Hello!! I return with more pin making questions :]
In my first ask you mentioned that you'd be willing to go into detail about your favorite social medias, and as I have basically only used Tumblr that would be super useful!
It would also be wonderful if you'd be willing to talk about your experiences with the different shopfronts that you've used, but I understand if you can't due to partnership stuff.
And the last question for now, Newsletters! How did you go about setting one up/what program you use/how long does it take to write an update/etc.
Thank you so much!! You're awesome!!!
Hi again :)) sure I can answer this, this is going to be a very long post so I'll put my answers under the cut.
Same disclaimer as last time that all this is just what has worked for me or what I've personally observed, that doesn't mean this is all objectively correct or factual. Others will have different mileage or find other things that work even better.
Social Media
The three platforms I prefer the most are Tumblr, Instagram, and Twitter.
General recommendations:
Respond to people's comments, even with something as simple as a "thank you" for a compliment. This will help build engagement and foster a good relationship with your audience.
Take nice product photos: keep your pin in focus with a nice background and good lighting. Often you only get one chance for your product to leave a good impression!
Pick only a few social media profiles to manage. Don't stretch yourself too thin such that you can't engage with your audience on all your social media.
Tumblr
Posts have a long but sporadic lifespan thanks to the queue (sporadic means, they will exhibit random bursts of activity). And you can post large image sets and long text posts with links, for this reason it is my favorite platform.
Getting a following on Tumblr is largely luck-based. Users rebel against posts being pushed into their feed by the recommendation algorithm or boosts. Users find posts via other users and not so much the tags, although the tagging system is leagues better than Instagram's (which no longer shows most recent posts and only shows popular posts).
On Tumblr I get the most traffic from:
Responses to user submissions - for example, drawing people's angel requests.
Tag yourself posts
Silly or cute doodles and comics - especially if people can overlay their fandom darlings onto these posts.
Compilations of Pride-related designs, particularly of popular flags
I have noticed over the years, people do not reblog as much as in the past, so it's harder to get your posts noticed.
Instagram
In my opinion this is the easiest platform to grow an audience on. Instagram has a very predictable set of criteria for showing your posts to other users, through personal experience it is something like this:
Post once a day.
Post one Reel a day.
No more than three Story shares.
If you deviate from this for too long, or post too many times in a day, Instagram will deprioritize showing your posts to other users. This schedule can be a lot, so if possible I recommend having a buffer of saved up posts and Reels.
Instagram users are pickier about what they like to see. I recommend keeping your profile looking neat and professional; WIPs don't seem to do well there. Instagram users like illustrations and heavily-visual posts; they do not respond well to slides with text on them unless it is a tutorial or tag-yourself post.
Some users like to put memes or other silly images at the end of their posts. I personally don't do this, but I've been told the reason for it is: people share the silly images and that gains more traffic for the post even if they are not sharing the main content.
On Instagram I get the most traffic from:
Fanart of recently popular characters
Tag yourself posts
Pride-related art for popular flags
Cute, colorful illustrated creatures
Anything that asks for audience feedback in the comments. More comments means more engagement, which means it's bumped up in the algorithm.
Hosting monthly art challenges such as Angeltober
Bare chested men
And I have noticed DTIYS challenges are popular and a great way for people to find your profile, although I haven't hosted one of these yet.
Tags on Instagram appear to matter less than in the past, but I still think they are worth using. Try to tag for the content in your post (such as "#biblically accurate angel") instead of using tags for artists or small businesses (such as "#smallbusinessstrong"). Everyone else is using these tags so you have lots of competition, but no one is trawling through those tags so you have less engagement from them. Users are looking for specifically the content they like, they don't care who is posting it.
Twitter
The most arcane out of these three platforms. Getting noticed on Twitter seems to be largely luck-based as well. I had my Twitter profile for a while with little traffic on it until I started posting the new Pride Angels, then it blew up. Hashtags are pretty useless on Twitter and I didn't have many followers before then so I'm not sure why those got popular at that time.
On Twitter I get the most traffic from:
Pride-related art for popular flags
Other relatable art such as for astrological signs
Dishonorable Mention: TikTok
I have a TikTok but I just use it to crosspost my Instagram Reels. I do not have many followers on TikTok, I do not put effort into it, and I dislike the interface. That being said, I have heard from other creators it is way easier than Instagram to grow on if you are willing to make videos and post every day.
A note on blacklisted words
On Twitter, Instagram, and possibly Tumblr too: words like "shop" "link" "commission" etc. may cause your post to be deprioritized. This is because social media platforms do not want you going off of them to some other site to spend money elsewhere. That's why you'll notice people censoring these words ("shop" to "sh0p").
Personally I dislike doing this, it just makes me feel silly, so I don't bother. But I will admit, it hurts my posts. So this is something to keep in mind if you want to do shop promotion on social media.
Shops
The shops I run are, in the order of making them:
Redbubble
The lowest possible barrier to entry for a merch artist: they literally do everything from production to shipping for you, and all you do is provide the artwork. The trade-off is that it's very hard to make any significant money from Redbubble (I make maybe a few cents at most from each sale), and you have no control over the quality of the products.
Etsy
My referral link here.
While Etsy can be imposing at first, it is probably the easiest out of all the marketplaces to start out on. There is a lot of information to fill out to get started, so take it slow so you don't get overwhelmed. It does get easier after the first listing. Once you make one listing you can just keep duplicating and changing it a little so you don't have to keep making listings from scratch.
Etsy claims you need ten listings in your shop before you open it, but you can ignore that.
Once you've gotten started, there's lots of little tricks to learn such as letter mail shipping, all about VAT, improving listings, sections, and so on that I could go into more detail on if anyone is interested. For now I'll just focus on the platform itself.
I like that Etsy has a marketplace search, as a customer it is really nice to use. I like that it has one big cart for all the items I am looking at, and that it has a favorites system. I also like as a customer how each shop is uniform; I know exactly how to search through each shop and what format to expect. I do enjoy artists' custom shops but, sometimes their interfaces are tough to navigate.
Etsy is reasonably good at showing your items to people, which is the number one reason I recommend it for beginners. Just make sure to put effort into your listings such as tagging them, adding nice photos, and videos.
They have protection features built-in such as covering refunds if an item is delivered but the customer claims to not have received it. Etsy also enables international shipping with VAT which is great for EU/UK customers. My biggest gripe with Etsy is the fees, which I've already complained about.
Gumroad
Not much to say about Gumroad really. I only use it to list digital items such as PDFs of my lineart. I think it's saved me a few inquiries from people looking for my art for tattoos. Since all that art is for free on social media anyway, I don't charge for purchases on Gumroad. That's just a personal choice though.
Mercari
Not much to say about Mercari either. I use it to list pins from my personal collection, though I've seen a handful of pin makers use it for the pins they've created. I think the Mercari listing creation is atrocious: they like to recommend titles for your items when you upload new images, and will overwrite existing titles.
I've been considering moving away from Mercari, they recently switched their fee model so now buyers pay fees instead of sellers. This means while sellers can lower their prices, buyers get sticker shock and then ask for discounts on top of already-discounted items. I'm only on there because it's the most popular place for second-hand pin selling.
Shopify
So far I've really enjoyed Shopify. The setup was nightmarishly hard, not to turn anyone off of it but it took me literal months. You can import your listings from Etsy to Shopify but then you have to redo all the SKUs, link up photos to variants, and so on. If you have a ton of listings like me it takes a while. If you only have a few it is more worth it or, might even be worth starting out on if you can do sufficient promotion.
The major advantage of Etsy over Shopify is the marketplace feature: if you don't need the help of Etsy to promote your items then Shopify might be the better option to start out on.
I like that Shopify has significantly lower fees vs. Etsy. However, they do payouts differently and in a way I dislike. Etsy will deduct your shipping fees before calculating your payout balance, while Shopify will payout your balance and then charge you for shipping as part of your monthly bill. So you need to make sure to set aside some of your funds always to cover the Shopify shipping charge.
Additionally, to enable certain integrations or features you will need to pay for them monthly, which can add up. To sync my inventory between Shopify, Etsy, and Faire I use Trunk Inventory, which charges me a monthly $60 fee. That's in addition to the monthly Shopify fee.
Faire
I actually hate Faire despite using it. I was going to use Tundra but Faire drove them out of business (lawsuit pending). Now Faire is the only game in town for wholesale so I'm forced to use them, not that it's done me much good since I haven't had any sales there.
I can rant for ages about Faire's horrendous fees and outdated product import. But if you're a beginner you don't have to worry about wholesale selling, so I'll leave that discussion for another time. If anyone wants to hear more from me about Faire they can send another ask.
My stockists
It's quite hard to give honest reviews of my stockists here, since they might see them so, I'll just share my Linktree for them and you all can investigate on your own and inquire privately.
Newsletter
I used to use Tinyletter but it shut down, so now I use Email Octopus. Here's a referral link, and you can check out my newsletter sign up page here.
Email Octopus doesn't have a newsletter archive, and the interface is more complicated than Tinyletter's, which I dislike; but I like it better than Tinyletter's replacement Mailchimp.
You can try these out for yourself and see which you like better, it really is personal preference. All newsletter services are essentially the same: all you need is a sign up page, a way to store emails, and an ability to send a newsletter to them.
To get people to sign up for your newsletter, I personally recommend always offering it as a choice. For example, if you run a pin campaign, send an update where you share a link to your newsletter to your backers so they have the option to sign up. Do not export their emails and add them to your newsletter without a choice. I have been on the receiving end of this as a backer/customer and it makes me feel bad: it's extra emails in my inbox I didn't agree to and it feels like the creator misusing my information even if technically they are not. As a fellow creator I totally get why others might do this, it's an effective way to get lots of new newsletter signups at once. I just don't personally like it.
Shopify has a built-in newsletter feature you can use as well if you make a Shopify storefront. From your dashboard you can go to Marketing > Create campaign.
I like to send out a shortened newsletter via Shopify. Usually what I do is copy my full newsletter from Email Octopus to Shopify, and remove any bits not directly related to my Shopify, such as news on crowdfunding campaigns.
Writing your newsletter
Writing a newsletter doesn't take much time, and I think it should be a low effort task. In fact, if you make it too long people will not read it.
Throughout the month leading up to a shop update I will update my newsletter with whatever new items are ready, taking only a few minutes here and there. I include a few photos and I make sure to link to the items once they are listed (truncated example below).
I will also alert people to any sales or other special offers, news about stockists, and crowdfunding campaigns: anything a potential buyer would be interested in.
I have seen other artists share much longer newsletters with impressive graphics, sections on their art process, personal updates - but for myself I usually skip over that stuff in my inbox, so I don't do it as a creator. For others it might be worth the effort!
Final Thoughts
If you read all this, thank you! I know this was a very long post. I hope it helps at least one of you. I won't keep you much longer: you can find links to everything I mentioned in my Linktree and if you have more questions you can send an ask.
One day I'd like to make a tutorial series for making and selling merch, so this was useful as a draft for that. I would also include manufacturer reviews. If that's something you'd like to see someday you can let me know.
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