Art Marketing Podcast

Dein Instagram ist nicht kaputt. Deine Programmierung ist es.

Die meisten Künstler behandeln ihren Feed wie eine Galeriewand — Kunst, Kunst, Kunst, Kunst, Kunst. Das Problem? Niemand läuft um 23 Uhr auf dem Sofa durch eine Galerie. Niemand möchte eine Galerie besuchen, wenn er um 10:30 morgens mit dem Kinderwagen zum Park geht. Social Media ist keine Galerie. Es ist ein Fernsehsender. Und Fernsehsender brauchen Programm zwischen den Werbespots.

Deine Kunst-Posts? Das sind die Werbespots. Was ist die Show?

Hier hat Instagrams eigener Chef, Adam Mosseri, bestätigt: DM-Sharing wird 3-5x stärker gewichtet als Likes, um neue Zielgruppen zu erreichen. Das bedeutet, 10 Shares schlagen 100 Likes. Der lustigste Beitrag schlägt den schönsten Beitrag. Und deine letzten 9-12 Posts trainieren den Algorithmus — wenn alle 12 Kunst mit geringer Interaktion sind, kategorisiert Instagram dein Konto buchstäblich als überspringbar.

Die Lösung ist das, was ich die Engagement-Batterie nenne. Unterhaltsame Beiträge laden die Batterie auf — sie fördern Shares, Watch-Time, Kommentare. Kunst- und Verkaufsbeiträge verbrauchen diese Energie. Wenn du nur Kunst postest, ist die Batterie immer leer. Du schreist in das Nichts hinein.

Und ich lehre das nicht aus einem Lehrbuch. Art Storefronts hat 200-300K Follower auf Instagram und Facebook mit verrücktem Engagement — und unser Content ist Business-Software für Künstler. Das ist, als würde man kleinen Kindern Hustensaft geben wollen. Wenn wir das unterhaltsam hinbekommen, kannst du das definitiv auch bei deiner Kunstreise.

Die Beweisstoffe sind überall. Alison Lukes — eine 77-jährige Galeriekuratorin — erreichte 9 Millionen Aufrufe mit einem Video, das Gen Z-Slang verwendete. Das war der bisher viralste Post in der Geschichte der National Gallery. Devin Rodriguez startete bei null Verkäufen und hat 35 Millionen TikTok-Follower, indem er U-Bahnbilder zeichnete und Reaktionen filmte. Sein Zitat: "Ich malte vor fünf Jahren genauso gut wie jetzt. Es kam nur nie etwas daraus." BarkBox erzielt über 500 Mio. $ Umsatz, mit einem Instagram-Feed, der fast ausschließlich Hundememes zeigt — kein einziges Produktfoto.

Die Werkzeuge dafür sind peinlich leicht. IMGflip — Wähle eine Vorlage, tippe deine Worte, lade in 30 Sekunden herunter. Supermeme.ai — tippe, was du willst, AI macht den Rest. Know Your Meme für Recherchen zu aktuellen Trends. Keine Designfähigkeiten erforderlich. Das Einzige, was du brauchst, ist Kreativität. Und ihr seid Künstler — das habt ihr schon.

Du musst kein Meme-Account werden. Du musst nur aufhören, ausschließlich Kunst-Accounts zu sein. Schon 2-3 unterhaltsame Beiträge pro Woche, gemischt mit deiner Kunst, ändern das Spiel. 66 % der Verbraucher finden Unterhaltung die engagierendste Markeninhalte. 60 % sind eher bereit, bei Marken mit Memes zu kaufen.

Deine Herausforderung diese Woche: Mach ein Meme. Poste es. Beobachte, was passiert, wenn du die Batterie auflädst.

🎧 Ganze Folge: https://youtu.be/-NDBTXQBmgo

Hallo zusammen, ich bin Nysie, eine ehemalige Wissenschaftslehrerin, die jetzt als Künstlerin in Boone, North Carolina lebt. Meine Gemälde und Mixed-Media-Stücke sind inspiriert vom immer wechselnden Licht und den Farben der Blue Ridge Mountains und von meiner eigenen Reise im Umgang mit MS. Kunst wurde zu einem Weg, Resilienz und Balance zu finden, und jetzt ist es meine Art, diese stillen Momente des Staunens mit anderen zu teilen.

Ich habe Patrick zuerst durch seinen Art Marketing Podcast und YouTube-Inhalte gefunden, und so erfuhr ich von Art Storefronts und schließlich von Art Helper. Sein ehrlicher und direkter Rat hat die Geschäftsseite als Künstler viel weniger einschüchternd erscheinen lassen und sie viel machbarer.

Aufgrund meiner MS ist es oft schwer für mich, meine Gedanken auf Papier kohärent zu formulieren, und Artie war ehrlich gesagt ein Wendepunkt — ich konnte mehr posten und klang trotzdem wie ich selbst. Ich bin sehr dankbar für die Einladung und freue mich, hier in dieser Community zu sein. Ich freue mich auf Lernen und Wachstum gemeinsam.

Ist es in Ordnung, gebrauchte Leinwände aus einem Wohltätigkeitsladen zu verwenden? Ich habe über 40 Gemälde auf diesen...........

Gary Vaynerchuk just published a massive post called "Social Media is Dead. Interest Media is Here." — and whether you love him or roll your eyes, the core message is dead-on for artists right now. Here's what matters for you:

The algorithm doesn't care how many followers you have anymore.

Social media used to reward the people who got there first and built big followings. That era is over. Every major platform — Instagram, TikTok, YouTube, Facebook, LinkedIn — now shows people content based on what they're interested in, not who they follow.

What does that mean for you? Your next piece of content has the same shot at going viral as someone with 15 million followers. Gary proved it: he started a brand new TikTok account with zero followers, posted a video, and it got 9.4 million views. The same video on his 15-million-follower account? 300,000 views.

Read that again.

Here's what this means if you're an artist:

1⃣ Stop waiting until you have "enough" followers to post. The algorithm is looking at the content, not your follower count. Your third post could change everything.

2⃣ Make different kinds of content. Don't just post your finished paintings. Show the mess. The palette. The weird stuff you're into. The story behind the piece. The more varied content you create, the more different audiences the algorithm can match you with.

3⃣ You don't have to be on camera. If you hate video, Gary's pushing Substack hard right now — written content, newsletters, building a direct relationship with your audience. Sound familiar? That's basically what we've been saying about email lists for years.

4⃣ Brand is the only thing AI can't replace. This is the big one. AI is going to make it easy for anyone to find "art" generically. But when someone says "I want art from [YOUR NAME]" — that's brand. That's what you're building every time you show up and share your work and your story. The artists who build name recognition now are going to win when AI reshapes how people discover and buy everything.

5⃣ 2026 is for doing, not planning. Stop thinking about posting. Stop planning your content calendar for the 47th time. Just make something and put it out there. Today.

The game has never been more open for independent artists. The barriers are gone. The only question is whether you'll actually play.

https://x.com/garyvee/status/2038285276863463620

Hello, my name is Carolynne and I recently joined. I am still learning everything, including how to effectively market my artwork. I am making progress, albeit slowly. I hope everyone has a great day.

Hello,

I'm posting because this morning, I have got a request from Instagram DM: the client ask me if it's possible to buy some images with NFT's.

It's my first client with ASF, and as It's about 1 month since I signed my website with ASD, what should I do? Does It's worth to sell images this way,I would prefer to have a business with real money due to the fact I'm not into digital stuff.

Someone have suggestions and have had the same matter?

The written word and the spoken word are different.

The thoughts behind the words are the same, but the choice and even the pronunciation of select words often differ. And that’s because we don’t speak the way we read and write.

I can go on.

Anybody interested?

Hey Patrick, thanks for inviting me to the community.. Glad to be here.. Not sure what it is totally about yet, but we shall see what is being discussed here as topics of discussion.. just took a quick glance and am impressed so far. But I do have an interesting question for you, I think? As you may or may not know I have created a community entitled "Poetry and Art". So far I think there are about 9 members. So the intention was to combine the two mediums as an art piece, roughly speaking. But here is the question.. are the poems on this site now copyrighted and protected now in some way? I understand the concept of the water mark but how about a written poem that is "published" on this site? Thanks for any input and or response..

I am prepared to start doing some hand to hand combat in here.

So I saw this post today and it absolutely blew me away. The advice from @Michael Rocharde  is just so sage here. Phenomenal, phenomenal post on his part.

I got so inspired I made a carousel out of it. Everybody go follow him.

I can't wait to hear more from him along these lines because this is just really, really good advice. Great framing. Copy this. Steal this. Make this your playbook.

A 77-year-old woman stands behind a 16th-century Florentine urn in the National Gallery of Art, looks straight into the camera, and says: "Haters will say this urn is mid, but they don't know we've clocked its tea."

2.1 million views. Three days. No paid promotion. No trending audio. Just a white-haired curator dropping Gen Z slang with the confidence of someone who's been studying Renaissance sculpture for four decades.

Her name is Alison Luchs. She's the Deputy Head of Sculpture at the National Gallery of Art in Washington, D.C. She's been there for over 40 years. And she just became one of the most-watched people on art Instagram — because an intern taught her to say "bussin" and the social media team hit record.

The videos are hilarious. She opens with "Chat, peep this" and delivers lines like "All fax, no printer, people have been remixing art from day one." She's deadpan. She's committed. And she clearly has no idea what half these words mean — which is exactly what makes it work.

But strip away the comedy and there's something real here. The National Gallery was trying to promote their Open Call — a program offering 50 artists $3,000 each to create short-form videos reinterpreting artwork from their collection. They needed a way to reach younger audiences. So instead of a polished press release, they let a 77-year-old curator be herself... with a script written by people a third her age.

The result? The most engagement the museum has ever gotten on a single post. By a landslide.

Now here's what this means for you. Most artists I talk to tell me some version of the same thing: "I'm awkward on video." "I don't know what to say." "Nobody wants to watch me." Sound familiar? Right?

This woman has the exact same disadvantages you think you have. She's not a content creator. She didn't grow up on TikTok. She has zero "influencer energy." And she crushed it — because she was authentic and the format was unexpected.

You don't need to learn Gen Z slang. You don't need to be funny. You just need to stop performing and start being the person who knows their craft so well that people can't look away.

Alison Luchs didn't go viral because of the slang. She went viral because you could feel 40 years of expertise underneath the comedy. That's what made people stop scrolling.

What's YOUR version of this? What's the unexpected format that could make your work impossible to ignore?

https://people.com/art-curator-goes-viral-using-gen-z-slang-to-explain-art-11926985

Absolutely wonderful testimonial Aruna. Thank you so much for leaving that. Testimonials like that keep me fired up to make new episodes.

You've seen their art. But have you ever seen where they make it?

A few weeks ago we launched a community called "Where I Create" inside Art Helper — and something unexpected happened. Artists started posting photos of their creative spaces. Not the curated, perfectly-lit studio shots. The real ones. The kitchen table covered in watercolors. The garage with a space heater and a cat on the stool. The corner of a spare bedroom where the carpet has paint on it that's never coming out.

And here's what surprised me: I've known some of these people for years. I've reviewed their Instagram, talked strategy with them, helped them grow their businesses. But I'd never seen where they work. And when I did? It was like meeting them for the first time.

Then the comments started rolling in — and the stories came flooding out. How they converted the garage. Why they paint at 5am before the kids wake up. The reason there's a photo of their grandmother taped to the easel. Photographers started showing their gear bags, their shooting locations — and the conversations started ripping.

That's when it hit me: this is the content nobody's making. And it might be the most powerful marketing tool artists aren't using.

Here's the thing — this isn't some niche idea. On Reddit, communities dedicated to showing where people work and create are among the most popular on the entire platform. r/battlestations (gaming setups) has 5.2 million members. r/CozyPlaces has 4.9 million. r/MusicBattlestations has 334,000. These are massive. And art studios? 1,700 people across two dead subreddits. The appetite was proven everywhere else. Artists just never got their version.

In this episode I break down why "where I create" content works so well, the psychology behind it, and — most importantly — I give you the exact prompts, frameworks, and even email copy you can use to start doing this today. On your socials, in your email list, everywhere you show up.

Your finished paintings show your skill. Your workspace shows your humanity. And people buy from humans they feel connected to.

I listened regularly and consistently to the art marketing podcast for probably a year before I was confident enough in myself and knew I was gonna put in the work to become an art storefronts member. I still didn’t do very good job at doing the work until Covid but I have been consistent since then and now I get to be a full-time artist and I just keep trying to grow every day. Thank you Patrick!

100 million people watch Instagram Live every day — but almost no artists use it. That's a massive opportunity hiding in plain sight. In this episode, I break down why Live is the most underused marketing tool for artists right now, how to get started with just your phone, and the gear and tactics that let you level up when you're ready.

In this episode:

• Why going live is the ultimate "proof of real" in the AI age — the one thing you can't fake
• The stats: 10x engagement vs. regular posts, plus front-of-Stories placement
• The graduated fear ladder: Practice Mode → Close Friends → Public
• Phone setup, pinned comments, scheduling, and the 3-second hook
• How to go live from your desktop for free with Instagram Live Producer
• StreamYard and Restream for multistreaming and rebroadcasts