Myth: You Can’t Succeed as an Artist Without Social Media
If you spend much time around artists today, you’ll hear it again and again: “You must be on Instagram and Facebook if you hope to sell your art.” This message gets repeated at workshops and in online forums, and the pressure can be overwhelming—especially for artists who don’t enjoy social platforms or feel exhausted keeping up with them.
Let’s set the record straight from a gallery-owner’s perspective, and also be transparent about what we’ve seen work—and require.
Reality: Social Media Can Be Powerful, But Not Effortless or Required
At Xanadu Gallery, we’ve experienced tremendous success in the last several years advertising on social media. Well-executed campaigns across platforms like Facebook and Instagram have driven traffic and brought many new collectors to our doors. But here’s the important reality: this success has taken significant, sustained effort and a major investment of both time and resources. The learning curve is steep, competition is fierce, and consistent results demand ongoing strategy and spend.
Some artists I know have also found an effective rhythm online, regularly posting, running ads, building connections, and converting followers into collectors. For others, however, social media feels like a distraction or an obligation that drains energy from their studio practice or other forms of outreach.
What is consistent among successful artists?
- Commitment to producing great work, regularly and reliably
- A diverse marketing approach: in-person networking, shows, referrals, professional websites, gallery partnerships, and in some cases, email lists
- Building and nurturing relationships with collectors and galleries
Social Media Is One Channel—Not the Only Channel
There is no single route to building a thriving art career. If you love sharing your work online and connecting with fans, social media can be a valuable tool. If you dislike it, forcing yourself can bring lackluster results and more frustration than sales. Every artist needs to develop a marketing strategy suited to their personality, strengths, resources, and the style of their work.
If you’re feeling pressure to “do more” social media, pause and consider: will pouring more time into posts and ads yield a return, or would building strong offline relationships make a bigger difference? For many, a balanced approach—with consistent studio output, active networking, show participation, and, if you choose, focused online outreach—delivers the best results.
Our gallery’s investment in digital advertising has delivered, but it isn’t a shortcut, and it certainly isn’t cheap or easy. Not every artist is inclined (or able) to take on that level of campaign management—and that’s okay.
Avoid the FOMO Trap
It’s common for artists to feel like everyone else is cashing in on Instagram success and high-profile followers. In reality, the majority of substantial sales—even for artists and galleries with an online presence—still result from deeper, long-term relationships: referrals, satisfied repeat buyers, professional representation, and in-person shows.
Takeaway
Social media isn’t a magic bullet—but it is a powerful tool if you’re willing to invest significant effort. If online marketing fits your strengths and feels energizing, lean in. If it drains you, don’t feel obligated: success comes from quality connections, consistent production, and marketing channels that suit you.
Question for Readers
What’s been your experience with social media as a marketing tool? Has it been worth the effort—or have you found more success by focusing elsewhere? Share your thoughts below.
Hi Jason, thank you for these comments. As always, they are spot on.
I’m one of those artists who finds social media more draining than energizing. While I still post occasionally on Instagram, I’ve stepped away from Facebook and have instead focused my efforts on building and growing a newsletter.
With the limited time and energy I can devote to marketing, I’ve come to believe that a newsletter is a much better investment. It allows me to develop a more personal and direct relationship with readers, rather than relying on the ever-changing algorithms of social media platforms.
One of my biggest frustrations with social media is that visibility is largely determined by forces outside my control. If you don’t “live on” the platform and constantly feed the algorithm, it’s easy for your work to disappear from view. Even people who intentionally chose to follow you may never see what you post.
A newsletter feels fundamentally different. I’m not at the mercy of an algorithm, and more importantly, I own the connection. The email list belongs to me, and the people on it have consciously chosen to hear from me.
For that reason, I’d much rather have a smaller community of engaged readers who open my emails and genuinely care about my work than a much larger group of social media followers who are likely to scroll past my posts, assuming the algorithm decides to show them at all.
As an artist, meaningful connections matter more to me than large numbers. I’d rather communicate directly with a few hundred people who are interested in what I’m creating than try to compete for fleeting attention in an endless social media feed.
I feel like I’m being bled dry by time spent with FB and IG. Nothing seems to matter without a meaningful email list (which I don’t have) and/or the willingness to spend constantly on FB ads or ArtBoost.
I actually have sold my work on social media to a greater or lesser degree for the past 12 years. I’ve built some wonderful relationships with people that have turned into long time collectors of my work. So I invest the time but I also get sucked down the scrolling hole which is a time drain. I stay consistent with my messaging and that’s important. I also like connecting with other artists on social media bc that could present opportunities.
But I also show in gallleries and currently have and have had to long term gallery relationships. I’m also on a successful regional online platform that hosts in person shows regularly. And I have my own website. I have an email list of about 600 and send out quarterly emails but never sure if I would benefit from more frequent emails.
I agree that you have to have a mix in the approach. I, like most artists, have to do it all myself and i’ts a LOT.
Hi Jason, thank you for the article.
As regards to my thoughts on social media as a marketing tool I have only used Facebook for personal contacts with friends and relatives I have around the country. For a short time I had a separate account which was hacked shortly. I guess because it was to a public audience. I never did sell anything on there.
Perhaps I did not spend enough time feeding the algorithm and my paintings take time so I can’t be on the net all the time. Even things I say to my friends get buried often and I see something they posted days to years later.
I do not have an email list and I guess I should look into that but have no idea how to start one. I very much like the idea of my work in a place where ones can view it in person. My paintings are always better looking in person, they are meticulously painted and I’m not sure any jpg or art website shows that but I love the Xanadu promotional video, it’s a quality presentation of my work.
I only post on Facebook and Instagram when I have an art show or have sold a painting. Only once did I sell a painting from Facebook. I do have a Newsletter and it can bring followers to see me at a festival or an art reception. This is sad, but I am getting known in my town now because I had 24 paintings at the Main Theater that burnt down with 24 original paintings of my Illuminated Women Series. Jason you may remember I did show some of my art in your catalog years ago. If you want to know about the fire – https://www.google.com/url?sa=t&source=web&rct=j&opi=89978449&url=https://www.facebook.com/fox11la/videos/fire-in-old-town-newhall-destroys-several-businesses/1824042931794444/&ved=2ahUKEwiTv-THzuKWAxWNCbwBHZMAEiIQkPEHegQIGxAB&usg=AOvVaw2dq7aqNaJcDu5_2d0w694c
As always, thanks for your perspective, Jason.
I don’t give much time and effort to social media, it’s just not my thing. However, about two months ago, I updated my website to a really nice, professional, looking one.
At the same time, I started trying Facebook ads at a dollar a day. Although I’ve had people who have replied to the questionnaire I have on Facebook, I have reached out to each of them individually, asking questions and trying to start a conversation, but have gotten no responses back from them. It’s only been three months, but it certainly is feeling like I’m throwing my money away.
Previously, I always got people’s information when I was at art festivals. This year, however, I’ve been waitlisted to most of them, so my list is very small. And even though who signed up, also never read what I send.
Like others, I need to learn new and better ways to find people who actually want to hear from me.