10 Alternative Platforms to Market Your Work Beyond Instagram
By Ekaterina Popova
I muster up the courage once again. Pulling out my cellphone, I open up the Instagram app. Here we go! With a hope and a wish that my art, the thing I’ve spent years of my life developing, will reach someone who connects with it. I spend hours formatting the reel, writing the caption, and this is my big moment. I click post and wait. The anticlimactic result is three likes and one spam comment. We’ve all been there, right?
It's frustrating that an app that once supported creatives now asks us to jump through hoops, try to crack the code, and bend over backward just to have people who are already following us see our work. This can be extremely frustrating for those of us who rely on the internet to market and sell our art, services, and offers.
I joined Instagram in 2014, and though I wouldn’t say it was easier to grow my audience, it was simpler. There were moments even back then when I barely got any reach, but between 2016 and 2018, I grew most of my community through several viral posts. Most of the progress I’ve made was slow, steady, and organic.
These days, it’s easy to get discouraged and blame the big tech CEOs for “ruining” the app for us creators. But lately, instead of getting frustrated, I had a major reframe after reading Gary Vee’s new book Day Trading Attention. Gary has a way of helping me step out of freeze and victim mentality by reminding me of that immigrant grit that he showcases so openly. It’s the post-Soviet attitude of “breaking down a wall” if the door won’t open, crawling through a window, or building your own house altogether. All the respect and gratitude.
Day Trading Attention: How to Actually Build Brand and Sales in the New Social Media World
In his book, Gary helped me reframe that even though the platforms are saturated by millions of users, we still have access to free marketing tools that previous generations of creatives didn’t. Even though it may have been easier to grow before, we still have a tool that is free and accessible. I’ll take it. I didn’t start with social media. Facebook was merely used to chat with friends and post personal updates back in 2011 when I graduated from Art School. I still used it to share my art, which did help me grow in the long run.
I know that we all wish Instagram would “work again,” but because of the fast changes in tech due to AI, new platforms popping up, and revenue goals set by big tech, we just have to adapt and adjust. Instead of banging our heads and spending hours trying to make a post go viral or even have any engagement, I propose we do two things.
First, become lifelong learners and embrace being adaptable and resourceful. I have to gently remind myself that I am creative and bright enough to think outside the box when changes like these happen. I’m willing to evolve. It’s not an easy mindset shift, but it’s better than living in frustration and despair. So I’ve been watching creators who are crushing it, taking notes, and implementing new ways of interacting with the app.
Some of them are using new features like notes, broadcast channels, polls, carousels, and seeing what reels are getting the most views. Remembering that my impact on social media has nothing to do with my skill as an artist or business owner. It’s another world that I’m willingly choosing to play in despite the frustrations. I’ve met so many friends and clients online it’s a disservice to completely give up on it.
The other thing that has been lifesaving is leaning into underappreciated and new platforms to connect with new types of audiences. In Gary’s book, he explains how each platform works and how they are different from Instagram and one another. It’s not about posting reels on YouTube Shorts, and your language on LinkedIn will be super different from that on TikTok. But carving out a few hours each month to make an appearance has been healthy and introduced me to new creators as well. I don’t have a big audience on these platforms, so instead of chasing likes and follows, I’m chasing connection and conversation—this has made a big difference in my mental health. I also don’t log into each platform every day. Once a week or several times a month max. My humble audiences are not impressive on paper, but I’m having legit conversations in comments and messages, and that’s a gift in itself.
So join me in adapting, leaning into our creativity, and also exploring the few places online that aren’t Instagram to see if you find your people, opportunities, and connections in a new way.
10 Platforms to Explore Beyond Instagram
Here are ten platforms where artists can market their work for connection and engagement beyond Instagram:
Pinterest
Demographic: Predominantly female users, ages 18-49
Purpose: Pinterest is a visual discovery engine ideal for artists to showcase their work. By creating visually appealing pins, artists can drive traffic to their websites or online shops. Users often visit Pinterest for inspiration, making it a great platform for artists to connect with potential customers who are actively seeking creative ideas.TikTok
Demographic: Primarily Gen Z and Millennials, ages 16-34
Purpose: TikTok’s short-form video format allows artists to showcase their creative process, behind-the-scenes content, and finished artworks in a fun and engaging way. Its algorithm can help artists reach a large audience quickly, and the platform encourages creativity and authenticity.LinkedIn
Demographic: Professionals and businesses, ages 25-49
Purpose: LinkedIn is not just for job seekers; it’s also a platform for professionals to connect and network. Artists can use LinkedIn to establish their brand, share insights into their creative process, and connect with potential clients, galleries, or collaborators in a more professional setting.YouTube
Demographic: Broad, with strong engagement from ages 18-49
Purpose: YouTube offers artists the opportunity to create longer video content to showcase their work, share tutorials, or document their artistic journey. Building a YouTube channel can help artists engage with their audience on a deeper level and establish themselves as experts in their field.X (Twitter)
Demographic: Ages 18-49, with a focus on real-time updates and discussions
Purpose: Twitter is excellent for artists to engage in conversations about art trends, connect with other creatives, and share updates on their work. It’s also a platform where artists can participate in art challenges and gain visibility through hashtags and retweets.Behance
Demographic: Creative professionals and art enthusiasts
Purpose: Behance is a platform dedicated to showcasing creative work. Artists can create portfolios to display their projects and gain exposure to a community of creative professionals. It’s a great place to find inspiration and network with other artists.Reddit
Demographic: Diverse, with a focus on community-driven discussions
Purpose: Reddit has numerous subreddits dedicated to art and creativity. Artists can join these communities to share their work, receive feedback, and engage in discussions with like-minded individuals. It’s a platform that values authenticity and community engagement.Substack
Demographic: Writers, readers, and niche communities
Purpose: Substack allows artists to build a dedicated audience through newsletters and long-form content. It’s an excellent platform for sharing in-depth stories about your creative process, offering insights, and connecting with readers on a more personal level. Artists can use Substack to cultivate a community interested in their journey and work.Medium
Demographic: Readers and writers interested in diverse topics, ages 18-49
Purpose: Medium is a platform for sharing articles and stories across a wide range of topics. Artists can use Medium to write about their creative process, share insights, and reach a broader audience interested in art and creativity. It’s a place where storytelling and art can intersect, allowing artists to engage with a diverse readership.Threads
Demographic: Similar to Instagram, appealing to a wide range of users
Purpose: Threads, a text-based social media platform developed by Instagram, offers a space for more in-depth conversations and engagement. Artists can use Threads to share updates, engage in discussions, and connect with their audience on a more personal level, complementing their visual content on Instagram.
By exploring these platforms, artists can find new opportunities for connection and engagement beyond Instagram. Each platform offers unique features and demographics, allowing artists to tailor their content and approach to best suit their audience.