How To Market Art On Social Media: The Ultimate Guide

Social media marketing isn’t just about posting your art—it’s about building relationships with potential collectors. Many artists struggle with turning likes and follows into sales because they skip a crucial step: developing trust.

In this guide, we’ll break down:

✅ What social media marketing really means for artists

✅ The 3-step customer journey (and why most artists get stuck)

✅ How to nurture leads into loyal collectors

Let’s dive in!

4 Years of Marketing Experience…

condensed into these 11 marketing lessons

Download the free ebook here

What Is Social Media Marketing for Artists?

Marketing isn’t just selling—it’s a long-term strategy to:

• Educate your audience about your art

• Entertain them with engaging content

• Build trust so they feel confident buying from you

Key Insight:

“80% of new buyers purchase art from someone they know.”

This doesn’t mean friends and family—it means people who’ve gotten to know you online and trust your work.

The 3-Step Customer Journey (Most Artists Skip Step 2!)

To turn followers into buyers, you must guide them through three phases:

1️⃣ Discovery: Getting Noticed

This is where new people find you. Social media algorithms show your posts to 80% non-followers—so your content must grab attention.

How to Improve Discovery:

✔ Post consistently (use a content calendar)

✔ Engage in groups where collectors hang out

✔ Use hashtags and trends strategically

2️⃣ Recognition: Establishing Your Business

Here, followers realize you’re not just an artist—you’re a professional selling art. Many artists skip this step and jump straight to selling, which feels pushy.

How to Build Recognition:

✔ Share behind-the-scenes (studio shots, work in progress)

✔ Talk about your process (why you create what you do)

✔ Highlight past sales or happy collectors (social proof)

3️⃣ Loyalty: Turning Followers into Fans

Loyal fans don’t just buy once—they return and refer others.

How to Cultivate Loyalty:

✔ Share personal stories (what inspires you)

✔ Offer exclusive previews or discounts

✔ Engage in DMs (build real connections)

The Biggest Mistake Artists Make

Most artists get stuck in one of these traps:

• Discovery + Loyalty (No Recognition) → Lots of likes, but few sales.

• Discovery + Recognition (No Loyalty) → Low conversion rates.

• Recognition + Loyalty (No Discovery) → Growth plateaus (no new leads).

Solution? You need all three phases working together!

How to Keep Collectors Engaged (Without Being Salesy)

Think of social media as a mall:

• Your posts are storefronts—they must make people pause.

• Your goal is to get them off the timeline and into your world (website, DMs, email list).

Pro Tip:

“Marketing is selling the pause. Paid ads sell the click. Neither should say ‘buy now’—first, they must know you.”

Where the Sale Actually Happens

The journey starts on social media but ends in two places:

1. Social Media DMs (Many sales happen through direct messages!)

2. Email/Website (Still essential for credibility)

Why You Need a Website:

Even if sales happen in DMs, your website acts as your professional portfolio. Collectors check it to:

✔ See your full body of work

✔ Read your bio/artist statement

✔ Feel confident in buying

Key Takeaways

Marketing ≠ Selling—it’s about building relationships first.

Guide followers through discovery → recognition → loyalty.

Engage in DMs—many sales happen there!

Keep a website as your authority hub.

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Why TASA?

You’ve Mastered The Craft - Now, Master the SALE.

Learn the process and systems behind selling your craft.
Stop waiting for gallery validation or social media virality—take control of your success.

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