Social media causes fundamental shifts in the way people communicate through online means. It’s no longer a fad. It’s already become an integral part of the Internet and will not go away. Unfortunately many artists and art galleries are still puzzled at the concept of using social media for marketing purposes. There are clear benefits that social media can give to artists and art galleries:
- You can Build a Strong Brand: Art galleries need a strong online brand to survive the competition. Brand is a combination of idea, vision, name, colors, logo and other things that can remind people about your art gallery. Social media is a quick way to build online brand identity among art enthusiasts, collectors and fellow artists. However, art galleries still need to identify a unique brand identity that can differentiate them from the pack. A strong brand is essential for credibility and to appeal collectors and prospective customers.
- You can Build a Network: After getting connected with others through social media, even the most solitary artists find the they are not alone. The art world is huge and many artists can find their niche along with most relevant clients. Through social media we should be able to obtain instant critiques and feedback from other artists and experts. People often share their work and we may gain inspirations from them. This will allow artists and art gallery managers to become business savvy and understand market demands.
- You can Keep Your Finger on the Pulse: Artists need at the forefront and stay informed about the latest trends. New styles and market demands can influence their works and in a changing economy, it is important for artists and art galleries to be sensible. Today, being a successful artists isn’t only about delivering amazing works, but also about understanding what’s happening in the market.
- You can do Direct Marketing Actions: Websites and blogs are no longer enough. Although blogs are updated regularly, they are often less dynamic than social media updates. It’s time for artists and art galleries to think “outside the frame” and embrace direct marketing efforts through social media. Facebook and Twitter are useful for offering latest updates, while Instagram is a place to showcase your past and current works. YouTube is a medium for artists to provide opinions and tutorial in art-making process. All can be combined to drive traffic to official website and eventually, actual visits to art galleries.
It is clear that artists and art galleries need to evolve if they want to stay highly competitive in the industry. The Internet has accelerated the natural selection in the business world and it’s all about the survival of the fittest. Social media should be able to provide a significant amount of exposure over a limited period of time. All told, conventional marketing methods are no longer the most efficient way of reaching the audience. It cost nothing to have strong presence in social media and it’s one of the most effective way to increase visibility and recognition in the industry.
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