Struggling to Build an Audience through Social Media? Here's your Roadmap! [Part 1]
This is how to engage with your followers and grow your mailing list without spending a dime
A few weeks back we covered the best strategies to build your mailing list. In Social to Subscribers: Part 1 & Part 2, I shared my thoughts about owning your audience instead of renting them.
Note: If you missed what we covered in Social to Subscribers: Parts 1 & 2, don't worry! You can easily catch up by clicking on each issue here:
Your followers on social platforms like Facebook, Instagram, X (Twitter), LinkedIn and Threads can feel fleeting, like friends who can be taken away at any moment. But your email list? That’s your family. You own it, no one can take it away.
This principle was about more than emails and followers. It was about making real connections with people who love what you do. It’s like having a direct chat with friends who really get you, with no one else interrupting or controlling the conversation.
But what about social media? Well, it has benefits too.
Social media is a place to meet your audience where they already are. It helps amplify your voice and open new doors.
In this edition of The Intentional Artist, we’re going to explore why social media still has a place in your toolkit as an artist, alongside the personal touch of an email list. It’s not either/or, it’s a blend. Like a well-crafted poem, it might resonate a little differently each time you look at it.
First, let’s address the elephant in the room
Social media can feel unpredictable, like dancing with a partner who keeps changing the rhythm. One day your posts are thriving, the next day, crickets.
We’ve all felt the frustrations first-hand. The algorithm changes overnight. Your account risks deletion without notice. As we discussed previously, you don’t fully own or control your audience.
For artists, it cuts deep. Your art is personal. When platforms shift the rules, it hurts.
But social media is still a powerful tool, albeit an imperfect one. It provides a stage to share your work and make connections you might not otherwise.
Yes, the challenges are real: the unpredictability, the lack of control. But the opportunities are real too.
The key is being strategic—learn to dance with the quirks. Recognize the weaknesses but use social media for your benefit. It can amplify your reach, spark conversations, open new doors.
While risks remain, think of social media as an ally, not an enemy. Meet your audience where they already gather. Share your journey. The path has twists and turns, but with patience and purpose, it can take you to amazing places.
Expanding your reach beyond familiar shores
Social media provides access to a vast ocean of potential fans who might never stumble upon your website or mailing list. Beyond people you already know is a world of users with varied tastes waiting to discover you.
Strategic posting and smart ‘#hashtag’ use are like casting a wide net. Choosing relevant hashtags leads new eyes to your corner of the ocean. Posting when your audience is most active increases the chances of catching their attention.
Utilizing online social media scheduling tools allows you to plan your content in advance, maximizing your efficiency and making your online engagement more effective than ever.
It takes persistence and intention, but the payoff of expanded visibility can be rewarding. Patiently nurturing your social media presence gives you access to an audience far beyond those already following your journey.
And it’s not just theoretical. Plenty of artists have successfully harnessed social media to share their voice with more people. Their stories demonstrate that with the right strategy and commitment, you can turn posts into partnerships and followers into true fans.
The ocean is vast, the net is ready—now it’s your turn to cast it.
Artists who grew their fanbase through social media
Some examples of artists and creators who have created large social media followings in the fine art world are:
Shepard Fairey | @obeygiant
Shepard Fairey is a street artist and graphic designer who created the iconic Obama ‘Hope’ poster and the Obey Giant campaign. He has over 1.3 million followers on Instagram, where he posts his political and social commentary artworks and murals.
Zaria Forman | @zarialynn
Zaria Forman, a New York-based artist who creates realistic pastel drawings of landscapes affected by climate change. She has over 223,000 followers on Instagram, where she shares her stunning artworks and the ‘stories behind them.’
En Iwamura | @eniwamura
En Iwamura is a Japanese artist who makes whimsical ceramic sculptures inspired by manga and anime. He has over 102,000 followers on Instagram, where he posts not only his finished pieces but also the ‘process of making them.’
Brooke Shaden | @brookeshaden
Brooke Shaden is a conceptual fine art photographer who creates surreal and dark images that explore themes of identity, dreams, and emotions. She has over 245,000 followers on Instagram, where she ‘shares her artistic vision and process.’
Ashley Longshore | @ashleylongshoreart
Ashley Longshore, a self-taught painter from New Orleans is known for her colorful and pop-culture-infused paintings. She has over 331,000 followers on Instagram, where she showcases her vibrant art and personality.
Brandon Stanton | @humansofny
Brandon Stanton is an American photographer and storyteller who is the creator of Humans of New York, a project that features portraits and interviews of people on the streets of New York City. He has over 12.8 million followers on Instagram, where he shares his compelling and diverse stories of humanity.
Andy Adams | @flakphoto
Andy Adams is a curator and director of FlakPhoto Projects, an online digital arts lab promoting photography and visual culture. He has over 52,000 followers on Instagram, where he posts and shares curated images and ideas from various photographers. He also writes and thinks about photography and its impact on society.
These artists and creators demonstrate how social media can expand an artist’s audience, but it’s important to note their large followings have been built up over many years of consistent effort. Posting different types of content daily, like behind-the-scenes videos, storytelling and process glimpses (as En Iwamura does), and utilizing strategies like smart hashtags have enabled them to gradually nurture their community over time.
While the follower counts may seem intimidating at first, the key takeaway is that with dedication and persistence, you too can steadily grow a thriving audience. Start where you are, focus on high-quality engagement, and your community will blossom through consistent nurturing. Consistency is vital — with daily attention to your social presence, an audience of 10k, 30k or 100k followers and beyond is achievable.
Don’t get overwhelmed by the big numbers. Stay inspired by those who started small like you and built up their following with time and care. Have faith in the process. Your future fans are waiting for you!
The power of real-time connections
Beyond reach, social media facilitates instant connections unlike anywhere else. In our fast-paced, digital world, there’s a certain heartbeat, a rhythm of engagement pulsing through these platforms.
Imagine sharing your latest painting or photography and immediately getting feedback, appreciation, and meaningful questions. These real-time interactions have the potential to spark relationships and community.
But how do you keep the conversations going? The secret sauce is consistency.
Respond to comments, ask thoughtful questions, share unique insights. Create a space for meaningful dialogue around your art.
Social platforms allow you to converse in more than words alone. Share behind-the-scenes images and videos that offer a window into your creative heart and mind. These multimedia glimpses invite your audience into your world.
When you engage consistently across multiple channels, you craft a shared experience with your community. It evolves from one-off interactions into an ongoing, enriching discussion about creativity and art.
This dialogue, this dance between artist and audience, is the real magic. Through your words, images and responses, you make connections that resonate profoundly.
Creative collaborations
Beyond fans, social media connects you with fellow artists. You can discover creative collaborators, exchange appreciation, and explore potential partnerships. The online landscape makes it possible to link up with inspiring minds across the globe.
These connections can yield collaborative art projects that combine your talents in innovative ways. They can also open doors to new opportunities—cross-promotions, guest appearances, exclusives. The possibilities unfold organically when you engage.
For example, during the pandemic, I got onto the social channel, Clubhouse—a social audio platform that combines elements of live podcasts and conference-style interactions. I made it a weekly habit to connect with artists globally, utilizing this platform as a means of discovery and networking. Over a span of nearly two years, I connected with thousands of artists who attended my weekly sessions. Through these interactions, I connected with and now represent several amazing artists.
The opportunities emerging from these collaborations demonstrate the power of social media. It enables partnerships not limited by distance or circumstance. By putting yourself out there, new horizons open.
Harness the data
Firstly, please don’t get freaked about about this. It’s really not as complicated as it all may sound. I find that whenever I talk about data with creatives, their heads spin.
Social media analytics provide valuable insights into your audience and content performance. You can unlock a wealth of knowledge.
Learn which posts resonate most, which hashtags boost visibility, when your followers are active. Then refine your approach accordingly.
The data might show your audience loves ‘behind-the-scenes’ videos. This insight could inspire a video series on your creative process. Use data thoughtfully to guide your strategy, not dictate it.
Approaching data as a compass, not a roadmap, keeps you moving. Evolve based on performance but stay true to your unique voice. Let data guide you to more meaningful connections.
Remember, it really isn’t as complicated as it may seem. It only seems complicated because you may not have looked into this yet.
Bringing it all together
Here’s where the magic happens. Smart social media posting moves followers to your website, and that prized mailing list you own.
Share snippets as ‘teasers’ to prompt clicks. Use links and clear calls-to-action. Run promotions to incentivize sign-ups. Use a tool like Linktree to add multiple links and call-to-actions to your bio. With creative initiatives, your followers transition from the social space into your world.
It’s not either/or, but a harmony—an environment where every platform and piece of content amplifies the others. Social media, websites, and mailing lists work in unison, guiding your audience into a meaningful relationship with you and your art.
Infuse intention into your approach
This is an invitation to rediscover social media with fresh eyes—not as a replacement for current tactics, but as an important ally.
Experiment, engage, create. Understand the nuances and see past them to uncover possibilities for your artistic path.
Most importantly, involve others. Create collaborative art that transcends boundaries. Let social media be a place where connections happen and communities bloom.
This journey requires patience and persistence, but the benefits are there for those who take the leap. This is your chance to amplify your voice, reach new heights, and build a following that becomes a part of your creative journey.
Stay tuned for next week’s installment of ‘Struggling to Build an Audience through Social Media?’ In Part 2, we'll dive into how to create captivating social media content, engage your audience, and continue growing your community.
We’ll also get into more of what you should include in your posts, allowing you to build your audience the right way. Also, there’s a little bonus in store for paid subscribers.
That’s it for this issue of The Intentional Artist.
If this resonated or was of help, I’d love to hear your thoughts.
Artfully yours,
Chris
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Catching up on my bookmarks this morning and finally got around to reading this. Thanks so much for the shout, Chris! I appreciated your insights. Great to see you yesterday!