I recently received an interesting query from an artist, Kendra, who is focused on wildlife art. “I am very interested in learning how to market specifically to people who love wildlife art,” Kendra wrote. “Thus far, it’s been hit and miss.”
While Kendra’s question was specific to her field, it brings up a broader issue many artists face—how to market art effectively within a particular niche. This is an expansive topic with many variables. Still, whether you’re into wildlife art like Kendra or any other genre, I hope to offer some food for thought and encourage discussion among those who’ve already found success marketing your art to niche markets.
Know Your Target Audience
Before you begin any marketing efforts, it’s crucial to understand who you’re marketing to. Knowing your target audience’s interests and behaviors can make your marketing tactics more focused and impactful.
Begin your journey to understand your target audience by researching other artists creating work in your niche. Follow their social media accounts and pay close attention to who engages with their posts—these are the people likely interested in the genre you’re working in. Take note of the galleries where these artists are showing their work; these venues attract your target audience and could be potential platforms for your art. If possible, attend shows and events where these artists are participating. Observing the attendees and their reactions can offer invaluable insights into your target audience’s values and how to reach them.
Get Involved in Relevant Markets
Consider approaching galleries in markets that attract your target audience. For wildlife artists like Kendra, galleries in tourist towns focused on nature can be excellent platforms. Look for galleries in bustling city centers if you’re into urban art.
Utilize Social Media Wisely
The power of social media platforms such as Instagram and Pinterest can’t be overstated. Use genre-specific hashtags to help potential customers find your art. For example, tags like #AbstractArt or #ModernArt could be beneficial if you create abstract art.
Collaborate with Like-Minded Individuals
Collaboration is a great way to expand your reach. Kendra could partner with wildlife photographers or conservationists. If your focus is portrait art, consider collaborations with fashion bloggers or photographers. Their followers are likely interested in the same niche and could become potential customers.
Create Value-Added Content
People enjoy learning about topics they’re passionate about. Offer educational content that complements your art, like blog posts explaining your art style’s history or video demonstrations of your techniques.
Chart Your Course: Navigating the Market in Any Art Niche
Art is a diverse and expansive field with a market for every niche. Remember that people are eager to appreciate and invest in your work no matter what type of art you specialize in. The key lies in effective marketing tailored to your unique audience. So keep creating, keep sharing, and don’t hesitate to venture out and approach those specialized markets that resonate with your art.
Join the Conversation
What advice would you give Kendra or other artists trying to market to a particular niche? What marketing strategies have you found most effective for promoting your niche art? Do you have any success stories from collaborating with others in your field? Are there particular challenges you’ve faced in marketing your specific type of art that you’d like advice on? Share your thoughts and questions in the comments below.
This is very useful because I know my niche but was never sure how to reach it. Now I will need to find artists who work in the abstract style like me and follow their social media interactions. That will take quite some time, also time away from painting, but that’s the name of the game. Thank you for this info.
Many years ago I created a series about the endangered and exploited species. Large canvases in oils. One of my most successful paintings in this series is the Elephant and I have posters of that. I approached the Elephant Sanctuary in Hohenwald, Tennessee and they sold my posters for a few years (55 in total) and kept 50% of the proceeds. I still offer the poster for free in exchange for a donation that I send to the Sanctuary, as they have long discontinued their shop. My advice to Kendra (if she reads the comments here) is to approach wildlife organizations, Zoos (some have sales shows).
Those are exceptional ideas – well thought out!!
Thanks!
Just an observation: One can aim at too narrow a niche. I used to draw things that drew my rock climber’s eye. While there are a significant number of climbers out there, that doesn’t necessarily translate to a significant number of art buyers.
I’ve recently switched subject matter. Now, thanks to this topic, I will think about what my target audience might be. Never actually thought about that before. Relevant markets, hmmm.
each image created is its own niche market. for example in the western art field there are many painters of cowboys and indians in various dioramas. your success level at marketing a southwest scene on the east coast would be minimal however if the horse is the focus parts of california where the horse acreages for the wealthy abound would buy everything you produce. in montana sw doesnt go over well but put in the tetons or bitterroot mtns and you have a hit. If you paint historical western trade scenes [think louis and clark] then montana, wyoming and the nw are your market sold to those who do reenactments or just enjoy history. Outside of that field if you paint landscapes as i do find out who goes there and why. are there galleries in the region, low end/high end. is it tourists or collectors. how many buy or just tire kick endlessly. Another example; As a buyer of publishing cos was approached by a fellow at his wits end who had 100,000 prints of christian subject matter who was desperate to sell out. he had no clue what he was doing. we bought the company thinking the subject has sold images for 2000 years now why would it all of a sudden stop selling? We sold the images in flea markets for decades, so many that our staff would request breaks from selling the stuff because they did not want to see it for a while. Sold everything at 3x price he had. There are endless examples of these scenarios over 50 years in the art business. whatever you paint sculpt or create there is a niche market it finding it before you starve. Using this method bought/sold entire art publishing cos for decades as well as high end collections, etc etc. take the time to find your market customer.
Great blog subject, as I fall right into a niche market for pet portraiture and equine oil paintings. Like Kendra, I struggle to find good clients who, firstly, want to have their horse painted. Secondly, capture a client who is willing to pay me well for the service. This is especially challenging considering the mindset of many equestrians is “Equis Keep Us Broke-us” lol 😆 .
However, that’s just a silly myth because I have been fortunate to have had wonderful clients over the years. The trick for me is working my magic on social media.
Especially FB and Instagram where I have many equestrian fans. What is important to my followers is sharing a great story and what inspired me to create a particular piece. Also, I post several videos and/or finished pieces weekly, keeping my audience engaged with my art life. Including my personal travel adventures. It’s not always perfect. I mean, I’m human too, and definitely need to focus my attention on getting more eyeballs onto my services and works for sale. Also, each post is under scrutiny; one may be very successful or a complete flop. At which point, I just delete it (the flop) and move onto the next post.
At the end of the day, I keep working at being creative with my stories and my process. I love and enjoy sharing something beautiful, too. Along with the help of Theobot, the story telling has become far easier to manage and has made a huge difference in the response and conversations that happen frequently on my posts.
In due time, I have faith that I will catch more big fish that put delicious, healthy food in my fridge! Consistency is key, I believe.
I find it interesting that you said you delete the unsuccessful posts. What is your reasoning behind taking the time to do that? Is it in case a new viewer comes along to view your content and then they only see the most successful stuff you’ve posted? Versus wading through “everything?”
Very interesting comments.
I;m looking fora way to find and approach tropical island people, amd have tried some things with no results.
Any ideas?
Thanks
Richard