Algorithm-Proof Your Art Marketing
The platform we love to hate (or hate to love) is at it again.
So tell me, friend…
on a scale from 1 to any Kim Kardashian crying gif, how are you feeling about Instagram boss, Adam Mosseri’s, June 30th announcement where he says Instagram is now a (fun and entertaining) video platform?
I have a thing for documentaries. If it’s narrated, I’m down for it. My preferred subgenres are nature and space, but occasionally I’ll go off-script and watch This Old House, and my favorite, Deadliest Catch. The Discovery Channel hit that follows the fleet of crab boats as they embark on the dangerous work of catching crab in the dangerous Bering Sea.
The crab fishermen put their lives on the line to fill their giant pots full of Opilio and Alaskan King crabs. They battle hurricanes that make the sea a fierce bucking bronco they must navigate to meet their crab quota.
It’s pretty much like that when you build your art business on borrowed lands (Insta, Etsy, Facebook) subject to the whims of algorithms. Yes, Instagram has helped us build relationships and make money, but things are always subject to change.
Join me on my office couch and pull the cozy linen throw blanket over your lap because I’m going to show you how to stop wrangling your art business boat (is that a thing?) on the choppy seas of social media algorithms, and instead sail it on calmer seas.
Here are 3 ways to algorithm-proof your art business.
So next time Mosseri decides to rock your boat (it’s only a matter of time) you can shrug it off and just keep swimmin’.
#3: Get invited to the party
And by party, I mean your audience’s inbox. Unlike Instagram or Facebook, your email list is YOURS and is unaffected by silly billionaires (as far as I know). And unlike a follow or like on either of those platforms, the wonderful, smart, and lovely humans on your list have taken things up a notch by inviting you into their inboxes. Instagram is noisy, friend. Your audience’s inbox? Not as much.
#2 Lazy marketing
If you’re already posting on Instagram and maybe that’s your strong suit, think about re-purposing that exact same content every which way you can.
Each post can be a blog. And that blog can be shared to Pinterest. It can be shared on Twitter, Facebook, email, etc. Stack the odds in your favor by recycling your content and sharing it on your preferred platforms. Don’t be afraid of resurrecting and resharing old posts that performed well and got lots of engagement on the different platforms.
#2 Build your home
Establishing a solid website is another great way to algorithm-proof your artist business. Do this sooner rather than later because we’ve seen the effects of relying on OPP (Other People’s Platforms).
A functional website that elevates your art and communicates your message clearly should be the hub and all other platforms should lead to it. Your website is YOUR online home. And by having one that inspires, educates, or entertains is going to be key to keeping your art business boat steady regardless of what the algorithm is doing.
