Defining Your Audience is an Iterative Process

You may read art marketing books or take courses that tell you to identify your audience and then get cracking with marketing your art. But the fact is that you need to be continually learning more about your audience and refining your definition of your audience in order to maximize your marketing efforts. It takes a while to find “your people” and to get to know them—and it can often turn out that they aren’t who you thought they’d be! There is also lots to learn about them that can help you serve them better.

Deep understanding of your audience can inform creative decisions within your art practice as well as many of your sales and marketing plans. This is foundational information from which most of your art business decisions flow!

Tips for Learning More About Your Art’s Audience

November is a great time of year to reflect on your audience and consider how you can learn more about them for more growth. Does that seem like a mystifying task? Don’t worry, I can break it down with some concrete steps for you:

1. Reflect on Your Art and Its Purpose

Analyze the themes, mediums, and messages in your art. What are you trying to convey? Who is most likely to connect with your creative vision? For example, if your work is focused on abstract nature scenes, your audience might include nature lovers, abstract art enthusiasts, and eco-conscious buyers.

2. Understand Your Personal Story and Values

Your unique story and experiences as an artist can shape your audience. Share why you create, and think about who would resonate with those motivations. For example, if your art helps you heal from personal loss, your audience could include those seeking emotional or therapeutic art.

3. Analyze Your Past Buyers and Followers

Study who has already purchased your work or engaged with you on social media. What do these individuals have in common in terms of demographics, interests, and buying habits? Use this data to refine your understanding of your current audience.

4. Consider the Emotional Impact of Your Work

What emotions or experiences does your art evoke? People tend to be drawn to art that reflects their own feelings or aspirations. For example, abstract florals may attract those who love color, movement, and the beauty of nature.

5. Experiment with Marketing and Feedback

Test different ways of showcasing your work (exhibits, social media, blogs, etc.) to see who responds. Gathering feedback from your audience can provide invaluable insights into who they are. Ask questions in captions, email newsletters, or in person to better understand what draws people to your work.

6. Leverage Your Environment and Local Community

Often, your local environment can be a source of support and audience-building. Engage with local galleries, communities, and art fairs to find out who is drawn to your art in person.

7. Use Analytics Tools

Social media platforms, websites, and email newsletters offer insights into who is engaging with your content. Utilize these tools to gather data about your audience's age, location, and interests. Tailor your content to the audience that engages most.

8. Stay Authentic

Your most loyal audience will be those who resonate with your authentic self. Don't chase trends or try to fit into a niche that doesn’t feel true to you—your real audience will connect with the genuineness of your work.

9. Revisit and Evolve Your Audience

As your art evolves, so too might your audience. Continuously check in with your artistic direction and consider whether your audience is shifting or expanding.

A Valuable (and Satisfying!) Feedback Loop

Finding and understanding your art’s unique audience is an ongoing process. It’s a never ending cycle that requires reflection, feedback, and an authentic connection to both your work and the people who appreciate it. While that may seem daunting, it’s actually one of the most satisfying parts of being an artist, because it investigates the intersection of your art with the people it most resonates with. What could be of more interest to you!

I encourage you to take actionable steps on investigating your audience today, such as starting conversations with current followers, experimenting with different audiences, and honing in on what makes your work distinctive. I also suggest that you add audience research to your monthly calendar so that it becomes a regular activity for you and remains top of mind.