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Instagram, TikTok, and beyond — how to use social media to attract more buyers, build a following, and sell more at every market.
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Before you can scale your business, you need to understand the economics of what you do. Calculate your true cost per piece—materials, time, overhead, packaging. Many artists underestimate the cost of production because they undervalue their time. Your pricing should cover:
Most people discover markets through their phones. If someone sees your work on Instagram, they'll come looking for you specifically — and those are the best kind of customers. They arrive already interested, already trusting your aesthetic.
The most effective content for market artists falls into a few categories: process videos showing your work being made, behind-the-scenes content from market days, product shots with honest pricing, and personal stories that connect your work to your life.
You don't need professional equipment. A phone with decent light and a genuine caption will outperform a polished photo with nothing to say.
Post in the lead-up to market events. Let people know where you'll be, what you're bringing, and why they should come. Stories and reels perform better than static posts on most platforms — but consistency matters more than format.
Social media is a conversation. Reply to comments. Follow other artists. Tag the markets you attend — they'll often reshare your content to their own audiences, which is free promotion at no effort.
Make sure your bio clearly says where you'll be selling next. If you have an online shop, link it. If you don't, your DMs become your shop — be ready to respond quickly.
The biggest mistake artists make with social media is waiting until they feel ready. You'll never feel fully ready. Start posting, see what resonates, and adjust as you go.
