D7 – Use of Social Media and platforms to promote/sell your art – EiP

About the module

As we all know social media are becoming more and more relevant in the art world, as they represent the key to the artist’s visibility.  In order to be noticed the artist of course can still use traditional ways (e.g. galleries or exhibitions), but these must be accompanied by the use of 2.0 media and platforms to be effective. 

Nowadays, the audience looks for more than just artworks. The artist is requested to show their personality, their creative process and beliefs. The “product” is not only the piece of art in itself, but the whole package composed by the art and the artist. People are convinced to buy artworks because they feel engaged and drawn to it at an emotional level. For this reason the artist should aim at creating this bond with their audience. 

Social media (New media 2.0) are perfect means to create this bond, due to their connectivity and growing online community. By using them, artists are able to influence their audience and most importantly to interact with them individually or in groups. In the end what matters is not the number of followers, even if they are the result of your self-promotion activity; what matters is creating a strong community around you. 

New media helps you to increase your brand awareness if you focus your efforts on producing meaningful content that connects with your potential buyers emotionally. Creating meaningful content gives the users (your potential buyers) a reason to engage with you and visit your website.

This module focuses on learning how to use Social Media for an artist’s self-promotion. You will learn:

  • Which ones are the main Social Media platforms (Facebook, Instagram, LinkedIn) 
  • How to use them effectively according to their differences
  • How to create an editorial plan
  • How to keep track of your progress using the Analytics

Go to the lesson

To learn more

Books and papers

  • The Like Economy: The Impact of Interaction between Artists and Fans on Social Media in Art Market. by Xin Kang and Wenyin Chen. 2017. In Proceedings of the International Conference on Business and Information Management (ICBIM 2017). Association for Computing Machinery, New York, NY, USA, 45–49. https://doi.org/10.1145/3134271.3134281
  • Social media in the marketing context: A state of the art analysis and future directions by Plume, C. J., Dwivedi, Y. K., & Slade, E. L. (2016).
  • Creating ‘buzz’: opportunities and limitations of social media for arts institutions and their viral marketing by Hausmann, A. (2012). Int. J. Nonprofit Volunt. Sect. Mark., 17: 173-182. https://doi.org/10.1002/nvsm.1420


  • Art Juice: A podcast for artists, creatives and art lovers by Louise Fletcher and Alice Sheridan

Two artists share their thoughts on art, life and everything in between. Join for honest, generous, and humorous conversations that will feed your creative soul AND get you thinking. You’ll find a lot of episodes about Social Media and their important role in an artist’s work life. 


  • Some social media advice for Artists by Sam Does Arts

This video gives you some short but effective advice on how to grow as an artist using Social Media platform, from the point of view of a real artist and his successful experience. 

Youtube link : Some social media advice for Artists

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