When Thulani Tsamela, a visual artist who was born in Sebokeng and grew up in Vereeniging, first encountered TikTok, he didn't realise art could be a full-time career. It took exposure to other successful artists during the 2020 lockdown for him to recognise his art could be a hobby and a viable business, says the platform.

Over the past four years, Tsamela aims to prove that consistency, awareness and the strategic use of tools like TikTok are the canvas upon which his creative success is built, adds the platform.

Through a combination of interviews, conversations, and rapid-fire questions, the recently launched African All Stars — Brand Edition by TikTok aims to provide authentic, first-hand accounts of how businesses have leveraged the platform to reach millions and achieve tangible success. In a recent episode hosted by digital leader Lebo Lion, they offer a step-by-step guide to applying Thulani's principles for artists, says the platform.

Embrace Consistency Over Virality by Finding Your Sustainable Pace

The biggest mindset challenge for artists is the pressure to go viral, often believing they need thousands of views to be relevant or make a sale. Thulani rejects the idea of a "200 view jail" mentality, stressing that success is found in steady, sustained effort, says the platform.

Focus needs to be shifted from chasing viral fame to committing to a sustainable routine. Consistency is paramount, but it looks different for everyone. "Be consistent, you don’t have to push yourself too much in a way where you’re draining yourself," says Tsamela.

"If you can only post twice a week, make those two times consistent. This intentional approach prevents burnout and ensures your presence is reliable. By focusing on consistency, you manage your energy while ensuring your work is constantly exposed to new audiences, because you never know who's watching," adds Tsamela.

Use the Process to Promote a Purpose

To capture and retain an audience, artists are advised to offer more than just a final product. Tsamela encourages artists to use their content to invite viewers into a deeper conversation around their work's meaning and process, says the platform.

To genuinely engage viewers, artists are encouraged to focus on the "process of creating the art" rather than just the final result. Showing the canvas transform can be exciting and allow the audience to immerse themselves in the craft and to some degree, be fascinated. Beyond the technical process, artists are encouraged to ensure art is authentic to them and rooted in a personal message, adds the platform.

Tsamela uses his work to promote the "softer side of masculinity", drawing inspiration from his grandmother's strength and his personal experience with Gender-Based Violence (GBV). This depth aims to humanise the artist and gives the audience a "why" to invest in. Artists are encouraged to use their art to portray the message they need, says the platform.

Don't Be Shy About Business

Many artists struggle with the commercial aspect, believing sales should only happen organically. Tsamela aims to demonstrate that successful growth requires embracing marketing and strategic pricing, says the platform.

Artists are encouraged to treat their art as a business with no shame in promotion. If a piece performs well organically, don't hesitate to "promote it again" through paid advertisements. This can turn successful content into a direct business driver. Furthermore, tackle the difficult aspects of running a business, namely, pricing and targeting, adds the platform.

To maximise sales, artists are also encouraged to consider employing a dual pricing and targeting strategy: broaden accessibility by offering smaller, more accessible items, ensuring their art is available to a wider consumer base, says the platform.

Concurrently, artists should implement targeting their higher-priced original pieces by strategically focusing promotional efforts toward audiences with a higher disposable income, typically targeting users who are aged 25 and older. Views are valuable, but converting them into paying customers is the ultimate goal, adds the platform.

Create Social Proof

For content to truly resonate and convert, it needs to inspire an emotional reaction. Tsamela says that his most successful posts focus on the relationship between his art and the client.

Move beyond simply showcasing static images of finished pieces. A powerful strategy is creating a "video of a reaction of a client getting an artwork". This type of content is can be exciting because people enjoy "seeing other people engage with art". It can provide social proof, excitement and a glimpse of the emotional value the art delivers, motivating prospective buyers to commission their own pieces. This emotional storytelling can be key to converting interest into sales, says the platform.

While TikTok can be used for trends, businesses need to use it as a business engine, a global stage and a way to turn the hustle into impact in a tangible way, concludes the platform.

For more information, visit TikTok on Instagram.

*Image courtesy of contributor