It’s the first Friday of the month, and the galleries are buzzing with conversation, the clink of wine glasses, and the scent of cheese platters. Artists stand proudly beside their work, beaming as they explain the stories behind each brushstroke. But in the midst of this traditional scene, there’s a modern twist: as visitors inquire about prices and commissions, the artists are just as likely to hand out their Instagram handles as they are business cards. In this digital age, the path to success no longer ends with a gallery sale—it’s just as likely to start with a follow. The rise of social media has transformed the art world, allowing artists to bypass traditional gatekeepers like galleries and critics to show and sell their work directly to a broader audience. Platforms like Instagram and TikTok offer unprecedented opportunities for exposure and monetization, but they also present challenges. From understanding algorithms to developing business acumen, artists must balance creativity with entrepreneurship in the digital age. Finding the right strategy is essential for building a personal brand and finding success.
According to a report by the Union Bank of Switzerland, online art sales surged during the COVID-19 pandemic, with sales jumping from 13% in 2019 to 30% in 2020. Even as the world returned to in-person events, online sales stabilized at 23% in 2023, indicating that the digital art market is here to stay. This shift has empowered many artists who previously struggled to gain recognition through traditional routes. Artists and gallerists have harnessed the power of digital platforms, but for every reward like a wider audience, there are challenges, like learning to navigate complex algorithms.
For artist DaNice D. Marshall, social media was a lifeline. “Someone saw my work and suggested I put it on Facebook,” she recalls. “Then someone on Facebook said I should post on Instagram. So I did, and it kind of exploded.” In a few short years, Marshall has gone from selling her art online to being featured on TV shows like Hulu’s Queen Sugar. “The internet is a fabulous place because it democratizes your work,” she explains. “I have no [art school] degrees, and I only started painting in 2020.”
But simply uploading art isn’t enough—artists must build an online presence and adapt to the algorithms that determine visibility.
“The more you interact with people, the more you stand out,” said Marshall.
“I made a point of offering words of encouragement to other artists I admired, and soon, I was being asked to send work to TV shows.”
For gallery owner LaiSun Keane, social media became a pivotal part of her strategy when she launched her eponymous gallery in April 2020, right at the start of the pandemic. “I wasn’t fazed by the lockdown,” she says. “I knew you could sell art online.” Keane believes traditional galleries still have a role to play, but she’s seen how artists can now manage their own sales online. “There’s always this ongoing question: do we even need galleries anymore?”
Lisa Goren, a visual artist and marketing expert, emphasizes the importance of mantaining a polished online presence. “It’s frustrating to have a website that someone else built that you can’t update, [so] the first thing people see is content from a year ago,” she says.
“I wouldn’t say the most important thing is to have a website—it’s more important to have some web presence where people can find your work.”
Goren advises artists to be selective about which social media platforms they show on. “I spend a lot of time advising people to pick one platform that works for them, rather than trying to be everywhere,” she explains.
The entrepreneurial demands on artists are not trivial. “There are two different brain functions, in a way—your art versus your business,” Goren says. “And some people just aren’t good at it.” She herself chose not to rely on gallery representation. “The gallery takes 50% if they sell,” she explains. “So no, it’s not a good deal for me until I expose my work as so valuable that I have to turn them away.”
While Keane thinks the gallery experience has unique value, Goren is skeptical. “Running a gallery is really hard work, right? It isn’t necessarily financially sustainable, and many galleries go in and out of business.” For her, social media allows for direct control over her audience and sales.
“Posting every day can be nice, but the main point is authenticity,” she says.
“The goal should be to post when you actually have something worth sharing.”
She warns against letting online demands overwhelm artistic creation. “If maintaining an online presence takes you away from creating art, then it’s just not worth it.”
So, it is fair to say that artists who succeed in the digital realm often follow a few key strategies. First, they post high-quality images of their work, ensuring their online portfolio accurately represents their style. They also engage with followers, responding to comments and joining discussions about art. Monetization strategies vary, but many find success through direct sales, commissions, and collaborations.
Goren says that many artists overlook the importance of treating themselves as professionals—writing applications for grants, entering shows, and, crucially, showing up.
“Showing up is huge because that’s how people get to know you,” says Goren.
Consistency and reliability make a difference, as does having the discipline to balance art and business. She also mentions that some artists find a rhythm that works for them, such as dedicating certain days to painting and others to marketing and administration. She highlights that networking is also essential; the artist community is generous with information, and attending events often opens doors to new opportunities and resources. For Goren, engaging with others has led to residencies and connections that have enriched her career, underscoring the value of a strong support network.
For today’s artists, success lies in balancing the art of creation with the strategy of entrepreneurship. “You have to believe in your own path and put yourself out there,” says Marshall. “ It’s not always easy, but if you stay true to your art and keep engaging with people, the right opportunities will find you.”
