3 moves every tattoo shop should make to turn likes into bookings
You’ve got the followers. You’ve got the likes. Comments from strangers and fellow artists saying things like “Sick work!”
But here’s the million-dollar question: How many of those interactions turn into booked appointments?
If the answer is “not enough,” you’re not alone.
Most tattoo studios and artists use Instagram like a digital portfolio — posting finished pieces with the hopes that it does numbers. And while there’s value in showing off your work, “likes” don’t pay for your booth.
So let’s break it down. Why aren’t your posts converting? And more importantly, what can we do to change that?
The problem with passive posting
A completed piece is eye candy. People scroll, they double-tap, maybe drop a comment, and keep moving. It’s appreciation, but it’s not action.
The reality? People don’t book consultations just because they saw something cool. They book when:
They know and trust the artist.
They understand the process.
They see themselves in the story you’re telling.
Strong marketing doesn’t replace great art — it amplifies it. It also gives that “just-looking” follower a reason to hit you up, check out your Linktree, or stop by for a walk-in.
3 ways to turn viewers into clients
Here’s where the going gets good. These aren’t magic tricks — they’re marketing moves that work, especially in an industry as personal and visual as tattooing.
1. Use clear, confident calls-to-action (CTAs)
Every post should have a purpose. Want more bookings? Ask for them. Not in a sleazy used-car-salesman kind of way, just clearly, confidently, and directly.
Instead of: “Finished this one today. Fun piece!”
Try sharing that same image with: “Great work by [insert artist’s IG handle here]. Their books are open for June. Check out the link in our bio to save your seat.”
Pro-Tip: Add your booking link to your bio and make it super easy to navigate. If people have to dig (or worse, call) to book your artists, they won’t.
2. Share the story, not just the result
You’re not just selling a tattoo. You’re selling an experience. Share the “why” behind the piece. Did the client get it for their late father? Was it their first tattoo? Context builds connection, and connection builds clientele.
Post ideas:
Before-and-after shots of work
Client testimonials or reactions
Behind-the-scenes process (setup, stencils, sketching, etc.)
3. Educate, don’t just showcase
Most people, especially first-timers, don’t know how tattooing works. And that’s okay! Teach them. Answer FAQs. Talk aftercare. Share tips on picking design or placement.
Position yourself as the expert, not just an artist.
Bonus: This kind of content gets saved and shared. That means more eyes, more reach, and more leads.
Time to level up
Look, posting great-looking tattoos will always matter. But if you’re tired of “likes” that don’t lead to bookings, it’s time to market smarter.
Needle Network Creative was built to help Hampton Roads tattoo shops and tattoo artists grow their brand, build their business, and rely less on word-of-mouth.
Reach out today to schedule a free strategy consult, or download our first e-book — Ink & Impact, Vol. I: Why Tattoo Studios Deserve Better Marketing.
