In this new context, and while this expected normality does not arrive, artists, creatives and many galleries carry out crowdfunding, auctions or virtual exhibitions to activate sales in this commercial drought.
The opening up to the digital channel of art sales is providing relief or an outlet for many, although this does not mean that this business model is anything new.
In this post I will talk about some digital tools to connect the artistic production with its buyer.
According to reports from the world art market, in recent years, online purchases have increased, including those of contemporary art. I already told you about it in the article on digitization.
The Internet offers many tools to connect the artist with his audience. What used to be compulsory, such as being in the best circles to meet artists, and for them to know their potential buyers, can now be done from the living room.
Some of you may be thinking that connecting in person is not the same as doing it online, otherwise what is the point in being at fairs or setting up exhibitions.
In my opinion it is not a question of choice but rather that both models (physical and online) live together and support each other in the business of art acquisition. It is not the same as buying a pair of shoes.
The question for the agents who intervene in this art market in a digital channel is: what tools does the Internet offer us and how can we take advantage of them?
Today I’m going to talk to you about three of them that you can integrate into your communication plan.
1. Social networks.
The best known tool for connecting art and its potential buyer is, without doubt, social networks. Experts say that if you are not on them, you do not exist.
To mention a few we have: Instagram, Facebook, Twitter, Linkedin, Pinterest, Vimeo or YouTube.
Artists use them as a loudspeaker for their production, galleries to discover new projects, and buyers dive into them to find interesting pieces.
It should be borne in mind that it is not the same for the generations that are growing up professionally in parallel to the development of these channels as those who have to adapt, spending a lot of time learning.
For this reason, those who have the greatest presence in social networks are emerging artists. They are very active, for example, in Instagram and they see how social networks cover many of their needs.
That’s very good if your goal is visibility and promotion, but not good enough when you don’t get direct sales, which you have to respond to. Do you know if your buyer is on Instagram?
As there is no time to be on every platform, if you are not a professional, the first thing you need is to know your market. In other words, you must know your audience, analysing who arrives on the different social network platforms, and consequently choose where to be present and focus on your final objective.
If as an artist your goal is to sell your production and not just make it known, you must tell them how they can acquire your pieces.
2. Your web in the specialised platforms.
Online presence starts, in my opinion, with your website and not with social networks.
Your website is your oasis and I would dare to say that in the extreme case that you pay little attention to it, which I do not recommend, it should contain the basics and above all a domain name of its own.
As an anecdote I will tell you that when I discover through the networks a piece or an artist that I am interested in, then I look for him in google to get to his website where I can find his speech and more information. In the previous post I talked about the importance of having the Statement included in the website.
There are many artists and mid-career creatives who do not perceive social networks as allies, but rather as tools that take time away from their production and require the work of the gallery or intermediary that represents them to reach their client.
In the event that you are not represented, it is up to you to manage the promotion of your website already prepared for sale.
At this point it is vital to include your website, whenever you can, in specialised platforms so that the potential public, which you have previously analysed, reaches your portfolio, supporting you in what is called “reputation of the associated brand”.
3. The digital platforms for online sales.
Many, but not all, conventional galleries have an online shop. However, the rise of exclusively digital platforms for selling art is going to redefine the work of the gallery owner.
Although it is true that in conversations with many artists the subject of the representation of a gallery has always emerged as their greatest desire, a question of prestige to reach institutions and obtain long-term security. This is changing.
The younger generations, given that this guarantee is sometimes non-existent, are looking for other alternatives both to reach public collections and for sales.
Visibility is worked on in social networks and complements direct sales with commercial agreements on digital art platforms.
Although not all platforms are valid for all artists because, like them, they also have their own style, you will have to analyse them so that they provide you with the right audience and, above all, confidence.
In short, we can take advantage to a greater or lesser extent of the tools provided by the internet: having a website with an online shop, publishing on different social networks and making agreements with platforms to include links.
However, the fact of having a presence on the internet and showing your production does not make your sales rain, but rather, it increases the possibilities.
You have to manage expectations and not expect the majority of the audience that visits your website or follows you on the networks to be prepared at that moment to buy a piece.
The positive side of all this is that buying art online is here to stay and those who get the best results are those who offer the best long-term digital experience.
NOW IT’S YOUR TURN
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Leave in the comments which tools you use in your strategy and if you have bought art lately with a click.
Son tiempos para repensar tu proyecto.
Y por ello he preparado un Modelo Canvas para que definas tu proyecto creativo en un folio y no malgastes tu energía.