Each social media has its unique characteristics. The target, content, editorial line and frequency of publication differ from one network to another. Therefore, we provide you with some basic rules to optimize your Internet presence using these latest communication tools with a growing impact.
Facebook is the number one social network with nearly one billion active users worldwide. It is also the most widely used social network when it comes to art market related topics.
Every art gallery should manage an official Facebook page. It enables you to be in direct contact with web users, post press articles, inform and promote your exhibitions. You can schedule "Facebook events" to stimulate your gallery's page and then relay them on other networks. Creating an event for an exhibition opening or a fair that you are attending is highly efficient. You will easily be able to provide the practical information (date, opening hours, adress, prices...) ; it helps spread the word when a follower shares his/her interest in your event ; it allows you to invite Facebook users and reach a targett-ed list, for free, in addition to your mailing and emailing campaigns. Facebook regularly sends alerts notifying your upcoming event and you can post news and videos on your event page. You must know that the more popular and shared the facebook event, the more efficient it is in the sense where it conveys a modern and dynamic image of your gallery.
On Facebook, commercial companies are advised to post news and contents as diverse as possible, once or twice a day. Also, look out for users asking questions by commenting on your posts and make some time to answer them: it helps create a bond and proximity with your collectors. Videos, short texts, links redirecting to art market pages, set up behind the scenes photographs or asking question are the most valued practices on Facebook.
Instagram have already been taken over by galleries, artists, museums and auction houses. Curators, critics and collectors now captured the 40-billion-photographs social network and used it as a showcase and a mean to discover new artists. The art world is increasingly represented on this constant source of picture and video sharing network.
Instagram is the number one picture and short video sharing network. It targets a massively connected audience that is sensitive to aesthetics and images. When creating an Instagram account, don't forget to follow similar accounts : galleries, museums, institutions and art fairs. You will be insured to inhance your visibility and your credibility.
Also remember to subscribe to the artists pages that you represent or collectors present on the platform. Namely, Instagram is a network where the interactions are not essential. Customers generally do not expect a response to their comments.
Also, the pictures that you post must be of the highest quality and can be enhanced by filters. Descriptions of your publications are intended informative: the complete cartel of an artwork enriched by hashtags such as #urbanartfair and referrals to other accounts like @nogalerie.
Feel free to vary the contents: exhibition views, focus on an artwork, portraits of your artists and your team, photographs of your catalogs, images of workshops, social events and fairs and openings videos are content that appeal. You can easily publish 2-3 times per day on this growingly influencial network.
With a limit of 140 characters per publication, Twitter is the network of the brief information and the most reactive media. With its news sharing network, publications retweet and buzz creator, it allows to be on the lookout for news while developing its network and its digital presence.
A good use of Twitter is daily, the Tweet posted must be of different sources and contents. For your gallery, Twitter is a way to promote artists and exhibitions by announcing your events, publishing content from other accounts you follow, redirecting users to your social networks to longer content or recalling the dates of openings and last days of your exhibitions.
Remember to follow the accounts of many players of the art market. Indeed, museums are very present on this network as seen during the Museum Week on Twitter, a cultural event held exclusively on social networks feeds, which helps actors of the art market to gain visibility. If you do not wish to be active, you can follow the general and cultural news and artistic events through the accounts you follow.
These tips to optimize your digital presence have a positive effect on the visibility of your gallery but also on your sales. Start communicating now on social networks by respecting the rules of each platform and diversifying your content.
Kenza Zidi
