Social Media Strategies for Artists in the Age of Algorithmic Discovery

Carolyn Edlund discusses how social media platforms have shifted from prioritizing content for existing followers to emphasizing discovery for new users, as noted by Mark Zuckerberg's statement that these platforms now focus more on information discovery and entertainment. This change means artists' posts are increasingly shown to unfamiliar audiences, requiring a strategic approach to capture attention. Artists should treat each post as a standalone introduction, using high-quality images of finished works along with behind-the-scenes content like process shots to generate curiosity. Captions should be simple and readable, with a consistent visual style to build recognition over time. Posting consistently, such as once or twice weekly, helps maintain visibility, while avoiding overt sales pitches in favor of storytelling, questions, or tool demonstrations can foster connections. The goal is to convert social media interactions into deeper relationships through websites, newsletters, and in-person opportunities, where trust and sales often develop. The article, published on Artsy Shark, encourages artists to leverage social media alongside other promotional efforts to cultivate a loyal following.