Social Media for Artists: Which Platforms Are Worth Your Time
Social media for artists works best as a small set of platforms chosen on purpose: Instagram as a living portfolio, Pinterest as a search engine that keeps sending visitors for years, and your own website and email list as the home base everything else points back to. Which of those earns the most of your time depends on how you make your work and who buys it, and the sections below take each one in turn.
Many business coaches will have you believing that you need to be everywhere all at once… posting on every social media platform, blogging, emailing, networking, and all the things. But as a creative, your time and energy are likely already well invested in just making your work. For the most part, you are literally creating in exchange for money, and spreading yourself too thin isn’t a sustainable practice. Instead of feeling pressure to be everywhere, it’s important to focus on platforms that truly support your business growth long-term while allowing you to maintain your creative flow.
The Role of Different social media Platforms for Creatives
Each platform serves a different function in your creative business. Understanding this can help you decide where to focus your energy.
Instagram: Your Social Media Presence & Living Portfolio
Instagram isn’t just about sales, it’s a way to connect with people who love what you’re doing in real time. Think of it as your living, breathing portfolio where you can share:
- The behind-the-scenes of your creative process.
- Your thoughts, inspirations, and works-in-progress.
- A snapshot of your brand’s personality.
How to Use Instagram Effectively:
- Show up as yourself… this is a place to be you.
- Engage with your community… respond to comments, share stories, and build relationships.
- Use it to drive traffic to more sustainable platforms (your website, blog, email list).
If posting often is the part that wears you out, a workflow for creating daily social media content walks through one way to keep it manageable.
Your Website: The Foundation of Your Business
Unlike social media, your website is yours… no algorithm changes, no shifting policies. It’s the business hub where:
- People buy your work.
- You establish credibility and professionalism.
- Collectors and clients can easily find what they need.
How to Use Your Website Effectively:
- Keep it updated with your latest work and clear navigation.
- Have a strong ‘About’ page that connects with visitors.
- Include an email signup to build your own audience.
- Set up proper SEO so you can be found organically on Google search
If your site needs building or rebuilding, website design for artists is where I explain how I work.
Pinterest & Blogging: The Traffic Generators
If you’re looking for long-term, organic traffic, Pinterest and blogging are your best friends. Unlike Instagram, where posts disappear in a day, these platforms keep working for you over time.
- Pinterest acts like a visual search engine, helping people discover your work months (or years) after you post it.
- Blogging helps establish your expertise and drives Google traffic to your site.
How to Use Pinterest & Blogging Effectively:
- Create Pinterest-friendly images and link them to your website.
- Be sure to allow your Instagram posts to automatically upload to Pinterest to make the most of your time.
- Write blog posts that showcase your process, insights, or creative journey.
- Use SEO-friendly keywords so your content ranks in search engines.
Facebook: A True Gem for Community Building
Facebook may not be as trendy, but Facebook groups can be powerful. Rather than just posting on your business page, engaging in the right groups can:
- Help you build relationships with collectors, designers, and fellow creatives.
- Position you as an expert when you contribute valuable insights.
- Lead to organic sales and collaborations through authentic connections.
How to Use Facebook Effectively:
- Find groups where your ideal audience hangs out.
- Provide value, don’t just drop links to your work.
- Be consistent and build relationships over time.
Substack: A Platform for Direct Audience Engagement
Substack has gained popularity among writers and artists for its user-friendly newsletter platform, offering benefits like built-in subscription services and monetization opportunities. However, it’s crucial to recognize that, similar to social media platforms, you don’t own your Substack audience or content. If Substack ever changes its policies, paywalls, or accessibility, your ability to reach your audience could be affected.
While Substack can be a valuable tool for engaging with your audience, it’s important to use it strategically, ensuring you still have control over your email list and directing traffic back to your own website. The best practice is to use Substack as a supplement. I go deeper on how the two compare in Substack vs your own website blog.
Where My Own Traffic Comes From
I run this site across astrology, design and art, so your numbers will look different, but my own analytics for the last 90 days show which platforms pay you back over time.
Google search sent 57% of my visits, about 21,700 sessions. Every social platform combined sent 3.5%, about 1,300. Inside that small slice, Facebook sent around 700 visits (the mobile app visits mostly left within seconds), Threads sent around 650, Pinterest around 450, and Instagram around 110. Email was the smallest source at 107 visits, and those readers stayed the longest, an average of more than 6 minutes.
That is one site over one stretch of time, so treat it as a pattern in my own data. Search and Pinterest keep sending visitors after I stop posting, because people go there looking for something, and a feed only works while you keep feeding it. Instagram, at about 110 visits, matches its job as a living portfolio and a place to connect.
New Platforms Pop Up All the Time… Proceed with Caution
Every year, a new platform emerges that promises to be the next big thing for artists and creatives. While some gain traction, many fade just as quickly as they arrived. It’s easy to get caught up in the excitement of something new, falling into shiny object syndrome, believing it will magically shift everything. And while sometimes they do, at the end of the day, you only have so many hours to dedicate to your business.
Before you invest too much time in a new platform, consider:
- Will this platform still serve you in a year or two?
- Do you truly own your content and audience there?
- Does it align with your long-term goals?
Keeping your focus on platforms you control, like your website and email list, ensures that your creative business isn’t at the mercy of shifting algorithms or platform changes.
Working out which platforms are paying a business back, and which ones are only taking its time, is the core of my work as a fractional CMO for small businesses.
The Key Takeaway?
No single platform will do all the work for you. Instead of stretching yourself thin, focus on the platforms that feel most natural to you and serve a real purpose in your creative business.
This is where knowing yourself comes in. Your astrology and natural strengths can give you clues about where you shine best online. Want to find out which platforms align with your creative energy? Check out: Astrology for Artists: What Your Birth Chart Reveals About Your Creativity to understand how your unique placements can guide your online presence.
The best marketing strategy is one that feels authentic and sustainable.
Whether it’s through social media, blogging, or Pinterest, the key is finding a balance that works for you while keeping your website and email list as your home base. Platforms will come and go but your creative business should be built to last.
If you want templates that keep this consistent without redesigning every post, the Brand Publishing Studio covers it.
