Emily Jeffords LEARN

Building a Resilient Creative Business in a Shifting Landscape

Save this heartfelt and practical post for when you need inspiration, settle in to read when you're ready, and know this: you’re not alone in the ebbs and flows of the creative journey.

As artists and makers, we’re living through a time of immense evolution in the digital landscape. It’s both curious and unsettling, and it’s crucial to center ourselves amidst the changes. Even if you aren't sharing your work online, shifts in how platforms allow users to share their voice and operate their businesses have reminded us of an important truth: we are building part of our business on platforms that we have no control over within a system we cannot control.

BUT DON'T FREAK OUT. I have some very hopeful thoughts on this.

I've been reminding myself of something I’ve been telling other creatives for years, that feels especially important right now:

You are in charge of how your collectors, audience, & community meet your work.

Online platforms are amazing, and we love seeing our posts gain traction. But TikTok engagement isn’t guaranteed. Viral IG posts aren’t guaranteed. The only thing guaranteed is your willingness to show up, time and time again – and your willingness to be creative about where you show up.

It’s true: the online world feels uncertain right now. As creatives, we’re not in control of the big decisions these platforms make. But what we can control is how we approach this moment. Let’s focus on the things we know to be true:

No. 1 Creatives are dependable

You can count on yourself to show up for your work.

It will hold you as you hold it (especially when things feel uncertain). Let your creative process be the most reliable and generous thing in your life and just watch the way it changes everything.

You can also depend on yourself to get creative with how, where, and when you share that work with others. If a certain platform isn't giving you the ROI you would like to see, then invest your precious energy elsewhere! You are not chained to a certain platform simply because it's popular. Where are your buyers actually going to buy art?

Consider in person events, other platforms, licensing, your email list… you are highly creative and powerful and persuasive. Don't let a single platform own all of your magic.

No. 2 Your creativity is essential

And not just to you. Social platforms need your work.

Your ideas and creations are the heartbeat of their success. You are quite literally a “hot commodity” to apps like Instagram, TikTok, YouTube… and, whether you like it or not, you are a content creator when it comes to sharing your work on social media. You don't have to treat content creation like a fulltime job (I share a lot around streamlining this process and keeping your energy focused inside of Making Art Work), but beginning to think of yourself and the things you share in these online spaces in the correct context helps to set yourself up for success across the board.
You share your work, creating original content, giving the algorithm exactly what it needs to survive. AKA, THEY NEED YOU.

No. 3 Connection matters more than ever

Because your voice matters, and your creative work matters, don't be shy!

Show up authentically, share what’s inspiring you, and connect with your audience. Looser, in-the-moment content—like sharing what you’re working on right now—can feel more valuable and accessible than ever. Remember that you have a story and someone very much needs to hear it and see it.

The times I've felt the most connection to my community are the times I show up fully, honestly, and bravely. Trust that your audience is full of good humans that you would be delighted to meet in real life (because they probably are).

Listen, I'm going to be very honest with you. There are some big shifts taking place across our world: social media shifts, changing economics and politics, global warming and natural disasters, unrest… just to name a few.

When things feel uncertain, it’s important to focus on what’s possible. My therapists always reminds me to ask, “What gifts am I being given?” Which I usually roll my eyes at for a moment before crying as I realize that there are always SO MANY.

Knowing this, here are some gifts that I’ve been sensing are going to unfold for the creative community:

There may be more unified content-sharing across platforms.

With talk of Meta potentially acquiring TikTok, cross-sharing between platforms like Instagram and TikTok may become smoother, saving you time and effort in creating marketing.

There will be more value on authentic, in-the-moment marketing.

Some platforms like IG have gotten so formal and sterile with the fluidity and warmth of other apps like TikTok. Simple, heartfelt updates about your work—like sharing what you’re creating right now—may resonate more deeply with your audience and require less effort to produce.

The ability to blend pretty + real.

Platforms might naturally favor marketing that combines Meta’s aesthetics with TikTok’s authenticity, aligning with many creatives’ strengths in how we like to market and talk about our work. Also, a reminder to lean into Pinterest for that buyer-focused beautiful content.

This encourages opportunities to diversify.

This could be the perfect time to expand your reach beyond one platform. I’m going to keep repeating that, but it’s so important. Consider Pinterest, or your email marketing, or in-person partnerships as ways to connect with your audience beyond the pressure to keep up with the current transitions in the Meta-universe.

By focusing on what’s possible, we can reframe uncertainty as a time to GROW, be loud about what’s important to you and how these platforms work for you (not you work for them!), experiment, and rediscover the joy in sharing our creativity. Which is quite literally the point!

REMEMBER TO DIVERSIFY. Relying on one platform has its risks, and diversifying your approach can create more stability and connection… take up space, sweeties!

How are you building up your email list? Email is one of the most direct ways to reach your collectors! While the social apps are working well for us, use your time and energy to get your followers over to your email list. I talk SO much about this in Making Art Work, but remember, the value of one email subscriber is 10x more likely to be a buyer than a follower on Instagram or any other platform.
Are you overlooking other platforms that could be helpful in marketing? Think about where people go to shop/find art/curate beauty. Keep it approachable, like starting by assessing your account and content on Pinterest, which is so effective for sharing creative work!
Get local and in person. Explore local galleries, boutiques, and collaborations. Pairing up with friends, and getting creative with where your buyers are really looking for your work.

Remember, creating and sharing your work isn’t just about likes and follows—it’s about finding meaningful ways to connect with the people who value what you create.

Resources to Support Your Creativity

I have poured so much time and energy and thoughtfulness into supporting my fellow creatives – because I TRULY know and believe that when Creatives thrive, our whole community thrives. So here you go, my sweeties. Take what you need. Let's make 2025 a truly beautiful year.

Free Resources

The 2025 Goal Setting Workshop replay This year’s workshop was beyond motivating, if you’re looking for a little momentum and direction as you map out your goals for this year, let’s do it together! Access the replay and I’ll walk you through my beautiful 2025 Goal Setting Workbook step by step.
The Creative’s Club A free Facebook community hub where artists and creatives connect, share ideas, celebrate creative wins, and encourage growth together.
Do It For the Process Podcast Tune in for thoughtful conversations about creativity, art, and the beauty of showing up for your process.
The Resource Library Explore tools, guides, and downloads created to empower your creative journey.

In-Depth Resources

For those looking to deepen their growth, courses like Making Art Work provide comprehensive support for building a thriving creative businesses. This course exists to help you to value your work, clarify your messaging, elevate your brand, and attract an audience that is as in love with your creativity as you are! I’ve watched hundreds of MAW Alumni sell their high-end creative work consistently, they create collections that are often purchased in minutes, launch products with their dream companies, grow their collector base (way more important than your social media followers), and run profitable, sustainable, multi-passionate events, during economic uncertainty. If you are serious about selling your work, this is the class for you. Enrollment for this program opens only once per year, join the waitlist to stay informed! This year’s cohort will launch on March 13th!
If you’re feeling drawn to MAKING art WORK, mark your calendar: Early Bird (discounted) enrollment opens on February 11th and closes on February 18th. Get on the waitlist to get the discount delivered straight to your inbox!

No matter where you are in your journey, these resources are here to uplift and empower you. Take what resonates and know that your creativity is a gift worth nurturing!

I know this is a strange time to be an artist, an entrepreneur, and a human who feels deeply. But you’re not alone in this. You’re dependable, your work is valuable, and your creativity is bigger than any algorithm. I’m here with you. Email us, and let us know how you’re feeling and planning and processing—I’d love to hear your thoughts!

With love and encouragement, Emily

Eager for more quick insider tips on how to sell your work and connect with your audience? This is just a taste of what you’ll find in the artist community I created and that you can be a part of…

Creativity is Bigger Than Any Algorithm

Building a Resilient Creative Business in a Shifting Landscape