Cobweb Arts
I started painting again in 2024 after a period of poor mental health and, in 2025, I decided to take a leap of faith and start my own part-time business selling my artwork. Creating videos and content for my social media has been the main focus; I'd like to build my online presence before releasing a full range of products to ensure that I have a stable brand foundation. This is a creative project I have undertaken that will easily fit around a full-time job, and the content I have created for my own business demonstrates my detailed understanding of social media and building community.
Video content
As I am promoting my own business, I try to include a fun and humorous tone in my brand voice that reflects my personality. Audiences are more incentivised to purchase a product if they connect with the creator, so my videos reflect Gen Z editing styles (quick cuts, captions showing the creator's inner thoughts) that the viewer may find insightful or humorous. I tend to show my creation process so that my account is based on engaging with me as an artist rather than simply buying a finished piece.
I share my videos across TikTok, Instagram and Facebook. In just over the first month of launching the accounts, I gained 145 followers and 702 likes on TikTok, as well as 77 followers on Instagram. These are high figures for a new account with only 13 or 14 videos, and I have achieved this by regularly interacting with my target audience in comment sections: young, creative individuals who purchase or make their own crafts. I understand how to build a community, as demonstrated by the fact that my TikTok videos receive an average of 54 likes, which is the equivalent to 40% of my following. I don't have the largest account, but those who do follow me regularly interact with my posts and appreciate me as a creator.
My next target is to build my following on Facebook. I am part of an abundance of UK crafting groups and I am going to begin interacting regularly with the communities involved with these. I am going to target a slightly older audience with my Facebook content who are house-proud and wish to decorate their living spaces or offices with sweet, handmade items.
I implement keywords by using relevant and up-to-date hashtags underneath all my posts and I inform the social media algorithms where I would like my content to be shown by regularly interacting with similar accounts.
Product photography
I used a Sony a33 to take beautiful pictures of my artwork for use on my website, Etsy page, and social media. I wanted them to be simple and bright to let the artwork speak for itself. I film my videos using my phone for convenience, but am also comfortable using a tripod and camera to do so.
Software used
