I don’t want to sound like an old man shouting at clouds here, but can we take a moment to talk about social media and marketing? Not the type where you’re posting holiday photos or sharing a meme—but specifically using social media to market our work. If you’re in the business of promoting or selling something, does that automatically mean you’re roped into social media’s grasp? Are there alternatives, or are we all trapped in a never-ending cycle of content, trends, and algorithms? Spoiler: it turns out we’ve wrestled with this question a lot.
Why Social Media Marketing Gives Us Pause
Like many creative people, our thinking around social media has evolved, partly out of necessity. I tried YouTube, thought about Twitch, and even wondered if every creative project needed an Instagram page. But each time, I found myself hesitating. The truth is, social media marketing comes with its own baggage—a unique kind of love-hate relationship that drains some of us faster than we can recharge.
So, what exactly is it about social media that creates this push-pull for marketing our work? Here are the big reasons that came up in our discussions.
1. The Social Media Trap
First up: social media itself. The idea of spending hours scrolling, comparing, and analysing how our work stacks up against others just doesn’t sit right. It’s not that we’re totally against social media or oblivious to the benefits. In fact, I enjoy watching funny content and the occasional viral sensation. But more often than not, social media has a knack for pulling us out of our lane and planting self-doubt.
After a quick scroll, what started as contentment with my own pace or goals often shifts into something else. Suddenly, I’m questioning my progress or rethinking my creative direction because I’ve seen someone else achieving a milestone. That’s the crux: using social media for marketing means spending a lot of time on a platform where comparing yourself to others is inevitable. And when it distracts from the joy of what I create or the original purpose of a project, I know it’s time to step back.
2. The Algorithm Game
Social media algorithms are designed to control what you see and, by extension, what others see of you. Want to reach your audience? The platforms tell you that paying for ads or consistently posting is your best bet. But who has time to keep up with the latest algorithm changes? And does it make sense to pour hours into content when you can’t even guarantee your message will reach the people you care about?
Have you ever posted about a big life event on Facebook or Instagram, only to find out weeks later that half the people you intended it for never saw it? And if you’re running a business or promoting your work, you need even more consistent visibility. But if reaching people means constantly trying to “beat” the algorithm, it becomes a time-consuming chore that’s out of your control.
3. The Treadmill of Trends
The final sticking point is social media’s fixation on trends. For creators like us who crave originality, the pressure to chase trends feels suffocating. Sure, following the latest craze might help increase visibility, but it often doesn’t align with our goals. If marketing is going to mean anything, it has to resonate with us and reflect what we genuinely want to share. We don’t want to chase a trend today, only to have it replaced by something else tomorrow. That’s the treadmill—and it’s exhausting.
Exploring an Alternative: Calm Marketing
After a long and winding journey, we stumbled upon something that clicked with us: calm marketing. This approach emerged as a refreshing alternative to the “fast fashion” of digital marketing. It’s not a new invention but more of a forgotten way of thinking, recently resurrected by creators who’ve found themselves burned out or disenchanted by mainstream social media marketing.
We came across this concept thanks to a YouTuber and artist named Louise Stigl from Sweden. Her channel, The Calm Creative, introduces viewers to “calm marketing”—a value-driven approach that favors genuine connections over viral growth. Calm marketing is slower paced marketing, focusing on building a more intentional, sustainable relationship with your audience.
What Is Calm Marketing, Anyway?
So, what does calm marketing look like? At its core, it’s about offering quality over quantity and showing up consistently, without trying to fit into an algorithmic mold. Instead of cranking out content to match the platform’s demands, calm marketing allows you to prioritise depth and intention. Rather than creating daily posts for the sake of it, calm marketing embraces a measured pace, focusing on meaningful interactions and offering value to those who choose to follow your journey.
The real beauty of calm marketing is that it gives you space to create content that resonates with your values and the purpose behind your work. Instead of a manic posting schedule, you might send out a thoughtful monthly newsletter or share occasional long-form posts with insights and behind-the-scenes peeks. It’s marketing that operates on your timeline, not the platform’s.
Benefits of the Calm Marketing Approach
Beyond the comfort of stepping off the social media treadmill, calm marketing offers some real perks.
- Quality Connections Over Quantity: In calm marketing, it’s less about the number of followers and more about the quality of the connection. People who subscribe to your content are there because they genuinely want to engage with you and your work, not because they happened to scroll past your post.
- A Sustainable Pace: Calm marketing lets you promote your work at a pace that works for you. Without the pressure to feed the algorithm daily, you have more control over when and how you connect with your audience.
- Aligning Marketing with Values: One of the biggest advantages of calm marketing is that it lets you bring your whole self into your work. You can focus on creating things that you’re proud of and share them when they’re ready, rather than rushing to meet an arbitrary deadline.
How We’re Embracing Calm Marketing
Adopting calm marketing is part of a bigger vision for us. We’re a creative duo balancing multiple roles and unpredictable schedules, and we wanted a marketing method that fits that reality. The idea is to promote our projects in a way that reflects who we are, without having to morph into “social media marketers.” We’ve seen how consistency and authenticity can build a following over time, and that’s a foundation we can live with.
For us, calm marketing could mean:
- Email Newsletters: Sharing updates with subscribers who actually want to know what we’re up to.
- Long-Form Blog Posts: Like this one—offering thoughtful content that digs a little deeper into what we’re working on or pondering.
- Occasional Updates on Select Platforms: We might still use social media, but only in a limited, focused way. And only if it feels true to us.
- Cultivating a Community: We are developing our Patreon community in a way that allows people who are genuinely interested in our work to find us, join our community, and engage in the way they want to. Whether it is regularly listening to our podcast, connecting with other like-minded artists, or accessing the behind-the-scenes content, the focus is on thoughtful, value-filled connection.
Why Calm Marketing Resonates Now
I think a lot of creators are asking themselves the same questions. How do you market your work without sacrificing the joy and purpose behind it? How do you stay visible without losing yourself in the process? I’ve seen plenty of authors and artists who’ve had to perform daily on Instagram or TikTok, and while that approach has its place, it’s not for everyone.
If you’re in a similar spot, wrestling with the demands of social media marketing, you’re not alone. There are options, and calm marketing might be one of them. It’s a simple, sustainable way to connect with an audience that cares about what you have to offer—not just because an algorithm decided to show it to them.
At the end of the day, marketing is part of creating. It deserves the same level of care, intention, and individuality as the work itself. Social media isn’t going anywhere, but calm marketing gives you a way to engage on your own terms, in a way that feels as authentic and intentional as the art you create.
What marketing methods have you tried? We’d love to hear what has worked for you. Comment below, or join like-minded artists in the Pain In The Arts community chat. Join for free at www.patreon.com/painintheartslife
Listen to our discussion of this topic on our podcast Pain In The Arts. Search in your podcast platform, or find it here
