We live in a time of technology and an overabundance of social networks, which makes promoting one’s business or artistic creations easier than ever. Social platforms can be used not only to gain exposure but also to get feedback, find inspiration, assemble teams for certain projects, integrate into similar communities and more. Depending on your product or goal, there are different strategies that may help to reach that goal. There are also some interesting psychological factors that affect people’s behavior on social media.
The number of social media users is a rising 2.55 billion people (Statista, 2016) and Dubai’s community is no exception. In Dubai there exists a multitude of Social Marketing agencies which help promote popular social platforms and increase a business’s revenue, it is also a cheaper and more effective alternative to advertising (webdesign, 2015).
When it comes to art, social media can be the gateway to the public. According to Darius Himes, assistant of the Fraenkel Gallery of fine art photography, “For the majority of artists, success will ultimately come down to their effectiveness in marketing” (Black and Black, 2012). Two of the top platforms for artists are thought to be Instagram, for its image based sharing, and Tumblr, an easily customizable and media friendly blog type website(bigtomisin, 2015). I can personally say that these are the two social networks which I use the most for artistic inspiration. However, the challenge comes in attracting the right audience to your page and developing communication with your followers. Social media can be treated as part of work as every follower is a potential business relationship or friend and can greatly benefit you as an artist (Mueller, 2015). Strategies of promoting art through Instagram include timing your posts as there are peak hours, managing the quality of posts, using the right hashtags and even posting WIP images (Experts, 2016).
There are also a few professional rules to keep in mind when using social media, these include identifying your goals and choosing the appropriate social platform, presenting your content professionally and targeting the correct audience (Zimmerman, 2014). And of course, overcoming the fear of not being discovered enough or not attracting enough followers, because really, what is there to lose? There are also professional networks such as LinkedIn which focuses on exposing your work to potential clients.
Interestingly enough, as a person’s success grows, people tend to change their attitudes towards that person. For instance, people are easily influenced by someone extremely popular on social media such as Ashton Kutcher and are prone to adapting his ideas and behavior. However, people may also develop a negative attitude towards someone who is perceived as a success if they feel like that person doesn’t act like famous people are supposed to act.
There are countless advantages to using social media as an artist and if operated correctly, can be a major key to growing one’s business. With a strategic plan and enough involvement, social platforms can attract many potential clients and followers who truly appreciate your creations.
Statista (2016) Available at: http://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/ (Accessed: 22 June 2016).