Self-Promotion as an Artist: A Comprehensive Guide

In the world of art, creating beautiful pieces is only part of the journey. To truly succeed, artists must also learn the art of self-promotion. “Self-promotion as an artist” means actively sharing your work and your story with the world to reach a wider audience, build your reputation, and ultimately sell your art. I want to use this post to touch on the self-promoting aspects and explore what self-promotion ultimately is, how it differs from personal branding, the best strategies for artists to promote themselves, how self-promotion works in practice and the platforms that can help artists shine. And eventually will answer the question of when artists should start promoting themselves.

What is Self-Promotion?

Self-promotion as an artist is the practice of advertising and marketing oneself and one’s artwork to increase visibility and recognition. For artists, self-promotion involves showcasing your art, sharing your creative process, and communicating your unique story to engage potential buyers, galleries, and art enthusiasts. It’s about getting your work in front of the right people and building a network of supporters who appreciate and value your art.

The concept of promotion is more than often gets mixed up with making more sales. Self-promotion is not just about selling your art; it’s about establishing your presence in the art world and creating opportunities for collaboration and growth.

According to a survey by Artfinder, 40% of artists consider marketing and self-promotion to be the most challenging aspects of their careers. However, those who actively engage in self-promotion are more likely to see an increase in sales and opportunities.

Is Personal Branding the same as Self-Promotion?

While self-promotion and personal branding are closely related, they are not the same thing. Personal branding is the process of creating and managing your public image and reputation. It involves defining who you are as an artist, what makes your work unique, and how you want to be perceived by others.

On the other hand, self-promotion is the active effort to communicate your personal brand to the world. It involves sharing your work, stories, and achievements through various channels to increase your visibility and reach. In essence, personal branding is the foundation, and self-promotion is the strategy to bring that brand to life.

How should artists approach Self-Promotion?

Self-promotion as an artist requires a thoughtful and strategic approach. Here are some steps to help you get started:

1. Define Your Goals: Before you begin promoting yourself, it’s important to define your goals. Are you looking to sell more art, gain recognition, or expand your network? Understanding your objectives will help you tailor your self-promotion efforts effectively.
   
2. Identify Your Audience: Knowing your target audience is crucial for successful self-promotion. Who are the people most likely to appreciate and purchase your art? Consider factors like age, interests, and preferences when identifying your audience. You are expected to spend more time on this one as it represents the core of your business strategy.
   
3. Create a Strong Portfolio: Your portfolio is your most powerful tool for self-promotion. It should showcase your best work, highlight your unique style, and reflect your artistic journey. Make sure your portfolio is well-organized, visually appealing, and easy to navigate. This should take a full fledge article on its own but it is important to understand that building portfolio is an art on it is own and should be done correctly for optimal results.
   
4. Develop a Consistent Brand Message: Consistency is key to effective self-promotion. Ensure that your brand message, visual identity, and communication style are consistent across all platforms. This helps build recognition and trust with your audience.
   
5. Engage with Your Audience: Building relationships with your audience is essential for successful self-promotion. Engage with your followers by responding to comments, sharing behind-the-scenes content, and encouraging conversations. This creates a sense of community and connection around your art.

Now that we have an idea of what self-promotion is all about, here are some important aspects to consider when thinking about this topic.

Key aspects of Self-Promotion

To effectively promote yourself as an artist, consider focusing on the following aspects:

1. Authenticity: Authenticity is the cornerstone of successful self-promotion. Be genuine and true to yourself in your communication and interactions. Share your story, inspirations, and struggles to create a deeper connection with your audience.
   
2. Visibility: Increasing your visibility is a primary goal of self-promotion. According to a survey by The Creative Independent, 72% of artists say that social media has helped them increase their visibility. Actively share your work through various channels, such as social media, art exhibitions, and online galleries.
   
   The more people see your art, the greater your chances of reaching potential buyers and supporters. This is called “Reach” in the social media world, and you should find ways to gain more organic reach on those platforms.
   
3. Networking: Building a strong network is crucial for self-promotion. Connect with other artists, art professionals, and potential buyers through networking events, workshops, and social media. Collaborate with others and seek opportunities to showcase your work in different settings.
   
   According to a report by Art Basel, 78% of collectors use social media as a tool to discover new artists and artworks. Networking could be offline as well as online, each has its own approaches but make sure to mix them both and not rely on one over the other.
   
4. Persistence: Self-promotion is an ongoing effort that requires persistence and dedication. Consistently share your work, be visible and active. It is the accumulative effort that brings the results you are looking for, you should also practice patience as things will slowly pickup.
   
5. Adaptability: The art world is constantly evolving, and so should your self-promotion strategies. Stay updated with the latest trends and technologies, and be willing to adapt your approach to stay relevant and effective.

Putting things in perspective; lets take a look at some practical steps for each aspect of the above

How does Self-Promotion work?

Self-promotion as an artist involves a combination of strategies and techniques to effectively showcase your work and reach your audience. Here’s how it works:

1. Create Quality Content
   The foundation of self-promotion is creating high-quality content that resonates with your audience. This includes not only your artwork but also engaging posts, videos, and stories that highlight your creative process and journey.
   
   So instead of merely sharing your artwork, engage your audience in the making process, seek their opinions or preferences and try to have them always in the loop of what’s coming up next. A blog is also a good way to communicate your ideas and present yourself to your audiance. According to a report by Social Media Examiner, 92% of marketers use social media for self-promotion.
   
   
2. Participate in Exhibitions
   Exhibitions are an excellent way to showcase your work and connect with art enthusiasts. Participate in local and international exhibitions to gain exposure and build your reputation.
   
   This participation shouldn’t only be limited to showing your art and looking for customers but rather it should be a way for you to connect with the market and other artists. Ultimately, your goal should be to learn from them and establish connections, this could enhance your overall standing in the industry to a higher level.
   
3. Build an Online Presence
   Having a strong online presence is essential for self-promotion. Create a professional website that showcases your portfolio, artist statement, and contact information. Treat this as your base, a reference to all-things about you as an artist.
   
   Consider selling your art through online galleries and online to reach a global audience. There is a correlation between building online presence and creating content, they both can be achieved through a blog. It is proven to be a good way to attract organic traffic. We speak more about this topic here.
   
4. Seek Media Coverage
   Media coverage can significantly boost your visibility and reputation. Reach out to art magazines, blogs, and local newspapers to feature your work and share your story. A well-crafted press release can help you gain valuable media attention.
   

What platforms are best for artists to promote themselves?

Choosing the right platforms for self-promotion is crucial for reaching your target audience. Here are some of the best platforms for artists to promote themselves:

1. Instagram: Instagram is a visual platform that is perfect for artists to showcase their work. As of 2023, Instagram has over 1.4 billion active users, making it one of the most popular platforms for artists. Use high-quality images, engaging captions, and relevant hashtags to reach a wider audience. Instagram Stories and Reels are also great tools for sharing behind-the-scenes content and engaging with your followers.
   
2. Facebook: Facebook offers artists a platform to connect with a diverse audience. Create a professional page to share your work, updates, and events. Join art-related groups and communities to network with other artists and art enthusiasts.
   
3. Twitter: Twitter is a platform for sharing short updates and engaging with your audience in real-time. Use Twitter to share news about your work, participate in art-related conversations, and connect with other artists and art professionals.
   
4. Pinterest: Pinterest is a visual discovery platform that can help artists reach a wider audience. Create boards that showcase your work, inspirations, and creative process. Use keywords and descriptions to make your art discoverable to potential buyers.
   
5. ArtStation and DeviantArt: These platforms are specifically designed for artists to showcase their work and connect with a community of like-minded individuals. They offer opportunities for exposure, feedback, and collaboration.
   
6. YouTube: YouTube is a powerful platform for artists to share video content. Consider creating a YouTube channel to share tutorials, studio vlogs, and behind-the-scenes footage of your creative process.
   
7. TikTok: TikTok has rapidly gained popularity as a platform for short-form video content. Artists can use TikTok to showcase their work, share quick tips, and engage with a younger audience.

Artists usually contemplate approaching this step as they often assume that this is for well-established artists only.

At what level should artists start promoting themselves?

Self-promotion is important at every stage of an artist’s career, but the approach may vary depending on your level of experience and goals:

1. Emerging Artists: As an emerging artist, self-promotion is crucial for building your reputation and gaining exposure. Focus on creating a strong online presence, participating in local exhibitions, and networking with other artists and art enthusiasts.
2. Mid-Career Artists: Mid-career artists should continue promoting themselves to expand their reach and explore new opportunities. Consider participating in national and international exhibitions, collaborating with other artists, and seeking representation from galleries.
3. Established Artists: Established artists should focus on maintaining their reputation and exploring new markets. Self-promotion can involve participating in high-profile exhibitions, publishing art books, and engaging in public speaking or teaching opportunities.

Regardless of your level, self-promotion should be an integral part of your artistic journey. According to a survey by Hootsuite, 88% of marketers believe that social media is a critical component of their marketing strategy. By consistently promoting yourself, you can continue to grow and succeed in the art world.

Conclusion

Self-promotion as an artist is a vital skill that can help you build your reputation, connect with your audience, and achieve success in the art world. By understanding the principles of self-promotion, defining your goals, and utilizing the right platforms, you can effectively share your work and reach new heights in your artistic career. Whether you’re an emerging artist or an established professional, self-promotion is an ongoing journey that can lead to exciting opportunities and growth in the art world.