Independence vs. dependence on Instagram – A warning.
As artists, the digital world is an essential part of our work. It enables us to make our work accessible to a wide audience, attract new customers and get in touch with fans and collectors. Platforms such as Instagram are indispensable tools for this. But what happens if this tool suddenly stops working?

IG Fail – Code kommt nicht
I personally have had to experience this more and more often recently. Instagram has been one of my main platforms for marketing and self-presentation over the last few years – alongside my own website, of course. But time and again I can’t get into my Instagram account.
The platform requires re-verification and sends a code that never arrives. Without access to my account, I can’t create new posts, reply to comments or reach my audience. For me as an artist who has put a lot of time and effort into building my presence on Instagram, this is a sobering experience.
These situations show how bad it can be when you base your marketing and self-presence solely on a platform like Instagram. Situations like this give me food for thought. There are a few key aspects that you – and I – should be aware of:

1. The control is not yours
Instagram belongs to the Meta Group. And Meta has the final say on how and when you can access your account. If technical problems occur or your account is temporarily suspended, you are at the mercy of the platform. You have no direct way of solving the problem quickly – this can be frustrating and damaging to your business.
2. A “platform-first” approach makes you vulnerable
If all your marketing runs via Instagram and suddenly you no longer have access to it, a large part of your communication collapses. The posts, stories and reels are the bridge to the audience, and if this bridge is lost, you are left without a backup.
3. The danger of “digital hostage-taking”
This is deliberately exaggerated and sounds dramatic. But I give up a large part of my independence if I rely too much on a single platform. Instagram is a great tool, but it shouldn’t be the only platform to stay visible. Imagine if one day the platform is shut down or loses its popularity – what will be left of the audience on Instagram?
My thoughts – strategies for more independence
There must be other ways in which I, as an artist, can minimize my dependence on Instagram and put my marketing strategy on a more stable foundation. When I look online and read about the experiences of others, I keep coming back to the same or similar points.
› Invest in your own website
My own website is my digital business card and the only platform that I can really control to a large extent. I can use the website to present my work, write blogs and perhaps offer a newsletter that allows me to communicate directly with my audience. Here I am independent of the whims of external platforms. This channel needs to be expanded further in the near future.
› Build a community via email marketing
An email newsletter would allow me to communicate directly with interested parties and potential customers. It is one of the most stable and reliable forms of marketing, as you don’t have to rely on algorithms or platforms. However, it also requires time-consuming administration (writing regular content, the technical distribution of a newsletter, managing subscriptions and data protection).
› Diversify your social media channels
In addition to Instagram, there are many other platforms such as Facebook, TikTok, Pinterest or LinkedIn on which you can be active. Spreading your activity across several social media accounts makes you less susceptible to failures on a single platform. The downside: it requires significantly more effort to administer the various accounts on the platforms. Do I want that? Probably not.
› Develop offline strategies
Even in the digital world, personal contact remains important. Exhibitions, art markets, exchanges with interested parties and other artists can help to remain visible independently of Instagram or to become visible in the first place.
Final thoughts
Instagram is a powerful tool for me as an artist these days. But it is and should be just that – a tool. It should not be the sole basis of my marketing and my self-presence. The recent challenges with my account have made me realize how important it is to be more independent and use multiple channels.
Being visible with your art doesn’t just have an economic impact. Mentally and for the soul as an artist, feedback, exchanges, opinions and ultimately sales are also a kind of pat on the back for what I do.
As an artist, I strive for creative freedom – and this should also be reflected in important marketing. Independence from platforms like Instagram is not only a kind of safety net, but also an expression of this freedom.
It’s not just a call to myself: Use the digital possibilities, but don’t let them rule you.