4 Ways Artists Can Win With Social in 2016

First, A Little Pep Talk

It’s even more clear today than it was 10 years ago, that social media is the biggest player around. Because its reach is so extremely widespread and deepening across all age groups, genders, and cultures, if you’re not using it to market your artwork you’re making a mistake. That is if your goal is to grow.

But before we talk about that, I want to tell you how super remarkable you are without it. I know I write to tell you how to improve your art biz practices, but it’s even more important that you’re working on the practical application of your talent. It’s paramount actually. And to be honest, social media comes somewhere down the line after that (completely up to you to say how far down the line that is).

It can feel like we’re not keeping up well enough because there’s always some new technology flying toward us at light speed. So, before you read through my list of social ‘To Do’s’ in 2016, know that by simply sticking with your passion and creating art that would never exist without you means you’re already an amazing creative success.

And that perseverance of yours combined with your talent is what makes you as remarkable as you are. The most successful creative people on the planet do their work despite difficulty or even delays in achieving success. In other words, you’re doing better than everyone who’s not doing what you’re doing even when you feel you aren’t doing enough.

No matter how many mistakes you make or how slow you progress, you are still way ahead of everyone who isn’t trying. — Tony Robbins

The State of Social Media Today

I took a minute to give a pep talk because these tips may be a bit tough to warm up to. And for those born in the 80’s or before, it’s like learning a second language (I’m speaking from experience). I’m not here to break you down by pointing out yet another thing you should be learning or doing in order to grow your art career. Geezzz…. isn’t there enough stuff always being added to our plate?

I’m here to tell you the good news. It’s doable. You can not only learn to use these social networks and implement these practices, but you can grab a whole new group of fans and patrons who are there waiting for you.

So, if you’re ready to tackle this social media marketing thing in 2016 to grow financially and gain recognition, then read further for 4 strategies that will help you lasso a big win.

Oh and if you’re thinking of clicking away, consider the few people living their lives online these days. Three and a half billion to be exact. That’s a fact. I looked it up. (Ok. It’s a tad over a few.) And like I said, your audience is out there getting shoved around. If you want to reach them sometime this century (which I’d like to mention has quite a long way to go) they’re gonna need you to throw them a lifeline and the new social media action list below is the dock you can stand on to do it.

And, hey, guess what? You’re already plenty qualified. You’re here online already. So let’s look at how to spread your content in new ways that few artists have discovered.

1. 360 degree video

Videos are picking up momentum online. In fact, they’re starting to outrank images in the same way images showed up long ago to outrank text. However, there’s a newish video in town that’ll put you farther ahead of the curve. It’s called 360 video. I bet you’ve seen them on t.v. sports commercials, but never thought of using it for your art. The whole advantage is to connect in a more authentic way than you’ve ever done previously with your audience.

· How To Use It: You’ll need to borrow or buy a 360 video camera. Wait. Before you throw this idea out, you must know the hassle will be well worth the return. Remember that the reason 360 video is so hot now is because it’s ultra engaging. It feels to the viewer as if they’re actually there with you. First, just Google a few and take a look. I recommend watching a couple of slower, serene, narrative 360 video shoots. Artists and creatives like you are starting to use 360 videos to boost engagement with their art. 360 video lets viewers have a virtual experience with your art, gallery, show, process, or whatever you choose. By having them with you, their experience becomes more real and in turn they connect better with you and your art brand.

· The Advantage: You don’t have to be a videographer with lots of knowledge of video production. It’s as simple as recording a regular video. And it’s just as simple to edit and upload. So, be one of the first to use it and win big. It works great on mobile, desktop, or laptop. Video yourself outside, on stage, in your studio, at a show, etc. The ideas are endless as are the opportunities.

· The Drawback: You’ll have to access a 360 camera. They can range in price from the mid $200’s on up. If you look around, you might just score one for much lower.

2. Live-Streaming Video

Last year, live-streaming video hit the Internet with little mainstream fanfare. Now that early adopters have turned into real users, sites like Periscope and Meerkat have been followed by others like Blab.im, and Appear.in. Many are joining in and live-streaming video is becoming surprisingly popular.

The reason live-stream is contagious is because unlike video that’s recorded previously and posted after the fact, live stream is as current as you can get. And current is all the craze in social right now.

Using live stream video lets you easily meet your fans face-to-face (virtually) by removing the distance barrier. Fans can interact with you in real time, yet be thousands of miles away. These interactions carry more truth, reality, transparency and authenticity. People are embracing these ideals as the new norm for social.

· How to Use It: Sign up on one of the free platforms such as Periscope. Set up your profile. Watch some sample streams. Start the process by choosing what you’ll broadcast. Come up with a simple idea. For example, you could stream a painting session, sculpting, welding, dancing, singing, etc. Decide on your space and a time. Write an introduction to let your audience know what you’ll be showing them. It might be intimidating, but remember, you’re the expert and people want to learn more about you and your amazing talent. So, try it! You might just end up being one of the first on Periscope to become an artist celebrity.

· The Advantage: There are a lot of people using live streaming video, but not many yet who are using it specifically for the arts. Because it’s still a fairly new social practice, by starting now, you can get ahead of the curve. You could create a channel that dominates Periscope. You can feasibly dominate your own niche. For example, maybe you conduct live streams for beginning artists teaching them the ins and outs, or behind-the-scenes looks at what it takes to be an organized artist, or even step-by-step tutorials on specific art methods, and so on.

· The Drawback: Live streaming requires your time and full attention. You don’t have the freedom to pause and return later the way you can with regular video. You also won’t be able to edit, of course. In addition, you have to prepare your environment ahead of time (dirty socks off the floor) and have a specific topic and basic outline in mind of what you want to cover. You’ll also want to have a general timeline (15 to 20 minutes is best). Finally, while additional purchases aren’t necessary, you may find yourself wanting a smart phone stand, a clip on microphone or a phone case with built in lighting. All of which can drive up the cost of your new marketing strategy.

3. Private Social Networking

Private social networking is a form of social that’s exclusive. Private platforms and features like groups and messaging utilize a variety of different interests and criteria to engage people. This kind of social is on the rise. And that goes along with the movement towards making a more personal and authentic connection to one another online. It works on the notion that we like to be exclusive. By nature, it’s more targeted and immersive. In short, it’s just more real. In order to use it, you simply need to find a private networking community or a private feature like groups. There are quite a few out there like Nextdoor, for example (a private social network for your neighborhood).

· How to Use It: Look around at some private social networks to find something you like. Join or start a group on one of your current networks. Create a topic of interest. Take your time and build your tribe. To do it right, you’ll need to be active. It takes some effort, but the payoff is worth it.

· The Advantage: By being more personal and conversational online, you peel back another layer to your business friendships with fans. People invest themselves when interactions are authentic. The more real you are, the more invested they will become (unless you’re working on that whole ‘mystery persona’ thing).

· The Drawback: Private social networking does require your time because you’re more deeply involved with people individually. Rather than posting a general announcement, picture or video on your feed for everyone to see, a post to your private group requires your feedback by answering and asking subsequent questions. You’ll have to be more committed, thoughtful and dedicated to the responses and the conversation.

So, maybe try baby steps? Choose one network to start with and before you know it, you’ll be the super star of super exclusive social.

4. Adaptive Marketing

Adaptive marketing is being more of what your target audience needs. Switch your efforts to a “them first” strategy. Find out what interests and desires they have and adapt your interactions to include those things. Ask questions that engage them in their interests. Meet them where they’re at literally. Learn who they are so you can directly market to their wants and needs. Ask a relevant question that centers around their knowledge base, but has to do with your genre, and so on.

· How To Use It: If you’re a portrait photographer living in a college town where your target market is usually focused on hometown college football, then get some great shots of athletes and ask to display them in a busy local pub. Include your social handles on the information posted with your works. Now you’re showcasing your talent while at the same time giving fans a way to connect with your work and find you online. Providing products that hit at the heart of your market’s interests as well as positioning them right where they’re most likely to see them is smart and adaptive. It just takes a little research and some effort and you’ve got them.

· The Advantage: Your job of marketing will become more enjoyable in a lot of ways. It’s like finding a clearance sale and scoring big by saving money. Only you’ll be scoring big by gaining zealous fans who’s enthusiasm for your work will grow as you tap into their interests. You’ll get to start having real life conversations initiated by them first (which is the only way to sell something in my opinion).

The Drawback: Adaptive marketing takes extra thought and planning. It can also feel like you’re trying to be something you’re not if you don’t do it right. There’s a line in the sand that you’ll want to draw to stay true to you, which is why people love you in the first place. But just as the same as in your real-life relationships that you hold dear to your heart, online relationships with fans and patrons flourish if you make the effort to show interest in their interests first.

All of these take an investment of your time and energy, but little by little you’ll grow using these marketing methods and tools along with free sites like artsrow.com to help to position you for a strategic takeover.