Art fairs are a prime opportunity for you to grow your gallery’s audience and visibility by sharing compelling content. While it might seem daunting, producing a strong Instagram strategy doesn’t have to be difficult.
Read on for our Head of Social Media’s top 10 tips for Instagram at art fairs.
1. PLAN AHEAD
Showcasing multiple artists? Develop a way of spotlighting each and draft your posts ahead of time. Focusing on one artist? Highlight the most compelling elements of their practice.
Screenshot of Artsy Instagram post featuring installation view in Neugerriemschneider's booth at FIAC, 2021.© Thomas Bayrle. Photo by Sebasiano Pellion di Persano. Courtesy of the artist and Neugerriemschneider, Berlin.
2. ILLUSTRATE DEPTH
Try shooting through a work or including booth walls and furniture to add dimensionality and scale.
3. KEEP WHITES WHITE
Filters and processing apps are easy-to-use tools that give your photos the boost they need to catch your audience’s eye. Use features like Snapseed’s Selective Adjust tool to desaturate walls and make them appear as white as they are in person.
4. INCLUDE CONTEXT
Including a person in the image both gives the work dimension and keeps the shot from looking too sterile. Using wide angles and including booth walls gives your audience context and makes your post stand out.
5. MAKE USE OF VIDEO
Video is a quick and easy way to create dynamic content. Consider taking a timelapse during installation or the fair to capture activity.
6. CREATE A FOCAL POINT
You can enhance the focal point of your image by including subtle vignetting (darkening of the edges of the image) in apps like Snapseed.
7. TELL A STORY
Try to include information about the artists or works you’re presenting, a short fact can make your caption much more compelling.
8. RESEARCH HASHTAGS
Do a quick search to make sure you’re including the official hashtag for the fair in your caption, as well as the top trending hashtags. Also use your posts as an opportunity to promote your gallery’s hashtag if you have one.
9. USE A GEOTAG
Adding a geotag is a quick and easy way to make your post more discoverable—especially during key fair moments.
10. DIRECT TO MORE INFORMATION
The link in your bio is a great place to include more information about your artists and fair presence (e.g. your booth on Artsy).
