with the general public online is in forums – either ones centered around art or perhaps the subject of your art. Again, it’s a slow burner and it may take some time, but sooner or later, someone will friend you after seeing your art. Once you have made contact, provide them with your social media handles and introduce them into your community. If they disclose any personal info, like birthdays, jot that info down and send them a message on their special day – perhaps a nice picture of one of your pieces with some nice words.
The virtuous effects of this kind of activity are three-fold:
1) You’ll build a strong and engaged following
2) Each person you befriend is going to sing your praises for you, even when you’re not involved.
3) Your posts are public to your followers’ friends, so you’ll naturally attract followers that way
So, with this in mind, you have to make sure that you have a system in place to gather as much contact info as you can. Even when you’re not online, at exhibitions and fairs, you can run competitions where the price of admission is their Twitter handle or Facebook name. Contact details are the lifeblood of your strategy to build your following, so make sure you ask for it every time.
Like we said, it may take a little time to build a big art collecting following and you will have to be persistent, but if you’ve got patience, it will work.
If you would like to know more about about anything discussed here or how you can let the professionals take the strain of managing your social media platforms, send us an email or give us a call on +1 (310) 890-8833.
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