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How to communicate on your exhibitions on the internet?

· Gallery Resources

You're already used to announcing your upcoming exhibitions, either on your gallery website or by sending out digital or paper invitations. However, there are several other ways to extend the visibility of your exhibition, thanks to technology! Indeed, the diversity of online information channels has become a real asset for gallery event promotions. In this article, Artsper shows you how to make good use of 3 tools that increase exhibition visibility while offering art enthusiasts the opportunity to discover the works of your artists.

I. Use the “exhibitions” tab of your gallery space on Artsper

From the home page

To communicate well around the exhibitions in your gallery, you first need to use the "Exhibitions" tab effectively. This essential tool is made available on the Artsper site; it is accessible directly from the Artsper home page. Simply click on "Discover", then on "Exhibitions", under the "See More" category. It allows all Artsper visitors to access the latest exhibitions posted by our partner galleries in just a few short clicks. They will benefit from the significant traffic generated on the Artsper site, with more than 500,000 visits per month.

From your gallery page

The events you want to announce are also directly accessible from your gallery page. By clicking on the "Exhibitions" tab, your gallery's various exhibitions will then be presented. By regularly updating your exhibitions on Artsper, you show our community of art lovers the vibrancy of your gallery. It is also a way to highlight certain works or a particular artist, by offering him a dedicated showcase.

A panel of exhibitions presented by Retrospect Galleries

Once the visitor clicks on their exhibition of choice, they get access to key information relating to that exhibition. They can also coordinate plans to physically visit the space. Therefore, do not forget to enter the exhibition dates, address, and hours of operation. In addition, the presentation of your exhibition must be developed and articulated coherently by different paragraphs. Be clear about whether this is a retrospective, a monographic exhibition, a thematic, or group exhibition. Also, mention the date of the exhibition if it is a traveling, temporary, or permanent exhibition. At the start of your presentation, include a relevant quote from one of the artists represented. This generally helps to target the essence of your exhibition.

To make your gallery page more attractive and explanatory, you can include a video on the cover page. The user is more likely to click on a thumbnail in a video format to discover more about the exhibit, all without the effort of reading.

Below the main information, you will immediately discover some of the artworks present in the exhibition. When you advertise an exhibition on Artsper, you can put the works exhibited there for sale. This gives potential buyers access to the selection of works for your next exhibition. This is an important way to generate sales, in addition to your physical exhibits. If you are already an Artsper partner, you can use the practical information guide to put your exhibitions online.

A panel of works from the exhibition Impossible Volumes - New Studio Works by Dagor

II. Talk about your exhibitions via Facebook

Talking about your exhibition through your gallery's Facebook page is another way to reach a larger and more varied audience. In fact, those present at a private viewing are often informed by invitation or by word of mouth. By posting on Facebook or creating an event on your current or upcoming exhibition, you make your event more visible to an uninitiated audience. This may interest new art enthusiasts who do not have the privilege of obtaining the information through another channel. This is also a way to facilitate its distribution, as participants can invite or tag their friends themselves, increasing the virality of your event.

Creation of a public or private Facebook event

The event tool that Facebook offers has the advantage of open and expanded invite! So, you may invite your collectors and contacts, but it gives the option for open event sharing as well. This gives the event access to a wider audience. Facebook users can then share the event with their acquaintances and thus play on a digital word-of-mouth effect.

  • In your news feed, click on Events in the left menu (below Videos)
  • Click + Create event on the left side 
  • Click on Private or public event as you wish. We recommend that it be made public, unless it is a very confidential event limited to a specific guest list.
  • Click on Next. Only guests will be able to see your event. Once a private event has been created, you can no longer make it public!
  • Add a name, a specific location as well as the date, time and description of the event. You can use the same information as that already entered on your Artsper gallery page to save time.
  • For any public event, enter and select keywords so that it is recommended in a more relevant way to those potentially interested (for example: street art, painting, sculpture, the name of the artist ...)
  • Choose the Internet users authorized to modify your event and to publish content
  • Click on Create
  • This takes you to your event page where you can now add invitees, add a cover photo or video, share posts, or edit event details.

Keep in mind that the difference between a public and private event is that public allows everyone access to your event page on their personal Facebook account. It will also be accessible to everyone, even to users who are not your friends. If you choose to create a public event, you cannot make it private later.

There are several advantages to using this tool: it makes it possible to publish news about the exhibition and thus inform potential visitors, publish photos before and during the exhibition, notify Internet users of the time of the event on opening day. All these possibilities will energize and broaden the field of communication around your gallery and therefore guarantees good visibility.

Create a Facebook post

In addition to creating an event on Facebook, it is advised to highlight your exposure through various dedicated posts, before, during, and after the event. If you use a programming tool, it is very easy to plan your content in advance.

For example, take Agorapulse, a tool that allows you to manage your social networks and therefore your conversations and your publications, all from a single platform. Writing posts via Agorapulse is very easy, follow these steps:

  • Once you are logged into your account, check that you have selected the social network Facebook 
  • Then click on Publish (small paper airplane icon)
  • You arrive in a new window
  • Write your post by clicking on "Write your content..."
  • The writing must be concise and easy to understand, we advise you to write posts in French and English to reach a wider target
  • Add the link of your exhibition by clicking on the orange icon under the editorial square
  • Don't forget to tag all the artists you mention in your post
  • Click Next
  • You can now schedule your post for the time most likely to hit your target audience 

Remember to vary the content! For example, you can run a teaser campaign, making short "Backstage" videos, and then count down as the opening date approaches. Do not hesitate to publish or repost positive comments or visitor reviews; this is a powerful lever to convince others. You can also share the link to your exhibition online on Artsper, which allows you to make additional sales without excluding anyone who is physically unable to visit your gallery. Finally, imagine playful formats, such as polls (ex. which work do you prefer?), artist quizzes, or decoding artworks to maintain curiosity and bring your page to life.

Facebook example from Galerie Perrotin's exhibition by artist Claire Tabouret, entitled "Lockdown Self-Portraits"

III. Post on Instagram to reach new audiences

Your gallery is not the only vector of visibility for the artworks you exhibit. Your customers and many art lovers use Instagram on a daily basis. This visual social media network, which plays on the proximity between users, places the image at the center of attention. Thus, by highlighting your exhibitions on this type of digital platform, you have every chance of attracting the attention of more users. Indeed, Internet users are keen on videos and photos of artists' studios as well. They appreciate the proximity enabled by social networks and often discover new artists through these digital communication channels.

Therefore, it is relevant that you maintain their curiosity for art by illustrating the activity of your gallery through various posts. Personalize your gallery's Instagram account by posting images or videos that let users get closer to what your artists do and how their work is evolving. Showcase your team, post “Backstage” photos, featuring the daily work of your artists, or a preview of their works. This type of personal and intimate post is very appreciated by the Instagram community.

In addition, you can invite your artists to communicate directly via their personal account! Many of them have an active fan base on social media, so you can reach a wider target by partnering with them on online collaborations.

Consider setting up contests on your Instagram account. This promotional technique allows animating the relationship with your subscribers while working on the image of your gallery. For example, you can offer 2 invitations with a guided tour of your artists' workshops, or allow the winner to discuss with the artist(s) exhibited. These are ways for you to develop your audience and get people talking about your exhibitions with ease.

Highlighting an exhibition of BOCCARA ART gallery's Instagram account

In conclusion

Whether you use the Artsper page of your gallery, or directly from your Facebook or Instagram account, it is necessary to use all the communication tools available to you free of charge to maximize the visibility of your exhibitions. These three tools each target a specific user segment in their own way, so they are intergenerational in scope. By regularly updating your communication spaces, you will gradually build the loyalty of these passionate art users by allowing them to discover new artists each time represented by your gallery. It's your turn!

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