4 Lessons I Learned From Quitting My 15k Instagram Account

In this blog post, I am going to share with you the 4 lessons I learned from “quitting” my 15k Instagram account and share with you a different approach to how to build an audience as a professional artist and a creator - without burning yourself out on social media.

I want to begin by saying that quitting social media and Instagram was not something I had planned. When it happened, I was actually planning the exact opposite. I was travelling full-time with my boyfriend, and I was pretty active in sharing my travel and art on the platform, which had grown to 15k followers at the time. We were even about to invest in more camera gear to document our journey and improve our content production. But then, life took an unexpected turn when I suddenly got diagnosed with stage 3B blood cancer, and I was forced to quit social media to take care of my health.

"Because even if it is still a tiny little blog, it brings way more traffic to my website and products and more value to my community than my Instagram account has EVER done"

The Problem With Social Media

For the first year of treatment, I didn’t quit all at once, but during that time, I slowly realised how toxic my relationship with social media was. I was going through a pretty intensive 7 months of chemotherapy treatment, which I was not handling very well(might be a bit of an understatement). Meanwhile, Instagram still demanded to be fed constant content, which it quickly chewed up and discarded. My community, with which I worked hard to build a relationship, was barred from me because I was no longer meeting the algorithm’s daily quota.

But, at the time, I believed that the only way to grow as a successful artist and a creative was to meet the platform’s demands, to adapt and provide what was trendy and popular. If Instagram said it is time to only draw pretty girls or jump on video, you had better jump and with a smile on your face - otherwise, you could wave your engagement bye-bye. Back then, I didn’t have eyebrows, let alone the strength to jump on anything.

This made me realise how much control over my life, mental health and business I had handed over to a platform that, much like my illness at the time, I had no control over. Honestly, I kept going as long as I could because I thought if I stopped creating content, my business would crumble in an instant.

But, I become overwhelmed by the endless pressure to constantly create more and more content while, honestly, trying to stay alive. It wasn’t easy, but in the end, I braced for the worst to happen, and I pulled the plug on my Instagram account.

The Truth About Building An Audience

I waited for the worst-case scenario to unfold, for my art sales to dry up, for my business to burst into flames and disappear into a little pile of ash - but, to my surprise, something marvellous happened instead.

No smoke and ruins were left after my silent quitting, my sales didn’t drop but instead started rising, people kept reaching my website just as much as they did before, and I would still get questions and kind messages of encouragement from time to time. What had happened?

It took me a while to find the answer, but 4 years after I quit Instagram as an artist, here are the 4 key lessons I have learned.

Lesson 1: You Don’t Need Social Media To Make a Living As a Creative

I wrote an entire blog post about this before, but at its essence - There are plenty of options out there for you to make a comfortable living without sharing your work online. You could work as a freelancer, as an in-studio artist, or if you want to focus on print-on-demand or licensing, you could study trends and evergreen themes to create work that people are already looking for and eager to buy so that clients are more likely to find you without having to spend too much time on marketing.

Lesson 2: Re-Think What It Means To Build An Audience

If you decide working for someone is not quite your tempo(I get you!) and you are ready to start building your audience, but you dread the thought of adding another full-time job in social media marketing to your already full to-do list Then, it’s time to redefine what building an audience means.

Building relationships with an audience goes beyond the narrow scope of platforms like Instagram, TikTok, and other social media platforms. It’s time to start thinking outside the box.

I have met some wonderfully resourceful creatives that built their audience from scratch on platforms like Twitch, Discord, Skillshare, Gumroad, and DeviantArt(old school, but hey, it still works) and let’s not forget blogging, Etsy traffic and craft fairs - you will be surprised how many people are willing to subscribe to your email list for a free cat sticker or a small discount.

If you’re a complete beginner and don’t know where to start, don’t worry! I’ve got more tips on how to start building a mailing list in the roadmap section of this blog post.

Lesson 3: Social Media Can Lead You Down The Wrong Path

This is a bit of a controversial lesson, but hear me out. I have been licensing my art for years now, and I have noticed that sometimes what my clients need is not what gets the most likes on social media. In the past, I fell into a pattern where I would study my analytics and follow what was most popular on Instagram. However, that did not always reflect increased sales - in fact, it was quite the opposite at times! I can’t say that this applies to everyone, but if you don’t have a clear image and understanding of your art target market and trust what’s popular on social media, you might be tempted to tweak your work, style, and voice, which might not work in your favour and might even lead you to burnout and feeling like your art is no longer fun to make.

Sometimes what my clients need is not what gets the most likes on social media.

After I quit Instagram and doubled down on creating content with my target market in mind, my sales increased significantly. Yet, when I posted the same successful/most profitable work on Instagram, it got barely any views or likes. Is it annoying? Absolutely. Is it important for my business’s bottom line and my potential clients too? Probably not, if you play your cards right.

Lesson 4: There is some good stuff on Social Media

In the immortal words of Samwise Gamgee, “There’s some good in this world, Mr. Frodo. And it’s worth fighting for”.

Last but not least, after “quitting” my Instagram account, I realised that although I gained a lot of my time and independence back, I also felt that something really important went missing.

For instance. When art AI art started making waves, I was pretty upset. At that time, not many of my friends and family members around me could understand why I was having a full-blown existential crisis over some pixels - it was my artist friends who understood. I found myself drawn back into social media to reach out to those fellow artists who were going through the same turmoil. Thanks to social media, we could share our grief and worries together, and we were there for each other, even though we were miles away or had never met in “real life” before.

It was a connection and care that would have been impossible without being online. This experience reminded me that social media could be more than a platform for self-promotion. It can be a way to help others, share your knowledge, and feel less lonely when times get tough. This wasn’t just about posting content; this was about human connection.

Like many things in life, social media isn’t black and white. It’s complex and can both give and take. It can push you into some dark places, or it can connect you with love, understanding and compassion you wouldn’t be able to find anywhere else.

So yes, quitting Instagram was a necessary step for me, but it’s not a condemnation of all social media. There’s good in there if you know where to look. Just like in the world, there’s some good online, and it’s worth fighting for.

A New Approach To Building An Audience

If you’ve made it this far into the blog post, you’re probably feeling pretty fed up with social media and ready to do something about it.

So, let me share a secret: social media doesn’t have to be this hard. We become so overwhelmed and scared of social media because of its power - it can make you and break you overnight, and you have no agency beyond “putting in the hard work.” - It sounds a lot like a 9-5 doesn’t it? When I had that realisation, it hit me like a ton of bricks, and I knew something had to change.

So, what is the secret to escaping from its power? Taking back Control.

Taking Back Control

You decided to become a creator because you didn't want someone else to tell you what you can and can't do, and so you should have control over your path as a creator. The first step in reclaiming your autonomy is acknowledging that social media is not the master but a tool. A tool that, while powerful, should never dictate the terms of your life or your creativity.

Once you recognise this, you begin to see alternatives, and that’s where the real magic happens.

Thinking Outside The Social Media Box

Having a social media presence is undoubtedly powerful, but it is not the full picture. There are many other pieces of the "building an audience puzzle" that are perhaps less shiny but equally as important.

Mailing List: Start creating a mailing list. This isn’t just about gathering email addresses; it’s an excellent tool for fostering a community of interested people who genuinely care about what you create. Your mailing list becomes a direct line to your audience, free from the whims and changes of social media algorithms.

Self-hosted Website: Own your space online by hosting your own website. This platform belongs to you, and you alone decide what to do with it. Share your art, sell your products, or write your thoughts. It’s your digital home, decorated by your rules.

Personal Brand: Develop your personal brand. Your personal brand is your promise to your audience. It’s what you stand for, what you offer, and what makes you unique. This is something that transcends any platform and will follow you wherever you go. Remember, people connect with people. Let them see you.

Step 1: Identify The Struggle

ake a moment to step back and analyse the areas that are draining your energy and time. Recognise what’s holding you back, and be honest with yourself. Identifying these struggles is the key to moving forward - and remember it is okay not to be able to handle it all.

When I first did this exercise, I had so many breakthroughs. For example, since my cancer treatment, I’ve been wrestling with chronic fatigue, which makes creating daily content impossible. I don’t have a lot of time or energy during the day (sometimes none at all), So I have to pick what I put effort into carefully and only choose 1 or 2 activities instead of trying to do everything everywhere.

Another breakthrough was that I struggled so much on Instagram because of my shyness, which made it difficult for me to create Reels and especially Insta stories without feeling overwhelmed by social anxiety. I discovered that I prefer creating one bigger piece of content, such as Skillshare classes and video courses where I can prepare myself with a script and take as much time as I need to film.

Take some time to figure out what your struggles are, and don't feel defeated by this process. You are not giving up. You are giving yourself grace and putting your needs first.

When You Go Through This Step, Here Are a Few Questions You Can Ask Yourself Think:

• Do you have enough time for this?
• Do you have the necessary tools and skills?
• Are you honouring your health and well-being first?
• Are your emotions affecting your choices and ability to progress?
• What type of content comes easier to you (writing, video, live events, dm, etc.)
• What kind of content do you struggle with the most?

Step 2: Take Back Your Time

Once you have done some introspection and figured out all of the Social Media tasks that you “should” do but are not fitting in with your current life situation, it is time to decide what to do with them. From my experience, I have come across 3 main options: delegate, eliminate or set aside until you have a better strategy in place or flat-out eliminate it.

A. If you have resources: Choose all the tasks that you no longer want to do and either automate them through software such as a social media scheduler or a service like Zapier if possible or delegate them to someone else such as a social media manager or graphic designer.

B. If you don’t have resources: Don’t let fear of what could happen hold you back. Set your tasks aside and only put the minimum viable effort into tasks that are not essential, or even stop them altogether if you want to. Then, channel that newfound time and energy into something that will truly build your audience.

C. If the task no longer serves you: Letting go of something you’ve invested time and energy into is never easy. This phenomenon even has a name. It is called the sunk cost fallacy. It makes it hard to let go of things that you put effort and resources into, but letting go can free you from a constant drain on your time and energy. Remember, if a task has been draining you until now, it’s likely to continue doing so. It’s more than okay to say goodbye to it. Trust in the process because sometimes stepping away from what’s holding you back is the very thing that will propel you forward.

Step 3: Craft a Lead Magnet

A lead magnet is essentially a valuable piece of content that you give your audience for free in exchange for their email address. If the idea of dipping your toes into email marketing gives you the eek, try to think about it as not just a way of obtaining a list of emails; but as providing something meaningful that resonates with your audience’s needs and connects you with them in a nurturing and mutually beneficial way. It’s an invitation to a relationship rather than a transaction.

Understand Your Audience’s Needs

The first step in crafting a lead magnet is understanding your audience's wants and needs. Dig deep to uncover their struggles, desires, and aspirations. Think about where they are now and where they want to be, and give them something that helps them take the first step to bridge that gap.

Examples Lead Magnets For Different Products:

• Paint Cats In Watercolor For Beginners Course: Perhaps a guide to buying watercolors and brushes for beginners would make a great lead magnet.
• Fabric with Cat Art: In your online store, you could offer a lead magnet on How To Sew a Bowtie For Your Cat.
• Cat Illustration Art Prints: If you frequently visit craft fairs, you could print out mini cat stickers and give them away for free in exchange for emails.

Step 4: Post Your Lead Magnet

Once you have the lead magnet, depending on your situation, you have two options: Post it where your target market will find it easily or create evergreen searchable content that leads to your lead magnet.

Find Where Your Community Hangs Out

Example of my free content showcased on my Skillshare profile.

As an artist, Gumroad and my Skillshare teacher profile are two good examples of places that get targeted traffic organically, and I don’t need to do much advertisement there.

If you know what your community wants and provide it for free in places where they already hang out, the sign-ups happen all by themselves. This is a great strategy to start with if you are just at the beginning of your journey but keep in mind that these people don’t know you yet when they sign up, and mostly they might just be looking for free stuff, so they are more likely to unsubscribe later, which is still perfectly fine. You want to be a good match for each other - don’t get discouraged by the unsubscribes and nurture the people who stay.

Create Content Around Your Lead Magnet

The second option is to create content around your lead magnet on a platform you are entirely in control of, and that works for you, such as a website or blog. This content should be targeted and valuable to your ideal customer, searchable on Google and ideally evergreen, which means it won’t go out of fashion in a few months.

For me, it was my blog. Because even if it is still a tiny little blog, it brings way more traffic and value to my community than my Instagram account has EVER done, even when my Instagram account was getting crazy engagement and thousands of likes per post.

Step 5: Return To Social Media (If You Want)

Now, with a fresh perspective and new strategy for gaining control in place, you might find that the thought of returning to social media doesn’t carry the same weight. It’s just another channel of communication, not a life-or-death platform.

In the end, what I learned from this journey is that the goal is not to abandon social media but to harness it, to wield it without being consumed by it.

Moving forward, I plan to slowly get back into social media, but this time with a secure strategy in place and focus on the platforms that align with my long term goals and values.

Perhaps one day, I will even try to revive my old Instagram account - but that’s a story for a future blog post. (Let me know if that sounds like something interesting to you!)

It might seem like a huge task to take back control of your space, but it is actually easier than it looks.

Start with one small change. Maybe it's implementing a new strategy or taking the time to truly understand what resonates with your community. Break it down into manageable steps, something you can do today, and feel the difference it can make.

You will have to put in some work to set things up in the beginning, but when you implement these strategies, you will pave a new path where you dictate the terms, foster genuine relationships, and build a community that resonates with your values - away from the whims of the algorithm.

So, I encourage you to take the first step! Your voice and your art deserve to shine in a space designed just for you.