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Two years after the global pandemic, the title "influencer" seems to be awarded to any person with a large digital presence, regardless of an influential platform. This phenomenon began with the itching need for social interaction during the Coronavirus lockdown. At first, bored people were merely watching other people that seemed less bored than themselves. Their boredom did not subside, however, so they began creating their own content. The audience became the actors. Shy singers became performers. And, artists became marketers.
Why Is Video Important for Social Media?
The baby boom of digital marketing can best be compared to the baby boom post World War II. Making babies was not a new practice before WW2, just like artists have been using video marketing prior to the pandemic. The surge in babies after the war would then be the plethora of promotional videos that were created in response to a widespread job loss, as well as the boredom. Full-time, part-time, and underground artists took to platforms like TikTok and Instagram, to make money and gain exposure. This is not to suggest that on top of being an artist you also have to be an influencer, but a way of reiterating that making videos is the modern technique used to show an audience a product without demanding too much of their attention.
Why Video Marketing is Important for Artists?
People—your potential customers— are online, so you should be, too. Video marketing allows artists to introduce and promote their artworks in a personalized environment before unveiling themselves to the public. You're more likely to reach more than your target audience if you are on the internet.
Cognitive psychologist, Jerome Bruner, suggests that people are 22 times more likely to remember a fact when it has been wrapped in a story. Video is the best medium for telling a story in a short time, not only because Internet users are thought to have shorter attention spans because of technology, but because “most people need visual aids to learn,” according to Waves. Waves also reports that “viewers retain 95 percent of a video’s message in comparison to 10 percent when reading the text. And the stronger the impact the video has on the viewer’s emotions, the higher the level of entertainment.”
The Platforms for Your Video Marketing
Among the younger generations, TikTok is one of the most popular platforms for quick, snappy entertainment. Dances and songs aren’t trends until they are on TikTok, even if these dances and songs have been around for decades. Earlier this year, this hosting service updated its video duration. Now, a TikTok post can be as long as ten minutes. Although TikTok is popular right now, it is not the only platform that can be utilized for marketing. Youtube is the biggest video platform. According to FortuneLords’ statistics, 300 hours of video are uploaded to YouTube every minute. As an artist you could benefit from the relatively new feature Youtube Shorts or create a channel, posting longer videos where your audience can get to know you better. Although this may seem nerve-wracking in an era where social media users debate whether or not they should separate art from the artist, establishing a connection with your fanbase and potential buyers can be profitable. Especially on the platforms (Youtube, Tiktok, Instagram, etc.) that pay you for your content. Instagram, when utilized correctly, is a great tool for digital marketing. Although there is nothing incorrect about posting videos of your artwork onto your main Instagram account, you could benefit from having a separate art page that could then be promoted in your main’s bio. Remember to watermark your photos and videos to avoid theft. Just like YouTube Shorts, Instagram Reels and Facebook Live are alternatives to full length posts on/for an account.
Posting on the right platform matters because your goal is to gain traction as an artist. Platforms, such as the ones listed above, give your audience the ability to keep interacting with your art through algorithms. You do not have to rely on algorithms alone, however, if you utilize hashtags. Hashtags widen your audience, creating potential customers and admirers out of unsuspecting social media users.
Tips of Making A Video
- Maintain an appropriate video length to keep your audience attentive, adjusting the length to best fit the platform in which you will post your content.
- Establish a purpose and stay on that topic. You can (and should!) always make more videos, so there is no need to fit too much information into one.
- Have confidence. Remember, while recording, it’s just you and a camera.
- Detail the video with subtitles, music, a voiceover, etc. These elements create an all inclusive experience, and recognize the different ways those in your audience can connect with your video.
Case Study
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The video above was provided by the painter Usha Shukla. Slowly, the camera pans over her paintings while music plays in the background. She chose to play the music the entire duration of the video, which worked for her because she has a projecting voice. She articulately explains her background, her cultural upbringing, as well as her feelings, all for one purpose: to introduce herself as an artist.
Tools of Making A Video
Once you find a strategy that works for you, creating videos about you and your art should become less discouraging and more familiar. Some tools you will need are, of course, a camera, some of your pieces, and a clear, itemized list that you can follow to make your video as concise as possible. Not every video is going to have the same purpose; in one, you may share a snippet of your creation process, while doing a voice over describing your steps. Another could focus solely on selling your artworks, discussing pricing, pickup and delivery options, etc. If you're not an itemized-list-type-of-artist here are some video editing apps that can help you maintain focus after the recording process.
Making video content for your artwork should be personalized and purposeful. Not every video you create will be like Shukla's, and some will be. Either will be fine, as long as you are authentic and keep an open mind to the technology driven world you are living in as an artist. Here at RevArt, we offer a few services that can help you in your video marketing endeavors. These include an art consultation service, as well as an artist program. And, if applicable, don’t hesitate to update your art story on the RevArt website!