Is Instagram still the best tool for artists?
What curators, collectors, and galleries look for in an artist's profile
Instagram -the social media app we all love but hate at some point. Ever since reels got introduced and ads took over the app, I've been very much inclined to hate it, but I still believe it's a crucial app for the art world, and I still use it on a daily basis. I not only learn about market news, show openings, and what's happening where, but I also discover and learn about new artists. I have found several extraordinary artists on Instagram who I scouted, threw them their first exhibition, made their first sales and got other galleries to notice them. Today, I still work with some of them, and they are doing exceptionally well. Below are my thoughts, tips, and tricks for artists and what curators, collectors, and galleries look for in their profiles.
📱 Instagram above all
You might be asking is Instagram truly the best social media choice for artists these days? I still believe it is. For art, you always need a visual social media platform, and even though Instagram is now dominated by reels, it still has a solid photo base. It started as a photo-sharing app, after all. People, in general, usually have the capacity to operate fully only one social media app. People in the art world are more likely to scroll down Instagram than TikTok because even older generations use Instagram. It has been around for much longer than TikTok, and it has a certain reputation.
🖼️ Instagram as a virtual portfolio
The first thing I check when I hear about an artist is to go on their Instagram (if they have it). In 90% of cases, they have a profile, but only about 70% of them are really using it, and only about 50% are using it right. In the case of artists, I see the platform as a digital portfolio- it's super easy to access, you see examples of work right away, and if done right, you get a quick overview of where the artist is currently exhibiting and/or where are they studying/graduating from. As a bonus, you might find the artist's email address or link to their website or recent press.
Pro tip: you can also see who is already following the artist. Are any galleries, curators, or even collectors already following the artist? If there are no friends in common, it's an indicator that this is an 'undiscovered' artist, and that's what happened to me with some of 'my' artists. On the other hand, it is good to see who is already following the artist as a validation that this artist is noteworthy, and as a collector or gallerist, you may choose an artist who already has this validation.
💡 Less is more
Now, you might think, 'I am an artist; I don't want to work on my social media strategy'. And you don't have to. In this case, all the influencer content strategies don't apply. Artists are on Instagram to show their work, not to build communities ( although they might build a fan base) and share what shows and projects they are working on. They should not be stressing about posting often and creating engaging content. It's art - it's engaging on its own. We want to see your work, your studio (people love seeing artists’ studios) where are you exhibiting, and a little work in progress, but there is no need to show what you eat in a day or what your dog is like. As a bonus you could share what inspires you and other artists you admire. That's usually great content for stories.
Another advantage is you shouldn't care about following at all. Once again, the opposite applies here; fewer followers are sometimes better. A huge artist following (let's say above 100k) might appear fake, spammy, or commercial. On the other hand, some might feel intimidated by huge following and get discouraged from contacting the artist. In my experience, having a huge following doesn't always mean success. So the best thing is not to stress about it; your audience will find you if you 'expose' yourself.
Pro tip: as an artist, you don't want to post every artwork you ever make, especially when you have a show coming up. You want to post one work or close-up as a teaser before the show opens and then reveal more after the show has opened. It's always good to leave people curious about the law of supply and demand.
🏃 Stay active
As I said before, artists don't need to stress about posting frequently, but they should keep their profiles updated so curators, galleries, or collectors can see what they are up to. Moreover, they should regularly check DMs and message requests. I personally still prefer reaching out via email (it might be a bit old school, but for exhibitions/projects, I find it more professional. But as a collector, I wouldn't hesitate to just DM the artist and chat about their work) . Still, if there is no email address ( which is more often than not), I just send a DM with whatever it is that I want to say.
Pro tip: Include your email in bio and if you are represented by a gallery, mention that in your bio. You are directly sending potential collectors right to the source; they don't need to spend time researching where to find your work.
❔ Can I be a successful artist without Instagram?
Probably yes but you just have to work so much harder.
To wrap up, here are a few amazing artists I discovered by just digging through Instagram. Back then they had only a couple of hundred followers and no followers in common..
