Artist Marketing: Why Tattoo Artists and Other Creatives Need to Get Off Instagram and Into Art Galleries

Most tattoo artists put a ton of effort into Instagram. You post consistently, you engage, you try to keep up with trends, and you still feel like your books aren’t where they should be. It’s not your work and it’s not because you’re not “good at social media.” There's different types of artist marketing.

Instagram isn’t for connection anymore. It’s a portfolio tool and it’s helpful, but it’s not enough on its own. Well, not if you want steady, long-term clients who really like YOU as a person.

Your best clients aren’t just online! They’re at art walks, local markets, queer events, small gallery shows, and places where people actually talk to artists.

Tattooing is personal work, and personal connections happen in person.

People Book Artists They Feel Like They Know

A quick conversation at an art walk can build more trust than months of posting online. Someone can hear you talk about your art, your humor, your energy, see your personality, and they can decide whether they’d feel comfortable sitting with you for a tattoo. That matters more than any Reel you could make.

The competition drops instantly

Instagram has millions of artists fighting for attention, and we know it’s not just based on talent.

At an art walk, there may be a few vendors and a group of creatives in a room.

You’ll stand out fast, people will remember your face, your vibe, and hopefully, your art.

Better clients, and better energy

People who go to art events value creativity, and they support independent artists. They understand that art costs money (if they are purchasing). They want to see the artist’s own creations and not just something copied from the internet. This is the demographic you want.

It’s less effort than it sounds

You take time every week shooting content, editing, writing captions, and you might book one or two clients a month if you’re lucky (and half of them might flake).

One market or art show can give you solid future clients plus connections with other creatives. You set up, talk to people and you hand out cards. Plus, you’ve made connections with other vendors who could become referral sources. That’s a much better return on your time and energy.

“Yea, but…”

“I’m shy/introverted.”

You don’t need to be outgoing. Introverts often make the best impression because conversations feel natural and not forced. They have deeper, one-on-one conversations that happen at these events.

“I’m tired.”

Totally fair. But showing up to one event is actually less draining than the constant cycle of content creation. And it works.

“I don’t have ‘art’ to show.”

Tattoos ARE art. Bring prints of your work, flash sheets, your iPad with your portfolio, and sell stickers or patches if you want. You don’t need a huge setup. You can also collaborate with other local artists, bring small prints, make it a group effort. The barrier to entry is lower than you think.

“What if nobody talks to me?”

They will. These events are built for conversation. People expect to talk to vendors or the artists. If it’s slow, you’ll still build relationships with the vendors around you, which is where referrals come from. Other artists are some of your best sources for new clients.

“I don’t have time.”

You don’t need a whole new schedule. You’re already spending hours every week on content. What if you reallocated just two of those hours to attend one IRL event per month? One art walk, market, or gallery opening. Even that can make a difference.

“I’m too tired / burnt out / busy.”

Yes, tattooing can be physically and emotionally exhausting. The last thing you want to do on your day off is set up a table and talk to strangers. But the Instagram hamster wheel is also exhausting, and is it working? What if showing up to one event a month actually gave you a break from the content pressure?

How to Start Without Overthinking It

1. Pick one event in the next 60 days. An art walk, queer market, DIY fair, whatever exists near you. Pick one and commit.

   
   

2. Bring the basics. 5-10 pieces of prints of your tattoos, flash sheets, stickers, whatever. Your business cards with a QR code to book consultations. A small sign that says when your books open. That’s it.

   
   

3. Set up and be friendly. Talk to the vendors or artists next to you. Smile at people who stop by. Answer questions. Talk about your work like you would with a friend.

   
   

4. See what happens. Maybe you book three clients. Maybe you make one great connection. Maybe it’s slow, but you learn what works for next time. It’s all useful info.

   
   

Instagram isn’t useless. Keep posting your work and using it as your portfolio. But if you want the kind of clients who are interested in your work, you need both online and offline visibility.

This work has always been about connection, and connection happens best when you’re actually in the room.