To promote an exhibition in your gallery and highlight the work of an artist, it is important to develop the visibility of your gallery as much as possible. To achieve this, a comprehensive digital strategy is crucial. It's essential to deploy promotions through different channels to maximize visibility, as each channel reaches a different type of audience. By leveraging various platforms and mediums, you can effectively target diverse audience segments and ensure broader exposure for the exhibition and the artist's work. Artsper offers you different ways to quickly gain visibility in 2024, ensuring it reaches the right audiences in the best possible conditions.
Promote your exhibitions on Artsper's homepage
In order to communicate about your gallery's exhibitions, all you need to do is to use the "Exhibitions" tab effectively. This essential tool is available on the Artsper website, and can be accessed directly from the home page, by clicking on "Artists" and then "Our Exhibitions" in the main menu, or via the drop-down carousel. The exhibitions tab allows all Artsper visitors to access the works of our partner galleries and artists in a few clicks. They benefit from the high traffic generated on the Artsper website, with over 800,000 unique visitors per month.
The exhibitions available on Artsper are visible in a main tab, fluid and easy to navigate
Use your gallery profile on Artsper
The events you wish to announce are also directly accessible from your gallery page. By browsing your profile, users can view the exhibitions you are currently showing. By regularly updating these on Artsper, you show our community of art lovers the dynamism of your gallery. It's also a way to highlight specific works of art or a particular artist by offering a dedicated showcase.
When the user clicks on an exhibition, they have access to the main information about it and can also plan to visit it in person. Therefore, don't forget to include the dates of the show, the opening and closing times, and the address of your gallery if you are also having it there.
The presentation of your exhibition is particularly important for the user, because it will set the tone and the elements to know in order to understand your curation and the choice of the artists presented. This is why it must be developed and well articulated, preferably in several paragraphs. In need of inspiration? Specify whether it is a retrospective, a monographic exhibition or a thematic or group exhibition. At the beginning of your presentation, you can, for example, include a relevant quote from one of the artists represented or from a critic about their work. In general, a concise summary explaining the world of the exhibition will always be effective.
Exhibition presentation by Galleri GKM on the Artsper marketplace
Promote your exhibitions on Facebook
As you know, a dynamic digital presence is essential. But through your social media activity in particular, you can reach an even wider and more diverse audience. By creating a Facebook event for your current or upcoming exhibition, you make your event more visible to a non-expert audience. You can thus interest new art lovers who don't have the privilege of getting the information through another channel. It is also a way to facilitate its diffusion, because participants can invite or tag their friends, increasing the popularity of your event.
Creating a new event on Facebook is easy and straightforward © Meta
The Facebook event announcement tool has the advantage of allowing you to invite your collectors and contacts, but also to open the sharing of the event to everyone. Users will be able to share it with their acquaintances. You will thus benefit from a digital word-of-mouth effect.
Keep in mind that if you choose to make the event public (not private), it will be accessible to everyone, even to users who are not your friends. You can't make a public event private later on, so think about that from the beginning.
Next, think about animating the event page by posting news about the exhibition, photos before and during the exhibition, notifying users of the dates and times of the event, or making a countdown to the opening day. All these possibilities dynamize and widen the field of communication around your work as a gallery or an artist, and are therefore a guarantee of good visibility.
Instagram, an essential channel to promote your exhibitions online
Instagram's very visual identity makes it the ideal platform to share your exhibitions © Perrotin, Instagram
As you already know, Instagram is almost unavoidable for promoting your work. It's not difficult to regularly publish your current or upcoming exhibitions as a static post (single photo or carousel sequence of visuals). For a simple and impactful announcement, opt for high quality images, representative of your exhibition, and a clear and attractive caption.
Also consider varying the content. For example, you can carry out a teasing campaign before the exhibition, by making short "Backstage" videos. Here too, set up a countdown as the opening date approaches. Do not hesitate to publish or repost positive comments from visitors, it is a powerful lever to convince other potential buyers. Finally, imagine fun formats, such as polls ("Which work do you prefer?"), quizzes or decoding of certain works, to maintain curiosity and keep your page alive.
Don't ignore video formats
Videos are an eye-catching and engaging way to promote your exhibitions online © Instagram
Be imaginative: create a dynamic Reel with a catchy sound, or post a professional video already published on your site, along with an explanatory caption. More and more art lovers on Facebook, Instagram, or even TikTok are using videos as their main source of inspiration.
Use social media in a creative way
In addition to your own publications, invite your artists to communicate directly on their personal accounts about the exhibitions of your gallery in which they participate. Many of them have an engaged community, and this action allows you to reach a wider target. A win-win situation for everyone!
You can also set up contests on your Instagram account. This promotional technique allows you to shake up the relationship with your followers, especially the younger ones, while working on your image. For example, you can offer 2 invitations to a private vernissage, with a guided tour of your studio or that of one of your artists - or simply allow the winners to interact with the talents on display! This is a great way for you to build your audience and get people talking about your exhibitions in a simple way.
Professional network : Linkedin
Linkedin also makes it possible to promote exhibitions and collections online while reaching a network of professionals, unlike Tik Tok and sometimes Instagram. Many artists' networks are present on Linkedin and can repost the presentation of your exhibition to their connections.
Reposting a Linkedin post will add greater visibility to your gallery among professionals that spend a lot of time on this network. Linkedin is a strategic tool where marketing managers of the art industry and online platforms are very proactive. This will invite them to share your future exhibitions on their channel.
Whether it's via your gallery's Artsper page, or directly from your Facebook or Instagram account, use all of the communication tools at your disposal in order to develop maximum visibility for your exhibitions. The tools we talked about in this article each address different audiences in their own way, so they have a wide and intergenerational reach. By regularly updating your communication spaces, you will gradually build loyalty among these art-loving users by allowing them to discover new artists represented by your gallery each time. It's up to you!