Why Building an Audience As an Artist is a Must

I like to think of building an audience as an artist as the motive to why influencers do what they do. This -by no means- is supposed to make you feel rushed, pressured or obligated to grow audience on social media. It however should make you feel excited about getting out there and showing off those awesome artistic skills you got!.

Because; building an audience as an artist is essential for artists who wish to thrive. Whether you are just starting or are a seasoned professional, having a dedicated audience can significantly impact your artistic career. This blog post explores the various reasons why growing an audience is crucial for artists and how it can benefit you in multiple ways.

Increased Visibility

This might sound obvious, but one of the most immediate benefits of building an audience is increased visibility. The more people who see and appreciate your work, the more recognition you gain within the art world. Subsequently, this recognition can lead to opportunities such as gallery shows, exhibitions, and collaborations with other artists and brands.

The percentage of artists who sell their art to their followers on social media compared to those who sell to random customers is significant, reflecting the growing influence of digital platforms. A 2021 Artsy report found that while online marketplaces and gallery websites are popular, 16% of collectors use Instagram to discover new artists.

The effectiveness of social media is evident in the increasing preference for these platforms to connect directly with potential buyers, indicating that a substantial portion of sales likely comes from an artist’s social media followers​.

But your audience could be established somewhere else other Social media platforms, personal websites, and online galleries are excellent tools for increasing visibility too. Consistent posting, engaging with followers, and participating in art communities, this can help your work stand out and attract more attention.

Consistent Sales

A loyal audience translates to a steady stream of potential buyers, especially if your work is serialized. People who follow your work are more likely to purchase your art, recommend it to others, and become repeat customers. Interestingly, studies show that repeat purchases are common among customers who have bought from the same artist previously.

Factors such as trust, customer satisfaction, and perceived value play a significant role in influencing repeat purchases. Trust transfer, where initial positive experiences build trust for future transactions, is crucial. Additionally, emotional connection and consistent engagement with the artist can enhance loyalty. Frontiers have a very detailed article about this.

Community Building

This speaks more to the emotional connection you need to have with your customers and how powerful that is. An audience creates a sense of community around your art. Engaging with your followers allows you to build relationships, receive feedback, and gain support.

However, it is about more than just numbers; it’s about creating meaningful connections with people who genuinely appreciate your work. Think about that amazing art fair you have been to, where you met like-minded people or people you admired their work, this is the type of community you wanna have for yourself.

These connections can lead to collaborations, joint projects, and a support network that celebrates your successes and helps you navigate challenges. A strong community can be a source of motivation and inspiration, pushing you to keep creating and evolving as an artist.

But why would collaborations matter to you as an artists?

Opportunities for Collaboration

A strong audience can attract collaboration opportunities with other artists, brands, and organizations. Collaborations can expand your reach, introduce you to new audiences, and provide unique experiences that enhance your artistic journey.

Collaborations can take many forms, from joint exhibitions and co-created pieces to partnerships with brands for product designs. These opportunities not only diversify your portfolio but also expose your work to different markets and demographics.

Let’s switch seats here and look at why brands and other business entities would want to collaborate with artists, here are some examples?

Enhanced Brand Image and Authenticity

Collaborations with artists lends a sense of luxury, integrity, and creativity to a brand. For example, Jo Malone’s collaboration with artist Helen Beard for hand cream packaging showcased the brand’s heritage and added a unique artistic touch that resonated well with consumers. Similarly, the partnership between Polish brewery Minister Brewery and artist Kinga Offert helped the brand stand out with a youthful, edgy feel that broke through category norms​.

Increased Brand Visibility and Market Reach

Brand collaborations often lead to increased visibility and access to new markets. For example, the collaboration between Adidas and Parley for the Oceans, which produced sportswear made from recycled ocean plastic, not only demonstrated a commitment to sustainability but also appealed to environmentally conscious consumers, expanding the brand’s reach​.

Another example is the partnership between Target and Missoni, which brought high-end designer products to a broader audience at affordable prices, creating a win-win situation for both brands​.

Creative and Engaging Campaigns

Collaborations often result in innovative and engaging marketing campaigns that capture consumer interest. The GoPro and Red Bull collaboration, which involved capturing extreme sports footage, created captivating content that resonated with the adventurous spirit of their shared audience​. Such collaborations can generate buzz and excitement, driving sales and fostering deeper connections with consumers.

Emotional Connection and Customer Loyalty

Collaborations can strengthen the emotional connection between a brand and its customers. For instance, the Coca-Cola and World Wildlife Fund collaboration on limited-edition cans featuring endangered species raised awareness about environmental conservation and demonstrated both brands’ commitment to sustainability. This type of collaboration not only enhances brand loyalty but also aligns with consumers’ values, fostering long-term relationships​​.

Unique Product Offerings

Brand-artist partnerships can lead to the creation of unique and collectible product offerings that attract attention and drive sales. The limited-edition illy Art Collection featuring designs by artist Robert Wilson is an example of how art can be integrated into product design to create exclusive items that consumers actively anticipate and collect​​.

Enhanced Credibility

Building an audience as an artist enhances your credibility as an artist. It is a strong indicator to galleries, collectors, and potential clients that your work is valued and appreciated by many. Therefore, prestigious opportunities and higher demand for your art are some of the outcomes of this credibility.

Moreover, credibility is essential for gaining the trust of buyers, galleries, and other industry professionals. Let’s put it this way, the more credible your brand name look the more conversions you make. This is clearly obvious when looking at the customers’ behaviour towards products with few reviews vs the more reviewed ones. There is a general tendency to be skeptical about the quality of ones that lack reviews. Because In other words, they are less trust worthy to them.

Direct Feedback

Engaging with your audience allows you to receive direct feedback on your work. Constructive criticism and positive reinforcement can guide your artistic development, helping you refine your style and approach based on what resonates with your audience. In many industries, big brands whom their following audience are huge, they usually leverage that traffic to learn more about how they are doing as a business. This produces actionable strategies to increase sales, acquire more market sales and be more accepted where they operate their business.

Feedback from your audience can provide valuable insights into how your work is perceived and what aspects are most appreciated. This information can guide your future projects, helping you create pieces that connect more deeply with your audience. Constructive criticism can also highlight areas for improvement, pushing you to grow and evolve as an artist.

Personal Fulfillment

Knowing that your art resonates with others and brings joy, inspiration, or contemplation can be deeply fulfilling. An audience provides validation and motivation, reminding you of the impact your art has on others.

Building your audience starts with having your personal space that looks like you, represents you and resonates with your values as an artist. Use olasty to build your online store. Creating art can be a solitary endeavour we spoke in this post on why you should build your store sooner than later, and it’s easy to feel disconnected or doubt your abilities. Having an audience that appreciates your work provides a sense of purpose and fulfillment. It validates your efforts and reinforces the idea that your art has meaning and value.

In conclusion, by embracing the process of building and engaging with an audience, you create a supportive network that values and celebrates your work, not only does it help you thrive as an artist but it also enriches your creative journey, making it more rewarding and impactful.