The Back Story
I heard about Chris back in 2019 on Instagram when I was in the market to get a tattoo in South Philadelphia. He worked at Omkara Tattoo as an up-and-coming tattoo artist with a repertoire of tattoo styles under his belt, ranging from Black and White Realism to Japanese and Traditional. He currently works at Forever Valentine Tattoo in the Bok Building on the 5th floor in a corner room with many other talented tattoo artists.
Tik Tok for Tattoos? What about Pinterest?
Last Thursday, I was in for another visit at Forever Valentine when Chris asked curiously if I was on Tik Tok. I replied, “of course, but not as a creator… I just enjoy the videos” like most other people on the platform. He eagerly stated that he just created his Tik Tok today and that he was seeking to grow his content on the new short-form video platform. Quickly after, I asked a follow-up question: “Are you posting on Pinterest?”. The answer was no. Chris like many tattoo artists leverages Instagram to showcase his art, projects, and recent tattoos on clients. However, that seems to be the extent of his digital presence.
Target Audience and The Clients
After reading Upland’s blog post, “How to Pick the Right Distribution Channels”, I was excited that Chris was hoping on Tik Tok to grow his reach with content, but I feel that he could have a larger reach if he leveraged more distribution channels. When thinking of his Target Audience and myself, I have browsed Google Search, Instagram, and Pinterest to gauge which styles and artists resonate with what I am looking for.
From Chris’s perspective and what I know about Chris, it’s clear that he books clients based on which projects are appealing to him and what styles he wants to work on. He books his clients in 3-month intervals and then markets when his books are open on his Instagram. Chris’s books are usually always filled, but I believe Chris’s goal is to build awareness for his social media accounts and work on more projects that interest him.
It’s Not a One-Stop Solution
I believe that Pinterest would be ideal for Chris to drive awareness and to attract clients that align with projects he wants to work on. Chris’s content and art speak for themselves and will be a big hit on the visual-driven platform. In Chris’s case, I think that Pinterest would be used in a cross-functional distribution strategy to get the same content in front of more eyeballs. By posting on Pinterest, he can use his photos to drive traffic to his Instagram and leverage keywords to pop up on the platform’s search engine. In this scenario, Instagram would be his main base of marketing and content creation, but not his only one.
At the end of the day, it’s up to Chris. This might not work for him or he may be content with his current marketing efforts. However, I implore Chris to see what’s out there and experiment with all the content-rich media platforms.
Below are Chris’s Social Media Accounts: