Episode 34 | Paint Rest Repeat Podcast for Artists

In a Nutshell: If Instagram isn't bringing you art sales, the algorithm probably isn't the whole story. In this episode, my then co-host Laura Jane Day and I chat with Instagram growth coach Jade Warne of Small Business Growth Club about how artists can turn visibility into sales without burning out. Jade explains the five surfaces of Instagram, why DMs are the real engine of growth, how to shift from "selling" to "serving", and the one type of content she says every artist should post: transformation. She also reminds us that if Instagram drains you, you're allowed to step away.

Whether you love Instagram, tolerate it or are quietly plotting your escape, this conversation will help you use it on your own terms.

Here for the links referenced in the episode?

Jade on Instagram: @smallbusinessgrowthclub

Get my Instagram Content Calendar for Artists: https://www.permissiontopaint.co/instagram-content-calendar-for-artists

Episode 34: Listen using the player below, or click on your favourite listening platform to subscribe and listen there.

First, you're allowed to opt out

We hear it all the time from artists. Instagram is always changing. Video, reels, new features, new rules. It's easy to slide into overwhelm and want to throw your phone across the studio.

Jade's first piece of advice surprised me, and I loved it. If Instagram is giving you more negative energy than positive, let it go.

She's not an Instagram evangelist, and she isn't wedded to the platform. What she cares about is you: your energy, your income and your emotional wellbeing. There are plenty of other ways to sell art online. Jade adores Pinterest, for example. It's visual, it's a slower burn, and it has barely changed in the ten years she's been on it.

You're in the driver's seat. If Instagram annoys you that much, you get to decide not to use it.

(Ready to look beyond social media? Have a read of How to Grow Your Email List to Sell More Art.)

But if you're staying, expect some discomfort

If Instagram does work for you, because it's intuitive, it's right there on your phone, and there's a huge community of artists on it, then Jade is all in on helping you.

She was honest that all small business growth involves some discomfort. Feel your frustration with the platform, say it out loud, tell a friend. Just don't let it stop you taking action.

And she knows what's possible. Jade built her whole business on Instagram. When we recorded this episode, she shared that it had brought in $75,000 the previous year, as a mum of three working from home.

The five surfaces of Instagram

Jade describes Instagram as a planet that has cherry-picked the best bits of other apps over time: stories from Snapchat, reels from TikTok, saves from Pinterest. No wonder it feels overwhelming. It's a whole world.

Her practical tip for growing your reach is to use more of its surfaces. There are five:

1. The feed. The original place to post.
2. Stories. Short videos and images that disappear after a day.
3. Reels. Short-form videos.
4. Lives. Most people hate going live, which is exactly why it's an opportunity. There's less competition, so you stand out more.
5. DMs. According to Jade, the biggest engine of growth on Instagram.

Explore each one and notice which you enjoy, which challenges you and which excites you.

Treat your DMs like a professional space

Jade's challenge to artists: are you using your DMs professionally?

That might mean managing them on your desktop rather than your thumbs, labelling and organising your inbox, and thinking of interested followers as potential collectors. Then following up with them, and letting them know what's currently available or coming up.

Stop selling. Start serving.

Laura raised a really important question. So many artists struggle to see the value in their art, let alone feel confident putting a price on it. How can they possibly sell through DMs?

Jade's answer was a vivid picture: the word "sell", crossed out, with the word "serve" written beside it.

Selling is ego-driven. "I've got to pay my bills this month." Serving is driven by curiosity and compassion. "How are you? What are you up to? What are you looking for?"

In practice, that starts with asking questions. When someone comments, reply with a question. Thank them and ask if the piece resonated. The more questions you ask, across every part of Instagram, the more gently you ease into sales, and the more pressure you take off yourself.

And remember, people don't buy at the first DM, just like people don't get married on the first date. Sales are a long process of showing up, serving and being yourself.

Your art serves people too

I shared the story of an artist I'd been chatting with who felt her art wasn't making a difference. "Ros, it's easy for you to sell," she said, "because you're helping people. I'm just giving people pretty things for their walls."

But art serves people too. Laura shared that she pictures each piece in someone's home, a space they share with the people they love. Her art has been part of her own healing, and it can bring healing, joy and beauty into someone else's life. That's a service.

Jade added that the feeling of "my art isn't worthy" isn't coming from Instagram or your audience. It's coming from within. She spent years not showing her face or voice online, until she did the personal work to unpack it. Now she speaks confidently in front of hundreds of people. Your sense of your own worth is the foundation for everything else.

(For more on why being yourself sells, have a read of How Art Helps Us Find Ourselves (and Why Being You Sells).)

Ask your past buyers why they bought

Here's a brilliant tip from Jade. Have you ever asked previous buyers why they bought your art? Was it the colour? The landscape? You and your story?

That kind of curiosity gives you real insight into what resonates, so you can keep creating work that moves people, while still feeling creatively satisfied.

It also takes the pressure off. You don't need huge launches or complicated funnels. You might only need a few hundred dollars a week to make a real difference to your life. Jade's talking about conversations, in your pyjamas, at home.

Post transformation. That's it.

Many artists get stuck on what to post. Content pillars, content buckets, a different idea every day. It's exhausting, especially when your creative energy is already going into the art itself.

Jade keeps one word in mind for every post: transformation.

For artists, that's a gift, because your process is full of it:

• A blank canvas, then the finished artwork
• Messy first marks, then a resolved piece
• A bare wall, then your art hanging in someone's home
• A messy studio, then a tidy one
• Your work years ago, compared with your work now

You can add a time lapse of your process in the middle, like a sandwich. You don't have to talk to camera, and you don't have to show your face. Just show the transformation.

Jade says it works across every Instagram surface, and on other platforms too. It's the middle ground between total repetition and constant reinvention, a bit like how you iterate on themes in your art practice.

You don't have to dance on camera

Lots of artists have a hang-up about reels because they don't want to dance or lip sync. Jade's response: almost no one does. We're drawn to those videos because of the energy in them. So where is your energy? For painters, it's probably in the brushes, the colours and the tactile magic of making.

Forget the algorithm, focus on your audience

When Laura asked whether carousels or reels were currently getting more traction, Jade's answer was refreshing. Be careful about personifying the algorithm, as if it's punishing you. That gives away your power.

The only person you need to impress is the person on the other side of the screen. A carousel, a reel or a story of a before and after all show the same transformation. Choose whatever's easiest and most enjoyable for you to make.

Making it work around your creative process

Laura voiced what so many artists feel. Setting up, filming and editing can take more time than painting, and it interrupts creative flow.

Jade, an artist herself, completely gets it. Her advice:

• The art comes first. Documentation is an add-on. If it has to slide some days, so be it.
• Set up your space once. So much time is lost in setup. A permanent filming spot changes everything.
• Use simple tools. A basic tripod and ring light go a long way. An overhead stand is a worthwhile investment if you film your hands at work.
• Get a buddy. Ask a friend, or even pay your kids, to help film.
• Batch and schedule. Jade schedules posts to go live at her peak times. When we recorded, Meta Business Suite offered free scheduling, and tools like Later, Planoly and Hootsuite are options too.

Jade also confessed she's not a planner. She calls her approach "just in time" and it works for her. Laura, on the other hand, loves having content planned ahead. Both are valid. Find what suits you, and lean into the parts of sharing you genuinely enjoy.

(For more on building marketing around a full life, see How to Build an Art Business Around Real Life.)

Small numbers are a blessing

Jade calls it "the tyranny of scale". We think we need tens of thousands of followers to matter.

But if 97 people walked into a room to see your art, you'd feel like you'd made it. And with a smaller following, you can actually connect with people one-on-one.

So when someone new follows you, consider saying thank you and starting a genuine conversation. Not spam, just curiosity. Someone stepping into your world is an invitation to say hello.

And be grateful for the people already there, even if they're mostly family and friends. They want to see what you're doing. Show them, enjoy it, and your energy will draw more people in.

Plan your Instagram content without the overwhelm

If "what do I post today?" is the question that stalls you, a little structure can help.

My Instagram Content Calendar for Artists gives you ideas and prompts to plan your posts, so you can spend less time staring at a blank caption and more time making art.

Get the Instagram Content Calendar here

If you're ready for more personalised support in building your art business, there are plenty of ways we can work together, from self-paced courses and practical resources to memberships and masterminds. Reach out here.

Ros x

Ros Gervay is an Australian artist and creative business coach who helps artists build sustainable, income-generating art businesses without burnout or compromise. She is the founder of Art for the Heart (AFH), an online membership community for artists at all stages, and the creator of the Thrive Mastermind, a professionalisation container for artists ready to grow beyond the learning stage. Ros hosts the Paint Rest Repeat podcast, where she shares honest conversations about the art life, creative business, and what it really takes to get paid to do what you love. Based in Australia and working with artists worldwide. Learn more at permissiontopaint.co.

Frequently Asked Questions

Why am I not making art sales on Instagram? Often it's not the algorithm. Many artists only use the feed and avoid the surfaces that build relationships, like stories, lives and DMs. Sales usually come from genuine conversations, consistent sharing and a belief in the value of your work.

What should artists post on Instagram? Transformation. Show a blank canvas becoming a finished piece, messy first marks becoming a resolved artwork, or your art going from the studio to someone's wall. You don't need to dance or talk to camera.

How can artists use Instagram DMs to sell art? Treat your DMs as a professional space. Reply to comments with questions, thank new followers and start genuine conversations, keep your inbox organised, and follow up with interested people about what's available. Focus on serving, not selling.

Do artists have to be on Instagram? No. If Instagram drains your energy, you're allowed to step away. There are other ways to sell art online, including Pinterest, email marketing and your own website.

Should artists post reels or carousels? Post whatever is easiest and most enjoyable for you to create. A carousel, reel or story can all show the same before-and-after transformation. Focus on your audience rather than chasing the algorithm.

How can I post on Instagram without interrupting my art practice? Put your art first, set up a permanent filming spot, use simple tools like a tripod or overhead stand, and batch and schedule posts when it suits you.

Do I need a lot of followers to sell art on Instagram? No. A smaller following means you can connect with people personally. Your existing followers, including friends and family, are often the people most likely to buy.