Social Media is BURNING
So what should us artists do now?
Trying to get likes and follows and whatever else we want and need from social media has become quite difficult for anyone with an average follower count, even more so over the past year or so.
Unless you’re prepared to *gasp* TALK TO CAMERA then you’re pretty much done for. I’ve been playing around with TikTok and really enjoying it, but I just can’t do the on camera thing. I can show what I’ve been up to in my studio without the pressure of feeling like I have to share a diary entry with each post (looking at you with disdain Instagram), but it’s hard. Even LinkedIn is expecting more from us.
The worst place to try and make inroads at the moment is with a Facebook page. That’s like pulling teeth. I’ve linked my art page here because this is a newer page and it is nigh on impossible to get any organic engagement other than from the NFT bros.
I have no words for X. Someone is missing a trick by not creating a new app called eXodus. Instead we have Bluesky (maxleemac), Cara (maxleemac), Threads (maxleemac) and whatever else we’re being told to use.
The reality is, there are too many apps to navigate. Freelance life is hectic - it doesn’t allow most of us to say ‘I’ll set aside enough time on a Monday morning to create all of my social media, two posts per day, optimised for each app.’ That’s impossible for me with a full work schedule. And most weeks, my admin gets shoved to one side for the same reason.
I’ve linked all of my accounts up there because I want you to see what social media disillusion looks like. I just can’t be bothered anymore. I’ve lost trust that the goalposts won’t be moved again. That someone won’t just pull the rug out from under my feet. Some of my accounts are like abandoned fairgrounds, some never got that far.
So what exactly can we do to get people interested in our art/studio/process/store?
I don’t know. A strategy that involved picking two platforms and concentrating on those was what I used to believe was best. At the rate these things are popping up, I’m starting to think that I need to make content that can be repurposed and reused based on which platform is popular at any given time. The problem with that is finding the hours in the day.
And organic reach is dead. Unless you pay to advertise or have a HUGE following, it really does feel like shouting into the void. It’s frustrating. It’s got me wondering if there are better ways to connect with art directors, customers, and peers. I tried paying for advertising and all it achieved was a few more people liking the post I advertised. A few converted to followers, but never liked anything else I did (hopefully because it wasn’t appearing on their feed).
Are newsletters the way?
Do I need to have a gallery contact and go old school?
Should I just get comfortable talking to camera and perform?
Would it be a good investment to hire a social media manager?
Do I need to educate myself in social media advertising so I can make better ads?
Do I jump down someone’s funnel and go for coaching?
I just don’t know.
I’m really interested in hearing thoughts on this because I am dithering about which way to jump. Comments are open for anyone who wants to join me in despair or offer practical solutions. Hopefully we can all help each other.
Max x
I think it really depends on what purpose you want social media to serve for you. I use it for community. In that sense, Instagram and Substack have worked for me. If you're using it to look for work/increase your visibility among people who may hire you, that may be more of a wild card and more frustrating. Instagram has been the best for me in terms of engagement, but I have been able to find a community here on Substack as well (even though it truly does feel like I'm shouting into a void). When I started illustrating again, I didn't even bother to set up a Facebook page. Engagement has been dead there for years (I know through my previous ventures).
I think leaning into what gives you joy is the first thing, or at least connects you to people that you love. I also believe an email list is essential and should be the place you send all your followers from social media to in case you ever decide to leave a platform. That list goes where you go.