📷09: Learn What (and How) to Post on Facebook and Instagram
Articles,  Blog

📷09: Learn What (and How) to Post on Facebook and Instagram

Hey guys. Welcome to the Art Marketing podcast. Patrick with you here today. And I’m starting things off today with the
Hiscox Report. I’m going to be reading a few quotes from
it. They’re a London-based insurance business
that puts out this art report every year, kind of on the state of the online art market. And as far as I know, it’s the only one of
its kind, or certainly one of very few, doing this type of polling and giving us these types
of stats for online art sales and marketing, so obviously, naturally I love it. Now while this report is skewed to higher
dollar art a bit, rather than the lower end of things, prints, I think the intel that
they gather always makes for a fascinating read as to the direction of the online art
market. So for the data set, I think they primarily
survey all the auction houses and then a whole range of different art galleries that are
selling art on line. So all linked to the report in the show notes,
or if you want to read it yourself, which I highly encourage you do, you can fire up
the Google on the internet machine and type Hiscox, which is H-I-S-C-O-X Report, and it’ll
come right up and you can download it. So some of the interesting findings and quotes
that I pulled out of it is one, 65% of buyers bought more than one piece of art online in
the past 12 months. So that’s a good sign. 60% of art galleries said online art buyers
are getting more confident buying art at higher prices online. Also great news. Some other interesting things – Instagram
overtakes Facebook as a preferred social media channel for the art world. Social media is becoming an increasingly important
tool for galleries and dealers. 91% of the galleries surveyed said they actively
use social media to promote their gallery and art and artists. Another quote they had was 57% of art buyers
say that Instagram is now the most frequent social media platform used for art-related
purposes. They even go as far to publish a story of
a $24 million art sale, all based on an Instagram post. So anyway, it’s an interesting read. I highly recommend you guys check it out. Again we’ll link to it – artmarketingpodcast.com
if you want to get it that way. The report aside, read it or don’t, I don’t
need the report to tell me certainly that it’s all about attention, and the attention
is on both Facebook and Instagram. Put it another way, if you’re trying to sell
your art, then you need to think of yourself as a fisherman. Facebook and Instagram is where the fish are
right now. So you want to be there. You need to be there. You need to be in these platform story telling
and growing your platform. So one of the things that we argue, and we
really push our customers on, is having presence on both of them – on both Facebook and Instagram,
and everybody’s there. It’s pretty much the greatest opportunity
that currently exists to grow your following, to grow your email list, and yes, buyers and
collectors. So whether you’re just getting started or
picking up steam on either of these two platforms, Facebook and Instagram, we wanted to drop
a podcast episode around this question we get all the time from our customers and our
storefronts is, “How does one story tell on Facebook or Instagram?” And the variations, of course, abound. “I’m a painter. You know, Patrick, I’m a painter. I realize it’s really easy for photographers
to post all the time, but how can I do that? I only paint four pieces a year,” or whatever
the case may be, or “What kind of content works best on these platforms?” “What should my posting frequency be?” “Can I share and curate other material that
fits my niche?” And on and on on. So we get these questions all the time. So I wanted to go over a technique, a hack
if you like, that I think can answer all of these questions for you, so let’s do that. Now I think the best part of this hack, too,
is whether you plan on hitting Facebook or Instagram or hopefully both, with a little
bit of email marketing thrown in on the side, it’s important to know that it’s all just
story telling. That’s what it’s doing. It’s story telling. It’s getting people to know, like, and trust
you such that they want to do business with you. They want to buy your art. So to the extent that you get good out of
it on any one of these platforms, it works for all the other platforms just as well. They all feed each other just so beautifully. What do I mean? You can compose an email and use that for
your marketing purposes, and that email has a story. You then pull some pieces out of that email
and repurpose them and you shoehorn them into Facebook and Instagram. But it’s all the same story. You do all three of those things at the same
time – email, Instagram, Facebook, all a cohesive message, and you are cooking with gas. You’re cooking with gas, baby. So let’s get to that. And it all starts on Instagram. So you’ll need an Instagram account to get
started if you want to do this. So if you’ve not done that, stop the podcast
… You don’t have to do that really. But then go start an Instagram account. It’s critical. From there, it’s just understanding how Instagram
works, and many of you know this already, I know, but it’s just such a powerful way
to follow trends and learning. So for those of you that don’t know, Instagram
is all centered around the hashtag. Basically it can be thought of as a key word
of sorts with a number sign in front of it. The easiest way to think of a hashtag, if
you don’t have any idea what I’m talking about, is a television channel. So Instagram is a TV and a hashtag’s a channel. Let me tell you, this is a little bit better
than Direct TV. There’s about a million channels that you
can tune in to for your particular niche and interests, which is fascinating in and of
itself. Your job is to find the ones that correspond
to what type of art you do and see what’s working out there. So how do you go about doing that? For the example purposes, I want to use, let’s
just say a landscape photographer. Okay, so you’re going to fire up Instagram
on your mobile phone. You’re going to go the search icon at the
bottom of the screen. You’re going to type in landscape photographer,
all one word, and you’re going select tags as the filter. By the way, yes, I realize that we’re on a
podcast. This is kind of techy, so what I’m going to
do is I’ll embed a video showing you this technique step by step. We actually filmed doing it on a phone and
figured out how to get that into the computer, which was an interesting process. So if you go artmarketingpodcast.com, today’s
episode, you can see the video. So don’t feel like you have to pull your phone
out or take notes or whatever, assuming you do take notes. I’d be flattered if you did. You don’t have to take notes. So the video will be waiting for you there. Anyway, so you select tags as the filter,
right? And you’re now looking at a whole bunch of
different hashtags, and … Where did I go? Let’s back up. Okay, so you fire up Instagram on your mobile
phone. Sorry. You go to the search icon at the bottom of
the screen. You type in landscape photographer, and you
select tags as the filter. So your next step is you’re going to go ahead
and look at the number of posts on the hashtag. It’s a healthy number, let’s say in the thousands
to tens of thousands or even millions, then you want to check it. So immediately you click this hashtag and
it gives you two grids of results. You get the top posts and you get the most
recent posts. The top posts are going to be posts from people
that have high follower counts, that have the most engagement, likes, comments, all
of that. And then on top of that, you even get this
tiny little bar that gives you corresponding hashtags that you can browse and you can check
out. So this is just amazing in and of itself. The fact that you can perform this search
this quickly and get the social signals is just, it’s phenomenal. So start clicking through the top posts. Start investigating artists you love and that
catch your eye. See what their follower counts are. If somebody’s got 225,000 followers, they’re
probably doing something right. They’re probably really, really good at story
telling on Instagram. Follow them. Click through their posts. Check out their posts. See what kind of engagement their posts have,
by which I mean likes and comments. Are they commenting and responding to people? What kind of hashtags are they using on their
posts? So there’s just so many data signals you can
see of what’s working on Instagram. You can see what hashtags they’re using. So go and write a few of those. I mean, you literally, you just go down the
rabbit hole and you explore. You start following a bunch of folks, and
the next thing you know, you’re Instafeed has turned into a veritable cornucopia of
creativity, simply oozing with creative ideas of ways that you can story tell on Instagram. And you know, as I was penning my notes for
this podcast, it reminds me of my clothing company days. So back in the day, like during and after
college, a buddy and I started a clothing company. And during the course of that time, we had
a mentor that had been in the business for a while that showed us some of the tricks
of the trade, if you will. And so what we would do is … This is … I
still live … But we lived in southern California. And we would drive up to LA, and we would
just march into all the top selling clothing stores. You know, back in the day, it was Fred Segal
… I don’t know if that’s still the case … I’m out to lunch now. But would walk into Fred Segal. We’d go and hit a bunch of shops on Melrose,
and we walk into like 10 or 15 of the top stores in LA at the time. And we’d walk in and we’d walk right up the
salesman and say, “What’s selling? What brands are doing really well? Why are they doing really well? What are your thoughts? What are some really cool emerging styles? What’s working? What are the big trends?” And the treasure trove of information that
you would get from the guys that are on the ground, in the stores, working, saying what’s
selling is just such powerful intel. It’s amazing. And you know what? All the smart clothing buyers for all the
stores and all the chains and everything else that we were trying to sell to, they were
doing the exact same thing. Exact same thing. Come at from at it from another way, another
angle. Also retail, but I think it’s pressing news. I just finished reading this Walmart book,
and it’s by Sam Walton, and he’s telling the whole story of Walmart and how he grew it
and everything else, and it’s so funny. Because he would go on family vacations, and
his jam was to load the family up in the car and go to a national park. That was his thing, and camp. They loved doing it. And he talks about how on half of these family
vacations, every single solitary time he would have to go leave for hours each day and go
check out all the retail stores in all these various different areas, because he wanted
to shop the competition, see how they were doing things differently. See what he could learn from it. Later in the book, he talks about how he would
go on trips all over the world with his wife, and half of those trips were just dedicated
to going into stores and checking out what everyone else was doing, getting ideas. He’d bring back the best of those ideas, and
he would incorporate them into Walmart. And I think we all know how that worked out
for Walmart. So it’s really shopping your competition. There’s some of that rolled into this technique,
but also just the amount of creative inspiration that you’re going to get. So let me stitch a bow on it by firing off
just a few more pointers. Yes, this technique is 500 Internal Server Error

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