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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.

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.

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?