How do you find an artist that's right for you? An honest guide for art lovers
⏱️ 8 minute read
You scroll through Instagram and see a painting that moves you. You don't know exactly why — the color, the composition, something in the atmosphere. You click on the profile. Hundreds of posts, thousands of followers, but... who is this person really? Do they make this themselves? Where does it come from?
Buying art online is easier than ever, but finding an artist that truly suits you is another story. In this guide, I'll help you with that — honestly, practically, and straightforwardly.
In short: An artist who suits you has a recognizable style, is transparent about their process, and creates work that moves you — not work that soothes algorithms. Search via social media and fairs, but look beyond the pretty pictures.
Why the artist matters
Art on your wall is different from a plant or a lamp. It's something you see every day, that creates atmosphere, that guests notice, and that you yourself continue to look at. The question isn't just whether it's beautiful — the question is whether it means something.
And that starts with the artist. Who is he or she? What drives them? Do they make the work themselves, with their own hands, from their own vision? Or is it a design generated by an algorithm and printed by a factory?
The difference isn't always visible on a screen. But it's there.
Artists on social media: a different story for each platform
In 2026, social media is the main place to discover artists — but each platform shows you a different part of the artist. Knowing what to expect where helps you search more targeted and better assess whether an artist is authentic.
Instagram: the end result
Instagram is still the dominant platform for visual arts. You'll see finished works, the lifestyle surrounding the studio, and the artist's aesthetic at its best. It's a curated world — beautiful, but not always honest.
What Instagram does tell you: whether an artist has a consistent style, how they present their work, and if there's a story behind it. What it doesn't tell you: whether the work is genuinely handmade, what the process looks like, and whether the artist themselves is behind the account.
Pay attention to the captions. An artist who writes about their work — about the choices, the doubts, the inspiration — is a different kind of account than a profile that only posts product photos with a price and a link.
Follow KOJO Art on Instagram: @kojo_art_official
TikTok: the process
TikTok is where you see the real artist. Process videos, time-lapses of paintings in the making, honest stories about failed works — the platform rewards authenticity in a way Instagram doesn't.
If an artist is active on TikTok and shares their process, that's a strong sign of authenticity. You literally see how the work comes into being. That's hard to fake. Moreover, TikTok gives you a sense of the artist's personality — how they talk, think, react to their own work.
Disadvantage: TikTok also rewards entertainment over quality. An artist who can film well is not necessarily a better artist. Use it as a supplement, not as the sole source.
Follow KOJO Art on TikTok: @kojo_art
Pinterest: the source of inspiration
Pinterest is not a social network for artists — it's a search engine for aesthetics. You'll find styles, color palettes, and interior inspiration there, but rarely the artist themselves. Use Pinterest to discover what you like, then find the artist via Instagram or a direct webshop.
Beware: many images on Pinterest are not linked to the original artist. If you like something, always find the source before you buy.
YouTube: the depth
Artists with a YouTube channel allow you to look deepest into their practice. Long videos about technique, materials, artistic choices — this is the platform for those who truly want to understand how an artist thinks and works. Less discovery, more in-depth.
My approach: I share my process on Instagram and TikTok — from the first brushstroke to the finished painting. No perfect feeds, no forced content. Just the work as it develops. Follow me on Instagram or TikTok if you want to see how a work is really made.
How to effectively follow an artist on social media?
The algorithm of each platform determines what you see — and that's not always what you want to see. A few tips to maintain more control:
- Turn on notifications for artists you truly want to follow. This way, you won't miss anything, even if the algorithm doesn't show them.
- React genuinely to posts that move you. Platforms show you more from accounts you interact with.
- Save posts that inspire you. That helps the algorithm and gives you a personal archive of art you like.
- Follow less, but more consciously. A feed full of artists becomes noise. Choose twenty accounts that genuinely resonate with you and follow them closely.
Where to find authentic artists?
Social media (see above)
Use the platform comparison above as a guide. Instagram for aesthetics and end result, TikTok for process and personality, Pinterest for style inspiration.
Art fairs and open studio routes
This is the best way to get to know an artist. You see the work in person, feel the paper or canvas, and speak to the artist themselves. You can ask questions, hear their story, and see how they react to your interest.
Look for: open studio routes in your region (many cities organize these annually), art fairs like Art Rotterdam or local art markets, and pop-up exhibitions by young artists.
Etsy and direct webshops
Etsy has a large selection, but quality varies enormously. Filter by "handmade" and read descriptions carefully. An artist who describes their materials, technique, and process is more reliable than a shop with vague product texts.
Direct artist webshops — like this one — give you more context: an about page, a blog, photos of the studio. That's intentional. An artist who is transparent about who they are and how they work has nothing to hide.
Art magazines and blogs
Publications like Kunstbeeld, Metropolis M, or international blogs about contemporary art are good sources for discoveries outside the algorithm bubble. Artists discussed here usually have a serious practice and a unique voice.
🎨 Get to know KOJO Art
I am Jordy Koumans. I paint from my studio in Tilburg — acrylic, oil paint, color, and form. Every work starts on a canvas, not on a screen. Transparency about my process, materials, and story is central — because I believe art is more valuable when you know who made it. Follow me on Instagram or TikTok, or view my collection directly.
What to look for when following an artist?
A recognizable, consistent style
An artist with their own voice has a recognizable style — not because they always make the same thing, but because you recognize their work even if it's new. Use of color, composition, themes: there's a common thread.
Be cautious of accounts that show a different style every week. That might be experimentation, but it could also mean there's no real artistic vision behind it — only content production.
Transparency about the process
Does the artist make their own work? That sounds like a strange question, but in an era of AI-generated images and print-on-demand factories, it's a relevant one. Pay attention to:
- Are there photos or videos of the studio and the painting process?
- Does the artist describe their materials and technique?
- Is there a story behind each work, or just a product description?
- Does the artist personally respond to messages and questions?
A story that goes beyond the work
The best artists have something to say — about color, about form, about the world. It doesn't have to be grand or philosophical. It could also simply be: "This work started as a sketch on a napkin during a holiday in Greece." Those kinds of details make art human.
Accessibility and communication
Can you reach the artist? Do they respond to questions? An artist who takes their audience seriously is also accessible to their buyers. That's a sign of professionalism and sincerity.
Red flags: when something isn't right?
No information about the artist
A webshop or social media account without a name, face, or story is a red flag. Who makes this work? Where? How? If that information is missing, chances are you're dealing with a reseller or a print-on-demand service without a real artist behind it.
Unlimited editions without explanation
"Art print" is a term anyone can use. If a print is available in unlimited quantities, without information about paper, printing process, or edition size, it's likely a mass-produced poster with a premium price tag. Read more about what truly makes a unique art print unique.
Style that is too perfect
AI-generated art often looks flawless — too symmetrical, too smooth, without the small irregularities that characterize handmade work. If a style feels too perfect, inquire further. A real artist can tell you how and when they created the work.
Only final results, never the process
An account that exclusively shows finished works — never a sketch, a failed attempt, a photo of the studio — is suspicious. Real artists share their process, even if it's messy. That's precisely what makes it human.
My honest opinion: The online art market is vast and unclear. There are many beautiful, authentic artists to be found — but also many accounts that use the aesthetic of art without the substance. Take your time to search. It's worth it.
How to build a relationship with an artist?
Buying art isn't just a transaction. The most beautiful relationships between artist and collector start small — a like, a comment, a question — and grow into something that enriches both sides.
Respond genuinely
Respond genuinely to posts that move you. Not with emojis, but with a real reaction. "This work reminds me of..." or "What was the inspiration for this color choice?" Artists greatly appreciate that, and it starts a conversation.
Visit an exhibition or fair
If an artist you follow participates in a fair or open studio, go. The personal contact changes the relationship. You see the work in person, you speak to the artist, and you become part of their story.
Start small
You don't have to buy a large original right away. Start with an art print, a small study, or a subscription like the Print Club. This way, you get to know the artist's style in your own home, without a large investment.
Tell them what the work means to you
If you've bought and hung a piece, let the artist know. A photo of their work in your interior, with a short message, is one of the most beautiful things an artist can receive. It closes the circle.
Frequently Asked Questions
How do I know if an artist makes their own work?
Look for process content: videos of painting, photos of the studio, descriptions of materials and technique. Also, just ask — a real artist will gladly answer that question.
Is Instagram still the best place to discover artists?
Instagram is still the largest platform for visual arts, but TikTok is now at least as valuable — precisely because you see the process there instead of just the final result. Use both: Instagram for aesthetics, TikTok for authenticity.
Is it safe to buy art online?
Yes, if you buy from an artist with a clear identity, their own website or webshop, and a transparent return policy. Avoid anonymous accounts without contact information.
What is a reasonable price for an art print from a real artist?
That varies, but expect €15 to €100 for a high-quality art print from an independent artist. Cheaper is almost always a mass-produced poster. More expensive is not automatically better — look at the quality of paper, printing, and edition size.
How do I follow an artist long-term?
Turn on notifications on Instagram or TikTok, subscribe to the artist's newsletter, or become a member of a subscription like the Print Club. — monthly contact with the work, literally by mail.
Can I ask an artist to create a custom piece?
Many artists do this, but not all. Always ask directly and respect the answer. An artist who guards their own vision is usually also the artist whose work is most valuable.
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About KOJO Art
KOJO Art is the brand under which I, Jordy Koumans, paint and sell from my studio in Tilburg. Every work begins as an original painting in acrylic or oil paint. Transparency about my process, my materials, and my story is central — because I believe art is more valuable when you know who made it. Follow me on Instagram or TikTok. Shipped worldwide.
