When Thulani Tsamela, an accomplished 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. Just four years later, Thulani is fully booked for months in advance, unable to take urgent commissions, proving that consistency, awareness and the strategic use of tools like TikTok are the canvas upon which his creative success is built.
Through a combination of interviews, conversations, and rapid-fire questions, the recently launched African All Stars – Brand Edition by TikTok provides 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 and media maven Lebo Lion, they offer a step-by-step guide to applying Thulani’s principles for artists.
One: 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.
You need to shift your focus from chasing viral fame to committing to a sustainable routine. Consistency is paramount, but it looks different for everyone. As Thulani advised, ‘Be consistent, you don’t have to push yourself too much in a way where you’re draining yourself’. 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’.
Two: Use The Process To Promote A Purpose
To capture and retain an audience, artists must offer more than just a final product. Thulani encourages artists to use their content to invite viewers into a deeper conversation around their work’s meaning and process.
To genuinely engage viewers, focus on the ‘process of creating the art’ rather than just the final result. Showing the canvas transform is exciting and allows the audience to immerse themselves in your craft and to some degree, be fascinated. Beyond the technical process, ensure your art is authentic to you and rooted in a personal message. Thulani 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 humanises the artist and gives the audience a ‘why’ to invest in. Use your art to portray the message you need, and the right people will come.
Three: Don’t Be Shy About Business
Many artists struggle with the commercial aspect, believing sales should only happen organically. Thulani demonstrates that successful growth requires embracing marketing and strategic pricing.
You must treat your art as a business with no shame in promotion. If a piece performs well organically, don’t hesitate to ‘promote it again’ through paid ads. This turns successful content into a direct business driver. Furthermore, tackle the difficult aspects of running a business, namely, pricing and targeting.
To maximise sales, artists must consider employing a dual pricing and targeting strategy: broaden accessibility by offering smaller, more accessible items, ensuring your art is available to a wider consumer base while concurrently, implementing targeting your higher-priced original pieces by strategically focusing promotional efforts toward audiences with a higher disposable income, typically targeting users who are 25 and older. Views are valuable, but converting them into paying customers is the ultimate goal.
Four: Create Your Own Social Proof
For content to truly resonate and convert, it needs to inspire an emotional reaction. Thulani’s most successful posts focus on the relationship between his art and the client.
Move beyond simply showcasing static images of your finished pieces. A powerful strategy is creating a ‘video of a reaction of a client getting an artwork’. This type of content is exciting because people enjoy ‘seeing other people engage with art’. It provides social proof, excitement and a glimpse of the emotional value your art delivers, motivating prospective buyers to commission their own pieces. This emotional storytelling is key to converting interest into sales.
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