Why you don't always need followers to be a success

Photo Prateek Katyal

Promoting yourself as an artist or designer online has become an essential means of self-promotion. The number of social media users worldwide in 2019 was 3.484 billion and this is up 9% year-on-year. Although many artists still opt for traditional marketing methods, social media is now the number one method for artists to shout about their work. The challenge with this is that with the surge of users over the last decade, it’s easy for work to get lost in the crowd (or should I say algorithm?).

It’s only natural to start questioning the formula for what will bring the most post likes or engagement – is it down to the quality of work? The frequency of posts? How well known an artist is? There are now a multitude of companies offering marketing help or claiming to increase follower counts. Many independent professionals provide constant content on how to build a following – ironically, this is a sure way to get more followers, like a self contained loop. Many illustration agents have started to promote how many followers artists on their books have, now offering social media promotion as an incentive to use their artists. There is no doubt that social media is effective, but are numbers always essential for success? Regardless of whether you have invested in increasing your following, the fact remains that followers matter to a lot of people. The question is, do they matter to the right people?

Under the influence

There have been many studies that correlate the increase in mental illness in our society with the increased use of social media platforms. After all, social platforms are designed to be addictive – and what better way to entice people than the lure of constant approval and attention. We all love an ego boost from time to time, but the continuous notifications of likes and comments increases our expectation for it and can create an addiction loop. Not only this, but the constant comparison that happens from seeing so much work online – especially if it’s getting ten times the amount of ‘likes’ can leave many feeling deflated, others suitably depressed. So, can we use social media in a healthy way and get growth without losing our sanity? .

“While everyone saw Instagram as a valid and necessary marketing tool, it mostly left them feeling negative and unhappy with their work.”
Jon Cockley, Handsome Frank illustration agent

The struggle is real – we can’t live with social media but we also can’t live without it. For many it is the main source of work and connections, but it can quickly turn into a negative. This isn’t solely due to comparison or lack of engagement, but the way it steers us to perform based on the work that gets the most attention. There are so many factors at play when it comes to a successful post – it could be the day, the time or who happened to be online at the time of posting. It could be luck of the draw which posts gain traction – leading to some posts receiving high acclaim and features, while perfectly good art that gains little attention is assumed to be bad. Many artists end up changing the direction of their work simply because of likes and comments, as artist Andrea Crespo experienced.

“Reward systems in social media were influencing my decisions while art making. I would think about what people would think based off of likes and comments,”
Andrea Crespo, Artist

Positive side effects

However, many artists do see the positive effect social media has had on their careers. Lisa Congdon is a self taught artist who has used social media effectively to grow her business and gain over 400k followers. She uses instagram to promote prints, books and online classes with great success and uses the platform to be a positive voice in the creative community. It is now much harder to build up a following in the same way, with social media platforms being more saturated than they were for previous generations. Still, Lisa is a good example of how being a positive voice in the creative industry is far more important than solely shouting about yourself all the time. Using your work to campaign about issues or encourage others is clearly needed and well received.

When using social media, think about how you are benefiting others too. What can you bring that increases connection, rather than excludes others? Often you will find that a small community is much more engaging and consistent, providing you with more meaningful connections who may provide you with just as many opportunities or support. Don’t get so lost in chasing big numbers that you miss out on what’s right in front of your nose. For myself, I have made many positive relationships online that have become good friends I meet in person. Use social media as a tool to steer you to the relationships and opportunities you want – use it, don’t let it use you.

Change your algorithm

It may seem hard to filter out negative content on social media, but be mindful of the posts you like and share. Ultimately, you are in charge of your algorithm – it may seem fine to like pictures of people with perfect looking lives you aspire to, but by doing so you are indicating that this is the content you are interested in seeing more of. This is great until all you’re seeing are other people living in luxury and you’re left feeling disheartened about your own circumstances. In the same way, it’s great to like posts by well known artists and companies you admire, but don’t forget the less known artists too – build up algorithms that favour brilliant artists that may be unheard of by many. This will increase both yours and their engagement because the chances of a response to comments and likes are much higher and it’s mutually beneficial. Where you see posts by well known accounts that feature artists’ work, be sure to also go and give the actual artist a like or a follow. It’s lazy just to like whatever comes up on your feed – find better ways to support other artists by sharing their content over big brands.

Look away

Staring at too many images for too long can give you an unhealthy perspective, not only of your own work but the industry as a whole. Seek out physical work, get lost in a painting, or experiment with something new. Do something painstakingly slow – increase your attention span where social media has depleted it. Connect with people in real time – meet for coffee, give someone a call. Social media can bring a false sense of connection to the world around you, without many tangible relationships to show for it – it’s important to sustain a sense of physicality with the world and people around you, instead of constantly sat scrolling. Don’t be fooled into thinking that the more you spend time online, the more you will grow your business. Be strategic about how you spend your time – yes, plan posts and have a social media strategy, but have a bigger offline plan too. Spend time developing your skills and your craft (you know, the slow stuff!). Look at where your clients are (many may not engage with the social platforms you – some may be better reached by a direct email or phonemail). If your motives are always to gain approval online, this does not make for a happy lifestyle – enjoy your processes, not just the outcomes.

Be real

People want to work with and buy from genuine people and businesses, not those who’ve bought a load of followers or who are just posting about whatever is popular in the moment. Connections based on trust and respect are long lasting, so think about how you can use social media with authenticity. What can you teach or give insight about through your work? Which of your experiences could others benefit from? How can you show your processes and techniques? Think of it as a journey you’re letting others in on – a positive voice in amongst the noise of the influencers and the marketers. Don’t be afraid to be yourself and have fun with it. The more you do this, the less you will care how many followers you have or likes each post receives and the more you will care about expression and connection.

What’s your experience of promoting your work online? Do you have a healthy relationship with social media?