INSIGHTS



POSTING WITH PURPOSE ON INSTAGRAM


Why do you use Instagram? It can be a powerful business tool for illustrators—but only if you know what you want it to accomplish. Before you post your next piece of artwork, take a moment to think about the bigger picture: what’s your Instagram strategy? 

Written by Nate Padavick

Most illustrators use Instagram like a sketchbook: 

Make something → post it → move on.

 That's fine if your goal is simply to post. But if Instagram is part of your freelance business, ask yourself:

What is this Post supposed to do?

Your answer could be as simple as:

  • BE SEEN — Keep your work in front of people.
  • SHOW WHAT I DO — Make your specialty obvious.
  • GET FOLLOWED — Create something people want to see more of.
  • START A CONVERSATION — Give people a reason to respond.
  • BUILD TRUST — Show experience, clients, process, or expertise.
  • GET HIRED — Put the right kind of work in front of potential clients.
  • DRIVE TRAFFIC — Send people to your website, portfolio, shop, newsletter, etc.
  • OWN A NICHE — Become associated with a particular kind of illustration.
  • BUILD A REPUTATION — Over time, become known for something.

You don't have to pick just one! You could—and probably should—have multiple goals.

But you might want to think more strategically. Instead of asking “What should I post today?” ask “What do I want Instagram to do for my business?” Then work backwards.

Maybe your strategy is:

Show my expertise → attract art directors → demonstrate credibility → get them to my website → get hired.

or

Show my personality → build an audience → grow my newsletter → sell prints and products.

or

Own a niche → consistently publish within it → become recognizable → become the person clients think of when they need that kind of illustration.

There is no single right strategy. The smart move is simply knowing that you have a strategy.

And, it is also 100% OK if your strategy is: Make something → post it → move on. Because simply showing up, sharing your creativity, and being present are all important traits of a freelance illustrators! 
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