Social to Subscriber: The zero-cost guide to convert followers to subscribers (Part 1)

This is how you grow your audience with zero-budget

Maya Angelou once said, ‘You can’t use up creativity. The more you use, the more you have.’ This is true for all artists. But creating is just one part of being an artist—you also need an audience who loves your work. So, the question is: should you borrow your audience from social media or should you build your own dedicated fanbase?

In this week’s issue, we explore this idea, giving you strategies on how to build an audience that’s truly yours.

A recurring theme in my conversations with many artists revolves around how to boost their social media presence. There’s a consistent sentiment in our creative community, a piece of wisdom shared from one artist to another:

“Social media is the best way to reach your audience and sell directly to them, especially for those who aren't signed, published, or represented in any capacity.”

But let’s pause and think about this for a minute: how many sales have you had through social media?

How many conversations are you having with your audience on these platforms?

What is your engagement like?

And if you have made sales, is it enough to sustain you, so you can be a full-time artist or creator?

My guess is probably not.

Now, it’s not to say that there aren't artists finding substantial success selling on social media, but these cases are more the exception than the rule.

The Uncertainty of Social Platforms

Look at Elon Musk’s Twitter, or ‘X’, or whatever it’s called these days. How much longer will it be around?

And what about Mark Zuckerberg’s Instagram algorithms? Do you even know how many times a year they change?

Probably not.

Then, there’s TikTok, Facebook, YouTube, Pinterest, and the new Threads... and my apologies if I’ve left out any other channel. These platforms demand your time and energy—two of your most precious resources. Their aim? To keep you engaged and active as much as possible. After all, the longer you stay, the more data they accumulate about you.

Owning versus Renting Your Audience

Sure, social media might help you reach ‘an’ audience. But it’s important to remember that it’s like building on rented land. You’re subject to the unpredictable changes of algorithms and platform policies.

Instead, consider focusing your efforts on building an asset that’s indisputably yours: a mailing list. A regular e-blast, a newsletter, a note from the heart directly to your audience—this is how you truly connect.

Owning versus renting your audience is a concept that gets little attention but carries significant weight.

Your followers on social platforms? You’re renting them.

The platforms and their algorithms control your access, and any changes in the platform's rules can wipe out your ability to reach your fans overnight.

But your email list? That's something you own.

BTW, remember a few years back when a former U.S. President lost access to 84 million followers on Twitter in an instant? Not fun.

The Value of a Mailing List

A mailing list provides direct access to those who have willingly chosen to receive your art, your thoughts, your creations. It's an audience that's exclusively yours—no middleman, no gatekeeper.

Your mailing list is the only platform where you have the undivided attention of your audience.

No competing news feed posts.

No sudden changes in platform algorithms playing hide and seek with your content or followers.

It’s just you and your audience, having a conversation, sharing a moment, sharing a connection.

A strong mailing list is a sustainable, long-term asset. It’s a digital support system that stays with you despite changing trends, technology updates, and uncertainties on other platforms.

An email list is a valuable investment in your future as an artist or creator, particularly if you’re not signed, published, or represented. Additionally, even if you have those connections, an email list offers you a sense of stability.

You can be certain that you have an engaged audience of Superfans, ready to appreciate your work and contribute to future sales at any given moment.

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A Strategy for Social Media

I’m certainly not suggesting you abandon social media altogether. It holds value in its own unique ways, just perhaps not the ways you might initially think. Social media serves as an effective mechanism to drive traffic to your website.

Now, here’s what I would recommend:

Find one platform that resonates with you. It doesn't matter which one, but one where you enjoy spending time and focus your energy there.

For many visual artists, Instagram is the go-to platform—algorithm changes aside.

For musicians and writers, it could be Twitter.

If you’re a filmmaker or content creator, maybe YouTube.

Once you’ve chosen your platform, connect with people there, and channel your efforts to guide them to your website.

In marketing, we achieve this through a method known as a ‘lead magnet’—something you can offer followers to entice them to join your mailing list.

This could be an e-book version of your art book or catalog, wallpapers for desktop computers, or smartphones. Make it something of value, something they would want.

If it were you, what would you want to receive in exchange for giving your email? Make it worthwhile.

I’ve seen artists give digital versions of one of their artworks as a ‘thank you’ for signing up. These examples are great ways to encourage people to subscribe and start building your mailing list the right way.

Now, let’s take a look at how one artist took the ‘Social to Subscriber’ model and skyrocketed his sales...

Case Study: Sam Ryan

Sam Ryan, a renowned fine artist, has transformed his financial status by leveraging the power of Instagram and launching his newsletter, aptly named the SamRyanStudio Newsletter.

Sam kicked off his art business by sharing his work-in-progress art pieces, which led to the accumulation of a six-figure following.

His distinctive art style, characterized by large portraits of media icons painted in acrylic or charcoal-acrylic, managed to attract prominent figures like Joe Rogan, Morgan Freeman, and Tulsi Gabbard. This high-profile attention not only fueled his subscriber growth, but also significantly boosted his business.

Understanding the value of direct engagement, Sam launched his newsletter to establish a deeper connection with his fans and buyers. He cleverly used polls to fine-tune his artwork and newsletter content, ensuring his creative output was continually optimized based on his audience's feedback.

This move proved tremendously fruitful. His newsletter—which is built on the ‘beehiiv’ platform—became a powerful tool for interaction and engagement, allowing him to generate five figures a month. The result was a doubling of his revenue within a mere two-month period. Amazing!

The secret to Sam’s success lay in the integration of his newsletter with his Instagram account, crafting a straightforward sales and lead generating funnel. This strategy nurtured a deeper relationship with his audience, tapped into the principles of know, like, and trust, and allowed him to better brand himself as an artist.

Sam’s advice to other creators is to begin their newsletters by showcasing a broad range of their work before gradually honing their focus. He also encourages artists not to be discouraged by a lack of writing skills, emphasizing the importance of taking that first step.

Sam Ryan’s success is definitely inspiring for artists and creators looking to make more money and connect with their audience. But it is important to remember that it took lots of hard work and consistency.

Every artist’s journey is different, shaped by their unique style, what they offer, and who their audience is. So, while Sam’s story can guide us, it doesn’t mean everyone will get the same results. Success takes dedication, hard work, and a strategy that fits you.

So… Own, Don’t Rent

While social media presence is important, consider investing time in growing and nurturing your mailing list. As you shape your creative future in this ever-changing digital landscape, remember, having your audience’s direct line is an unparalleled advantage. Own your audience, don’t rent them.

Stay tuned for next week’s installment of ‘Social to Subscriber: The zero-cost guide to convert followers to subscribers.’ In Part 2, we’ll get into what you should include in your monthly or weekly newsletters, and how to engage with your audience, allowing you to build your audience the right way. Also, there’s a little bonus in store for paid subscribers.

That’s it for today. If you found this content helpful, I’d love to hear from you.

Artfully yours,
Chris

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