As 2024 begins, reflecting on the shifts in the art world becomes crucial for a prosperous year ahead. The art scene flourished in 2023, with art fairs thriving as vital centers for artistic interaction, while the power of social media continues to mold the landscape of art marketing. To support our valued community of art market professionals, including galleries and artists, we've assembled tailored guidance and expertise. These resources aim to empower them in navigating the intricate currents of 2024, maintaining their position as leaders in this dynamic industry.
1. Structure your calendar around the major art market events
In 2024, the art market continues to witness a resurgence in the prominence of art exhibitions, fairs, and auction events. With a growing interest among art enthusiasts to actively engage in purchasing, these events have once again established themselves as pivotal hubs for art transactions. Furthermore, there's a notable trend towards greater inclusivity at these fairs, showcasing a diverse array of exhibitors from various global backgrounds.
To stay ahead in this dynamic landscape, it's crucial to meticulously plan your art fair schedule in advance, whether they're local, national, or international. Take note of significant events within each fair and mark submission deadlines for featured artworks. Familiarize yourself with the participating artists and galleries to discern the prevailing ambiance of the fair and identify the optimal platform for showcasing your work. Additionally, plan your finances beforehand to facilitate any potential purchases you intend to make. Strategic planning is key to maximizing opportunities and making informed decisions in this evolving art market environment.
Why not align your marketing strategy according to the different fairs? Curate selections of works inspired by the artists and galleries exhibited, write articles on what to look out for at upcoming fairs, or include information about art fairs in your newsletter campaigns.
2. Give a platform to the artists you represent
The art market is, at its core, a human industry. Therefore having an approachable, human presence on your social media, as well as transparency regarding the process of creation, exhibition and selling of art, is vital in maintaining a good social media image. As a gallery, why not give a platform to the artists you represent on your social media platforms? Post an Instagram Reel or TikTok of the artist process, or conduct video interviews with artists.
Our tips? Create a series of regular posts featuring at least one or two artists per month. Use Instagram-formatting apps such as Mojo to create aesthetically cohesive posts. Ask your artists if they have existing content that they would like you to repost on your page, minimizing the time spent on creation, but maximizing engagement. It’s a good idea to schedule your posts in advance, to avoid gaps in your publication schedule!
3. Leverage more digital platforms & get pinning!
In today's interconnected world, utilizing digital platforms is crucial. Embrace social media platforms like Instagram, Twitter, and TikTok to showcase your art, engage with your audience, and build a loyal following.
Post regularly, around 10 pins per week. Make sure the images are relevant to your identity, but also look for ways to incorporate trends into your posts. Using relevant, seasonal images and image tags results in a 22% higher sales lift. Finally, use videos as part of your Pinterest marketing strategy. You can even use ones that your artists have already made! Over one billion videos are watched on the app daily, allowing for elevated engagement figures.
Artists and galleries often find strength in diversity. Exploring various artistic styles, experimenting with different mediums, or exploring new thematic avenues allows for a broader audience appeal. While maintaining authenticity and staying true to your artistic vision, consider expanding your repertoire to attract a more diverse set of art enthusiasts and collectors. Diversification not only enhances creativity but also opens up new opportunities for engagement and patronage.
5. Define your client base
Tailoring your content to different audiences is essential to your digital marketing success. Take advantage of the new year to analyse your database. Is it up to date? Have you removed inactive accounts from your mailing list? Have new contacts been added to your target audience?
If not, think about dividing up your audiences. For example, first-time buyers, regulars, VIP customers and partners. Once done, it will be easier to modify your marketing strategy accordingly.
Perhaps you want to send your new clients a selection of affordable works in the form of a gift guide, your business partners specific information about the benefits of leasing artwork, or your VIP clients exclusive offers. Whatever the audience, remember to track the performance of each campaign. Set aside some time each month for reporting in order to measure results and then modify the frequency and content of your campaigns.
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6. Organize your collaborations well in advance
Partnering with brands, influencers, art market specialists and artists is a great way to grow your presence both within the market and beyond. This January, think about how you’re going to plan your “collaboration calendar” for the year ahead. You may wish to partner in the form of a social media campaign, a newsletter, an in-person pop-up, or through interviews featured on your page. Contact as many relevant people as you can, it is always important to have backup options. Furthermore, as partnerships can often take a while to organize and execute, it is important to make sure that you have them planned and scheduled well-ahead of their publication date.
Whether adjusting your marketing strategy, looking at external partnerships or changing the way you communicate with your customers, the new year brings with it a whole host of opportunities for galleries and artists. Why not take inspiration from one or two of these tips and take full advantage of the new year?