3 Essential Content Pillars for Artists on Instagram
Hi Makers! If you're struggling to grow on Instagram, feeling lost about what to post, or wondering why your content isn’t translating into sales, you’re not alone. Content creation is normally pretty far down the list when it comes to making your work, doing markets and not forgetting to soak up all the fun things happening in The Triangle.
If we haven't met yet at a market - Hi! I'm Lauren Hooper! You may have seen me @laurenlikesblog on IG. I'm a polymer clay earring artist, I own The Studio (a handmade shop in downtown Apex), and Im a handmade business coach over at The Creative Business Lab (https://stan.store/laurenhooper/p/come-join-my-community-y5pz47xu) . I've been doing markets, running social media accounts for dozens of small businesses, and selling my own earrings on Etsy for 10+ years. Today, I’m diving into the data from all of that to share what works when it comes to social media + artists with you.
I often hear artists say ‘I don't know what to post’ but also ‘I don't want to be hemmed in by only being able to post in certain categories’ for fear it will limit their creativity. But the truth is, creativity thrives within constraints! A simple content strategy will take away the guess work of what to post each day, help your audience connect with you, understand what you offer, and ultimately sell more of your work.
Today, we’re diving into the three essential content pillars that I've analyzed the data for and proven that every artist should be using to grow their business on Instagram.
1. Share Your Process
This is the single most important thing to share as an artist. Sharing your process connects people with YOU as the artist, it connects them with your artwork. It makes them a part of the story, a part of the experience. It educates them in a way that they are not experiencing anywhere else (think shopping on Amazon). Think about what customers ask when they walk up to your booth at an event about how something is made - you wouldn’t hold back there so don't here either - use those questions to create content from!
If you’re worried about people stealing your process - dont! You’re not giving away all of your secrets, you're just showing us that your product is made by a real person. You can do this in so many ways!
Here’s how to do it:
Capture B-roll (short 2-3 second clips of you working) throughout your day. Think about small parts of your process (carving a stamp, hooking a stitch on, picking up a paint brush, making a few brushstrokes)
Look for satisfying moments, like peeling clay off a tile, dipping a pot in glaze, or sketching an initial design.
Use time-lapse videos to capture long parts of your process. (I love this tripod: https://amzn.to/41Jva3u )
Play with pairing these clips together in different ways. You can show us the full process from start to finish, a bunch of little clips mixed together showing us the details, just a short satisfying video of a mesmerizing moment.
Pair these with trending audio, voiceovers explaining what's happening, and text on screen. Mix and match these to test what style does best for you!
Some examples reels:
Messy to Magic: https://www.instagram.com/reel/C8A_Cfmue9v/
Process Glimpse: https://www.instagram.com/reel/C7KMeDjOts3/
Time Lapse: https://www.instagram.com/reel/C6IGjZGO9Me/
Reel time vs Real time: https://www.instagram.com/reel/C3v-XGWO47d/
Reel Prompt To Show Your Process: Start with a chaotic work-in-progress shot and transition to the finished piece displayed well. These are fun to use with trending audios around the ‘the art vs the artist’ or ‘what people think creating is like’, etc.
2. Take Us Behind the Scenes
Your followers want to know what it’s like to be an artist! Immerse them into your creative world and give them a little escapism through your content! Sharing behind-the-scenes content gives a peek into your daily life and the magic that goes into making your art and makes your followers feel like they KNOW you. People buy from people they know…
How to do it:
Film b roll of your studio space: Show your studio setup, messy desks, or shelves filled with supplies.
Share your day to day tasks of running your business—packing orders, prepping for markets, or testing ideas (even if they fail!)
Introduce yourself! Talk about your inspiration, creative struggles, how you learned your craft, get a little personal and share your favorite snacks, your pup, shows you watch while you create, etc
Reel examples:
Studio scenes: https://www.instagram.com/reel/C4Vzi41uZzH/
A day in the studio: https://www.instagram.com/reel/C15rrioO3ZO/
Day in the life: https://www.instagram.com/reel/C9XJeWROtVm/
Fun facts: https://www.instagram.com/reel/C-IwyAbPlsN/
Reel prompt to take us behind the scenes: Your Ritual - Show us what you do to start or finish each creating session. Use B Roll clips + a voiceover to set the mood and let us feel like we're in the room with you.
3. Teach Something
Educational content establishes you as an expert but it doesn't mean giving away all your secrets—it’s about offering value that builds trust and keeps people coming back because they find helpful content in your account. Remember, this is a two way relationship! You share helpful information with them and they buy from you - win win. Plus educational content is one of the best ways to grow on instagram!
How to do it:
Answer questions you get asked frequently in person and in your shop.
Share tips on maintaining handmade products (ex, how to oil your wooden cutting board).
Teach people how to use your products, (ex, outfit styling to match their earrings, 3 ways to use a handmade bowl, etc)
Explain techniques and parts of your process in bite-sized reels. Put your teacher hat on! This is a great way to use voice overs or a video of you demonstrating.
Examples:
A Tip: https://www.instagram.com/reel/C75BIeUOY5h/
Style tip: https://www.instagram.com/reel/C33wbK3uvLI/
Styling tip: https://www.instagram.com/reel/C27SyRPuBMP/
Tools I love: https://www.instagram.com/reel/CzxAxy9uXhA/
Education of handmade vs store bought: https://www.instagram.com/reel/DAT4roKvDgb/
Reel prompt to educate on your product: Material Deep Dives – Explain why you use certain paints, clay, tools, or fabrics and how they affect the final product. Do these one at a time for each element of your process over time.
How To Do This Easily!
While you’ve been reading I'm sure you had a ton of ideas of things you could share - jot those down and start creating them today! Set yourself a reminder on your phone to take b-roll video of your process and workspace so you have video to use to make these reels.
If you start consistently posting within these three categories, you’ll start attracting the right audience who are there for your products and are moving towards buying. If you’re still unsure what to post, don’t worry—I’ve got you covered! I’ve created a free list of 15 Reels ideas for artists to help you start implementing these content pillars today.
Download the free guide here and start sharing your beautiful work today! https://laurenlikesart.myflodesk.com/makrsguide
And if you want to make more reels while you're at a market - I made this guide for you too! https://laurenlikesart.myflodesk.com/market
Thanks so much for hanging out with me today! For more daily small business tips follow me over @thecreativebusinesslab https://www.instagram.com/thecreativebusinesslab/
Links:
Join The Creative Business Lab Community: https://stan.store/laurenhooper/p/come-join-my-community-y5pz47xu
Podcast: How She Creates https://podcasts.apple.com/us/podcast/how-she-creates-podcast/id1163687795
