Why It Matters to Have Facebook and Instagram Business Profile Pages
There comes a point in every artist’s creative journey where simply sharing your work online isn’t enough.
You start to notice that some artists seem to have real momentum – their posts are being shared, their workshops are selling out, their art prints are flying off Etsy or Bluethumb.
It’s not just about talent or luck.
More often than not, it’s because they’ve taken a professional approach to how they show up online – and that starts with using Meta Business Pages instead of personal profiles.
Making Friends with Facebook and Instagram
If you’ve ever felt frustrated with Facebook and Instagram – the endless changes, the algorithms, the ads – you’re not alone. I used to feel exactly the same.
But once I understood how Meta works and what it values, I realised I could use its systems to my advantage.
By setting aside my frustrations, getting out of my own way and working with Meta’s goals, I could reach more of the right people and grow Art Trails Tasmania steadily and sustainably.
This is the first of a two-part series. In this post, we’ll explore why every artist should have a business page on Facebook and Instagram – and in Part 2, I’ll share eight practical tips for Facebook and eight for Instagram to help your pages truly flourish.
Understanding the Difference Between Personal and Business Pages
Many artists start by sharing their work on their personal Facebook and Instagram profiles. It feels natural – you already have friends and followers there, and it’s easy to post.
But personal pages were never designed for running a creative business.
Meta treats personal and business pages very differently, both in terms of visibility and functionality.
A personal page is intended for private, social interaction.
It’s governed by Meta’s community guidelines and privacy limits, and it isn’t built for commercial promotion.
Business activities – such as selling art, running workshops, or promoting exhibitions – can technically breach those guidelines if done excessively.
Facebook and Instagram Business Pages
A Facebook and Instagram business page, on the other hand, is designed for promotion and audience growth.
It unlocks a range of professional tools: analytics, advertising, scheduling, and insights that simply aren’t available on a personal profile.
Meta prioritises Facebook and Instagram business pages for discovery because they align with its own commercial model.
In other words, Meta wants your business to succeed – as long as you’re using its tools the way they’re intended.
Meta Business Suite: The Artist’s Secret Weapon
The Meta Business Suite (formerly Facebook Business Manager and will likely change its name again!) is the control centre for your digital presence on both Facebook and Instagram. From one dashboard, you can:
- Publish posts simultaneously to both platforms.
- Schedule future posts using the Planner tool, so you can maintain a consistent presence even when you’re busy creating.
- Boost posts to reach wider audiences who are interested in art, craft, design, or local creative events.
It’s designed to make managing multiple channels easier and more strategic.
Once you’re set up in Business Suite, you can spend less time wrestling with the tech and more time focusing on what matters – your art and your message.
Once I was able to connect both Art Trails Tasmania Facebook and Instagram pages and post to both at the same time on my computer, I found posting on Instagram much easier.
Posting from my phone to Instagram always ended up with mistakes (there’s a repeating theme with errors and working on the phone in my case!).
But being able to post to both Facebook and Instagram at the same time made a world of difference for me, especially with how easy it is to access my images.
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How Meta Values Different Facebook and Instagram Page Types
Meta’s algorithms are tuned to encourage business pages on Facebook and Instagram to grow through content and engagement.
They prioritise pages that publish consistently, engage authentically, and use the platform’s features fully – such as Reels, Stories, and Boosts.
A personal page’s reach is limited. Meta doesn’t want personal profiles to act like businesses because that blurs the line between private and commercial use.
Posts from personal pages are shown to a small, selective audience, typically friends and family.
Facebook and Instagram Business Pages
Business pages, however, are eligible for recommendation in “Suggested for You” feeds, local event listings, and search results. That’s free visibility you simply can’t get otherwise.
The frustrating thing is, Meta will only show your posts organically to a small percentage of your followers.
To show it to more of your followers, they want you to pay for Boosts or Advertisements.
This is part of their goals, to make money from small creative businesses.
It took a while for me to get over my frustration about this but once I put that aside and just got past myself, it all worked much more easily.
By embracing Meta’s system, rather than fighting it, you can build a genuine, engaged audience – one that grows naturally over time.
The Power of a Vanity Username for both Facebook and Instagram
Once you’ve set up your Facebook and Instagram business pages, claim a vanity username – that’s your unique @handle, such as @ArtTrailsTasmania.
Facebook and Instagram vanity usernames make your page easier to find, share, and tag.
They also look far more professional on business cards, event listings, and in your email signature.
A good username should:
- Reflect your artist “brand” or business name.
- Be consistent across platforms (Facebook and Instagram, and your website).
- Avoid jokes or nicknames – these might amuse a few friends but can confuse or alienate your wider audience.
Think of your username as part of your “brand” identity – something that honours and supports your creative goals.
Turning a Personal Facebook and Instagram Page into a Business Page
If you’ve already built a following through your personal Facebook and Instagram profile, don’t worry – you don’t have to start from scratch.
Meta allows you to convert a personal page into a business page, keeping your existing followers.
It’s usually a smooth process that transfers your profile information, photos, and connections into a business-friendly format.
From there, you can begin using Business Suite to schedule and manage your posts professionally.
As this process can change over time it is best to google how to do this so you go to a current page.
Using Facebook and Instagram Strategically to Grow Your Creative Business
Your Facebook and Instagram business pages aren’t just places to post your art – they’re vital tools for building your digital ecosystem.
Every post, story, and event listing can help you grow your artist email newsletter, promote your blog, or drive traffic to your online stores such as Bluethumb, Redbubble, Patreon, Etsy, or Spoonflower.
The key is strategy. By using a content plan, you can take control of your social media rather than letting it control you. A simple monthly plan helps you:
- Stay organised and consistent.
- Balance different types of posts – from artwork reveals and behind-the-scenes moments to upcoming workshops and art market announcements.
- Feel confident that your posts are supporting your larger goals.
When your social media works in harmony with your website, newsletter, and online stores, it becomes part of a cohesive digital ecosystem that reinforces your creative business. For more about this concept, I recommend reading, How Artists Can Build Their Digital Eco-System for Branding Success.
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Promoting Events and Opportunities with Facebook and Instagram
One of the most powerful aspects of Meta for artists is its ability to amplify real-world events. Whether you’re promoting:
- Workshops and art retreats
- Markets and fairs
- Exhibitions or open studio trails
- Collaborations or online classes
Your Facebook and Instagram business pages gives you the tools to reach people who are genuinely interested.
You can create event pages, invite attendees, share updates, and even boost your event to attract new visitors.
Over time, you’ll develop a loyal community that follows your journey and supports your growth.
Overcoming Frustrations with Meta
I’ll be honest – for a long time, I was frustrated with Meta.
It seemed like they made everything about themselves: constant updates, complex interfaces, and algorithms that kept changing the rules, moving the goal posts. But eventually, I realised that understanding Meta’s goals was the key to my success.
Meta’s ultimate aim is to keep people on its Facebook and Instagram platforms, engaging with content they find valuable.
If I could align my goals – building an engaged, art-loving community – with Meta’s, then we were both winning.
Once I approached it that way, I stopped fighting the system and started working with it.
The result? A stronger, more engaged audience that grows naturally and meaningfully over time.
Looking Ahead: Part 2 – How to Make Your Facebook and Instagram Pages Succeed
Now that you understand why it’s essential to have a business page, the next step is learning how to make it successful. In Part 2, I’ll share:
- Eight powerful tips for Facebook
- Eight practical strategies for Instagram
You’ll discover how to craft effective bios, use hashtags strategically, prevent art theft, and present your creative business consistently across platforms.
We’ll also explore how to make the most of Reels, captions, and imagery to showcase your art beautifully and safely.
So stay tuned for Part 2: How to Make Your Facebook and Instagram Pages Succeed – and take the next confident step in building your creative digital presence. You’ll need to be logged in for Part 2.
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