How to Succeed on Social Networks — Part One: The Pillars
Hello! I’m Patrice, the CEO of IAMAG, previously known as IT’S ART. I developed the first version of our website almost 18 years ago. Over the years, I’ve witnessed the rise of social networks and learned how to create a sustainable presence there, among other things.
Since its early days, IAMAG’s social presence has grown steadily, reaching a global audience of over 650K followers despite ups and downs. For more than a decade, I’ve worked with artists and studios, observing how some struggle to maintain a presence on social networks.
Your Identity before anything else
Growing an audience on these platforms is becoming difficult. However, I want to assure you that those who think it’s over are misplaced. It is still crucial for artists to invest time and energy into these networks to succeed and expand their reach. Before starting, please remember that having your website is a mandatory complementary part of developing an efficient social presence and growth for many reasons that will be explained in detail later.
However, performing well on social networks is one of many challenges. There are also a few misconceptions and paradoxes. Users expect a free product to deliver the best results, and while they want to grow their network, they often desire to stay within a niche artist community.
These issues often arise because many people need to consider how to leverage the platform to achieve their goals before using social networks. The primary question I pose to anyone seeking my advice on this topic is, “What’s your goal? What do you want to achieve?” This question is often accompanied by another that can be pretty shocking: “What do you want to sell?”
Answering these questions requires time and careful thought. Many struggle with the second question, “What am I “selling?” because “it’s not apparent. Even without a physical or digital product, you’re your name as if it were a brand — to get a job, grow an audience, or achieve other goals.
Let’s discuss two critical questions:
What’s the goal
This question should trigger many answers and serve as a starting point for brainstorming. Your goal might change after some time, but beginning a strategy with a clear explanation is essential. If your goal is merely to gain more followers or likes, that’s not a substantial goal for an artist. You must dive deeper to understand your motivations and dreams, which will connect to the question: What do you sell?
Some possible goals include finding your dream job, publishing a book, getting noticed by a producer, working on a specific project or IP, or creating your brand. Reflect deeply to find your unique goal, often a long-held dream or part of your identity.
What Do You Want to Sell?
This is where your goal connects with what you want to sell. Once linked, these answers will define ‘how to make this happen’ using social networks — a topic we’ll cover in a future article, the Strategy part.
It seems straightforward if your goal involves tangible outcomes like ‘creating ‘an art book’ or ‘hosting’ an exhibition. However, in many other cases, you must accept that you’re yourself as a person, essentially becoming a brand.
For many artists, this can feel awkward or unappealing, but it’s essential if you want to use social networks to increase your presence and achieve your goals.
This may seem disconnected from how social networks function, but it’s a crucial mindset to adopt before posting differently or more strategically.
Even if this seems fundamental or theoretical, I hope it helps you somehow. I’d love to hear your thoughts and whether you’d like to see more in this series.
In the following article, we’ll dive into the concept of social bubbles and social audiences to better understand future strategic directions.
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