Ask an Artist: 'Do I need instagram to sell my art?'

Ask an Artist: What Role Does Social Media Play in Your Art Career?

When I quit my corporate job in 2019 to pursue art full-time, social media wasn’t really part of my life. Back then, I only used Facebook to share travel photos or pictures from my university days. Even those were set to private, just for family and friends. I wasn’t active on social media at all, but that quickly changed when I realised I needed to market my art classes.

At first, I started an Instagram page and a Facebook page to promote the in-person art classes I hosted in London. Then the pandemic hit, and everything moved online. Suddenly, I was at home all the time, painting and drawing more than ever. With this increased output, I began sharing more art online. I even created multiple accounts for different artistic styles, but it quickly became overwhelming.

Over time, I learned that juggling several accounts wasn’t sustainable for me. I became burned out, so I simplified everything, consolidating my social media presence into one Instagram account.

Now, at the end of 2024, I use Instagram to share updates about my art classes, behind-the-scenes moments, and glimpses of my daily life as an artist. I’ve learned not to stress about curating a perfect feed. My approach is much more relaxed now—sharing when I want to, rather than chasing likes or engagement.

Do I need instagram to sell my art?

That said, Do I need Instagram to sell my art? The truth is, Social media is not a major driver of my income. While I occasionally get commissions or enquiries through Instagram, most of my work comes from other sources: my website (thanks to strong SEO), word of mouth, networking events, and pitching to clients directly. For me, Instagram and social media play a supporting role. They help humanise my art practice, allowing people to see how I create my work and connect with me on a personal level.

One of this things I sell is Online courses

It’s also a great space for interaction. I love answering questions, chatting with followers, and connecting with people who enjoy my art. But I do think the heyday of Instagram is behind us. During the pandemic, many artists flourished on the platform, selling prints and gaining huge followings. These days, the algorithm feels more focused on pushing paid ads than organic content. Viral posts can still happen—and they’re exciting when they do—but I’ve learned not to rely on them.

Social media isn’t the only place I share my work. I also have a YouTube channel, which I adore. I enjoy the creative process of filming and editing videos, as it allows me to share longer stories and provide more context about my art. Unlike Instagram, where posts are fleeting, YouTube videos (and blog posts like this) can be discovered and appreciated years after they’re created.

If you’re looking for me online, you’ll find me on Instagram, YouTube, and this blog. I also have accounts on TikTok, Threads, and even Twitter (or X), though I don’t post much there. For me, the most meaningful way to connect with people is through email. I send out newsletters full of tips, updates, and insights into my creative practice. My email list has the highest engagement of all my platforms, and I genuinely enjoy the slower, more personal connection it offers. I’ve found that my email list is incredibly effective for connecting with people. For instance, around 80% of the people on my list open the emails I send, and about half of them click on the links I share. That’s a remarkably high engagement rate compared to platforms like Instagram. On Instagram, only about 10% of your followers might see a post, and even fewer will take action, such as visiting your website or exploring more about you. This is why I’ll be dedicating a significant portion of my book to building and growing an email list. It’s such a valuable tool for artists.

If you’re an artist, I do think social media is a valuable tool, but it’s not everything. It’s a way to share your work, connect with others, and show that your art is made by a real person. But I encourage you to explore other avenues too, especially if you want to make a living from your art. Build a website, focus on SEO, start an email list, or attend networking events. And whatever you do, make sure social media remains fun and not a source of pressure.

Instagram remains one of the most popular social media platforms, but its reach has changed over time. Currently, Instagram's algorithm limits organic reach, meaning that only about 10% of your followers typically see any given post. In fact, recent data shows that engagement rates on Instagram have decreased significantly, with the average engagement rate for posts now at around 1-3% for many users. This is in stark contrast to the engagement you might see in more targeted spaces, like email lists, where open and click-through rates tend to be much higher. So, while Instagram is a great tool for sharing content and connecting with a wide audience, it's important for artists to understand that social media's reach is no longer as powerful as it once was.

I’m currently writing a book about how to start selling your art, including tips on using social media effectively and building an email list. If you’re interested, subscribe to my newsletter for updates. and you will get a free art class in your inbox as a bonus too. I’d love to hear about your own experiences with social media and art—feel free to share your thoughts in the comments below!

Irene Ruby

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If you’d like to learn more about me and my journey, feel free to visit my About page. Through Makings and Musings, I work as a fine artist and illustrator, painting and drawing in my studio in Cambridge. I also teach art classes in person, online, and through my online community, where I help people rediscover their creative spark. Many of the people I teach haven’t done any art for years, but I believe everyone is creative, and anyone can learn to draw.

Alongside teaching, I write blogs and articles to help people get started on their own art careers. I’m also in the process of writing my first book, which I’m excited to share soon. Whether you’re a complete beginner or looking for inspiration to return to art, I’d love to support you on your creative journey!