Many artists struggle to navigate social media for promoting their work effectively. In the past, young graduates typically approached galleries directly with their portfolios, hoping to gain recognition and have their art displayed. This traditional route often provided a clear pathway for exposure through established marketing and advertising channels.
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However, with the rise of social media, artists now have the opportunity to showcase their work independently, reaching a global audience without the backing of galleries. While this democratization of art promotion is empowering, it also presents significant challenges. Artists must now take on the roles of marketer and advertiser, requiring them to learn various skills that were previously handled by galleries.
This includes mastering the art of photography to take professional-looking photos that highlight their work and create engaging content, such as videos that showcase their creative process or storytelling around their pieces. They also need to understand social media algorithms and how to effectively engage with their audience to build a following. This shift can be overwhelming, as artists often feel the pressure to not only produce great art but also to become proficient in digital marketing strategies, which can detract from their creative process.