The year 2024 was more than just challenging for artists on social media. The days of unbridled growth and effortless community building are over for most. Nevertheless, Instagram the central platform for the art scene.
Instagram has changed significantly over the years, raising many questions and challenges. Is Instagram still the optimal social media platform for artists today? And how can we expand our online audience so that this actually leads to sales, exhibitions, and ultimately a successful artistic career?
In this article, we are pleased to offer a contemporary perspective on using Instagram to achieve tangible results in the real (art) world beyond hashtags, likes, and followers.
Regardless of what is said about Instagram these days: If you visit an art fair and talk to a collector or gallery owner about an emerging artist, it is highly likely that they will first look for information on Instagram before starting a Google search – this powerfully illustrates the importance of Instagram for artists.
Their Instagram profile functions as an online portfolio , similar to an artist's website, but also provides a platform for interaction within the art community. However, it's undeniable that Instagram has changed dramatically over time, and its influence may have reached its peak as a result of these developments. The constantly evolving algorithm keeps many artists on their toes and forces us to adapt and rethink our strategies on Instagram.
For many artists, an Instagram profile serves as an important virtual platform for self-expression. Photo by Baruch Pi @baruch_pi, via Unsplash
Various strategies for artists to increase their fan base on Instagram are recommended and discussed online. But even if these strategies lead to a higher follower count, does that necessarily translate into artistic success? So instead of asking how we can expand our fan base, the more fundamental question should be:
How can we improve the quality of our followers and our interaction with them?
Before we move on to our Instagram strategies for answering these questions, let's first look at the current state of Instagram. What are the biggest challenges, and more importantly, how do we overcome them?
With the introduction of TikTok , Instagram and other social media platforms like YouTube began to promote short vertical videos that mimic Instagram Reels. While we used to view posts from the artists we followed, Instagram's focus has now shifted to "recommended Reels" in your feed and promoting video content alongside paid content.
Instagram Reels and Threads are the new key tools in the social media marketing jungle. Photo by Dave Adamson @aussiedave, via Unsplash
The impressive Instagram reels from artists showcase a variety of trends, such as artists spinning around to present a painting, abstract painters spectacularly splashing their colors onto the canvas, unpacking a canvas covered with plastic film, or studio vlogs showing works in progress or posing in front of the camera with various audio trends.
It's important to note that these Reels primarily focus on trends, the artist as a social media personality, and content creation. In contrast, the art itself often takes a backseat in these videos and plays a secondary role in the success of the posts and accounts. As a result, artists with successful posts and accounts increasingly behave like influencers and less like traditional artists, since their on-camera presence differs significantly from what is expected or accepted in the art world.
The impact of these developments is devastating for many artists and for art in general. Traditional images that focus on the art itself no longer seem effective at reaching new audiences. Even more problematic is that followers may no longer be able to see your posts, as space needs to be made for suggested Reels and paid content. This leads to a drastic decline in reach and engagement—something we can relate to from our own experience with our Instagram account of nearly 40,000 followers.
Those who don't follow current trends are penalized. This honestly applies to our Instagram channel as well, since we decided – also considering the cost-benefit ratio – not to embrace the Reels and Stories trend. And if you do follow trends, you potentially risk not only your artistic integrity by giving in to the demands of the algorithm, but also your reputation and credibility in the high-end art world.
How can we deal with this? We will explore this question further below. First, however, we would like to present the fundamental strategies and optimization possibilities that, of course, still form the foundation.
The basics for Instagram success – A guide for artists
We've compiled the most important and proven Instagram strategies into a guide for you. Photo by Benyamin Bohlouli @benyamin_bohlouli, via Unsplash
Over the past few years, we've discovered numerous artists' Instagram profiles. We're constantly on the lookout for them, tagging their work and following them, while also documenting visits to galleries, art fairs, and museums. One of the most fascinating aspects of Instagram for me is the digital connections I've been able to make with artists, and I feel incredibly fortunate that the majority of our followers are themselves artists or active members of the art world.
At the same time, we're constantly exploring how to get the most out of Instagram. This article has become a bit longer than originally planned. Please bear with me 🙂
Key tips at a glance:
Use your real name as your username and, if already taken, add terms like artist, studio or art (or add underscores or a period).
Choose your most striking and easily recognizable piece of artwork as your profile picture.
Make your biography concise, professional and informative, and include the most important link (e.g., website, press).
Post no more than once a day and keep your content short and concise (avoid long text posts). A typical Instagram post should be self-explanatory, always relevant, and serve a clear purpose (provide value to the audience).
Use Instagram Stories to employ engagement tools such as polls, questions and music, to share extensive content about an event, or to showcase less high-quality but still interesting content (poorly lit or not very flattering).
Pay attention to how often you post, what content you share, and how you interact with other people.
Behave on Instagram the way you would in real life (communicate in messages as if you were meeting in person, and show respect).
01 Set up a professional account and a compelling bio
Let's start at the top of our Instagram account: the bio. A professional bio can include the following information: your artistic discipline (e.g., painter, multidisciplinary artist, sculptor), nationality, where you live, and who represents you. Highlight your art galleries in your bio. You can also include any current or upcoming exhibitions.
However, it's important to keep your biography as simple and concise as possible. Don't discuss your mission or personal story with emojis or long sentences. Stay formal, concise, and even a little elusive.
Make sure you include a link to your artist's website or to their artist page on your gallery's website, or for a current exhibition or project. Using a link tree is also an option, but established artists generally won't use one, as it's more in line with the behavior of influencer artists on Instagram. Again, the Instagram accounts of established artists can serve as a great example or source of inspiration for professionally designing your own channel.
A good example of a professional appearance is provided by @donnayoungart:
People are looking for you (if you're lucky), and if they can't find you quickly, they won't tag, follow, or comment on the work they've seen. So let's make sure it's as easy as possible for them to recognize that you're the artist they're looking for. This is especially important if your name is frequently used.
When someone starts a search, they're searching for your name. So unless you have a very strong sense of humor, I recommend sticking with your own name. Even if it's already taken, you can use underscores or periods, or better yet, add "studio ," " art or " artist"
03 Choose profile picture
Our advice on choosing profile pictures is similar to what was mentioned previously. It's important that people recognize you as an artist, even if only on a small scale. The most effective way to achieve this is to make your profile pictures unique works of art.
Even renowned artists like Jeff Koons and Damien Hirst practice this. Remember, you only have about two seconds to signal to someone that you are an artist. Why not put your art in the spotlight at every opportunity?
04 Your Bio
Keep your bio short and informative, and always include essential information like your website. People click on links in bios significantly more often than on other parts of Instagram (even more than on swipe-ups in Stories). This is an additional way to legitimize yourself.
Depending on your level of professionalism, this can also be an excellent place to highlight your latest press article or an upcoming exhibition.
Here you can see an excellent example of a successful artist bio:
There are two primary types of content you can create on Instagram: Instagram Stories and posts , which are saved to your profile and appear in feeds . These two formats differ significantly and should be used in very different ways. Additionally, as mentioned earlier, there are Instagram Reels (short videos for spontaneous posts).
Regular feed posts
Don't post more than one regular Instagram post per day. This is due to the algorithm; if you create more than one post, you dilute your reach (and engagement). Stick to one post per day and use your Stories for additional content. Also, your content should be short and to the point.
As mentioned earlier, you have about two seconds to communicate with your audience. If they see a long block of text, they will hardly read any of it.
A regular Instagram feed post should have the following characteristics :
Something that is just as relevant and appealing to a person years later as it is at that moment.
It should function independently (even if it is part of a series, such as a work-in-progress post).
It must have a clear purpose and offer some added value to the audience (even if that purpose is simply that I think it's cool – it should bring joy to people).
Another tip is to post between 9 and 11 a.m. CET (there was an extensive study on this). Personally, I prefer to post earlier (between 6 and 8 a.m. CET) or later (between 3 and 5 p.m. CET) to reach our followers in other time zones. We've observed our audience over a long period and now know what works best for us.
Publish content that is valued by the industry
A common question that arises is, of course, what kind of content should be published to create an outstanding feed that will be perceived as professional and high-quality by gallery directors and collectors. An Instagram feed for artists serves as an extended portfolio where we can showcase our artwork, as well as ourselves, in different contexts.
First impressions are crucial, and you only get one chance to make a first impression, both in real life and online. Don't create content just for a few views and likes. Produce content that makes you appear appealing and professional.
Therefore, the following types of contributions are particularly popular among successful artists in the "art scene":
Various post types to showcase your artwork professionally and in a multifaceted way
Photos of artworks – whether new or old – carefully selected
Pictures of artworks on walls
Close-up shots of artworks
Representations of artworks in the exhibition context
Representations of artworks in the studio environment
Exhibition contributions offering a behind-the-scenes look and high-quality installation views
Installation views of a past or current exhibition
Exhibition views during the opening
Pictures of the exhibition setup
Photos of the artist and gallery owner in the exhibition space
Recordings of an artist talk
Articles about the artist, his life, and his personality
Professional portrait photographs of the artist with charismatic and artistic presence
Pictures of the artist in his studio
Recordings of the artist during visits to other artists
Insights into your private life, while still remaining professional and maintaining a balance in favor of art-related content.
Instagram Stories
Instagram Stories work exceptionally well. The key to their effectiveness is their ephemeral nature (specifically, they remain visible for only 24 hours – unless saved as a highlight on your profile). Therefore, Instagram Stories are excellent for presenting a narrative and building a more personal connection with an audience. An ideal time to use an Instagram Story is when you have a story that can be told gradually.
Each story lasts 15 seconds, giving you ample opportunity to capture users' attention. If you want to interact with your audience, you can utilize powerful tools to connect that aren't otherwise available, such as GIFs (animated stickers), questions, polls, music, and more. You have a wealth of content to choose from for your event.
Story Highlights – those cute little bubbles that appear on your profile. Think about the main themes of your Stories (art fairs, studio visits, galleries, in the studio, travel), but keep the number small. No one will want to scroll through more than 4-5 Highlights, so keep it simple. Wondering when the best time to post is? – Whenever it suits you. The best thing about Stories is that you can (and should) keep sharing them throughout the day.
Instagram Reels
Instagram used to be primarily a platform for photos. However, videos have become significantly more important these days. To address this trend, Instagram introduced a feature called Reels (short video clips) that specifically targets users' interest in video.
Instagram's algorithm prioritizes Reels and shows them to a larger audience than other post types
If you work creatively, you should also explore this type of post and integrate it into your Instagram strategy. It's a great way to reach new audiences.
Reels isn't about actively marketing your art, but rather about sharing valuable information with your audience. It's about building new relationships and nurturing existing ones. Reels isn't about aggressive sales tactics – it's about presenting yourself, your art, and your brand authentically.
Excellent ideas for reels:
Unveil new works
Take a studio tour
Show your design process
Packaging and shipping demonstration
Show your tools
Show how to install your work
Show how to set up and tidy your studio
Flipping through sketchbooks or art journals
Highlight your inspiration
Answer a question
Mary Lynn Buchanan @mary_lynn_buchanan is an art influencer who perfectly masters content strategy and implementation
New Yorker Mary Lynn Buchanan is a prime example of an artistically driven content strategy on Instagram
If you decide to use Reels, make sure your video format stands out from the typical TikTok trends and artist reels, where artistic merit isn't the primary focus. The average viewing time for these trending reels is often only a few seconds, and the trends are designed to reach a broader audience
Remember to present the artwork carefully, utilize the algorithm, or include a teaser like "More to come soon" in the video. Ultimately, however, the interaction with your audience is very brief and superficial, and you may not be reaching your desired target group—primarily other artists—while simultaneously appearing unprofessional in the eyes of major collectors or galleries seeking new, promising talent.
06 The “Grid” and the individual contributions
Many people put considerable thought into the visual layout of their "grid ." However, your profile grid —that is, the entirety of the images displayed on your profile—actually plays a minor role. The majority of users view your photos in their feed, receive them in messages, or stumble upon them by chance; a direct visit to your profile is relatively rare.
In our experience, only 5 to 10% of the people who see our posts actually visit our profile (and that's more the rule than the exception).
So where do all these considerations lead us? It's better to focus on the quality of each individual post, not on how it fits in with your overall content. Your grid might not appear flawless, but if people appreciate your individual posts, you'll gain far more loyalty and an engaged audience in the long run.
Instagram advertising is an effective way to reach a broad audience and quickly increase your follower count. It comes in various formats, each designed to engage users in different ways.
Why Instagram advertising is effective
Instagram advertising leverages a visually oriented platform that excels at capturing user attention. Users typically spend more time interacting with content on Instagram, making it an ideal place to showcase your brand. Targeting options . You can specifically target certain demographics, interests, and behaviors, ensuring your ads reach potential followers who are highly likely to be interested in your brand.
Additionally, the connection to Facebook Ads Manager comprehensive analytics and retargeting features . You have the ability to monitor performance and adjust your campaigns to achieve the best possible results. Instagram advertising also benefits from high engagement rates, which has a positive impact on visibility and the acquisition of new followers.
Types of Instagram Ads
Instagram offers various formats for advertisements, each with its own advantages:
Photo ads : These are simple and effective, as they use high-quality images to capture users' attention. They are ideal for showcasing artwork or emphasizing key messages.
Video ads : These allow you to use up to 60 seconds of engaging content. Videos can be more captivating and are particularly well-suited for storytelling or showcasing works or their creative process.
Carousel ads : These formats allow users to scroll through multiple images or videos within a single ad. They are useful for showcasing different features or multiple works in detail within one post.
Stories ads : These appear between users' stories and can include both images and videos. They are designed in full-screen mode and offer an immersive experience, often leading to higher engagement rates.
Explore ads : These ads appear in the Explore feed and reach users who are actively searching for new content. This can help you reach people who may not yet follow you but have shown interest in similar topics.
Best practices for creating Instagram ads
To create effective Instagram ads, it's crucial to target the right audience and compelling visuals . These aspects ensure your ads get noticed and increase engagement.
In addition, you can use marketing agencies to get support with placing ads or valuable tips.
A. Reaching the right target group
It's essential to know your audience well. Use targeting options to precisely define demographic factors such as age, gender, location, and interests.
Create tailored audiences based on your current followers and customers. Use Lookalike Audiences to reach new users who share similarities with those already interacting with your content. Leverage Instagram's behavioral targeting to reach users based on their activity, such as previous interactions with your profile or similar accounts.
Regularly review and optimize your target audience segments to ensure your ads remain relevant and effective. Define clear goals for each campaign , whether it's increasing your follower count, boosting engagement, or improving conversions.
B. Creating captivating visuals
Visual content is crucial for capturing your target audience's attention. Use high-quality images or videos that align with your brand's aesthetic. A consistent style contributes to strengthening brand perception. Incorporate vibrant colors and clear, concise text to ensure your message is easily understood.
Utilize Instagram's diverse ad formats, such as Carousel Ads, Stories, and Reels, to create dynamic and engaging content. Experiment with different visual elements to discover what resonates best with your audience. Stories and Reels, in particular, can be especially effective due to their immersive, full-screen format.
Ensure that the visual design is adapted to each format and, if necessary, optimized for vertical viewing.
Buy Instagram likes
While Instagram users strive to differentiate themselves from their competitors and gain visibility, they compete for user engagement rates. This metric typically determines which post appears at the top of users' feeds. Furthermore, user interaction moves your content to the "Explore" , which you can access by tapping the magnifying glass icon in your Instagram app.
In this "Explore" , users will find a selection of favorite content and posts from users who liked .
Therefore, over half of Instagram users utilize the "Explore" , which helps new content creators and brands to attract a fresh audience.
In short: The more likes your content receives, the more people will notice it. Many brands strive for a quick"boost" for their posts to increase engagement. That's why they invest in likes.
One example of this is service providers that "guaranteed" quality and typically offer " buy likes " packages with large quantities of 100 to 50,000 or more. Such services are not even prohibited by Google and other search engines and receive positive reviews.
The provider FollowHero offers 100% genuine likes from active users and secures the purchase with a money-back guarantee.
Most service providers typically structure their activities to prevent your posts from appearing conspicuous due to significant variations in likes. The more you purchase, the more your posts will be distributed across the entire group.
However, if you pay for such services, there are some aspects that increase the risks. It's likely that, in the long run, a large number of followers and especially likes will have significant value and influence on the visibility of your Instagram channel. Now, however, let's look at the reasons why your content and profile could suffer reputational damage:
Your competitors (and Instagram) could detect if you buy likes.
Instagram may take action against you.
Fake likes do not automatically mean real transactions.
Bots can occasionally cause your posts to appear unpredictable.
They get caught in an endless loop, as abruptly stopping the service can have negative consequences.
8 Use hashtags in the right dose
Numerous experts in the art world, blogs, and YouTube channels give the impression that the key or algorithm can be unlocked by using hashtags and posting frequency. However, after trying these approaches, we quickly realized that the results are unconvincing and that there are no shortcuts to success or growth.
Given the recent adjustments to the Instagram algorithm—and based on our growth strategy, which focuses on networking— hashtags have lost relevance . They have little impact and can often be perceived as spam, for example, when artists copy and paste thirty hashtags into their post descriptions or even use them in their own comments.
This can give the impression of a desperate pursuit of growth and perhaps an overly aggressive attempt at self-promotion. However, when we examine the use of hashtags by renowned art galleries, we see that, for the reasons mentioned, they use only a limited number or none at all.
Therefore, you should no more than five to ten hashtags per post and ensure that the hashtags are relevant and professional. Avoid hashtags like #viral, #likeforlikes, #explorepage, or #follow4follow, as these are primarily about increasing your follower count as an influencer and not about the art itself.
09 Use only high-quality images
Regular posting is crucial for growing your Instagram following in the arts field. At the same time, however, maintaining the quality of your content is essential. Using top-notch images plays a vital role in this.
Make sure you present your artwork in the best possible quality. Your artwork deserves to be shown in the best light. Therefore, take the time to ensure that your photos are clear, well-lit, and carefully edited. Invest in a high-quality camera or a powerful smartphone and use image editing software to optimize your photos.
Your goal should be to make your artwork stand out and capture the attention of potential followers. Remember that your posts reflect both your brand and the quality of your artwork. Using top-notch images will help you gain new followers and retain existing ones. Your Instagram art following will grow through regular posts and visually engaging content.
You might be wondering: What if I don't have enough artwork to post daily? There are several ways to generate more content, even if you don't have enough finished pieces to share. One commonly used strategy is to create posts about the creative process. Artists share numerous images of their work at various stages of creation on their Instagram channel.
10 Follow interesting profiles
Follow accounts strategically and thoughtfully. Instead of a random collection of accounts, focus on relevant artists, leading galleries, and influential art magazines. By following the most important players in the art world, you'll stay informed and be inspired by the highest quality art. Use this opportunity to deepen your knowledge and develop your own artistic vision.
When someone visits your profile, they can also see who you follow. By connecting with established artists and personalities, you present yourself as a serious artist and gain prestige. Furthermore, establish contacts with up-and-coming galleries and emerging artists in your area to expand your network.
Research local art magazines and follow the writers on Instagram. The same applies to gallery staff, curators, or art consultants—connect with these individuals to strengthen your presence in the art world. Use Instagram strategically to build these connections with just a few clicks.
11. Network with other artists
Now is the time to actively communicate with these contacts. Typically, the first reaction of an emerging artist is to approach galleries for exhibitions or collectors to sell some of their work. However, this usually doesn't lead to the desired result.
Instead, you should focus on building relationships with other artists who are already established in the art world and leveraging the network we've created. Connect with people whose art style complements yours and whom you genuinely admire.
Don't seek out artists who are far above your level, but rather those who are only slightly above you. Support them by highlighting their posts about upcoming exhibitions in your stories. Liking, commenting, sharing, and sending direct messages are all ways to actively engage with these artists.
Later, they could be your key to becoming part of a larger network. Inform them of your intentions before your visit; that way, you won't be a stranger at the opening, but will have already met someone.
Furthermore, if they like your work, they might reciprocate and start supporting you, for example, by introducing you to their contacts. Genuine interest and support from others can make a significant difference. Collaborate with other artists, because it will be difficult to succeed alone.
According to marketing principles, a person needs an average of seven exposures to our work before they are prompted to take action. Consistent presence in the feeds of potential viewers will eventually draw their attention to our Instagram account and website. If everything is professionally presented and the profile adheres to art world conventions, an invitation to exhibit could be just a matter of time.
12 Consistency and perseverance
Publish content regularly. People are creatures of habit, and if they're used to seeing a steady stream of new posts, they'll respond positively. It's pointless to share a flood of content and then remain inactive for an entire month. Your audience will forget you're there, and their trust in you will erode.
This aspect of social media probably presents the biggest challenge, as life has its own demands. However, there are excellent tools that can help, such as Later or Tailwind , which allow you to schedule your posts in advance. This gives you the opportunity to organize your content and then get back to creating great art.
Artists versus influencers – Different career paths on Instagram
It seems that we as artists on Instagram are at a crossroads, where we have to decide whether we want to position ourselves as artists or as artist-influencers. Do we choose the path of Instagram trends or do we adhere to the unspoken conventions of the art scene ?
Do we pursue a career characterized by self-promotion in the influencer model, which relies on content production and online sales, or do we aim for a career within the art world, characterized by presentation in exhibitions and galleries?
It's never easy to establish yourself as a full-time artist—regardless of the chosen genre. Currently, there are an estimated 5 million active artists worldwide, producing between 25 and 50 works annually. This represents an immense amount of art created each year. In contrast, 99% of all collectors acquire only a single work of art in their lifetime, and only about 6,000 serious collectors invest more than $100,000 annually in art, according to Julien Delagrange , director of the CAI Gallery .
The general conditions are therefore anything but favorable, often leading to considerable frustration and self-doubt. The art scene comprises approximately 25,000 galleries and 7,500 museums, making it virtually impossible to successfully present and sell 125 to 250 new artworks annually. Nevertheless, the art world is frequently viewed as the culprit, while social media is seen as the saving grace.Ultimately, however, the results are often disappointing, as there are more artworks than collectors, even on social media.
It's crucial to figure out which career path best suits you and to make that decision well-informed. Without going into too much detail, Julien Delagrange some essential points to consider if you're thinking about joining Instagram trends and pursuing a career as an artist:
There is no clear monetization strategy, as followers do not necessarily become buyers.
The majority of artists follow other artists, which significantly reduces the conversion rate. Because of this trend, it's necessary to produce more content, as quantity often takes precedence over quality.
Although short-term successes are possible, you may quickly reach the limits of your success. Studies have shown that most online sales are under $5,000. Consequently, not only is the conversion rate low, but the price segment of your target audience is also limited.
It's difficult to achieve success and overcome this upper limit. Sales do bring in money, but they don't increase the value or future sales figures of your work. Therefore, your art will always only have decorative value.
In the art world, you can increase your value by actively working on your artistic resume.
Questions may need to be raised about the integrity and sustainability of your art and your career.
If the algorithm dictates what you create and how you present it, are you still an artist or merely a content creator? Since the algorithm, the online audience, and trends are constantly changing, the heyday of your success could come to an abrupt end – whether due to a new trend, a new social media platform, or an algorithm update.
Their business model depends on factors that are beyond our control.
Should you be interested in discovering additional career tips or tailoring your artist profile to meet the unspoken norms of the art scene, visit this information page from the CAI Gallery with relevant recommendations for artists.
One artist who makes a very good impression as a serious artist on Instagram is the Hawaiian Heather Day @heatherday
Owner and Managing Director of Kunstplaza. Journalist, editor, and passionate blogger in the field of art, design, and creativity since 2011. Successful completion of a degree in web design as part of a university study (2008). Further development of creativity techniques through courses in free drawing, expressive painting, and theatre/acting. Profound knowledge of the art market through years of journalistic research and numerous collaborations with actors/institutions from art and culture.
A fundamental need for every artistically creative person is likely to be the ability to live off their art.
In order to secure your own existence, it is essential to make money with art . In fact, contrary to the majority perception, many artists can live well from their creative work these days. Nevertheless, a vast majority of all freelance artists are dependent on further sources of income (e.g. giving courses, order work, part -time jobs, etc.).
Recognition as an artist often does not bring immediate financial security. Therefore, artists are often also life artists.
The opportunities to make a living from one's own art have, however, grown significantly due to the internet and social media. As an artist, however, you must be versatile and flexible to succeed. A certain degree of perseverance is also essential.
Customer care and self -marketing are also important pillars for success as an artist .
In this section, we compile numerous articles, information, tips, and advice to help you make a living from your art.
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