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I teach a watercolor workshop twice a year and I've noticed something I keep turning over. My students, most of them a decade or two younger, post every sketch, every failed wash, every reel of paint mixing. Their follower counts are triple mine. Meanwhile my studio sits on an Instagram account with about 1,100 followers, most of whom have been there since 2016 and probably don't even look at it anymore. The commissions still come, but they come through word of mouth, through the gallery, through someone who saw my work in a botanical garden exhibit two years ago. Not once through social media. I've tried the process videos. I've tried the timelapses. I find them slightly embarrassing to make, and the engagement was never more than a polite ripple. I'm not drawing a lesson from this. I say it because at forty-seven, I've stopped being able to tell whether I'm bad at social media or whether social media simply rewards a kind of performance I'm not interested in giving. My students deserve their audiences; they work for them. But I wonder how many of them will still be painting in twenty years, and whether the audience will still be there when the algorithm moves on to something else. I keep painting either way. The paper doesn't care about engagement.

The craziest part about selling at local art fairs isn't the selling, it's the people who come up to your booth and say they've seen your work online. Every single time I'm caught off guard. I've got maybe 400 followers and post whenever I remember to, yet twice this summer someone walked up and said "oh you're the one who does those fall barn paintings" like I'm a celebrity. Meanwhile the piece I actually poured weeks into and thought would finally be "the one" has sat in my living room unsold for six months. My 8 year old said it looks like a sad house. Not wrong honestly. Trying to just accept that the internet works in ways I'll never fully understand and keep painting what I like. The barns sell because people want a barn on their wall, not because they're my best work. Feels like it should bother me more than it does.

two months ago i got in my head about "the algorithm" and paid someone $500 for a 90-minute zoom where she told me to: film myself painting (i hate this) use trending audio (i'm 33) post 3x a day (i will simply die) do a "bts" of my sketchbook (it's just bad drawings, that's the whole point) i tried it for a week and felt like i was performing having a personality instead of having one. my engagement went down. i wanted to quit painting. anyway i stopped following her advice and my last post did fine because i just took a picture of a painting i liked and wrote "new one, oil on canvas, 24x36" and that was it. 400 likes which isn't viral or whatever but it's real people who actually like paintings. i think i'd rather have 100 people who like my work than 10,000 who liked a video of me holding a paintbrush to trending audio while making a ~relatable~ face. the math might not math on that but my brain feels better.

I teach two botanical illustration classes a year, capped at twelve students, and I have never once advertised them. Word of mouth has carried that for over a decade and I assumed it always would. Then this past term three students told me they found the class through an Instagram post I made about pigment lightfastness testing. I had completely forgotten writing it. It was a photo of my test swatches in harsh sun, nothing more. That unsettled me more than it pleased me, honestly. I have spent years treating my social media as a ledger, a record of finished work, and the one post that actually brought people in was a half-finished experiment I nearly did not share. There is a lesson in there somewhere about showing process over polish and I keep resisting it because it feels like capitulating to trends I do not fully respect. I am still not sure what to do with that information. The finished pieces get the likes, but the mess gets the students.

I took the "oil on linen, 30x40" caption out of my posts for a month. Not the hashtags, not the process videos, just that little line at the end. I've always put it there out of habit, like a signature. Collectors want to know what they're buying, I told myself. The change was not dramatic but it was real. People started commenting about the light in the room, the mood of the thing, what the woman in the painting was thinking. Before it was mostly "beautiful work" and other painters asking about my medium. I think the technical note was giving people permission to look at it like a spec sheet instead of letting them just feel it. Once the frame of reference was gone they had to meet the painting on its own terms. I put the information back when the piece sells, obviously. But the post itself, the first encounter, I leave it bare now. The gallery can do the talking about dimensions and materials. My job on social media is to make someone stop scrolling because something in the image got under their skin, and I was undercutting that with my own footnotes. Maybe that's just me. Or maybe we all over-explain ourselves online because we're afraid of being misunderstood, and the fear itself is what keeps people at arm's length.

Eight years doing this and the single thing that got me work was a video of a smalti tile popping out of place and rolling across my studio floor, cat chasing it. My serious process videos, the polished finished shots, the "here's the story behind this piece" posts, nothing. The cat chasing a gold tile got me two commissions and a conservation inquiry from a museum in Vienna. I've stopped trying to figure out the algorithm. It's not a craft, there's no skill to learn, it's just weather. Some days the light hits your post, most days it doesn't. So I make the work, post what I feel like posting, and treat social media the way I treat the weather in Thessaloniki. I don't argue with it, I just dress for it. The people who do well on here spend their whole day on here. I don't have that in me and neither does my back. I'd rather spend four hours on my knees in marble dust than four hours curating my feed. Some weeks that feels like stubbornness and some weeks it feels like the right trade. Mostly it's a wash. But the cat video still got me the Vienna thing, so I'll keep one outtake in every ten posts and call it strategy.

I've been thinking about how my prints sell. It's not through aggressive social media campaigns or paid ads. It's mostly word-of-mouth, people seeing them in small galleries or cafes here in Porto, and then finding me online later. I sell maybe five pieces a month this way. The key is that the work itself has to resonate, to carry its own quiet story. I don't chase trends. I just make what feels true to the ocean, to the light. It’s a slow burn, not a sprint, and honestly, I’m fine with that. It feels more honest, somehow.

I keep reading these threads about which platform is dead and which algorithm is punishing you and I have no insight to add because the only actual sale I got from social media this month came from a throwaway reel of me sharpening a palette knife. Just a plain knife and the ring of it against the sharpening stone. No music, no talking, 11 seconds, shot on my phone propped against a mug. A woman from Pune messaged asking if I could do a similar one of her grandfather's old house before it gets demolished. Paid a deposit before I even sent her a sketch. Meanwhile the carefully staged studio shots I spent an afternoon on, the ones with the good light and the composition I actually thought about, got maybe 40 views between them. I have stopped pretending I understand any of this. The algorithm wants what it wants. Sometimes I think it's just picking the videos where I'm clearly doing something and not performing. The minute I set up the ring light it knows and punishes me for it.

Found a collector's email from April sitting in my spam folder this week. They had asked about one of the cold wax pieces, the big grey one with the red seam through the middle. I never saw it, never answered, and then on Monday they wrote again, in that patient way people write when they assume you're busy and important. Two sentences. Wanted the painting, asked if I'd hold it until their move in September. It sold in three messages. No reel, no process video, no hashtag. I'm not saying social media is worthless. I do it, I have a person who helps me format the videos, and the contact sheet post the other week genuinely brought traffic. But I've been watching the numbers this year and the through-line is uncomfortable: almost every sale that mattered came from a private email, a studio visit, a gallery forwarding my name to someone. The public work keeps the name warm, but the money moves in the quiet places. Naja. I keep posting anyway. But I go through my spam folder now like it's a second studio, and I wish I'd started doing that ten years ago.

For ten years I kept a paper notebook of every piece I sold. Who bought it, how they found out about me. Back when that was mostly gallery openings and word of mouth. Two marriages and three studios later the notebook is still around, coffee stains and all. Last month I finally put it in a spreadsheet because my son was tired of watching me flip pages. And there it was, plain as day. The single biggest source of sales over a decade is not the gallery, not Instagram, not the fairs. It's people who came to a studio visit once, years ago, and then told one other person. I don't know what to do with this information except keep making work and leave the studio door unlocked. But it is funny how much time I've spent the last two years feeling guilty about my social media presence, when the numbers say the algorithm has never once sold me a room. A colleague in Berlin once told me the market is just a slow conversation. I think about that more than I should.

Hired a social media manager back in January. Young guy, sharp, knew all the algorithm talk. Two months, 400 dollars a month. He got my follower count up by about 900. Sold exactly one small piece out of it, and that buyer told me later he found me through an old gallery listing, not the account. Meanwhile I've sold four pieces this year to people I met at shows and studio visits. Not a single one looked at my Instagram first. The account is a business card at best. Somewhere to point people so they know you're not a scam. I'm not saying the internet is worthless. I'm saying paying someone to make it look active while the actual work sits in a studio is backwards. The work is the marketing. Everything else is just where you point people after they've already decided they want to look. Dropped him in March. Account's been quiet since. Nobody's noticed except the algorithm, and the algorithm was never buying anything anyway.

Two people this month have suggested I start a Substack newsletter. A former student who now does very well on social media told me I was "sitting on a goldmine of expertise" and letting it go to waste. The gallery that represents me sent an email suggesting it would help with "audience building." I have a small pile of beautiful, unused Moleskine notebooks and a perfectly good fountain pen. I also have a quiet studio, a waiting list for my classes, and more work than I can comfortably finish. I am not sure what problem Substack is meant to solve for me, and at 47 I find I am becoming less interested in solving problems I do not have. I understand the argument. I teach techniques that are hard to find elsewhere. I have opinions about pigments and paper that people might want to read. But the pitch always assumes the thing you are not doing is the thing you should be doing, and I am not convinced that is true. Writing a proper newsletter takes time and thought. I would rather put that into another painting or a better lecture for my students. Has anyone else here pushed back on this pressure and been glad they did? Or do I sound like someone who will regret this in a year.

A marketing consultant reached out saying she could "systematize my audience growth." I told her I don't have an audience, I have maybe 400 people who care about industrial salvage installations in Prague. She said that's exactly the problem. So for a month I let her try. She had me post on a schedule, use certain words, track when people engaged most. I did it. Numbers went up slightly. Total new people who actually came to a studio visit or wrote something that showed they understood what I'm doing: zero. The thing is my work takes six weeks to build and you walk through it in ten minutes. You can't optimize that. You can't gamify someone standing in a room full of old factory parts and feeling something. I told her I think the disconnect was that my work is slow and her job is to make things fast. She said I was being resistant. She wasn't wrong. But neither was I. I don't know what the proper social media strategy is for work that takes months and asks for patience. Maybe there isn't one. Maybe the answer is just keep making the rooms and the people who need to find them eventually will.

Alright, let's hear the worst gallery pitch you ever got. The one that made you laugh or almost made you walk. Mine: A new space in a nearby city, wanted 50% commission, and when I hesitated the owner said "but we'll really push you on social media." I told her my cats have more followers than that and at least they don't take half. What's yours? The fee that was insulting, the promise that was empty, the red flag you wish you'd spotted sooner.

A few months back I got tired of hearing myself say that social media doesn't matter, so I did the thing I said I'd never do. I paid one of those agencies. Fifteen hundred euros for a month of "organic growth strategy." They sent me a plan that was basically: post every day, use these hashtags, engage with bigger accounts, tell your story more. The only concrete change was that I started posting my work with the same three hashtags as everyone else, and my feed became a wall of pictures of paint that said nothing. I do have a story. It's just not a tidy one, and it doesn't fit in a caption alongside a grid flourish. I cancelled after three weeks. The one useful thing that came out of it was noticing I'd stopped enjoying preparing a canvas. That was never supposed to be content. That's the part I keep. So bof, lesson learned the expensive way, but at least the money bought me that clarity. What's actually working for you right now, or is everyone else also just shouting into the same three hashtags?