Social Media for Artists: How to Create Engaging Content on Instagram

One of the most commonly asked questions we hear from artists selling online is why they aren’t growing on social media- and we get it. Where Instagram was once a place to share content that all your followers saw and engaged with, that isn’t necessarily the case now. It’s harder to grow and harder to get seen, and we’re seeing that affect in real time.

But instead of dwelling on how Instagram used to be, we want you to focus on how it is now, and how you can grow your account by creating engaging content your followers want to interact with. Sound good?

First thing’s first: if you’re creating video content on social media these days, you have about 3 seconds to grab your viewers attention before they move on to the next post. That’s it. That means for artists the first few seconds of your Reel needs to scroll-stopping. Ensuring your using the best quality video possible AND featuring some of the most engaging clips at the beginning of your Reel is a good place to start. Our Reels Recipe Mini-Course breaks down all the elements that go into creating the perfect artist’s Reel!
Instagram is a visuals-first platform after all!

Once you nail down the logistics of your visuals (it’s truly so important- especially as artists when we rely so heavily on the visual appeal of our work), it’s time to focus on the actual content you’re sharing. You want your content to really resonate with and speak to your ideal collectors because that’s how you’re going to get engagement and growth. As an artist, your content should:

Create Connection

The best way you can create connections with your buyers is by sharing the humanness behind your brand. Remind them that there’s an artist behind their favorite creations, who spent hours and poured love into each piece. You can do this through the visuals you use- include yourself in your videos and images- and you can also do it through your captions. Share personal anecdotes about yourself and glimpses into your life outside of your art studio. (But remember- you get to decide just how much of yourself you want to share.)

Build Relationships

Social media is all about building relationships, and as artists, we have the unique opportunity to connect with our audience on a deeper, more personal level. Share content that your followers want to engage with. Be known for being someone who replies to all their comments and DMs with personalized messages. You’ll begin to find the followers you have good social relationships with will become some of your best collectors.

Be Authentic

Perhaps the most crucial element of engaging social media content is authenticity. Yes, it’s important to create a brand that’s polished and cohesive, but that doesn't mean you have to give up your authenticity. It helps breed trust with your followers which is a crucial element when selling online. It’s okay to show some vulnerability now and then!

Consistently sharing content that encompasses all these elements is how you’re going to build a brand your followers want to engage with. It’s not about how to “trick the algorithm,” but about creating content that resonates with your audience and encourages them to engage with. If you need some help getting started, here are 5 prompts you can use as inspiration:

1. “I’m [insert type of artist] and this is art journey”
2. “Come create of [specific piece of artwork] with me”
3. “POV: you’re looking for [type of art you create] to [a reason your audience loves your artwork] and you find my account”
4. “3 of my favorite tips for hanging artwork on your wall”
5. “These are the exact [insert source of inspiration] that inspired my best selling piece of art”