Over the last few posts, and throughout the comments on those posts, we’ve seen that, while it may not be easy, artists are selling art through social media. Through careful curation of their posts, and active engagement with their followers, these artists have built business on Facebook, Instagram, Twitter, Pinterest and other social media platforms.
Beyond the difficulties that come in managing a social media account, one of the most common challenges I heard while researching these posts was “How do I get collectors to follow me on social media?” Additionally, I heard a lot of you say that it’s challenging to get anyone other than artists to follow your social media accounts.
Now, let me be clear, I don’t think there’s anything wrong with having artists follow you on social media. Artists can very easily become customers, but, equally important, you will benefit from the network effect by having as many followers as possible.
But, I do understand the desire to have well-qualified potential art collectors following your social media account as well. Not only can this lead directly to sales, social media can also be a great way to create deeper relationships with buyers and keep you on their radar.
So how can you get them to follow you?
First, let me say that it’s not going to be easy. Some of your potential clients aren’t even on social media, although this is pretty rare now. The Pew Research Center finds that nearly eight in ten Americans are on Facebook (http://www.pewinternet.org/2016/11/11/social-media-update-2016/). That’s an incredible level of participation, and it means that almost all of your current and future clients are on at least one social media platform. Just because they are on social media, however, doesn’t mean they are active users, and it also doesn’t mean they are going to accept a friend request or follow your page.
They key to building a successful social media following, it seems, is not to rely on everyone who buys or sees your work following you, rather, it’s to consistently give them all the opportunity to do so.
When I asked artist Faith Rumm, from Mariposa, California how she gets social media followers, she replied
I would like to say a lifetime of being nice to people, but also I spent about a year posting art on fb hiking forums, as my work is about wilderness back-country. People have friended me after seeing my art on the forums. (I haven’t posted on the forums for at least a year.) Also, when I have events at my studio I collect info from visitors and friend them.
There are two important keys here. The first is in the last sentence. Just as it is important to collect email addresses at live events, taking the next step and “friending” those contacts or inviting them to follow your social media pages is a vital way to build a following. This means that you have to have a good system in place to collect contact information, and that you need to be 100% consistent in inviting your contacts to become social media followers.
Not everyone you invite is going to become a follower, but some percentage will. It’s your persistence and consistency in inviting that will lead to a strong follower base.
The other key that Faith mentions is creating other online activity that leads to your social media pages. Faith posted in forums, which can be a great way to reach people with similar interests. In my podcast interview with Robert MacGinnis last week, he also mentioned this as a good way to attract followers.
MacGinnis also mentioned another way to get followers that I feel is brilliant, and that is through your interactions with your current followers. Robert said, for example, that he always posts birthday wishes to his followers, and when he does so he includes an image of a painting and tags the follower. MacGinnis is always careful to make sure that his birthday wishes are sincere and thoughtful. The follower’s friends, who are also wishing their friend a happy birthday, are likely to see Robert’s post, and may then click over to Robert’s profile and also become followers.
You’ll want to be careful not to overdo this kind of cross-posting on any one follower’s account, but by posting to followers you can take advantage of the powerful network effect of social media.
Another key to obtaining qualified followers is to use social media advertising, but I’m going to address this aspect of social media marketing in another post.
What Have You Done to Encourage Art Collectors to Follow You on Social Media?
How have you obtained qualified followers? What would you advise other artist who want to build a social media following to try? Share both what has worked, and what hasn’t, and what you’ve learned along the way in the comments below.
In his Amazon.com best-selling book, Xanadu Gallery owner Jason Horejs shares insights gained over a life-time in the art business.