How to Use Video Marketing to Showcase Your Art

In today’s world, video is not optional; it’s essential. We live in a world where people scroll fast, attention spans are short, and content is everywhere. As an artist, that can feel overwhelming. But here’s the good news: video can be your secret weapon. It’s one of the most powerful tools you have to stop people in their tracks, connect with your audience, and show your work in a way that static photos just can’t.

If you’re reading this, you probably already know your art has something to say. You’ve spent time building your skills, your style, your voice. But now comes the big question:

How do you actually get people to see your work, and remember it?

That’s where video marketing comes in. And I’m not talking about expensive gear or over-edited films. I’m talking about real, simple, doable videos that you can create with just your phone and a bit of strategy. Video Marketing that tell the story behind your process, your practice, and your purpose.

In this post, I’m going to walk you through everything you need to know about using Video Marketing to showcase your art, from why it works, to what kind of videos you can make, to how to actually market them in ways that bring eyes (and maybe even buyers) to your work.

Let’s dive in.

Why Video Marketing Works So Well for Artists

Let’s break it down simply: video makes your art feel alive.

When someone sees a painting on Instagram as a photo, they might pause for half a second. But when they watch a video of you painting it, or hear you talk about what inspired it, or see you installing it in a gallery, something shifts. They feel something. And that feeling is what builds connection and trust.

Here are some key reasons Video Marketing is so powerful for artists:

• It tells a story. People don’t just want to buy a product; they want to know the story behind it. Video Marketing lets you bring them into your world.
  
• It performs better. Studies show that social media posts with Video Marketing get up to 1200% more shares than those with images and text alone.
  
• It builds a connection. People buy from people they trust. When they see your face, hear your voice, or watch your hands at work, they feel like they know you.
  
• It keeps you memorable. You’re not just “the artist who paints flowers”, you become “the artist who films in her tiny studio and talks about the seasons.”
  

And here’s the real kicker: you don’t need to go viral. Even a Video Marketing that gets 500 views can be enough if those views are from the right people, collectors, curators, fellow artists, or local galleries.

Start With Your Why: What Do You Want Your Videos to Do?

Before you grab your phone and hit record, ask yourself this simple question: What do I want my Video Marketing to do for me?

Your answer might be:

• I want more people to discover my art online.
  
• I want to build my email list or drive traffic to my website.
  
• I want to sell prints or originals.
  
• I want to land a gallery show or residency.
  
• I want to connect with other artists and creatives.
  

Your answer matters because it shapes the kind of content you’ll make. If you’re looking to attract collectors, you might focus more on storytelling and finished pieces. If you’re aiming for community, maybe you share more day-in-the-life and behind-the-scenes content.

Pick one clear goal for now. You can always expand later. But when your intention is focused, your content becomes sharper and more effective.

What Types of Videos Should You Make?

This is where a lot of artists get stuck. “What should I film?” “What if I’m awkward on camera?” “What if I have nothing to say?”

Trust me, you have plenty to say. You just need the right format.

Here are several types of videos that work especially well for artists. Don’t worry about doing all of them. Start with the ones that feel natural to you:

1. Process Videos

These are by far the most engaging. Show your work in progress. People love seeing how something is made, from blank canvas to finished piece. You don’t even have to talk. Just film the stages and maybe add a bit of music or text overlay.

2. Studio Tours

Give your audience a peek into your world. Your tools, your space, your favorite corner. Even if your studio is your kitchen table, it’s real, and people love that.

3. Story Behind the Work

Pick one piece and talk about what inspired it. Why did you make it? What were you feeling? What did you learn while making it? These Video Marketing creates an emotional connection.

4. Timelapses

Set up your phone and record your process, then speed it up. These are super satisfying and get a lot of engagement, especially on Instagram Reels, YouTube Shorts, and TikTok.

5. Voiceover Videos

Film your work process, then add your voice explaining what you’re doing or what the piece means. This is a great way to build a stronger connection while staying visually focused on your art.

6. Tips, Tutorials, or Tools You Love

Even if you don’t consider yourself a teacher, sharing what brushes you use or how you mix colors can make for great content, and help build credibility.

The Tools You Actually Need 

Let’s get something straight: you do not need a $2,000 camera or a professional film crew. In fact, some of the most popular artists’ Video Marketing online are filmed with phones, natural light, and a $15 tripod.

Here’s a basic setup that’s more than enough:

• Smartphone with decent camera (most phones after 2018 are great)
  
• Tripod or phone stand (get one with a flexible arm or desk mount)
  
• Good lighting (natural light by a window works; or get a ring light)
  
• Editing app (like CapCut, InShot, or iMovie for simple edits)
  

You can always upgrade later, but this is all you need to start.

Where to Share Your Videos

This part depends on where your audience is. But here’s a general guide that works for most visual artists:

• Instagram Reels – Still one of the best platforms for visual work. Great for quick process clips, studio shots, and storytelling.
  
• TikTok – Especially good if you’re open to being a bit more casual or experimental.
  
• YouTube Shorts – Easy to upload and a great place to build over time.
  
• Email newsletters – Embed videos or link to YouTube to make your emails more dynamic.
  
• Your website – Add a short Video Marketing to your About page or Portfolio. It boosts engagement and shows professionalism.
  

If you want to get strategic, repurpose your video content. That 60-second reel can be chopped into a 15-second TikTok and expanded into a longer YouTube video or blog post.

The Marketing Part: How to Actually Get Eyes on Your Videos

Creating Video Marketing is step one. Marketing them is step two—and it’s just as important.

Here’s what works:

Use Titles That Spark Curiosity

Your Video Marketing doesn’t need to be clickbait, but it should give people a reason to watch. Think:

• “Watch This Portrait Come to Life in 60 Seconds”
  
• “I Painted This With Coffee, Here’s Why”
  
• “How I Turned a Breakup Into a Painting Series”
  

Add Captions or Text On-Screen

Many people watch videos with the sound off, especially on social media. Adding text helps your message land no matter what.

Post Consistently (But Don’t Burn Out)

You don’t need to post every day. But you do need to show up regularly. Even one Video Marketing a week can build momentum if you stay consistent over time.

Respond to Comments and Messages

This is how you turn casual viewers into fans, and fans into collectors. Be approachable. Respond when people engage. Build real relationships.

Real Stats: What the Data Says About Video for Artists

Let’s bring in some real numbers to back this up.

• According to a 2024 report from HubSpot, 91% of businesses (including creatives) use video as a marketing tool.
  
• Instagram says Reels get 67% more engagement than standard image posts.
  
• On average, viewers retain 95% of a message when they watch it in a Video Marketing, compared to 10% when reading text.
  
• Art videos with personal storytelling get 3x more shares than those without any narration or story element.
  

Bottom line: if you’re not using video, you’re potentially leaving visibility, engagement, and even income on the table.

Don’t Overthink It, Just Start

A lot of artists get stuck in their heads about video. “I don’t like how I look on camera.” “I don’t know how to edit.” “What if nobody watches?”

Here’s what I’ll say: none of that matters in the beginning. Everyone starts awkward. Everyone feels weird hearing their own voice. But you don’t get to confidence by waiting, you get to confidence by doing.

Your first video might only get 50 views. Cool. That’s 50 people who just saw your art that didn’t yesterday.

Every video is a learning experience. Over time, you’ll get better, more natural, and more strategic. You’ll find your style and your rhythm.

But none of that happens until you hit record.

Video Is About Sharing, Not Showing Off

At the end of the day, video marketing for artists isn’t about going viral or becoming a content machine. It’s about letting people into your world.

It’s about sharing your passion. Your story. Your process. And connecting with people who care, not just about what you make, but about why you make it.

So don’t wait for perfect. Don’t wait until you have the “right” setup or feel completely ready.

Your art is ready.
Your story is ready.
And your audience is waiting.

So go ahead, show them what you’ve got. Don’t forget to check out Art To hearts Project for more useful insights.