How to use Instagram as an artist running a business? Click through to read.

It's such an exciting time to be running a business as an artist. One of the things that makes business and marketing such fun right now is how Instagram has grown to be such an important platform when it comes to social reach. If you're thinking of jumping in, or perhaps have a personal account, but are thinking about having a dedicated business account, this post is for you.

First of all, whether you'll open a separate account for your business depends on two things, the way you are using your personal Instagram account at the moment, and your branding decisions for your business. If you mainly use Instagram to post personal images of say, your children, pets or food, it would be better to have a separate account, which would be more about your work and about serving your clients. It will also be easier to curate a business account to fit better with your overall brand.

However, if your business is 100% personified to you, and you already share your artwork on Instagram and have built a following, then I would continue to build on that and just curate a little bit more tightly in the future. Right, now we've established how, let's talk about what you can do with your Instagram.

1. Interact with your audience

Instagram is a great way to have a conversation with your audience. They can get a glimpse into who you are as a person, and your motivations behind your work, which will make them feel more connected to the way you're trying to help them. You can also draw inspiration from your fan base, it can be exciting to see how diverse your audience can be, and what sort of thoughts your work produces.

2. Share work-in-progress

This is the easiest and most obvious way for an artist to create Instagram content that will be wildly exciting to your followers. The nature of a creative business is that you will always have works on the go, and sometimes it feels like nothing is ever getting finished, but sharing this in-between stage will whet your audiences appetite, and giving sneak peeks into future work will also motivate you to finish stuff, as you have so publicly committed to it.

3. Curate your brand

As a visual medium, Instagram is a great place to demonstrate your visual identity and really showcase your brand. Make it a habit to pay attention to how your feed looks as a whole. Is your gallery consistent or does something stand out in a distracting way (and if it does, it's ok to delete photos here and there, it's your feed after all!). If you look at the HLH Instagram feed, you can get a pretty good idea of our general aesthetic. A new follower stumbling onto our feed will know instantly whether our visual style and energy is something they love or hate.

4. Create #hashtag campaigns or collections

Hashtags are keywords that group topics together, and the usage for them is literally limitless. You can create mini collections or series of your work by creating hashtags that group work together, which will make it more exciting for your followers to anticipate new additions to their favourite collections. It will also help new followers discover older work when they click through to a hashtag collection from a new image that catches their eye. Don't worry if you didn't start doing this initially, you can always go back and create hashtag collections at any point in time.

You can also think up hashtag campaigns or contest, where your followers might win a free piece of work based on hashtagging their entries, from which you'll choose a winner. It's a great way to spread the word and reach new followers.

Once you feel more at home on Instagram you can also start using other popular hashtags in order to gain a wider reach for your work. Make sure you research the hashtags you use, so that they are relevant to your audience, otherwise they are just pointless noise.

5. Appreciate and comment on others work

Instagram is full of inspiring artists, who can be a source of inspiration, but also other service providers related to what you do, who could be potential contacts and future collaborators. So get social, follow others, comment on their images, start conversations. The best kind of networking, growth, and connections happen when you get honestly excited about something someone else is doing, and are gracious enough to tell them so!

I really hope these tips will get you started on Instagram! If you want to jump in deeper, you could check out this Modern Thrive workshop where Julie Seabrook teaches you more about Instagram for Artists. (And because you're my VIP, you can take $30 off with the code ‘MarianneVIP’.) Enjoy! x

Author: Marianne Taylor

Her Lovely Heart founder Marianne Taylor is a photographer, an educator, and a lover of colour & light. Her work has been published in blogs and magazines the world over and her personal photography has been part of an exhibition at Tate Britain. To work with Marianne, see the mentoring services she offers. Or, if you like the photography on HLH, you might want to check out her Product & Lifestyle photography services to see whether you could work together to help your brand grow. She is also slightly obsessed with her two cats, Astrid & Sofia, and loves Instagram.

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5 thoughts on “How to use Instagram as an artist in business?

  1. Hi Marianne! Thank you for this post. I found it very useful :) It is a new way to start using the social media apps as a business than it is in a personal use. I would love to read a similar post about Pinterest. It is in my opinion a bit more dificult when it is not about your own content. What kind of things would be benefitial for brand image or sharing as photographer in Pinterest?

    Posted on March 4, 2015 at 12:34 pm
    1. I’m glad! :)

      Here’s a Pinterest post that might help:


      Posted on May 13, 2016 at 7:20 pm
  2. Thank you! I have an Instagram account where I share both photos of friends, family, pets and myself, and my artistic work. However, my account doesn’t have a personal aesthetic as a whole.
    Therefore, I’ve been thinking for a while now of creating an account solely dedicated to my work as a designer and an artist.
    Thanks for the article, it was really helpful and came to me in the exact moment I needed it. :)

    Posted on May 13, 2016 at 7:14 pm
    1. That’s wonderful to know, Luisa! x

      Posted on May 13, 2016 at 7:20 pm
  3. Thanks Marianne. This post was straight to the point in helping me understand how I can be more consistent with ideas concerning my gram. This was really helpful.

    Posted on March 22, 2017 at 9:06 pm