Social media content guide for artisan small business owners

Estimated reading time: 4 minutes

This holiday season, e-commerce and social media are more important than ever…especially for artisan business owners. With many customers shopping exclusively online – and many craft fairs, art shows, and brick-and-mortar businesses closed (or operating at reduced capacity) – it’s time to step up your social media game.

Ready to get started? Here, you’ll find 8 of our favorite content and social marketing tips for artisan small business owners…just in time for some holiday marketing inspiration.

Social content ideas for artisans

1. Give a virtual tour of your studio or workshop.

You’re a maker, so give your followers a look at the creative brain behind your small business…and the hardworking person behind their purchase. Show potential customers where you’re creating your masterpieces, whether it’s a repurposed spare bedroom, your parents’ kitchen, or a shared studio space. Telling your story is key in strengthening your brand, and a behind-the-scenes look is a great way to add authenticity to your image.

  • Share photos of your workspace to your instagram Stories then save all of them as a Highlight.
  • Film a studio tour for your YouTube channel.
  • Create a carousel (Instagram) or album (Facebook) of photos of your workspace.

2. Film a video showing your artistic process.

Whether a time-lapse video firing pottery, slo-mo footage of roasting coffee beans, or a Tik Tok showing how you hand-letter place cards, video content is dynamic and highly engaging…so it’s sure to excite and delight your social followers.

3. Create an Instagram-ready unboxing experience.

With so many people shopping online, the way you package and ship your products matters more than ever. Create a show-stopping unboxing experience that customers will want to share with beautiful packaging – think, customized stickers, on-brand wrapping paper, and a little bit of magic (or confetti). In each order, include a card with information about your small business, your social handles, and a reminder to tag your business when they post their unboxing experience.


Make sure links to your social accounts are easy to find – post them on your website, blog, and at the bottom of any email communications. And include your social handles on thank-you notes, receipts, postcards, take-out menus, brochures, and more.

4. Post more than just product photos.

Even if you’re using social media for your business, you should post more than just product photos or sale updates. Curate your social presence to reflect your brand identity, and give followers a complete view of your small business. Share photos that inspire you, customer testimonials, words of inspiration, or BTS shots.

Social marketing tips for artisans

1. Prioritize visual platforms, and choose one to ‘go big’ on.

As an artisan, show off your creativity on highly visual platforms like Instagram, Pinterest, and even Facebook.

  • Facebook is great for sharing pictures and videos, conversing with customers, and providing updates about your business – like new store hours or policies. You can also add a ‘Shop’ section to your page, where you can link directly to your merchandise.
  • Pinterest is a great place for sharing inspiring visuals, and can be useful for driving traffic to your website. Upload an image of your latest handiwork, and make sure it’s linked to a shoppable page on your website. Add a few hashtags to make your post searchable.
  • Instagram is a great place to share photos – and you can make these posts shoppable, too. When you share a photo of a new product, add a link to that item’s page on your website

Think about the kind of content you plan on sharing, and consider which platform is best for you. For example, if you don’t have an inventory of merchandise to sell (maybe you specialize in custom products or artisan services), Facebook is likely your best bet.

2. Engage with your followers.

Staying active is one of the best (and easiest!) ways to build your social media presence. One way to do this is by engaging with followers. Run a Q&A on your Instagram Stories, respond to reviews on Facebook, and comment/like on content posted by other small business owners.

3. Post often!

Keep your social accounts top-of-mind by posting regularly. Start by setting a goal of three times a week, then increase from there…and try to share during peak posting times to maximize engagement. (Check out our cheat sheet on social media posting times!) Whether you’re re-posting something on Facebook, sharing news of an upcoming sale, or polling your followers, staying active is key in solidifying your social presence.

4. Run giveaways to attract new customers.

Running a giveaway is a great way to excite existing followers and attract new customers. Give away a piece of merchandise or a service, and collect entries on Facebook or Instagram. For example:

“You could win a DIY ceramics kit! Make sure you’re following me, then ‘like’ this post and tag a friend in the comments to enter. For an extra entry, share this post to your page!”

By encouraging followers to tag their friends in the comments or share your post, you’ll get a major visibility boost and attract new entries…and potential customers.