Why do artists fail on social media, and what's the correct approach?

Artists fail because they run what can be called an ‘art gatling gun’ — just post after post of their art with no human story: here’s my art, here’s my art on a wall, here’s my art for $14.99, here’s my process, art art art art art. Think about it in person: if you met an artist at a gallery opening and they just rapid-fire talked about their art non-stop without any normal conversation, you’d think they were crazy and leave. Social media should mimic a real conversation. Talk about who you are, where you’re from, what makes you tick, your interests outside art. Human beings make purchasing decisions based on ‘know, like, and trust’ — if people can’t learn anything about you as a person, they can’t build that connection. You are part of the brand as much as the art itself. The art is the ‘commercials,’ but you need ‘programming’ (your personality, stories, humanity) to earn the right to show those commercials. The algorithm rewards engagement, and people engage with human stories, not endless product shots.

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Asked by synthesized from teaching · Answered by Patrick · Art Business Webinar · 2026-06-15