by Sheree L. Ross
Nov. 10, 2017
As a creative I find it difficult sometimes to always know how to communicate my authentic voice through social media, and I see other creators struggling with the same thing. There are so many different platforms to post on, not to mention the time I need to dedicate to my own work, and then there is the fact that I don’t want to come across as just trying to sell my wares. The whole social media game can be quite daunting, and yet in this day and age we all have to take the time to figure out how to convey what we create in a way that communicates it to our potential clients or customers. That is, if we want to do what we love to do all day and pay the bills. What we offer on these platforms needs to stay authentic to us as well as tell a story about us. It is no longer just about selling somebody something. It is no longer about just getting on the right or current social media platform, or sending out emails. Today’s artists are entrepreneurs and we need to start thinking about building long-term relationships with our audiences. But how? Who’s got time to create and think of ways to market and brand themselves, particularly since most artists don’t like boxes that are so easily recognized and commodified. But, if we want to create a sustainable career for ourselves, we need to start allowing ourselves to think this way.
One of the first ways to do this is to understand what the larger population is trained to ask – what promise are you making to us as an artist? Consumers (our audience and clients) are programmed to think this way after decades of being marketed to and the smartest way in, sometimes, is to use tools that are easily recognized. Since most of us create in more than one medium it’s okay to let each project speak for itself. Each project is created with its own promise or problem to present or solve. Asking these kinds of questions gives you a way to speak to a larger audience in a clear and focused manner. Use the answers to find communities of like minded people to tell your story. It will also help give you a clearer idea of ways to market your projects in all areas, with intentions of connecting people to your work.
Most creative people I know don’t like to think of themselves as a brand unless they have elevated themselves to the realms of a Beyoncé or Rihanna. But even these creatives craft what we consume of their art and selves. Most creatives are not at that level, many don’t want to be, and for those who do it is a strategic climb to get there. As an creative entrepreneur one must always be true to oneself. Thinking about how much money a project is going to make from the outset will more often than not dilute the impact that it will have. The next step is sometimes the hardest. It is about putting your authentic, vulnerable self out into the world as you create. If you are speaking your truth through your art then you are putting little bits of yourself into the world through your social media and marketing. Social media has made it cheap and easy for anyone around the globe to have access to your work. Being shy about your work, waiting for perfection, or procrastinating will not serve your bank account, or your ability to continue doing what you love with maximum freedom. It takes time to build an audience, so if you haven’t started, if you are not on any social media, or haven’t posted in a month or so, it is time to start, with regularity. If you are a creative just starting out you must build your audiences in real ways that connect you in person as well as build a following on social media. If you are a seasoned creative then it is about giving the audience you already have a place to enjoy your new creations, build a community, as well as provide a place for your followers to get in on the conversation and feel like a part of your larger community (as well as buy your creations).
No matter what, you have to start. Building a following is key. What about you is unique and authentic to you? It is important that creatives utilize these inexpensive platforms to impact the world and get their message out into the world. You don’t need to overwhelm yourself. Start with one platform and do it well. Find the social media platform that will work best for what you create and who you are as a person. Twitter works great for my business of supporting women filmmakers of color (@womenfilmofcolr), but for my personal business of being a filmmaker and writer – creating a Facebook page has worked better for me. Don’t be discouraged, have fun with it, be consistent, and let social media be another part of how you connect and communicate your artistry to the world.