Social media for artists isn’t about gaming algorithms or chasing viral moments. It’s constantly evolving, but at its core, social media is a place to build genuine connections with the people who love your work. Whether you’re just starting out or refining your online presence, here’s how to present yourself authentically and expand your audience. We’ve put together your guide to social media today.Show Your ProcessAll social media thrive on personality-based content, allowing users to adapt their real-life selves online. Art critic John Berger preached the notion that the true value of art is inextricably tied to the artist’s activity, the moments when an idea is shaped into a physical object. In other words, show us your process!Your process encompasses the spectrum of your creative life, the moments before and after a piece is finished.Process Content: Document your work as it evolves. When someone watches a painting develop over weeks of posts, they’re emotionally invested before it’s even listed. Process content creates narrative and memory.Time-lapse videos of a painting coming to life (15-60 seconds works best)Progress check-ins: “Week 1 vs. Week 3” side-by-side comparisonsProblem-solving moments: “I painted over this entire section three times before it felt right”Technical close-ups: show brush strokes, texture, the physical quality of your materialsProcess content is the most widely shared by artists. Overlay text or an audio recording to humanize and stand out from the rest. Any of these ideas makes a great candidate for storytelling.Photo Dump: Instagram and TikTok carousels (photo dumps) perform exceptionally well as users swipe through carousels, which signals high engagement to algorithms. They allow you to build a narrative and multiple perspectives of the same work. The more slides, the better!Shots to consider: The final piece; an extreme close-up showing detail; you working on the artwork; a mid-process shot; the piece hanging in a living room; a detail of your favorite section; a moody lighting situation; the palette or materials used; the piece in your studio environment.Living With Art: Show your work existing in the world, not just on an easel. This helps collectors visualize how a piece might look in their own space.Your work hanging in your home or studioA piece displayed with furniture, plants, or design elements nearby (helps with scale)Morning light vs. evening light on the same paintingLifestyle shots make art feel accessible. Buyers want to imagine your work in their space, and these photos help them do that. Ensure these aren’t mock-ups, but actual images of your art hanging across the home.The Big Reveal: When you finish a major piece, don’t just post it once and move on. Create a reveal moment:Teaser post: covered work or cropped detail with “Reveal coming tomorrow”The reveal: high-quality photo or reel of the finished piece with the story behind itVideo content gets 2-3x the reach of static images on Instagram and TikTok in 2025, but carousels outperform single images too. Mix up your content types to keep your feed dynamic and your audience engaged.Stay ConsistentYou don’t need to post every day, but you should post regularly enough that when someone discovers you, your account feels active.A sustainable approach:Aim for 2-4 posts per week across your platformsUse Stories or Reels for quick, low-pressure updates between in-feed postsBatch create content when you’re feeling productive. Photograph multiple works in one sessionSet boundaries: social media is a tool for your art practice, not the practice itselfAll platforms favor accounts that keep people on the app longer. That means video content, content that sparks comments, and posts that feel native to each platform. But don’t let that intimidate you. Authentic content from real artists performs better than overly produced content that feels like an ad.Build Your AudienceFollow other artists’ accounts, and find community. Think about who your target audience is, and where they might be. What other interests do they have? Which other accounts do they follow? Do some digging through hashtags and geotagged posts from galleries and museums. Follow users and like their posts, but avoid overwhelming them with overeager levels, think gentle nudge versus firing on all cylinders. Be an active user, not an eager user, we always say.Write Captions That Drive ActionGreat visuals can stop the scroll, but your caption helps turn a viewer into a collector. Write the way you’d speak to a friend visiting your studio.If you want to drive engagement and build a community, approach your caption-writing with honesty. A painting came from a strange dream? Say that. Experimenting with a new medium and have no idea if it’s working? Share that uncertainty.If you want users to take an action, you have to say so! A Call-to-Action (CTA) is essential. Captions should include a clear next step that points to your Saatchi Art portfolio:“New collection just added to my Saatchi Art portfolio. Find it at the link in bio.”Your word choice also matters. Every word tells the platform how to organize your posts in search. Use hashtags and keywords as tools for discoverability that connect you to the right audience:Instagram: Use 5-10 relevant hashtags. Mix popular hashtags (#contemporaryart) with specific ones (#oilpainting, #studiolife).Pinterest: Treat descriptions like mini search engine queries. “Abstract landscape painting in blues and greens” beats “beautiful art.” Be platform-specific and search trending keywords.TikTok: Focus on clear, keyword-rich captions that tell TikTok what your video is about.Create Paths to Your Saatchi Art PortfolioYour social media is the invitation, and your Saatchi Art portfolio is where collectors actually purchase. The fewer clicks between discovery and purchase, the better. Posts should include a clear and frictionless path from the platform to the gallery.Set up your links strategically:Social Bios: Use Linktree or a similar service with your Saatchi Art portfolio as a top linkInstagram Stories: Use the link sticker to send viewers directly to specific worksPinterest: Link pins out to the specific artwork page on Saatchi Art, where someone can shop that exact workFacebook: Pin a post to the top of your page with your Saatchi Art linkIn your captions, be explicit:“This piece is available now on Saatchi Art—link in bio”“Just listed three new works. See them all on my Saatchi Art profile at the link in my bio”When a piece sells: “This one’s found its home! See what’s still available in my Saatchi Art portfolio (link in bio)”Get StartedSocial media works best when you treat it like a conversation. Share what genuinely interests you about your practice. Talk about what you’re learning. Be the artist you’d want to follow. 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