There was a time when blogging for artists served as the digital age’s canvas. Now we have to think carefully about this medium; will it help or hinder our creative process?

In the ever-evolving landscape of online art marketing, we must periodically reassess our strategies. One topic that continues to spark debate is the role of blogging for visual artists. Once hailed as an essential tool for online presence, the blogging landscape has shifted dramatically. Today, we’re taking a hard look at whether maintaining a blog is still a worthwhile endeavor for most artists in 2024. 

The Hard Truth About Artist Blogs 

Let’s start by acknowledging an uncomfortable truth: for most visual artists, blogging is a chore. It’s a task often disconnected from the creative process that drives your artistic passion. While some artists find joy in writing about their work, many view it as a tedious obligation that takes time away from creating art. 

Moreover, the success stories of artist blogs are far fewer than the marketing gurus of yesteryear would have had us believe. Even at the height of the “art blog” era—roughly the late 2000s to mid-2010s—only a tiny percentage of artists achieved sustainable success or tangible results from their blogging efforts. For every wildly successful artist blog, hundreds, if not thousands, languished in obscurity, were updated sporadically, or were abandoned altogether. 

This situation leads us to a critical point: the time-versus-reward imbalance. Consistent, quality blogging requires a significant time investment. You must brainstorm topics, write engaging content, edit your posts, source or create accompanying images, and promote your blog across various channels. For most artists, the returns on this substantial time investment don’t justify the effort. However, don’t be confused because email marketing is a fundamental tool for most artists compared to blogging, which is optional.

The Shifting Landscape of Online Engagement 

Another crucial factor is the dramatic shift in audience preferences and online behavior. The rise of video content and social media platforms has fundamentally changed how people consume information and engage with content online. Platforms like Instagram, TikTok, and YouTube have become the go-to sources for visual inspiration, art tutorials, and behind-the-scenes glimpses into artists’ lives and processes. 

This shift has made it increasingly challenging for traditional blogs to capture and retain audience attention. In a world where scrolling through visually rich, bite-sized content has become the norm, convincing someone to sit down and read a long-form blog post is an uphill battle. 

Why Blogging May Not Be the Wisest Choice for Most Artists 

Given these realities, let’s explore why blogging might not be the best use of your time and energy as a visual artist in 2024: 

• Oversaturation: The internet is flooded with blogs across every conceivable niche, including art. Standing out in this crowded space is more challenging than ever. Unless you have a unique perspective or are an exceptional writer, your blog posts will likely be lost in the vast sea of online content. 

• Skill Mismatch: As a visual artist, your primary skills lie in creating visual content. While some artists are also gifted writers, many need help translating their visual creativity into engaging written content. Forcing yourself to blog regularly can lead to frustration and subpar content that doesn’t truly represent your artistic voice. 

• Rapidly Changing SEO: If you blog to improve your search engine visibility, be prepared for a constant uphill battle. Search engine algorithms continuously evolve; keeping up with SEO best practices is time-consuming and soul-sucking for many. You must be willing to invest significant time in learning and implementing current SEO strategies to ensure your blog posts reach and influence your intended audience. Either have a knack for it, hire someone, or ditch worrying about it.

• Divided Attention: Every hour spent brainstorming blog topics, writing posts, and promoting your blog is at the expense of creating art, engaging with your audience on more immediate platforms, or pursuing direct opportunities to showcase and sell your work. In a world where artists often juggle multiple responsibilities, adding blogging can lead to burnout and diluted focus. Balance is a virtue that requires courageous decisions.

When Blogging Might Still Make Sense 

While we’ve focused on why blogging isn’t the best choice for most artists, it’s essential to acknowledge that there are exceptions. Blogging can still be valuable for these and others:  

• Artists who genuinely enjoy writing and have a unique voice or perspective to share. 

• Those with a specific niche or expertise that lends itself well to long-form content, such as art historians or artists who frequently speak at conferences. 

• Artists who use blogs to supplement their already successful online presence. They can have in-depth discussions that complement their social media content or enhance their art marketing.

If you fall into one of these categories and find genuine joy and value in blogging, by all means, continue. The key is to be honest about whether blogging truly serves your goals and aligns with your strengths. 

Realistic Alternatives for Artist Marketing 

Let’s focus on more practical, manageable marketing strategies for solo artists: 

• Focused Social Media: Instead of trying to be everywhere, pick one platform that aligns with your art and audience and master it. For instance, Instagram might be your best bet if your work is highly visual. If you enjoy creating short, engaging videos, TikTok could be your platform of choice. 

• Email List: Start small. A monthly update for collectors and interested fans can be more valuable than sporadic blog posts. Share your latest works, upcoming shows, and behind-the-scenes insights directly with people who have actively chosen to hear from you. A highly targeted, well-curated list can be even one hundred or less and still pack sales and promotional punch.

• In-Person Connections: Remember to recognize the potential in the power of local art events, markets, or even casual conversations. Storytelling can be incredibly powerful for building your brand and enabling word-of-mouth marketing. Attend gallery openings, participate in regional art fairs, or host a small studio event to connect with potential buyers and fellow artists. 

• Collaborations: Partner with one or two other artists for joint shows or projects. It’s marketing that feels more like creating. These collaborations can help you reach new audiences and generate buzz around your work. 

Wildly Creative Ways to Get Noticed 

While traditional marketing methods like blogging may be a better fit for some artists, there are numerous creative, unconventional ways to get your art noticed. 

Here are some wild ideas to spark your imagination: 

• Guerrilla Art Installations: Create temporary, unexpected art installations in public spaces. Think Banksy-style surprise appearances, but legal and with your twist. 

• Art Vending Machines: Partner with local businesses to set up vending machines that dispense small, affordable versions of your art. 

• Augmented Reality Art Shows: Create an AR app that allows people to view your art in their own spaces through their phones. 

• Art Swaps: Organize an event where people bring an item to trade for a piece of your art. Incorporate the traded item into a new artwork on the spot. 

• 24-Hour Art Marathon: Live stream yourself creating art for 24 hours straight, taking suggestions from viewers. 

• Art Geocaching: Hide small artworks around your city and provide GPS coordinates or clues for people to find them. 

• Reverse Art Gallery: Project your art onto buildings at night. Host a “night gallery walk” through the city. 

• Art Time Capsule: Bury your art collection with instructions to unearth it in 50 years. Make it a big event and get the local press involved. 

• Rolling Billboard Art Car: Vinyl wrap your car (or a rented vehicle) with your artwork, turning it into a mobile exhibition. Drive it around town or park it in high-traffic areas to catch people’s attention. 

Remember, the key to these wild ideas is to ensure they align with your artistic style and message. The right one is loaded with conversation sparkers to engage your chosen contacts. The goal is to create memorable experiences that get people talking about your art, not just to be outrageous for the sake of it. Always consider legal and safety implications, and when in doubt, seek proper permissions. 

Be Realistic, True to Yourself, and Don’t Be Afraid to Get Creative 

Here’s the unvarnished truth: Marketing will constantly challenge most artists. It’s okay to acknowledge that. Instead of stressing for the ideal, “perfect” marketing strategy, 

• Start Small: Be informed. Use your self-awareness to choose the option that works best for you. Pick one manageable marketing activity. Perform it consistently before adding anything else. 

• Play to Your Strengths: If you’re not a writer, don’t blog. If you’re camera-shy, skip the videos, use a digital avatar, or use your creativity to make videos without being the host or star of them. Do you have a photogenic family member or friend who likes the limelight? Use them.

• Be authentic: Whatever marketing you do, ensure it feels true to you and your art. Forced marketing often backfires or flounders. 

• Focus on Your Art: At the end of the day, creating great art is your best marketing tool. Never let marketing overshadow your primary purpose—making art. 

• Get Creative: Be bold and try unconventional methods. Sometimes, the most memorable marketing is the most unusual. 

Beyond creating art, we can imagine and create the life and career we desire. Stephen Covey advises, “Begin with the end in mind.”  (From last week’s post on inspired living.)

The Bottom Line: Find What Works for You

Remember, no marketing strategy works for every artist, and that’s okay. The goal isn’t to do everything; it’s to find one or two things you can consistently do that help connect your art with people who appreciate it. Don’t lose sight of why you make art; match your marketing to your goals.

Whether through traditional methods like social media or email lists or more unconventional means like art cars or public installations, the key is to find what works for you and your art.

What’s your experience with marketing your art? Have you tried any unconventional methods to get noticed? Share your thoughts in the comments; your fellow artists could benefit from your experience.