It’s no secret that for those in the art industry, being Instagram savvy can pay off. Leonardo DiCaprio recently purchased an artwork that he spotted on Instagram, which had been posted by Copenhagen-based Gallery Poulsen when they were at the Pulse Fair in March (see Leonardo DiCaprio Buys Art on Instagram at PULSE Fair). Zach Feuer got calls inquiring about a 3-D bust by Jon Rafman when he posted a picture of it being unpacked at the Armory Show in 2014 (see Chelsea Gallerist Zach Feuer Sees Sales Bolstered by Instagram). Supposedly even Sotheby’s and Christie’s employee people to, among other things, monitor Instagram accounts of wealthy collectors in search of people who don’t yet collect (see Auction Houses Troll Instagram for Fresh Meat). Need any further reason to hop on the bandwagon? Here are some tips on how to sell yourself on Instagram:
1. Blue is the warmest color
According to a study by Curalate, blue-hued images get 24 percent more “likes” on Instagram than ones that are predominantly red or orange. So if you spot a work from James Turrell‘s “skyspaces” series, make sure to ‘gram away.
2. Crapstraction fares very well
Just take a peek at Stefan Simchowitz’s Instagram, he is the king of using the social media platform to create “heat” and “velocity,” according to a recent profile in the New York Times Magazine. In that story, Simchowitz said when he uploaded a photo of Kour Pour’s paintings, he got a furious 2 am phone call from a billionaire collector demanding why he had never had an opportunity to buy them (seeChristopher Glazek Annotates His NYT Stefan Simchowitz Story). The posts with the most likes on his account are images of easily consumable colorful abstract paintings such as those by Petra Cortright and Marc Horowitz. Artists looking to get spotted—take note!
3. Tout your celebrity connections
Instagram is a platform very well-suited to flaunting what you’ve got, celebrity connections included. Viewers will find celebrities-a-plenty on MoMA PS1 director and MoMA chief curator-at-large Klaus Biesenbach’s account. Familiar faces often gracing the handle are Marina Abramovic, Lady Gaga, and James Franco. Expect to see thousands of likes on these pictures.
5. Post pictures of people posing in front of art (especially with a cute child or an attractive woman)
Collector Stafford Broumand has a young man, who appears to be his son, stand in front of expensive works of art including those by such artists as Nate Lowman, Rob Pruitt, and Richard Prince. Meanwhile, Artsy specialist Elena Soboleva always gets more than 100 likes when she posts images of herself posing in front of art.
6. Post big, ridiculous objects
If Kara Walker‘s massive installation at the Domino Sugar Factory didn’t induce every single visitor to take a selfie, we don’t know what else could. As we gathered last summer, people like ridiculous enormous things (see Kara Walker’s Sugar Sphinx Spawns Offensive Instagram Photos). But what we’re continuing to learn is that smartphones and social media may not be hindering our engagement at all, but causing it to evolve (see Are iPhones a Blessing or a Curse for Art?).
7. Interact with “Immersive” artworks and see the likes roll in
This year, Oscar Murillo decided he wanted to take his canvases off the wall and throw them on the floor for people to play with (and wear) at MoMA. However successful this idea was (social media-wise), it may have been almost too successful. As artnet News broke the story earlier this year, one of those canvases went missing from the display. It had been stolen off the floor, though it was eventually returned (see Oscar Murillo Painting Goes Missing From MoMA—Was it Theft?).
9. Match your outfit to the art
Get more followers (if your bank account can handle it), by snapping pictures of yourself in a curated montage in which your outfit echoes the artwork on display. Blogger Pari Ehsan has made something of a name for herself doing this (and racked up 206,000 followers on Instagram in the process) (see artnet Asks: Blogger and Instagram Darling Pari Ehsan). Who says fashion and art are so different after all?
repost from hootsuite.com by Laurn Taylor
With 42% of marketers planning to increase their use of Instagram this year, visual content is more important than ever to a brand’s marketing strategy. But for many brands, creating a captivating Instagram profile and generating high quality visual content can be challenging. To help marketers get the most impact out of their Instagram profiles, here are the top three marketing trends that any business can learn from, whether you have 300,000 followers or 300.
Many brands are leveraging branded hashtags to engage their community on social media, but these aren’t your standard #CompanyName hashtags. The hashtags are aligned with the overall brand instead of the product, and Instagrammers are encouraged to tag their photos whether the product is featured or not — for example, lululemon athletica suggested that users tag their workout photos with #thesweatlife, which has generated over 68,000 posts from their community.
By creating a branded hashtag, marketers create a win-win situation for both themselves and their community. Brands receive the benefit of increased exposure to new potential customers through an Instagrammers photo, and Instagrammers love to be featured on a brand’s profile for both the prestige and the increase in followers. When one of my Instagram photos got “regrammed” by Stumptown Coffee, we gained nearly 500 followers in one day! That’s a lot of motivation for the Instagram community to actively share your brand.
Herschel Supply Co has over 300,000 followers on Instagram and tags their product posts with #HerschelSupply, but they have generated more posts with their #WellTravelled campaign, which encourages their followers to share photos of their journeys using the hashtag.
Poler Stuff has not one, but three branded hashtags (#campvibes, #adventuremobile, and #beneaththebrim) that they place in their Instagram bio. #Adventuremobile isn’t directly related to any of Poler’s products, but it does speak to their brand persona of active, outdoor living, with over 40,000 posts shared by Instagrammers of their car in the wild.
You don’t have to be a large brand in order to have success with your own hashtag: 33 Acres Brewing Co, a small craft brewery, has about 4,000 followers and recently started their own tag #b33r and encourages in-store customers to tag photos with this hashtag over other ones. Without an “official” hashtag, it becomes difficult to monitor your brand mentions – for example, customers could be tagging #33acres, #33, #33acresbrewing, or #33acresbeer. But by creating and promoting their own distinctive branded hashtag, marketers can easily increase their exposure across Instagram while providing their brand with user-generated content for their Instagram profile.
Another way to market your brand on Instagram without posting product shots is to share lifestyle content that represents your brand’s persona. Marketers should monitor their followers to see what kind of content they are sharing, and then replicate that on their own feeds. Intersperse photos of your product with lifestyle photos that your followers can relate to, whether it’s oceans and palm trees or mountains and landscapes.
The Native Shoes brand likes to #keepitlite, so their feed features a ton of bright colours and different art that would be interesting to their community.
It’s not difficult to showcase lifestyle content that inspires your readers, and more and more brands are beginning to use Pinterest’s easy search to curate photos for their Instagram feed. For a small business like the online retailerAnewall Decor, they can supplement their own content with their favourite finds from Instagram and Pinterest (with credit, of course!)
With so many Instagrammers looking to increase their following, it’s easy for even small businesses to gain exposure to a wide audience by building relationships with influencers in their community. While many large brands are paying big bucks to partner with users that have thousands of followers, both small and medium businesses are still able to increase exposure by exchanging product for a giveaway, a promotion, or a small fee.
But be warned: simply sending free product doesn’t mean the Instagrammer will love it, and just because a user has a lot of followers doesn’t mean they’ll create captivating content for you. Take the time to ensure influencers are the right fit for your brand and that they’re excited to partner with you!