Many of my clients work in the “arts and culture” industries. Some artists like actors, musicians, models are used to promoting themselves with their face and personality at the forefront. But many others, like authors, photographers, painters, graphic designers, and even curators, could go their entire careers without being in the public eye. Their work speaks for them, and often they’d rather stay behind the canvas, the lens, or the page.

As a social media manager working with these clients, part of my job is to figure out how exactly to promote them: to create strategies, plans, and action steps that let their work shine without forcing them into a role that feels unnatural.

Back in college, I remember being asked in a photography class to emulate one of my favorite photographers. I chose Lee Friedlander, known for his use of shapes, reflections, and shadows in city life as well as his striking and unusual self-portraits. For my project, I had to photograph myself, print the images, and present them to the class for critique. It was intimidating. I remember thinking how much courage it takes to put yourself in the frame, not just your work. That moment comes back to me often when working with my clients who aren’t used to being in front of the camera.

The truth is: to promote yourself as an artist, you don’t always have to “perform.” But you do have to get comfortable with some level of visibility not just with your art, but with yourself. The good news is there are creative, authentic ways to do this.

Here are three approaches:

Share a Day in the Life

Audiences love getting a peek behind the curtain. Show your followers what your day-to-day looks like as an artist. This doesn’t have to mean showing your face directly to the camera though you can, if you want to ease into it. Instead, consider clips of your workspace, your morning coffee, your sketchbook, or the tools you use. These glimpses build connection and show the rhythm of your creative life in a relatable way.

Highlight Your Creative Process

People are just as fascinated by how art is made as the final piece itself. Whether it’s a time-lapse of you painting a canvas, a thread explaining how you developed a design, or snapshots of your first draft versus your final edit, your audience will appreciate the insight. Sharing the process makes your work more approachable and builds anticipation for the finished product.

Tell the Story Behind the Work

Every piece of art carries a story, whether it’s what inspired you, the challenges you faced while creating it, or the emotions you want it to convey. Sharing these stories (through captions, voiceovers, or even blog posts) adds depth and meaning for your audience. You don’t have to be on camera for this; your words and your art together can do the work.

The Bigger Picture 

Promoting yourself as an artist doesn’t always mean stepping into the spotlight or making yourself the center of attention. It’s about finding ways to connect with your audience while staying authentic to who you are. By inviting people into your world through your daily routines, your creative process, and the stories behind your work you create meaningful engagement that keeps the focus on your art, while still letting your unique perspective shine.