Social Media as Your New Creative Medium (Reels that Feel Right)
Let's Talk About the Social Media Struggle
You know those perfectly curated accounts on Instagram? The ones with flawless lighting and professional-level editing? I scroll past those and think, "Good for them, but that's not happening over here. I have actual work to do."
And I’ll admit: My biggest social media challenge is showing up consistently. I'll be all over Instagram for a few weeks, posting and engaging and feeling connected to my creative community. Then I completely disappear because I've switched gears and honestly forget it exists for days.
But I've learned something from running workshops on this topic and experimenting in my own practice: social media for artists doesn't have to be about perfection, promotion, or pretending to be someone you're not. It can actually be another layer of your creativity—one that brings your work to life in ways a static photo never could.
You might be thinking…ugh, do I HAVE to?
No…but socials could hold more fun and freedom of creativity than you think.
The Mindset Shift That Changes Everything
Before we dive into the how-to strategies, we need to reframe what we're even doing here.
Let’s stop thinking about social media as marketing. Stop thinking about it as self-promotion. Stop thinking about it as this necessary evil you have to endure to "make it" as an artist.
Instead, think of Instagram Reels (or TikTok, or YouTube —whatever platform speaks to you) as another art form you get to master. You're giving your art movement, voice, depth, and context. You're bringing it alive!
When you hang a piece in a gallery, the only real feedback you get is whether someone buys it. You don't get to hear the comments people make as they stand in front of your work. You don't know if it made them laugh, cry, or think differently about their day. Social media gives you that instant connection—that dopamine hit of knowing your work resonated with someone, somewhere. And you can use this fuel in your creative practice.
Here’s another bonus: There's no cost of materials. If you make a bad reel? It disappears into the void. Everyone forgets about it. You make another one tomorrow. There's so much freedom in that! What are we waiting for?
What Makes a Reel "Real"
The reels that perform best for me aren't the ones where everything went perfectly. Or even posts of my best work. They're the ones where I'm troubleshooting a problem, showing a mistake, or being honest about the messy middle of the creative process.
People don't want to see your highlight reel (pun intended). They want to see you. They want context. They want the story behind the work. They want to see themselves in what you’re doing, and pull something from your post that resonates in their own life.
A photo of a finished pot is nice. But a reel showing the moment it collapsed on the wheel, your frustrated laugh, and then the successful version three attempts later? That's the stuff that makes people stop scrolling and think, I could do that! That's what captures what a static image never could.
Movement, music, text overlay, storytelling, surprise—these tools let you guide the narrative for your audience. The music you choose sets the energetic tone. The words you add give depth and meaning. And suddenly, your art isn't just something people look at; it's something they experience.
The Others-First Revolution: It's Not About You, Sorry!
Now that you're excited about the creative possibilities, let's talk strategy.
The fundamental shift that changed my entire approach to social media was this: your feed is not about you. It's about them.
I know, I know. That sounds harsh. But stick with me. I’ve heard this a few different times a few different ways. But when I can actually put it into practice, I feel a big difference.
Your feed should be a service to your audience. What are you offering them? Inspiration? Education? A behind-the-scenes peek into the creative process? A moment of beauty in their scroll?
Most importantly, you need to speak to the people who want what you’re offering: For a visual artist that includes art consumers and art lovers—not just fellow artists. For an author, who are the people who need what you can give?
As an artist, the people viewing your reels are mostly people who are interested in art, creativity, and the artistic process. They probably make some art themselves or at least aspire to. They're not necessarily shopping (though some might be). They're there because they're curious about how artists think.
So instead of "look what I made," try "here's what this could mean for you" or "here's what I was thinking about when I made this" or "here's the problem I was trying to solve."
This doesn't mean you have to overshare or do a deep dive into your personal life. You only share what feels comfortable. But vulnerability and accessibility create connection. Authenticity builds trust. And this openness may just create connections that lead to you making better work.
Make it yours.
Whatever it is, the way you tell your story online can make all the difference. So have fun with it!
The "Fresh Eyes" Principle
Here's something I remind myself constantly: assume they know nothing about you.
Every reel could be someone's first introduction to your work. Every view is a gift of attention, and you need to honor that. Don't reference inside jokes from three posts ago. Don't assume they know your process, your materials, or your artistic philosophy. Even if they do, they probably forgot. There’s a lot coming at us these days. Be generous in your sharing.
Make it accessible. Make it welcoming. Make it feel like you're inviting them into your studio for the first time and genuinely excited to show them around.
And here's the authenticity check that never fails: Could you show this reel to a friend or family member and have them say, "Oh yeah, that's definitely you"? Or would it ring fake and empty? Keep tweaking until it feels right; or put it out there, because the responses will help shape your next attempt.
How to Actually Make a Reel (The Fun Part)
Okay, enough philosophy. Let's get practical.
Step 1: Collect B-Roll Like a Magpie
To always be ready to make a reel, I take tons of B-roll—photos, super short video clips, time-lapse videos—whenever I'm working in my studio. Sometimes I'll capture moments at home or in nature if they relate to my artistic inspiration.
When I have time to make a reel, I scroll back through my photo library and ideas start flowing. You're not making a documentary here. Reels should be 30-90 seconds. You're giving little tastes and impressions. You're curating a moment. My best posts have been super-short little glimpses, like the one of me in my backyard with the caption “Here’s me in my future pottery studio!” It took me 3 minutes to make. But I think it resonated with people who also aspire to have their own creative space!
Step 2: Use the Hook → Journey → Payoff Structure
Every good reel has a simple structure:
Hook: Something that makes them stop scrolling (a surprising image, a question, a bold statement)
Journey: The middle part where you show process, tell the story, or reveal something interesting
Payoff: The resolution—the finished piece, the lesson learned, the punchline
Step 3: Film with Playfulness
Experiment with angles. Try different timing. Film multiple takes. Speak naturally—you can always add text over the video later if you don't want your voice in it.
The best content comes from playing around and seeing what feels right, not from planning every second to death.
Step 4: Edit Like It's Part of the Art
Use Instagram's tools as creative instruments. Play with the music until you find something that matches the energy of your piece. Add text that serves newcomers to your work. Test different versions.
Editing should feel like part of the creative process, not a chore.
Your Next Steps
Here's what I want you to do: Make one reel this week. Just one. It doesn't have to be perfect (in fact, it won't be, so don’t stress).
Show something real. Tell a story. Let people see the human behind the art.
Post it with confidence and curiosity about the response. Engage authentically with the comments. And then plan your next creative experiment.
Because here's the truth: Social media for artists isn't about going viral or becoming an influencer. It's about connection. It's about finding your people, building trust in the little moments, and sharing your creative journey in a way that invites others along with you.
And honestly? Once you stop thinking about it as marketing and start thinking about it as just another way to make art? It gets a whole lot more fun.
With Enthusiasm for Life & Art,
Heidi
Ready to dive deeper into making art a sustainable part of your life? Grab my free workbook guide for setting up your own home art studio—because the best social media content comes from actually making stuff! Click here to download.
Want to connect? I'd love to see what you create! Tag me in your reels or drop a comment below about your biggest social media challenge. Let's figure this out together.