How art galleries can find new collectors thanks to social media: tips to follow

Art galleries have always used exhibitions, fairs and personal contacts to find new collectors and increase sales. However, in recent years, social networks have become an increasingly important resource for art galleries that want to reach a wider audience and find new buyers.

In this post, I’ll give you some useful advice for art gallery owners who want to make the most of social networks to find new collectors and increase the success of events, as well as boosting sales.

Finding new collectors thanks to social networks: tips to follow

CREATE AN EFFECTIVE ONLINE PRESENCE

The first thing an art gallery must do to find new collectors on social networks is to create an effective online presence.This doesn’t mean publishing content every day, stories, posts, videos, Reels and so on and so forth.
Creating an effective online presence means creating a gallery profile on the social networks that are most appropriate for your target audience, making sure you can update them regularly with new content.

The art gallery must be able to manage the social profile properly, which means having a professional figure capable of managing all the activities of creating and publishing content.
What an art gallery should publish must be closely linked to its activities: information on future events, industry news, artists recently hosted by the gallery, etc. In addition, the art gallery should consider creating a blog or a website to present its works of art in a coherent and orderly manner and publish articles and reviews on the art industry.

In fact, if social networks are used to socialise and keep in touch with collectors and acquire new ones, the website is the point of reference for activities and events, for the works on sale and for the news that is spread on social networks in a continuous flow and without the possibility of retrieving it when the user needs it.

CREATE ENGAGING POSTS

Creating engaging posts on social networks is essential to attract the public’s attention and increase the visibility of the art gallery. This means creating content that is relevant and interesting to the public, such as images of artworks, behind-the-scenes videos or collector success stories.

Before starting to publish, an art gallery should ask itself what it really wants to communicate and create an editorial plan.
Once the topics, tone of voice and frequency of publication have been established, the actual content can be created according to the platform.
In fact, you can’t post on Facebook the same post that you planned to post on Instagram.
The audience is different and so are the expectations regarding the type of content!

Furthermore, an art gallery should be aware that each social network works thanks to an algorithm and that the content must adapt to the feed of its followers. For example, high-quality images and short videos tend to have greater visibility on social networks. Finally, it’s important to interact with your audience through comments and replies, in order to create a more direct and authentic relationship with your followers and stimulate engagement.

COLLABORATING WITH OTHER GALLERIES AND ARTISTS

It may seem obvious for an art gallery, but collaborations are an effective way to find new collectors and increase visibility on social networks.
Art galleries can collaborate with other galleries to organise joint exhibitions or virtual events, creating content together, sharing their audience and attracting new fans through cross-promotion.

An art gallery must also collaborate with artists at all levels. Not only by promoting their work and organising art exhibitions, but also by creating original content for social networks.
Using social media if you are a new artist is a must and many artists, before being represented by an art gallery, start using social media to promote themselves. Collaborating with these artists, who have active social media profiles and their own audience, can be interesting for an art gallery because it can acquire a new audience.

The content that the gallery can create when collaborating with other galleries and artists can be of various types: videos showing behind the scenes of the creation of an exhibition or a work, exclusive interviews and much more.
This type of collaboration can attract the attention of a wider audience and introduce the gallery to a new audience.

To conclude, social networks are an important resource for art galleries that want to find new collectors and increase their success. Creating an effective online presence and collaborating with other galleries and artists are just some of the strategies that art galleries can use to find new ones.

If you run an art gallery and want to learn how to manage social media profiles better, ask for an appointment to find out what you can improve.
I have been working in communication for the cultural sector for some time now and together we can understand what to improve, creating a personalised communication strategy tailored to your specific needs.
Contact me today to find out how to improve your online presence and reach new collectors through social networks.