From Canvas to Clicks: Sell Art Online
The Digital Art Revolution
Have you ever been curious about how an artist is successful in creating an online presence? Read more to find out tips on selling your art online.
Social media and the digital world have changed the game of how artists promote their work. Most collectors admire artworks behind a screen in this day and age, so whether you are a seasoned artist or just beginning, figuring out how to successfully present online work is important. Creating engaging artwork is just the first step, however, let’s read more to learn how to turn those clicks into a sale!
Choosing the Right Online Platform
Choosing the right online platform is necessary as it takes time and money to create listings. Gladly, several art-focused marketplaces are beaming with collectors who are eager to discover new artists. Three that are popular are Etsy, Saatchi Art, and Artsy– however, Artsy requires being represented by a gallery. Another option is an established gallery that offers artists the opportunity to show their work through an online gallery.
If selling on a marketplace is not appealing to you, there is the option of creating a personal website. By creating your own website it gives you the creative freedom to showcase your artwork the way you want. It also allows flexibility with branding so you can create a brand identity that is unique to who you are as an artist. Having a personal website gives the collectors a sense of who you are and creates a more interpersonal relationship. However, this is only a step in the process. You must be aware of SEO to help rank your website on the search engines if you want to be seen organically.
Photography Tips: Capturing Your Art
The way you photograph your work is so important. It will most likely be the only way a collector will view it before making the purchase. The photograph is more than just pixels on a screen. The photo should still highlight the emotions and story one sees when viewing it in person. Creating and editing the perfect photograph of your artwork takes time, but in the end, it can make or break a sale.
Here are a few tips I find to be helpful if you are new at photographing artwork.
Ensure the textures and colors within your artwork are properly shown. This might mean needing to color-correct post-production in an application like Lightroom. [There are free alternatives however, I can not recommend one specifically]
It is not necessary to use a professional camera as many newer iPhones offer a fantastic portrait mode. However, if your work is heavily textured, it might be worth the investment. Hiring a professional photographer is also another option if you do not have the proper equipment.
The best way to showcase your artwork online is to have nonskewed images. By having your painting hanging flat on a wall or your sculpture leveled on a pedestal ensures the photo looks professional. Try not to include too many angled shots unless you want to have close-ups of the artwork.
Pricing Strategies for Online Art Sales
Pricing artwork is tricky for any artist. There is always that lingering question of “Will this piece sell for that price?” Learning how to navigate the pricing of your artwork is always a give-and-take. New artists tend to price pieces by how many hours it took them to finish them. However, the truth is many collectors are not interested in that. Many seasoned artists will price their works by the square inch– which is often the best approach when it comes down to it. This allows for consistent pricing throughout different sizes. It can be confusing to buyers when a larger piece is cheaper than something smaller.
It is also important to note that you can be flexible with the pricing. If the piece is framed or if you used an expensive material, you can include those additional fees in the price.
For beginning artists it is necessary to thoroughly research comparable artists that work in the same style to understand the market value. Understanding what other artists are successfully selling their work for can help in the long run as it prevents you from under or over-pricing your art. The goal of researching is to set a competitive, but fair pricing, while still honoring the value of your work. You also do not want to price yourself out of your targeted audience. With that said, once you start selling a few pieces, do not be afraid to bump up your prices.
Crafting Compelling Art Descriptions
You know what they say–A picture is worth a thousand words. However, writing a thought-provoking description can help sell a piece to a potential collector. By including more than just the visual descriptors– medium, size, price, title– you can bring more richness to it with the story behind why you created it. There are three main points you should touch on when writing a description: the story behind it, the emotional aspect, and of course the physical description.
A piece's story and emotional aspect could be interconnected or maybe not depending on the work you create. Maybe your artwork was inspired by a poem, a personal experience, or even a moment in history. Whatever inspires you can become a piece within your work that can add layers of depth. It takes a beautiful visual and turns it into something more– something tangible and relatable to the viewer.
Personally, when I view art I like to interpret my own thoughts and feelings I see within a piece before I read the plaque. It is always interesting to compare my initial thoughts to what the artist felt when creating it or the emotions they want the viewer to feel.
The last thing to include in the description is the general physical description. It is important to be specific on the materials as it showcases your skillset as an artist. It can help collectors appreciate the time and complexity you put into your work.
Leveraging Social Media for Promotion
Using social media to promote yourself is essential in growing your brand. It has been shaped into a useful marketing tool as it is just no longer about sharing your latest family photos. The three platforms I would recommend for artists are Instagram, Pinterest, and TikTok (although TikTok will require some knowledge of creating videos). These platforms make it easy for you to showcase your art, build up your brand, and engage with a huge community of art enthusiasts.
It takes time, patience, and some work, but actively engaging with your online audience is important when selling artwork online. Build relationships by responding to comments, messages, and emails. It also helps to build connections by sharing personal behind-the-scenes of upcoming projects and your creative process.
Utilizing Analytics for Strategic Selling
For the last point, understanding the analytics helps to get a better understanding of what your audience is responding to. Tools such as Google Analytics, Facebook Insights, or Instagram Analytics provide useful data to show which artworks are captivating or where your website traffic is coming from. Having a good understanding of this data can help you tweak future postings to have more success and reach a larger audience.
Conclusion: The Continuous Journey of Online Art Sales
Remember that selling art online is a journey with no set destination
(although the goal is to build a brand and sell your art along the way). The digital world continues to grow, so as an artist, one must adapt to the trends and behaviors of your audience. Continue to try new methods as you grow. Celebrate the successes (big or small), learn from the challenges you will face, and embrace the changes of this adventure. Stay positive as every comment, click, or share could lead to a new collector in the future.
Overall, as discussed, selling art online is more than just a posted image. It is about creating meaning to why you do what you do. Do not view it as a simple transaction and try building up those relationships. You never know, your next sale could just be a click away from its new home.
