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The Business of Uniqueness
Friends! Let’s talk about social media and how we can stand out by being ourselves and not dancing like a schmuck to cheesy songs!
Oftentimes, we post our work on social media, and nothing comes of it. Even when we are highly skilled and our work is remarkable, we still can’t attract an audience!
Maybe we are not commercial enough! Maybe people's tastes are too shallow! Maybe, after all, social media isn't for artists!
None of the above!
I can show you many amazing creatives that consistently publish exceptional work, and they are still unable to get meaningful engagement.
Here is the problem:
When you approach social media as a gallery or museum, it means you are not playing by the rules of social media. When you treat people as customers, what you build is just cold traffic.
Here is what you should do instead:
Showing your work is not enough. People want to know who you are. Being a pro might get you hired somewhere, but it won’t get you anywhere on social channels.
Above all, people want to know what you and your work stand for.
Yes! To stand out, we must stand for something.
But how do we stand for something? We are not activists! Here are 3 examples for you to reflect on:
1.Daniel Arnold, a street photographer from Brooklyn, gets his dynamic and energy from the tension of living in New York. You can feel a sense of belonging in his work, and that’s exactly what attracts people who can’t articulate their big love for NY. He gives New York visual proof, a voice, and a reason.
2.Last year, the well-known writer and marketer, Ryan Holiday, put all his and his wife’s savings into buying a very old property in Austin and remodeling it into a bookstore. But why? He constantly shares with his readers the old memories of going to bookstores with his father. He believes that not everything must go digital, and he wants to recreate some offline activities that are crucial for a healthy community.
3. The young Canadian designer, Bella McFadden, known as Internet Girl, hit one million dollars in sales and built a massive following on social media with zero network and prior experience in the fashion industry. Part of what makes her stand out is her belief against fast fashion. She believes that the future of fashion involves designers incorporating sustainable principles, like upcycling, into their design process.
Just a quick reminder:
We’ve talked about this before. The SIZE of your audience doesn’t matter. What matters is attracting the right believers and supporters around common values. In order to have that luxury, you need to show them your own unique version of this world. We are not in the business of creativity anymore, my friends. We are in the business of uniqueness!
Let’s talk again soon,
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