How to Sell Your Art Online: Proven Tips to Attract and Engage Buyers

Launching a new art collection can feel like trying to catch lightning in a bottle. But there is a secret sauce... and that is to build anticipation! Here’s how you can harness the power of social media and email to create that irresistible buzz and make your launch a hit.

Start with a Teaser Campaign

Think of a movie trailer that leaves you hanging, desperately waiting for the release date. Your art deserves the same treatment. Create these "trailers" over and over again using video clips, and slides across all your social media account. *Bonus points if you can post on your socials every single day. *Here is a hint as to how: Content Batching* 😘

Example: Share sneak peeks of your new piece, a behind-the-scenes shot of you creating a specific detail, or a short video of you working on the collection. Utilize text on the screen and caption it with something intriguing.

Build a Countdown 

Create a sense of urgency and excitement with a countdown. This not only keeps your audience engaged but also keeps your launch top-of-mind. Put it EVERYWHERE!

• Website header
• Website Pop Up
• In your Emails PS area reminding them to not forget
• Put the date on your Social media Bios
• In your social media posts
• In your stories
• Anywhere you possibly can! 

Example: Use Instagram Stories to post daily countdowns, or pin a countdown timer to your profile on Twitter. “10 days until the art launch! Mark your calendars (or tap the countdown for a reminder)!” *Hint: Instagram stories lets your audience get a reminder when the countdown is up just by tapping on it!

Leverage Your Email List

Email marketing is your BEST FRIEND for building anticipation. Social media only WISHES it could be as powerful as your email. If someone has already signed up to hear from you, they are READY and willing to hear from you about your new work.

When you post to social, you are at the mercy of the algorithm, the time of day, if your followers are even on within the few hours after you posted, and a bajillion other metrics.

Email, you go right to their inbox and are only competing with the subject line for them to open and read.

Example: Send out a series of teaser emails. Start with a save-the-date email, followed by sneak peeks, and then a special behind-the-scenes story about your creative process. End each email with a reminder of the launch date.

Use Exclusive Previews (Go LIVE)

Make your followers feel special by giving them access to exclusive previews. This could be a first look at the collection or an invitation to a virtual preview event. A great way to do this is to go LIVE on your social account.  All the while letting your followers interact with you directly, ask question, get to know you more, get closer looks and genuine conversations with you and feel included. And then you can repurpose the LIVE recording for more content broken up in clips.

Its a win win!🎉

Example: Host a live stream on Instagram or Facebook where you showcase a few pieces and talk about the inspiration behind them. Encourage your followers to ask questions and engage with you in real-time.

Collaborate with Others

Other creatives can amplify your reach and lend credibility to your launch. I would bet you have other friends on socials whose audience aligns with your target market. Collaborate with them to create more hype! Go LIVE together. If they have a Podcast, ask to be a guest and to be able to promote your collection. Or if you can host a "social take over" of their account for 24 hours!

This doesn't even have to be other artists but anyone who has followers that would resonate with your art and message!

Don't forget to think about how you can support them back too!

Create Engaging Content

Your content should not only inform but also entertain and engage. I know the stress around being on camera is REAL but video content is what social media has settled on in this moment. And it makes sense. We are all humans and we will lock into things the more senses it activates.

So create short quick video clips that have interesting movement, a popular song, fun sound, or your voice with all the range of emotions. And use text on screen that tugs on their heart strings in some way. Good, bad, shocking, relatable, funny, or interesting.

Mix and match. You are a creative artist for crying out loud, create and have fun with your content. Be curious and explore all the ways in which you can make it.

This should feel liberating because YOU get to show how your art is presented to the world. 🤩

Utilize Trends

Jump on relevant hashtags and trends to increase your visibility. This can help new audiences discover your work and join in on the excitement. We wanna ride those waves baby! 🏄‍♀️ Free and fun publicity!

Participate in trending challenges or events that align with your launch to gain more exposure. And if you see people all using the same sound with similar text, think about how you can do the same but adjust the text slightly to connect with your creative side.

FYI: You don't have to talk ONLY about your artwork, you can talk arrrooooouuund it. 🙃

Engage with Your Audience

Interaction is key. Respond to comments, like posts that mention your work, and show appreciation for your followers’ support. Social Media is social above all else! Using a social media scheduler or Meta Business Suite, can allow you to reply to all your comments across many posts all from one spot.

Example: Run a Q&A session on Instagram Stories where your followers can ask questions about the new collection. Engage with every question to show that you value their interest and support.

Pro Tip: If no one is asking questions.. then you put a question you think they might have, what you want to answer, or want them to know and then make a post answering it. Prime that pump!⛽

It helps your people feel more comfortable to step up to the plate to interact with you when they see others doing it too.😘

Launch Day!

The big day has arrived. Congrats! You have been pouring out so much energy to build up the hype for your art! You are doing great, and you are so close to being done but now is the beginning of the final hurrah! The start of the grand finale!🎆

Now its time to let it all go. Deliver all the hype right up until the launch moment and continue to engage with your audience through out. The launch of your work could be 24 hours, or even as long as a week or more. 

Example: Start the day with an exciting post announcing the launch. Go live to reveal the collection and share your excitement. Send out a launch email with direct links to purchase and encourage your followers to share their thoughts and purchases on social media.

This is where you give it 👏 everything 👏 you 👏 got! The final push to the finish line.

Keep the Momentum through Cart Close

Don’t let the excitement fizzle out like a crappy firework after the launch! I know you are tiered. Keep posting the excitement. Share when works sell. Celebrate with shout outs those who have invested in you and your art with a new piece in their collection. If works are not selling, keep hyping up the amazing things about your art.

Send out massive thank you's to your email list and all your social accounts for their support and how grateful you are for their energy, support, and for all your new collectors.

Keep your audience engaged with follow-up content and updates. Post about the work when you package it. Let everyone congratulate the collector when you ship out their new piece. Send 

Example: Share testimonials from buyers, post about the story behind each sold piece, and continue to thank and engage with your audience. This is a celebration for everyone! 🎊🎆

Your Launch Checklist

Ready to put this plan into action? Download my free Art Launch Checklist to guide you through every step of your launch journey. It’s packed with tips, timelines, and ideas to ensure your launch is a success.

Building anticipation is all about creating a narrative that your audience wants to be a part of. With these steps, you'll not only create buzz but also build a loyal community that’s excited to support your work.

Now, go out there and make your next launch unforgettable!