6 Digital Marketing Tips I Wish I Knew Sooner

If you’re trying to market your art online, you’ve probably come across all kinds of advice: some of it helpful, some of it way off base. After selling my art full time for over a decade, I’ve figured out what actually works and what just seems to waste time.

You can watch the full video below, and this article shares digital marketing tips that can help you connect with buyers and make more sales without burning yourself out.

Watch the Video

Why Posting All About Yourself Doesn’t Work

One of the biggest mistakes I see artists make is posting content that’s only about themselves. I used to do it too. I’d post photos saying, “I just painted this,” or “Here’s what I’m bringing to my next art fair.” But your buyers are scrolling through their feeds looking for something that speaks to them, not something that’s just about you.

If you want to stand out, you need to shift your focus. Speak directly to your audience in your captions. Instead of saying, “New painting available now,” say something like: “If your mom loves nature and art, this landscape could be a really special gift. It’s something she can hang up and enjoy every day.” That feels warm, helpful, and buyer focused. It paints a picture of how the art fits into their life, and that’s what helps you make a connection.

Make It Easy to Buy Your Art

Even if someone loves your work, you can lose the sale if your checkout process is confusing or slow. People expect buying art online to feel just like buying anything else - they want to click, check out, and be done. That’s why having a clean, simple website or shop is so important.

Avoid setups that make people email you to ask about price or availability. That kind of extra step causes people to give up. Instead, list everything clearly: prices, sizes, shipping details, and return policies. Accept trusted payment methods like PayPal, Apple Pay, or Google Pay. Make it as smooth as possible. If you wouldn’t go through a complicated purchase process yourself, your customer probably won’t either.

How to Focus on What’s Actually Working

With so many social media platforms out there, it’s easy to feel like you have to be on all of them. But not every platform is worth your time. In the beginning, try a few to see what clicks. Then look at where your sales are really coming from, not just views or likes.

If you use Shopify, the analytics are incredibly helpful. You can see exactly where your traffic and sales are coming from. If not, you can always ask your customers how they found you. I’ve had TikToks get tons of views and bring in zero sales, while a single post on Facebook brought in multiple collectors. The goal is to double down on what’s working and stop spending time on what isn’t.

Why Staying on Top of Trends Helps

Digital marketing is constantly evolving. What worked a year ago might not work today. For example, Instagram used to be all about single static images, but now it pushes short vertical videos. So if you’re only posting single photos, fewer people are seeing your work.

Alongside vertical video, Instagram carousels are also working well for a lot of artists right now. They’re great for telling a story through still images: like showing your process, highlighting details, or adding short bits of text on top. Some ideas are to start with a strong first slide, keep the look consistent, and end with a call to action like “Link in bio to see more” or “Which one’s your favorite?”

The good news is you don’t have to learn everything at once. Just spend a little time each week watching videos or tutorials on what’s working now. And be willing to try things even if you’re not great at them yet. It took me a while to get the hang of making vertical videos, but now I reuse them across multiple platforms. You’re not behind, you’re learning. That’s all it takes.

What Really Drives Art Buyers Online

Research shows that most online shoppers buy based on emotion. They’re not just buying a product, they’re buying how it makes them feel. As an artist, that’s your strength. Your work already tells a story. You just have to show people how that story fits into their own lives.

Also, 60 percent of buyers will leave a website without buying if the checkout is confusing or they don’t trust the process. So the combination of emotion and simplicity is key. Make your content connect emotionally, and make your shop feel clear and reliable. That’s what turns browsers into buyers.

Why Posting More Often Matters

If you’re only posting once or twice a week, it’s probably not enough. I recommend posting at least once a day on the platforms that are working for you. That might sound overwhelming, but it gets easier when you start repurposing content and using scheduling tools to stay consistent.

People need to see your art multiple times before they decide to buy. Posting daily helps build trust and familiarity. You don’t need a huge audience to make a living from your art, you just need to keep showing up.

One way to do this without burning out is to use social media auto posting tools. These let you schedule your content ahead of time and post across multiple platforms at once. That way, you can reuse one piece of content (like a vertical video or carousel) and have it automatically go out to Instagram, Facebook, Pinterest, and more. There are lots of tools out there, but I personally use Metricool (linked below) because it’s simple and has a great free plan.

Metricool also has an autolist feature that lets you preload 30 to 60 days of content and have it automatically repost on a schedule. You can set it to keep repeating for months without having to manually post anything. When you use this feature, make sure to choose your best content - things that went viral, got lots of saves, or led to sales. That way, your strongest posts keep working for you long after you create them. Most social networks allow you to repost content, but make sure to check with their rules so that way you are in compliance.

Useful Tools for Digital Marketing

The links below are affiliate links, which means I may earn a small commission if you make a purchase (at no extra cost to you).

Final Thoughts

Digital marketing for artists isn’t about chasing every trend or being everywhere at once. It’s about focusing on your buyers, making it easy to purchase from you, and staying consistent with content that builds connection.

If you’re ready to start promoting your art online, take a look at the best social media platforms for selling art and see which ones are worth your time.

Back to blog