Tuesday 12th March 2019

The Influence of Instagram

According to the 2018 Hiscox Online Trade Report, Instagram has become the art world’s favorite social media platform, with 63% of survey respondents choosing it as their preferred channel for art-related purposes (up from 57% in 2017 and 48% in 2016). Although still popular, the prominence of Facebook has diminished, with only 38% of respondents citing it as their preferred social media platform (down from 49% in 2017).

So what is it that makes Instagram so popular? The simplicity and the visual nature of Instagram is ideally suited to the art world, which combined with its mobile functionality makes it the ideal app for the art world on the move. Although many apps in the art world have been created specifically with the art world in mind, the power of Instagram is that it wasn’t, and with close to a billion users, there is no doubt that it is becoming a very important tool for the art industry in reaching consumers beyond the existing art market.

Instagram has been instrumental in my business thus far for finding artists and collectors alike. If you're not already using it, I suggest diving in. The powers that influence and curate the art world have arguably always been elitist in nature. The age of social media is beginning to democratize this influence, and users on platforms like Instagram are now granted access previously reserved for a select few in major metropolitan centers like New York or London. If you begin to engage with artists, galleries and other art lovers on social media, you might be surprised by what piques your interest and by the relationships you can form through liking and commenting. The key to Instagram having a positive impact on your art collection is to make the leap to a transaction like purchasing or commissioning a piece (both of which I have happily participated in this year).

You can follow me on Instagram @jillianartadvice or drop me a line at hello@jillian-art.com with any questions.

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