If you’re here reading this, chances are you’re already part of my tribe – someone who’s interested in my art or on a journey to develop your own creative practice. And if so, you’ve probably heard the phrases ‘finding your audience’ or ‘finding your fans’ tossed around quite a bit. For me, as an artist still in the early stages of building my practice, finding those who truly connect with my work has been a real challenge. Who are these people? Who will resonate with what I create, stick around, and perhaps even purchase a piece?
One of the most important lessons I’ve learned along the way is the value of being willing to pivot quickly. Experimentation has been key – trying new things, sometimes failing, but always moving forward. I’ve explored countless social media platforms in search of where my audience might be, including places like Cara, Patreon, and (don't laugh—yes, even at 52!) TikTok. It was frustrating to pour so much time and energy into these channels with very little growth or return.
For a long time, I resisted using Facebook. I didn’t like the platform, and – let’s just say – it didn’t like me much either. Friends would suggest, “Why not try Facebook groups?” and I’d immediately say, “No, thanks.” But finally, I decided to give it a go. And guess what? Within weeks, the engagement from participating in a few select Facebook groups was incredible! My website traffic quadrupled, eDM signups started to grow, and—best of all—people were actually making purchases.
I’ve also experimented with boosting posts on both Facebook and Instagram. To my surprise, for the same budget and timeframe, Facebook reached a much wider audience and drove significantly more clicks to my website – five times more than Instagram, in fact.
Building a new fan base – people who genuinely want to hear from you and engage with your work – isn’t easy. But I believe it’s crucial to find some enjoyment in the platforms you choose to invest your time in (and yes, Facebook is slowly growing on me!). After all, building an audience is a long game, and testing different channels is essential to find the right fit.
What have I discovered? My audience is quite different from what I initially imagined—they’re mostly women in their 40s to 70s, and they’re much more likely to be crafters than traditional art collectors. This insight led me to pivot once more, from focusing solely on original fibre art to creating a range of ‘Sarah Ritchie Original Design’ DIY needle-felted fibre painting kits. And voilà! My fan base is finally starting to build.
So, if you’re an artist or creator finding your way, remember that discovering your audience is a journey filled with trial and error. But it’s worth it, and I’m so glad you’re here with me, sharing this creative path. Let’s keep experimenting, learning, and growing together!
Instagram: @sarahritchiehq
Facebook: sarahritchieart
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