Artsy Shark Article Advises Artists to Target Buyers Over Social Media Likes

An article by Carolyn Edlund on Artsy Shark argues that artists often waste effort marketing to broad audiences on social media instead of targeting potential buyers. Social media algorithms, as explained by Mark Zuckerberg, now prioritize discovery, pushing content to new users who may admire work but not purchase it. This focus on visibility rather than demand leads artists to attract non-buyers who comment on affordability or space constraints, signaling misaligned audiences. Successful artists deliberately define their ideal collectors, whose financial circumstances and motivations differ from their own, and tailor their presentation, pricing, and messaging accordingly. Clarity in work, pricing, and message attracts confident buyers, while scattered appeals create hesitation. The piece advises shifting from asking "How can I reach more people?" to "Who do I actually want to reach?" to build a sustainable business based on real buyers rather than likes. It emphasizes that artists have the power to choose their audience and cultivate relationships with those who value and can afford their work, moving beyond mere exposure to strategic marketing.