Should you quit Instagram if you're an illustrator?

Summary

Podcast Summary: "Should You Quit Instagram if You're an Illustrator?"

Released on March 21, 2025, "The Good Ship Illustration" episode delves into the complexities of using Instagram as a marketing tool for illustrators. Hosts Helen Stephens, Katie Chappell, and Tania Willis share their diverse experiences and strategies, providing invaluable insights for image-makers navigating their creative careers.

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1. Navigating Instagram: Strategic vs. Organic Approaches

The episode kicks off with Katie presenting a listener question from Ailie, who inquires about effective Instagram strategies for illustrators. Ailie wonders whether the hosts use scheduled posts and strategic content planning or if they engage more spontaneously.

• Helen Stephens [00:39]:
  "I used to have strategies back in the days when strategies worked or was useful in any way. Not anymore. Willy nilly. Now that's my philosophy."

Helen emphasizes a shift away from rigid strategies, advocating for a more organic, spontaneous approach to using Instagram. She highlights the diminishing effectiveness of traditional strategies in the ever-evolving social media landscape.

• Katie Chappell [00:57]:
  "Yeah, it's like, we know Zuck Daddy, whatever you're calling him is bad. I don't even want to consume content about how bad he is, as I just want videos of silly things."

Katie echoes Helen's frustration, expressing a desire to focus on lighthearted content rather than engaging with negativity surrounding Instagram's administration.

2. Frustrations with Instagram and Social Media Saturation

The discussion shifts to the general discontent with Instagram and social media platforms. The hosts lament the pervasive negative sentiments yet acknowledge their continued use.

• Tania Willis [01:08]:
  "I did find a good TikTok that taught me this week how to turn off all the advertising in Facebook... But I still can't get myself off Facebook. So there's three. No, I've actually got about eight Facebook accounts."

Tania humorously details her extensive use of Facebook accounts, balancing advertising responsibilities with personal usage, illustrating the tangled relationship many illustrators have with social media platforms.

3. Managing Multiple Social Media Accounts

Helen and Tania discuss the complexities of managing multiple Facebook accounts, each serving different purposes from business groups to personal expressions.

• Helen Stephens [02:48]:
  "Our money on Facebook. Well, I left in a big flounce of I hate Facebook years ago. But then when we started Good Ship and we decided to put the private members groups on there..."

Helen explains her return to Facebook for hosting private member groups essential for their community, showcasing the platform's continued relevance despite personal grievances.

4. The Role of Community and Authentic Interaction

Katie emphasizes the importance of community in maintaining an online presence, even amidst frustrations with social media.

• Katie Chappell [06:37]:
  "I didn't see anything because... I saw an interesting thing that I thought was quite interesting. They were saying, like, you know, you need community more than ever in situations like this. And if you're abandoning your community, even if it is online, is that a good idea?"

Helen concurs, highlighting the meaningful connections and friendships formed through their online interactions.

• Helen Stephens [06:58]:
  "I do really like the chats I have with everybody, especially since we started the Good Ship. People messages all the time on our own accounts and Good Ship. And I've made proper friends in real life from those connections."

5. Balancing Personal and Professional Content

The hosts discuss the delicate balance between sharing personal content and maintaining a professional illustrator profile.

• Helen Stephens [07:20]:
  "But yesterday I got told off by my teenager for posting a January roundup."

• Katie Chappell [07:36]:
  "But like, yeah, for silly things like that. It is fun and annoyingly is a way to socialize in the modern times."

They acknowledge the pressure to maintain an engaging social media presence while respecting personal boundaries and the perceptions of their immediate social circles.

6. Social Media vs. SEO: Driving Client Engagement

A significant portion of the conversation focuses on the mechanisms through which illustrators attract clients, weighing the roles of social media and Search Engine Optimization (SEO).

• Katie Chappell [07:58]:
  "It's complicated. I think the traffic that social media sends to my website tells Google and it's bots and spiders that are crawling. It tells the Internet that my website has got something on it that people want to look at."

Tania adds, emphasizing that while social media provides context and visibility, SEO remains the cornerstone of effective client acquisition.

• Tania Willis [08:22]:
  "So it gives you fluffy context. But the SEO is doing all the heavy lifting. Exactly."

7. Practical Tips for Instagram Usage

The hosts offer actionable advice for illustrators aiming to leverage Instagram effectively without succumbing to burnout or outdated strategies.

• Katie Chappell [08:40]:
  "I would say, like if you were starting out, it's definitely better to plow your energy into SEO, getting your website optimized and making sure that's working. And it's nice if you've got a social media channel, but don't. I wouldn't put all your getting work. Egg baskets. Eggs into that basket."

Helen supports this by stressing the importance of a visually appealing and publisher-friendly Instagram feed.

• Helen Stephens [08:47]:
  "As a picture bookmaker, I think it is good to be putting your work on Instagram. So if you've got an Instagram account, don't fill it all with your food and your dog and everything. Sprinkle that about a little bit."

She advises illustrators to showcase their best work, providing a gateway for publishers to discover and engage with their portfolios.

• Katie Chappell [09:20]:
  "If you listen to this, go on your profile now or any social media. And make sure, go edit profile. Make sure you've got your link to your website on there or a link to your portfolio."

8. Enhancing Profile Visibility and Authenticity

Further emphasizing profile optimization, the hosts discuss the necessity of having identifiable and authentic profiles to facilitate client connections.

• Helen Stephens [09:36]:
  "That's the number of people who have done our courses and I really love their work, but I only know them by a made up Instagram name and I don't know their name. So I think it's really, really useful to have your name on your Instagram account."

They encourage illustrators to ensure their real names and portfolio links are prominently featured to enhance discoverability and trustworthiness.

9. Flexibility Over Rigid Schedules

Rejecting the traditional mandates of consistent posting schedules, the hosts advocate for a more flexible, intuitive approach to social media engagement.

• Katie Chappell [10:50]:
  "I think if you were starting out on Instagram, you had loads of energy, you'd be well up for that. But I'm just over it."

Helen reflects on long-term engagement, suggesting that while initial efforts in creating a cohesive and attractive feed are beneficial, ongoing rigid scheduling may no longer be necessary.

• Helen Stephens [11:13]:
  "Maybe if you were starting out now, I would really be making my Instagram account look lovely. I don't know that I would pick a day of the week and post regularly to that day, but I would make sure Quite quickly I had a nice selection of images on my feed that a publisher could scroll through."

10. Conclusion: Integrated Marketing Approaches

The episode concludes with the hosts reiterating the multifaceted nature of client acquisition, underscoring that while social media plays a role, it should be part of a broader, integrated marketing strategy that prioritizes authentic engagement and professional optimization.

• Katie Chappell [12:10]:
  "We really go into that in the business course, don't we, about how all of us get our clients, how clients find us."

• Helen Stephens [12:28]:
  "This is real. This is not an AI. So it's going to be a bit noisy and clunky while you get the next question, like ASMR log."

The trio wraps up with light-hearted banter, reinforcing their camaraderie and commitment to supporting illustrators through practical, no-nonsense advice.

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Key Takeaways:

1. Flexibility Over Rigid Strategies: Traditional, scheduled posting strategies on Instagram may no longer be as effective. Adopting a more spontaneous approach can lead to authentic engagement.

2. Balance Social Media with SEO: While social media provides visibility and context, SEO remains crucial for driving client traffic to professional websites.

3. Optimize Your Profile: Ensure that your Instagram (or any social media) profile contains clear links to your portfolio or website and uses your real name to enhance discoverability and authenticity.

4. Curate a Publisher-Friendly Feed: Maintain a visually appealing Instagram feed that showcases your best work, making it easier for publishers and potential clients to discover and appreciate your illustrations.

5. Community is Key: Despite frustrations, maintaining an online community offers valuable connections and opportunities for personal and professional growth.

For illustrators contemplating their social media strategy, this episode offers a balanced perspective, encouraging a thoughtful integration of platforms like Instagram into a comprehensive, multi-channel marketing approach.

Transcript

[Katie]

We got a good question from Ailie. He says, how do the good ship captains, that's us, navigate social media, namely Instagram? Do you have a strategy in scheduled time or days that you use the app for marketing, or do you consume and post? Willy nilly?

[Helen]

I used to have strategies back in the days when strategies worked or was useful in any way. Not anymore. Willy nilly. Now that's my philosophy. Willy nilly nilly. Also, everybody's sad face, fed up of Instagram, aren't they? But I'm also fed up of everybody being fed up of Instagram.

[Katie]

Yeah, it's like, we know Zuck Daddy, whatever you're calling him is bad. I don't even want to consume content about how bad he is, as I just want videos of silly things.

[Tanya]

I find that. I did find a good TikTok that taught me this week how to turn off all the advertising in Facebook, which is probably a bit naughty because we advertise on Facebook, But I think 98% of Facebook income is derived from ads. So there's a bunch of settings you can go into. And I think if you look it up on whichever platform you use, there'll be some smart young woman telling you how to do it. I turned them all off and I was so proud of myself. Like, no money for you, Zuckerberg. But I still can't get myself off Facebook. So there's three. No, I've actually got about eight Facebook accounts.

[Helen]

Have you really?

[Katie]

Why?

[Helen]

Because I run.

[Tanya]

Starting from the smaller ones. I run the Green A Berrick account. I run the Baric Creative Guild account.

[Katie]

It's all coming out now.

[Tanya]

I may still be on the Landau Buffalo account because over the years I've set up Facebook accounts for other people and I'm the only admin. And then I've got my Tanya Willis Illustrator account, then I've got my personal political Ranty account and. And then there's a face, the Good Ship one as well.

[Helen]

I don't follow all these versions of Tanya. I didn't know they all existed.

[Tanya]

I'm all sliced up into different sections. I think there's more than that. I just. Those are the ones I can remember at the moment. But of course, being on good shit, we can't get rid of a face. My own Facebook account because I'm admin. I did try a few of these things this week in a. In a Zuckerberg rant. But then, as many people say, actually, now is probably a good time to be on it. Well, well, politically, to. To. If you dis if everyone disappeared, there'd be no discussion of what's going on in certain countries. But yeah, I'm willy nilly. And mostly Facebook.

[Helen]

Our money on Facebook. Well, I left in a big flounce of I hate Facebook years ago. But then when we started Good Ship and we decided to put the private members groups on there. Private members groups?

[Tanya]

Private members groups.

[Helen]

Adults only.

[Katie]

They're not like that Picture book question, illustration discussion.

[Helen]

Okay, let's make it clear. They're nice, safe space for our illustrators. I joined again just so that I can be there. So the only interaction I have, actually, I have another interaction with Facebook. I confess it. Yeah. So I look at the Good Ship stuff, but also reels of the King's guards and when the horses bite people.

[Katie]

Cameron watches those.

[Helen]

Oh, I love them so much, the horses. Outside of. I guess it's outside Buckingham palace or somewhere. I don't know. So there's all these soldiers on horseback and, you know, soldier uniform, big sword, big hat.

[Tanya]

Helen, what does this mean?

[Helen]

When people stand too near, the horses get grumpy and they bite them.

[Katie]

Oh, my God. If that's not what social media's for, I don't know.

[Helen]

I am obsessed.

[Tanya]

So random. It's like your TikTok fascination with the airlines and the strange.

[Helen]

Oh, the Scarlett Johansson cabin crew. AI. Jesus. Yes, do that Google search. It's brilliant. The number of images on that is so brilliant.

[Katie]

You know what? I'm just thinking about Ailey, who asked this question, hoping that we had a really in depth strategy of how.

[Helen]

Let's get sensible again, Katie. So in your frustration at some of the, you know, Instagram, Facebook, have you joined any of the other.

[Tanya]

Trigger her. Trigger her.

[Katie]

This gets me really annoyed. But not anybody specifically. It's not about you, don't worry. But if, you know, people are like, oh, I'm going to one of the other things, like blue sky. I don't know what they're called. This is how angry I am.

[Helen]

Me neither.

[Katie]

Blue sky or Nina or whatever.

[Tanya]

Cara.

[Katie]

Cara. That's one. I knew it was a name.

[Tanya]

Flash is a new one. Is doing an Instagram Flash.

[Katie]

Yeah. And I'm just. I just feel like, okay, bye then. But, yeah, I don't need to know. I don't need an announcement.

[Tanya]

She doesn't say it like that.

[Katie]

Oh, God, just get off then. Like, I just want videos of stupid stuff like, what are you doing in my. But no, I think I can understand why people are leaving. And I remember in my 20s being so, like, I was agonizing about my use of social media and trying to do a social media detox and I'm not going to use it. I'm leaving Instagram and I would tell everyone and then I'd be back a year later. I just spent so much energy on trying not to use it that now I think I'm just. I don't care anymore. I'm like, yeah, I need to watch silly videos.

[Helen]

I don't post anything for a month and then I post three in one day. In a day where I'm very excited.

[Tanya]

I just do what they do. The only way I can learn Instagram is see what Helen and Katie do and try and figure it out. Because I really hated the bit where they say the strategy is you must post the same time on the same days every week.

[Helen]

That used to be recommendation. I don't think it is now.

[Katie]

And actually when we started the good ship in March 2020, because we did a weekly live, we did art club and we posted fairly regularly, that account did grow very well. I think now we've got 30 something thousand people following there, which is brilliant. But we don't do any strategy on purpose anymore. We'll post a reel to announce that we're doing art club and then we'll go live studio art club and we'll maybe post a couple of static grids or carousel posts to say when the course is launched or something interesting is happening, but we don't really have.

[Helen]

And on my own account, I don't. I used to. I did used to back in the day when you could actually follow some advice about how to find other illustrators and things like that. I used to do it a lot.

[Tanya]

But the algorithms have just let everyone go.

[Helen]

Yeah, I can't.

[Katie]

Yeah, I didn't see anything because. Because everybody was like announcing they're leaving whatever platforms. And I saw an interesting thing that I thought was quite interesting. They were saying, like, you know, you need community more than ever in situations like this. And if you're abandoning your community, even if it is online, is that a good idea?

[Helen]

I do really like the chats I have with everybody, especially since we started the Good Ship. People messages all the time on our own accounts and Good Ship. And I've made proper friends in real life from those connections. I still love all that about it. I wouldn't leave. I really like stories as well. I really like how ephemeral it is. You can just take a picture, it's up and then it's gone. You have chats with all the people who saw your story. I love all that.

[Katie]

Yeah, me too.

[Helen]

But yesterday I got told off by my teenager for posting a January roundup.

[Katie]

I posted one too. Is it not?

[Helen]

That is. Who does that?

[Katie]

Me.

[Tanya]

Me.

[Katie]

I don't. Well, my sister was laughing at me because I called it a photo dump and then she sent me a poo emoji and said dumper. But like, yeah, for silly things like that. It is fun and annoyingly is a way to socialize in the modern times.

[Tanya]

But for work, do you think your work, more of your work and clients for you, Katie, comes from YouTube or from Substack or Instagram or none of those?

[Katie]

It's complicated. I think the traffic that social media sends to my website tells Google and it's bots and spiders that are crawling. It tells the Internet that my website has got something on it that people want to look at. And I do think that social media helps clients, potential clients, cross reference my work and who I am, make sure I'm a real person, make sure I'm not just a random scammer.

[Tanya]

So it gives you fluffy context. But the SEO is doing all the heavy lifting. Exactly.

[Katie]

I would say, like if you were starting out, it's definitely better to plow your energy into SEO, getting your website optimized and making sure that's working. And it's nice if you've got a social media channel, but don't. I wouldn't put all your getting work. Egg baskets. Eggs into that basket.

[Tanya]

Yeah.

[Helen]

As a picture bookmaker, I think it is good to be putting your work on Instagram. So if you've got an Instagram account, don't fill it all with your food and your dog and everything. Sprinkle that about a little bit. But I would put up nice illustrations, sketches, behind the scenes, pens, that kind of thing. I don't think you have to have a big strategy about it, but publishers do go looking for picture bookmakers on Instagram. So just make sure that your feed is publisher friendly. Like it has some nice drawings that might tempt them in. And then you've got a link to your website so they can follow up and see what your folio looks like.

[Katie]

That's such a good point because the amount of times I've seen people not have a link on their Instagram.

[Helen]

That's crazy.

[Katie]

Yeah. If you listen to this, go on your profile now or any social media.

[Helen]

Yeah.

[Katie]

And make sure, go edit profile. Make sure you've got your link to your website on there or a link to your portfolio. Even if your portfolio is a file on cloud storage or whatever and your actual name, Your actual name.

[Helen]

That's the number of people who have done our courses and I really love their work, but I only know them by a made up Instagram name and I don't know their name. And if they had a book out, I might not know it's them because I only know their Instagram name. So I think it's really, really useful to have your name on your Instagram account.

[Katie]

Definitely, yeah.

[Tanya]

And if your name isn't, what would you do, though? If your name is quite ordinary and lots of people have got it and it's already taken, you've got to add something to it. But I mean, you can invent a name, but as long as on the account you can see the name.

[Helen]

Yeah, I added Pal on the end of mine because there's quite. Well, there's the naked life model Helen Stevens and there's a. Who else is there? Oh, there's the sports person who comes number one on Google. Hitler pinched my bum. So there's quite a few. Helen Stevens. So I've got. I'm Helen Stevens, pal.

[Katie]

Have you not knocked that Olympian off the top?

[Helen]

I have actually, yeah. She's gone down the Google search now. But back in the day when I first put my website out, if you search for me, you got. You got her. Hitler Pinch my bottom.

[Katie]

There is a Kate Chapel, who is a picture book illustrator, which is. So I quite often get on Instagram, people tagging me in my incredible book about dinosaurs and their emotions and I'm like, do I tell you that it's not. I just ignore them, I don't repost them or anything, but it's.

[Tanya]

Yeah, yeah. I wonder if people are still sticking rigidly to those rules, you know, post every Wednesday morning, blah, blah, blah.

[Katie]

Yeah, I think people are, because there was a. I got excited about an Instagram account called Instagram Business Secrets or something and they. They've got like content calendars and daily prompts and blah, blah. And it's. Maybe if you were starting out on Instagram, you had loads of energy, you'd be well up for that. But I'm just over it.

[Helen]

Maybe we've just been doing it for a long time and we're talking like we're tired, we're jaded. Because I do think if I was starting out now, I would really be making my Instagram account look lovely. I don't know that I would pick a day of the week and post regularly to that day, but I would make sure Quite quickly. I had a nice selection of images on my feed that a publisher could scroll through. Even if I put them all up over one week, I would make sure it looked nice.

[Katie]

There's something I wanted to do for the good ship one. You know the highlight stories.

[Helen]

Yeah.

[Katie]

I thought we could tidy them up and just have for every single freebie one, one highlight.

[Helen]

So you just idea.

[Katie]

So I might do that, make it.

[Helen]

Really clear so people can find them.

[Katie]

And like maybe one for each course as well.

[Helen]

So yeah, I was just thinking. Katie, Tanya asked you, how do most of your customers find you? We really go into that in the business course, don't we, about how all of us get our clients, how clients find us.

[Katie]

Spoiler alert. It's not social media. I mean, social media is involved, but it's not the main way.

[Tanya]

It's a mix of quite a few things, isn't it? And it's just making all of those work together. Excuse me. At this point, I've got to put another log on the fire. This is real. This is not an AI. So it's going to be a bit noisy and clunky while you get the.

[Katie]

Next question, like ASMR log.

[Helen]

Let's just see the podcast out. Listening to Tanya stocking up the fire.

[Katie]

Tanya's even got a special log glove.

[Tanya]

It's my burning hand glove.

[Helen]

Too hot. Okay, everybody, see you next time. Bye. Bye.

[Katie]

And then he clapped like.

[Tanya]

Thank you.