How to Succeed on Social Networks — Part One: The Pillars
- A Copy from My Medium Series
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Hello! I’m Patrice, the CEO of IAMAG, previously known as IT’S ART. I developed the first version of our website almost 18 years ago. Over the years, I’ve witnessed the rise of social networks and learned how to create a sustainable presence there, among other things.

Since its early days, IAMAG’s social presence has grown steadily, reaching a global audience of over 650K followers despite ups and downs. For more than a decade, I’ve worked with artists and studios, observing how some struggle to maintain a presence on social networks.

Your Identity before anything else

Growing an audience on these platforms is becoming difficult. However, I want to assure you that those who think it’s over are misplaced. It is still crucial for artists to invest time and energy into these networks to succeed and expand their reach. Before starting, please remember that having your website is a mandatory complementary part of developing an efficient social presence and growth for many reasons that will be explained in detail later.

However, performing well on social networks is one of many challenges. There are also a few misconceptions and paradoxes. Users expect a free product to deliver the best results, and while they want to grow their network, they often desire to stay within a niche artist community.

These issues often arise because many people need to consider how to leverage the platform to achieve their goals before using social networks. The primary question I pose to anyone seeking my advice on this topic is, “What’s your goal? What do you want to achieve?” This question is often accompanied by another that can be pretty shocking: “What do you want to sell?”

Answering these questions requires time and careful thought. Many struggle with the second question, “What am I “selling?” because “it’s not apparent. Even without a physical or digital product, you’re your name as if it were a brand — to get a job, grow an audience, or achieve other goals.

Let’s discuss two critical questions:

What’s the goal

This question should trigger many answers and serve as a starting point for brainstorming. Your goal might change after some time, but beginning a strategy with a clear explanation is essential. If your goal is merely to gain more followers or likes, that’s not a substantial goal for an artist. You must dive deeper to understand your motivations and dreams, which will connect to the question: What do you sell?

Some possible goals include finding your dream job, publishing a book, getting noticed by a producer, working on a specific project or IP, or creating your brand. Reflect deeply to find your unique goal, often a long-held dream or part of your identity.

What Do You Want to Sell?

This is where your goal connects with what you want to sell. Once linked, these answers will define ‘how to make this happen’ using social networks — a topic we’ll cover in a future article, the Strategy part.

It seems straightforward if your goal involves tangible outcomes like ‘creating ‘an art book’ or ‘hosting’ an exhibition. However, in many other cases, you must accept that you’re yourself as a person, essentially becoming a brand.

For many artists, this can feel awkward or unappealing, but it’s essential if you want to use social networks to increase your presence and achieve your goals.

This may seem disconnected from how social networks function, but it’s a crucial mindset to adopt before posting differently or more strategically.

Even if this seems fundamental or theoretical, I hope it helps you somehow. I’d love to hear your thoughts and whether you’d like to see more in this series.

Next, I’ll dive into the concept of social bubbles and social audiences to better understand future strategic directions.

A Personal View on AI-Generated Images After a Tumultuous Year

The core of this year in the entertainment industry and its intertwined challenges with AI can be seen other than the legality of scraping or other legal issues; those topics have been explored and still will. I wanted to have a different angle and question AI's actual value.

I focus here on the artistic dimension, the heart of the website, services, and events I've been involved with for over ten years. After experimenting with various tools and solutions and browsing multiple services, I still believe that the benefits of using AI to generate images from scratch are still worth nothing.

I've observed a surge in websites and social media groups filled with AI-generated images, which often feels like a dive into a nonsensical world from an artistic standpoint. The trend of generating numerous images quickly and trying to market them cheaply only reinforces my belief that this reliance on AI for image creation is a trap. It benefits mainly the SaaS companies offering these services to hobbyists for a monthly subscription.

In a recent interview, the CEO of a trendy AI video generation company looking for funds says he prefers targeting the general public over professionals, which illustrates this shift. People who couldn't create an image from scratch now feel empowered yet gain little in return—no recognition, and if they attempt to sell their work, it's at rock-bottom prices, contributing to a market flooded with cheap AI images.

This isn't a new phenomenon. We see similar patterns in large malls where mass-produced, framed images from stock photo libraries are sold cheaply. It's the same with the deluge of photographs available for next to nothing.

The actual value of an image, illustration, or photograph lies in the idea, concept, composition, storytelling, and numerous other factors. Regardless of quality, an automated image or video cannot replicate the process involved in creation—the trials, errors, iterations, and decision-making that culminate in a finished artwork.

Those fixated on the result miss the essence of art, perceiving it merely as a consumable product. In contrast, carefully composed and conceived images reflect the creative process and the creator's personal choices, emotions, and experiences.

So, I would like to end with a positive note; in a landscape oversaturated with subpar or quickly produced images, it becomes ever more apparent that the actual value of artistry, born from meticulous craftsmanship and profound creativity, shines brighter than ever before.

Now is the moment for artists to dedicate effort to showcasing their abilities and the authenticity of their artistic journey to communicate positively.

As always, I remain committed to supporting this endeavor through my engagement on various websites, social media platforms, and events I oversee.

Worst and Most Damaging Advice You Could Give to Artists About Their Online Presence

Many artists feel pressured to establish an online presence quickly in today's fast-paced digital world. However, this rush often leads to bad decisions and misguided strategies. Below, we will explore some of the worst advice circulating among artists about their online presence and why it can be detrimental.

Some advice and examples may sound repetitive, but I've tried to explore them from different angles.

Misconceptions About Establishing Social Presence

Social Presence Needs Time

- Bad Advice: "You can build your online presence in a few weeks if you follow the right strategy."

- Reality: Establishing a meaningful social presence takes time. Even with a solid strategy, it typically requires at least three months to see significant results. Patience and consistent effort are crucial.

Bet on One Platform

- Bad Advice: "Pick one social media platform and put all your efforts there."

- Reality: It's risky to rely solely on one Platform before confirming it will work for you long-term. Diversify your presence to safeguard against platform changes or failures.

The Dangers of Following Bad Advice

Switching Platforms Too Soon

- Bad Advice: "Leave your current platform and join this new one immediately!"

- Reality: New platforms may not have a guaranteed future. Leaving established platforms can lead to losing the audience and progress you've already built. Such advice is particularly harmful to young or inexperienced artists who might not recover from the setback.

Confusing Young Artists

- Bad Advice: "Follow the latest trend without question."

- Reality: Young artists are already navigating the complexities of AI and other technologies. Misleading them with poor advice adds to their confusion and can hinder their growth and development.

Losing Established Presence

- Bad Advice: "Abandon some of your social media accounts."

- Reality: If you've spent time building a presence on a platform, abandoning it can erase your efforts and disconnect you from your audience. Maintaining consistency across platforms ensures that your work remains visible.

Understanding Social Networks and Audience Reach

Restricting to One Network

- Bad Advice: "Stick to one social network to build a dedicated following."

- Reality: Restricting yourself to one Platform limits your audience reach. Each social network attracts different demographics, and expanding your presence helps you reach a broader audience.

Targeting Only Artistic Communities

- Bad Advice: "Only post your work on artist-specific social networks."

- Reality: While these platforms are valuable, they often cater to the same audience. To grow, you need exposure to a larger, more diverse audience, including potential clients, collaborators, and recruiters.

Job Seeking Strategies

- Bad Advice: "Post your portfolio only on art-focused job boards."

- Reality: Recruiters and studios use a variety of platforms to find talent. By limiting your job search to niche networks, you miss opportunities that exist on broader, more general job platforms. ( some artists don't even post on linkedin where most of the recruiters are )

The Public Nature of Your Posts ( More a basic Reminder )

Remember, What You Say is Public

- Bad Advice: "Express all your thoughts and feelings openly on social media."

-Reality: Many people still don't realize that most social networks make their posts public. Posting strong opinions or negative comments can harm your reputation. Future recruiters and clients might see your posts and form a negative impression of your mindset. Being mindful of your public persona and how your posts reflect on you professionally is essential.

Avoiding Negativity

- Bad Advice: "It's okay to vent your frustrations frequently on social media."

- Reality: Constantly complaining or posting harmful content can create a negative perception. Recruiters and clients look for positive, solution-oriented individuals. Negative posts might lead them to question your attitude and professionalism.

Establishing an online presence as an artist requires thoughtful strategy and patience. Avoiding the pitfalls of bad advice can help you build a sustainable and impactful digital presence. Remember, diversification, consistency, and understanding your audience are key to long-term success in the digital realm.

Succeeding on social networks necessitates time and strategy. If you're serious about this, consider dedicating at least half a week to planning your content and another half day to creating it. If you're not prepared to invest this time, avoid the frustration of saying, "I post there, but it doesn't work." It's not about quantity but consistency. It's better to start by planning one or two posts per week and maintaining that rhythm than to post daily and then run out of content for weeks. Consistent, well-thought-out posts will help you build a loyal and engaged audience over time.

By avoiding the damaging advice outlined above and committing to a consistent, strategic approach, artists can navigate the online landscape more effectively and achieve their professional goals.

Does any one know where to find art of Total War: Pharaoh? Funny how as soon as an Ubisoft game is out, the art immediately floods the internet, but Creative Assembly doesn't do so. Here and there is a character design, but that's also it. Or am I missing something?

Patrice Leymarie are there no longer monthly subscriptions to view content?