I asked our PR and growth experts: Please advise illustrators who want to start their own business on the best way to market their work. Also, given the fierce competition, is there an alternative that can help beginning illustrators get their work commissioned, such as through an independent publisher or organization?

Here is the expert advice for illustrators.

• Join online creative marketplaces
• Consider white-labeling your services.
• Join illustrator job boards
• Pitch niche publishers
• Collect strong testimonials
• Start with email marketing
• Illustrate for local businesses
• Start with micro-licensing
• Get postcard-sized prints to put in local shops
• Push a timely meme
• Make your art usable
• Display prints in coworking spaces, clubs, cafés
• Teach a class on Skillshare about a unique creative skill
• Illustrate for niche communities
• Include mockups where your illustration would appear
• Offer bundled illustration services to startups
• Focus on functional artwork for brands

Join online creative marketplaces

Jasmine Charbonier, Content Marketing Strategist

"Let me share something that transformed my clients' businesses. Independent publishers are starving for fresh talent. I connected one of my illustrator clients with a small publishing house in March. They needed someone for children's books. She wasn't the most experienced, but her style matched perfectly. She's now booked 6 months ahead.

Art licensing is another hidden gem. I've guided several illustrators toward licensing their work for products — everything from greeting cards to phone cases. The initial payment isn't huge (usually around $300-500 per design), but the passive income adds up.

Here's a strategy that's worked wonders: Join online creative marketplaces. Not just the obvious ones like Fiverr or Upwork. I'm talking about specialized platforms like Society6 & Redbubble. One of my clients made about $1K in her first month just through passive sales.

And something most people overlook — local business connections. I encouraged my client to reach out to small coffee shops in her area. She now has her illustrations featured in 3 locations, and they're selling prints right off the walls. Sometimes the old-school approach still works best.

The thing about starting in illustration is that you've gotta be everywhere at first. It's exhausting — trust me, I know. But I've seen it pay off time and time again. The key is to track what's working and double down on those channels. Drop what isn't bringing in results after about 2-3 months.

Listen, the market's crowded, but there's always room for talented people who know how to position themselves. I've seen complete beginners go from zero to booked solid in less than 6 months. It's all about strategic positioning & consistent execution."

Consider white-labeling your services.

Emily Reynolds-Bergh, Owner at R Public Relations

"Consider white-labeling your services. Larger agencies, and even highly success individual illustrators, are likely looking for talented contractors to support their workload. You can white-label your illustrations on behalf of their businesses until you build a loyal client base. That will also give you the time and financial resources to put yourself out there and market yourself. Social media, especially video posts, continue to offer exceptional opportunities for artists to find new customers."

Join illustrator job boards

Dionne Jayne Ricafort, Marketing Manager at CSO Yemen

"Back when I freelanced for creative agencies, I worked with several illustrators struggling to transition from passion projects to profitable businesses. One standout was a young artist who transformed her Instagram sketch posts into a steady stream of commissions—just by telling the stories behind her art and showing her process in short reels.

For illustrators starting out, marketing isn’t just about posting pretty pictures—it’s about building a narrative around your work. Use platforms like Instagram, Behance, and even TikTok to share not just finished pieces but your inspiration, sketching process, and the emotions behind your creations. People connect with people before they connect with products. And don’t underestimate email newsletters—they’re a goldmine for building loyal followers who convert into clients.

As for alternatives, beginner illustrators can tap into collectives, indie publishers, and art-focused NGOs. For instance, organizations that support literacy or children’s rights often commission artwork for educational materials and campaigns. Sites like The Dots, Working Not Working, and ArtStation’s job boards can also connect illustrators with agencies and non-profits looking for fresh talent outside of saturated marketplaces."

Pitch niche publishers

Tabish Ali, Celebrity Content & Outreach Executive at Champions Speakers

"Illustrators should treat themselves as creative brands. Build a focused, high-quality portfolio site with clear commission info. Post consistently on the platforms your target clients use. Instagram for consumers, LinkedIn for brands, Behance for agencies.

Don’t rely solely on social reach. Instead, target niche publishers, art collectives, and independent organizations that actively commission emerging talent. Generic outreach doesn’t work. Tailor your pitch to show how your style fits their audience or mission. Focus on visibility in the right circles, not just volume."

Collect strong testimonials

Spencer Romenco, Chief Growth Strategist at Growth Spurt

"I help brands earn trust through consistent, human content, and the same thing applies to illustrators who want to grow a business. The work can speak for itself, but if no one is vouching for it, it becomes harder for new clients to take that first step.

If you are an illustrator looking to market your work and build a steady client base, start with collecting strong testimonials. Not vague compliments, but detailed feedback that shows exactly how your work helped someone meet a need or bring a project to life. Reach out to past clients, even from early-stage projects or unpaid collaborations. Ask them to share what they appreciated most, how the process went, and what your work allowed them to achieve.

What I mean here is to use those testimonials as part of your visual brand. Don’t hide them in a separate tab or leave them sitting in a review site. Drop them directly into your portfolio pages, social captions, or pitch emails. Place them close to the artwork they reference so the impact is clear. You want someone scrolling your feed or reviewing your portfolio to see both the art and the proof that you deliver."

Start with email marketing

Kate Ross, PR Specialist at Irresistible Me

"To get your illustrations out there, I’d start with a simple portfolio website. It’s like your digital calling card, keep it clean and let your unique style show. Social media is huge too, especially Instagram and Pinterest. Post your work regularly, chat with followers, and add in some hashtags like #illustration or #artwork to get noticed. Networking is another big thing; and connecting with people can open doors. And don’t sleep on email marketing. Collect emails from interested folks and send out quick updates about your latest projects to keep them in the loop.

Now, if the competition feels tight, there are other ways to get your work commissioned. Independent publishers can be a great option, they’re often looking for fresh talent and can connect you with projects or clients.

You could also try joining an illustration agency. They pair artists with clients, taking some of the pitching pressure off you while you focus on creating. Another idea is freelancing platforms like Upwork or Fiverr. They’re busy spots, but they’re perfect for landing early gigs, building your portfolio, and getting some experience.

The key is to stay consistent and keep putting yourself out there, whether you’re marketing solo or teaming up with others. It takes time, but you’ll get there!"

Illustrate for local businesses

Peter Murphy Lewis, Fractional CMO & Founder at Strategic Pete

"I’ve coached hundreds of creatives and CEOs, and here’s what I’d tell any illustrator just starting out:

Don’t chase attention. Build connection.

Three strategies that work—without needing a million followers:

Leverage adjacent credibility. Can’t get into a gallery? Illustrate for a local coffee shop menu, community zine, or indie podcast cover. People trust familiar brands—piggybacking off that credibility works wonders for new illustrators.

Create your own “mini-gallery” content funnel. Use Instagram or Substack not to go viral, but to showcase your process and your point of view. A time-lapse of a sketch or a caption about what inspired a piece creates intimacy—and that’s what leads to commissions.

Partner with niche brands or indie orgs. We once helped a small-town illustrator land work through a nursing home documentary we produced. Why? Because she pitched her style as a way to humanize patient stories. That’s the move—look outside of art-only spaces. Look for emotional storytelling.

Alternative route? Tap into co-marketing partnerships. Team up with beginner authors, podcasters, or nonprofits who need visuals and can share your work with their audiences. Commission-by-collaboration is often more powerful than traditional pitching."

Start with micro-licensing

Benjamin Tom, Editor and Marketer at Electricity Monster

"Illustrators often overlook the power of micro-licensing. Package three simple line drawings into vector sets and license them through niche SaaS newsletters for $50 a pop. I had a friend who got her work embedded into nine onboarding email templates for finance tools. Zero public exposure, but $1,800 in residual fees across a 90-day span. That is where early monetization lives, not on TikTok.

And if you are looking for commissions without platforms skimming 30%, target community colleges or small business meetups. They always need fresh flyers, custom mascots, or seasonal graphics. Show up with a pitch deck that fits a $75 budget and includes two revisions. If you close three projects in two weeks, you already have a referral loop. Sometimes the road to big clients is paved with budget-friendly wins that compound in word-of-mouth ROI."

Get postcard-sized prints to put in local shops

Barbara Robinson, Marketing Manager at WeatherSolve Structures Inc

"Look, if you’re starting out as an illustrator, stop pretending Instagram will save you. Get 30 postcard-sized prints of your weirdest piece, the one that makes people squint or laugh or stop mid-scroll, and physically mail them to the weirdest coffee shops, tattoo studios or barber shops in your city. Real places. No hashtags. Include a QR code or your phone number, no fluff. I’ve seen this move get three gigs in under a week, just because people love discovering random stuff offline.

And forget these polished portfolio sites for a second. Set up a $10 projector, point it at your window at night, and display your work outwards. Five-story-high building? Even better. You want 50 strangers taking photos of your illustration because it was blasted across a brick wall during Friday night drinks. This is about eyeballs, not followers. I mean, go direct, go weird and watch how word of mouth does what digital ads try and fail to."

Push a timely meme

Nathan Mathews, PropTech CEO & Founder at Roofer

"Here’s the real flex: skip the art crowd altogether and jump straight into meme culture.

Take your best illustration and turn it into a sticker set that riffs off of hyper-niche subreddits or inside jokes from finance Twitter or dog owner groups. Then drop it into their comment threads with download links. We pushed a campaign once that earned 14,000 downloads in 72 hours by hijacking the right in-joke format. So yeah, illustration can go viral if the humor is engineered.

If you want commission work, forget traditional publishers. Partner with indie NFT creators who suck at drawing but have storytelling chops.

Offer your illustration as narrative wrappers for token collections. The artist who did 40 unique dog illustrations for an off-brand loyalty coin made $9,200 in four days and picked up two long-term clients. No agent. No gallery. Just hustle and timing."

Make your art usable

Ronak Kadhi, Founder at Bundled.design

"A lot of new illustrators think they need a massive following before anyone will commission them. But that’s not really how most people hire artists. They’re usually looking for something specific like art for their business, merch, book covers, or branding. If your portfolio shows that you can deliver what they need, you’re already on the right track.

1. Make Your Art Usable: One mistake I see often is artists only offering personal commissions. While portraits and character art are great, most buyers are looking for artwork they can actually use. Opening up commercial commissions gives you way more chances to get hired. Try out logos, packaging, album covers, or even game assets.

2. Explore Less Crowded Spaces: Everyone loves drawing characters, which makes it harder to get noticed in that space. But what about backgrounds? Concept sketches? Pixel art? There are fewer artists focusing on these, and the demand is still there. I know an illustrator who started getting steady work just by offering fantasy landscapes, something a lot of character artists avoid.

3. Be Where Clients Are Looking: Instagram is great for sharing art, but it’s not the best place to find buyers. Try Pinterest (where people actually search for art), Reddit commission subs, or Discord servers related to your style.

4. Show What Already Gets Attention: Ever posted a drawing that got way more likes than the others? That’s clearly the one to use in your commission ads. If people already love it, there’s a higher chance potential clients will, too.

5. Try New Approaches: I’ve seen artists fill up their commission slots just by offering pet portraits. Others started by sketching D&D characters for free, which helped them build a client base fast. Sometimes, it’s about testing different approaches until one starts bringing in requests. Getting commissions is about being the artist someone needs. What’s your strategy for standing out?"

Display prints in coworking spaces, clubs, cafés

Mark Sanchez, Founder at Tropic Residential

"For illustrators just starting, sometimes the best way to gain traction is to rethink how and where you display your work. Instead of focusing solely on online portfolios, consider creating “art installations” in unexpected public spaces, like co-working spaces, pop-up shops, or even cafes. You don’t have to wait for someone to stumble upon your portfolio. Sometimes, taking your work directly to physical spaces gives it an immediacy that online platforms can’t.

Take a local example: a local artist I know created a limited-edition series of prints for an underground music venue. The artist's work was displayed during live shows, and the pieces were sold directly to the audience. These kinds of interactions build relationships with people who can later commission custom work for personal projects or even larger campaigns.

Independent publishers are open to fresh, innovative work, but illustrators should think beyond traditional submission processes. Try sending personal, curated proposals that fit the publisher’s aesthetic but stand out in unexpected ways. I helped an illustrator pitch an art series specifically for a niche art book publisher. Instead of submitting standard portfolio work, the illustrator sent a tailored concept that aligned with their mission but was presented as an exclusive collection. This type of personal approach can break through the clutter."

Teach a class on Skillshare about a unique creative skill

Kyle Sobko, CEO at SonderCare

"My advice for illustrators who want to build a business around their work is to teach a class on Skillshare. Pick one thing you’re already great at and teach it exactly how you use it in your own process. That could be how you handle lighting for dramatic effect, how you simplify complex shapes without losing clarity, or how you approach movement in character design. The more specific, the more memorable. People connect with that kind of detail because it shows how you think, not just what you produce.

Remember, a well-taught course keeps working long after it's posted. It draws in the right people and often leads to commissions or invitations to collaborate without needing to constantly promote yourself."

Illustrate for niche communities

Steven Hahn, Digital Marketing Specialist at Online Optimism

"Running your own business as a beginner illustrator isn't as overwhelming as you may think. Utilize the online communities that you are a part of or have the same interest in. I would advise illustrating what your hobby happens to be, whether that is following a show, a videogame, or anything pop culture. People in these niche communities are more likely to interact and engage with illustrations done of their favorite pastime. You can share that your commissions are open and they can get a specific character illustrated of their choice.

I would recommend beginner illustrators to open a Ko-Fi shop, Patreon, or Gumroad. You can sell your illustrations on these platforms that are commonly used by digital creators.

Local art fairs and small business markets offer illustrators a direct path to clients without the online noise. Bring business cards, a portfolio book, and smaller affordable prints to sell on the spot—you'll build your client base while making some immediate income.

Partnering with complementary businesses works wonders for new illustrators. Connect with local bookstores, coffee shops, gift stores, and boutiques that might display your work for a commission split. Reach out to wedding planners who need custom invitations, children's authors seeking illustrators, or local businesses that need branded imagery."

Include mockups where your illustration would appear

Robbin Schuchmann, Co-Founder at EOR Overview

"Illustration isn’t just about creating pretty pictures, it’s about conveying messages, telling stories, and adding value to a brand. As an illustrator, your work must fit within a larger context that resonates with clients’ needs. The first step to marketing your work effectively is to show your art with context. Don’t just display isolated pieces of art; show how they fit into real-world applications. For example, when presenting an illustration to a potential client, include mock-ups or scenarios where your illustration would appear, whether it’s in an ad campaign, website, or product packaging.

One of the main challenges illustrators face is the ambiguity surrounding pricing and rights. My advice is to be transparent with your business terms. Provide clear licensing agreements, demonstrate how your art will be used, and outline pricing options upfront. Buyers are often hesitant to purchase when they aren’t sure about the terms of use or rights. If you show them exactly how your illustration will be used and clarify the rights they’re getting, they’ll feel more confident in making a purchase. The clearer you make the business aspects, the easier it will be for buyers to make the decision."

Offer bundled illustration services to startups

Reilly James Renwick, CMO at Pragmatic Mortgage

"When you’re just starting, it’s essential to identify low-cost opportunities that help you build relationships with clients. One of the best ways to do this is to offer bundled illustration services. Founders and startups often don’t have the budget to hire a full-time designer or illustrator, but they need visuals for their pitch decks, presentations, and websites. By offering a bundle of key illustrations for these purposes, you can become indispensable to businesses during their minimum viable product (MVP) stage.

The answer to overcoming competition is to build long-term relationships with businesses by offering valuable services at the right time. By positioning yourself as a go-to illustrator for startup businesses, you create recurring work and long-term partnerships that help you sustain your business. Focus on making your services practical and adaptable to the needs of businesses at the beginning of their journey, rather than just focusing on one-off projects."

Focus on functional artwork for brands

Jayant Surana, Marketing Manager at Everyday Delta

"Illustrators looking to break into competitive markets can benefit from partnering with functional brands that align with their creative vision. For example, we’ve collaborated with illustrators to create terpene journey comics that visually depict the effects and benefits of various terpenes. This has been a very effective way to market our brand because these illustrations communicate complex ideas in a way that’s approachable and engaging. Illustrations that simplify complex concepts and make them more relatable are often highly sought after, especially in industries like wellness, health, and lifestyle.

To stand out, illustrators should focus on functional artwork that enhances the user experience, rather than just decoration. It’s not enough for your illustrations to be beautiful, they need to serve a purpose, especially in industries with niche markets. For example, wellness brands often seek out illustrations that communicate complex ideas or benefits in an easy-to-understand format. If you can create art that educates as much as it decorates, you’ll have a significant advantage over other illustrators who only focus on aesthetic value."

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