Instagram has evolved into a crucial platform for artists and creatives to share their work, connect with their audience, and even secure gallery representation. Here's a comprehensive guide, inspired by a recent Creative Lattice meetup, on how to navigate Instagram effectively as an artist.

WHY USE INSTAGRAM

Instagram serves as a dynamic tool within an artist's toolkit, fulfilling two primary roles: a portfolio to showcase one's work and a networking platform to forge valuable connections within the art world. Understanding how to leverage both aspects can significantly enhance your visibility and opportunities. Here's how:

Portfolio Method

Utilizing Instagram as a portfolio offers you two distinct strategies:

• Static Portfolio Approach: This method involves curating your Instagram feed to mirror your website portfolio, focusing solely on showcasing the best and most impactful pieces of your work. It's about presenting a polished, cohesive collection that instantly communicates your artistic identity and caliber to visitors.

• Process and Depth Approach: Alternatively, you might opt for a more dynamic strategy, which involves giving your audience insight into your artistic process. This can include sharing works in progress, studio snippets, and the stories behind your creations. This approach not only displays the breadth of your work but also builds a deeper connection with your audience by inviting them into your creative world.

Gatekeeper Connections

Instagram doubles as a potent networking platform, particularly effective in connecting with art world gatekeepers such as gallerists, curators, and writers. Here's how to make the most of these connections:

• Strategic Following: Keep an eye on articles, interviews, and publications within the art world. When you come across a name of a notable figure, follow them on Instagram to start building a connection. Keeping a spreadsheet with their names and Instagram links can help you stay organized and intentional in your engagement efforts.

• Engagement: Make a habit of periodically reviewing your list of art world professionals, engaging with their content by liking and commenting on their posts. This increases your visibility to them and can lead to a follow-back.

• Transition to Direct Contact: While it's relatively rare, a follow-back from an art world gatekeeper can be the perfect opportunity to initiate a direct message conversation about their projects or your mutual interests. The ultimate goal is to transition this connection from Instagram to email, facilitating a more personal and direct line of communication. This step, though challenging, is invaluable in establishing a professional relationship outside the confines of social media.

GENERAL INSTAGRAM TIPS:

• NEVER PAY FOR FOLLOWERS: Paid followers will never engage with your account and will signal to the algorithm that your account is boring. The app will also refer your account to similar followers, who will most likely be bots.

• Consistent Posting: Aim for regular posting but prioritize quality over quantity. Whether it's daily or a few times a week, consistency keeps your audience engaged and lets the algorithm know you exist.

• Embrace Video Content: Most visual artists are not video people. It sucks that social media is pushing us to be video creators, but its somethign we might need to embrace. Working with Reels and Stories can significantly boost our visibility due to Instagram's algorithm. Try and get yourself in the picture making some art or just a short video of you holding a painting. You can even try hosting a live session and talk about your work in the studio!

• Stories for Timely Updates: Stories are for immediate, ephemeral content like studio updates, material arrivals, sneak peeks, or just posting interesting content you’ve seen while browsing around. Make this a weekly practice to post often. This can make your followers feel more connected to your daily life and creative process.

• Should I Use Highlights: This used to be a big thing but frankly I rarely look at peoples highlights. I’d say if you are not planning to update them occasionally, don’t use them (or at least make highlights that you are okay having still there in two years.)

• Crafting Your Profile: Ensure your bio clearly states who you are and what you do. Most artist bios include their main medium, any upcoming shows, and anything that might make them fancy (like grants, awards, past exhibitions).

• Use the link space wisely: Instagram now allows multiple links, making it easier to direct followers to your website, latest projects, or other social profiles. I believe that people will only click on one link, so make sure you are directing people to the most important and up to date link. Most artists choose their website.

• Scheduling: Use meta business suite. This app can be used on the desktop or mobile to schedule posts, reply to comments, and see your engagement to take stock of whats working and whats not.

• Content Calendar: Think big picture. How are you using your marketing for the year. What shows do you have coming up. If your like me, you might have multiple bodies of work. But try to commit to promoting only one body for a six month (or 1 year) period. Developing a content calendar (and a marketing deck, which we will discuss in another article) is key to staying organized and maximizing this free advertising channel.

• Utilizing Hashtags and Tags: Use relevant hashtags but not to many (about 5 per post) to increase your discoverability. 

• Partnerships: Tagging collaborators, galleries, or locations can also help widen your reach. Some artists will often post their gallery visits (tagging the gallery and the artist being shown) its a great way to build community.

• Engaging with Your Community: Interact with your followers and those you follow through likes, comments, and shares. This builds a supportive community and can lead to more exposure. Often people have “commenting” buddies, where you frequently comment on my posts and I frequently comment on your posts. Pay attention to who frequently comments and cultivate them. 

• Get People Off Instagram: When you are about to send your newsletter (whether its monthly, quarterly, or just yearly) post on instagram that you are about to send a newsletter and if people should join. Then make sure to post an easy subscribe link in your bio. The key is to get peoples direct contact info so your not relying on an instagram algorithem to promote yourself.

• Turn Off Promotions: you can tell instagram to show you less promotional or “suggested” content. This is important for getting back to seeing the people you follow in your feed.

• Curating Your Feed: This is all about the portfolio method of using instagram. Remember, your Instagram feed is often the first impression you make. Curate it to showcase your best work and reflect your artistic identity. We like to think of the last 9 squares as a portfolio. Try to keep them with a consistent look / vibe. That way if you decide to take an IG break, you know that your last posts reflect a good portfolio of your work to potential galleries / curators. 

Psychology AND Social Media

• Humanizing Your Feed: Sharing personal stories or behind-the-scenes glimpses into your life and creative process can foster a stronger connection with your audience. This human element makes your art more relatable and engaging.

• Use Your Face: if you’re like me, you dont want want to appear on camera. To bad! Your posts will get much better engagement if you appear in them.

• TIPS: A few things that humanize images: pictures of your animals or plants, pictures of the artist at work, pictures of the artist on a ladder (seriously, this one always gets engagement for some reason!)

• Creating Anticipation: Use Instagram to tease upcoming projects, shows, or artwork reveals. This builds anticipation and keeps your audience coming back for more.

Overcoming Instagram Challenges

Navigating social media can feel like sailing in a stormy sea of endless content, notifications, and mindless interactions. It's easy to get overwhelmed by the pressure to constantly engage, post, and respond. However, it's important to remember that it's perfectly okay to log out and take a breather. Social media, while a powerful tool for connection and visibility, should not come at the expense of your mental well-being or your creative process. Giving yourself permission to step back can provide much-needed space to recharge, refocus, and return with renewed energy and perspective.

• Finding A Balance: Spending too much time on Instagram can detract from your creative process. Set limits on your social media usage to ensure it supports rather than hinders your art.

• Schedule Instagram Time: put your instagram time in your calendar and write down the tasks you want to perform (whether its engaging with your gatekeeper contacts, posting stories, or posting videos

• Delete Instagram From Your Phone: I found this extremely helpful. Its a good way to not get triggered by random posts in the morning and night. I only use instagram on desktop and through the Meta business suite.

• Political Content: Sharing political content can be polarizing. While it might resonate with some followers, it can alienate others. It's essential to strike a balance that stays true to your values while considering your audience's diversity. That said, if people unfollow you, dont take it personal. You never know what is going on in their world and maybe they need a break from politics. 

• Privacy and Exposure: Decide how much personal information you're comfortable sharing. Remember, being open can enhance connections, but it's crucial to maintain boundaries that protect your well-being.

Conclusion

Instagram is a powerful tool for artists, but it's not without its challenges. By adopting a strategic approach to content, engagement, and personal sharing, you can maximize its benefits. Remember, the goal is to complement your artistic practice, not overshadow it.