Sharing Your Art with the World

When we think of art, our mind immediately goes to tangible things like paintings or sculptures, but the concept extends so much further. Art is the ultimate expression of feelings, experiences, and what can’t always be summed up. It takes careful commitment and has the ability to travel beyond time and open worlds we might not explore otherwise.

Today’s digital landscape has created an online ecosystem for artists, collectors, and appreciators to share experiences and achieve their goals, whether that’s to sell their work, add to their collection, or simply find inspiration with a few clicks of a button. Digital spaces have become just as essential as physical ones, and artists and galleries alike need to adapt with the times.

While art is priceless, having a place in the market can be competitive, especially in today’s creator economy, where there is so much content to navigate, even in the art world. However, creating a space for art in the digital world can be just as much an extension of the artwork created. Building an engaging online marketing strategy can be part of the creative process, expanding your reach while maintaining the inviting nature of your work.

Let’s take a look at how to build out your content marketing materials in a way that matches the effort put into your creations and displays them just as intentionally. But first, we need to consider how the industry looks today.

The number of online-only auctions has increaseddramatically in recent years. With the pandemic driving most auctions online in 2020 and 2021, operations have changed for auction houses worldwide. This pivot has created new possibilities within our digital spaces, and the hybrid model continues into 2023, with large houses leading the way. Some online auctions have shown smaller collections while larger auction houses, including Christie’s and Sotheby’s, are continuing to set the tone on how this model could continue to shape consumer behavior. Only time will tell if the hybrid model goes from a trend birthed out of necessity into a longstanding tradition, but if art fairs are any indication of where things are headed, there’s a good chance that online auctions are here to stay.

2. Art Fairs

Art Basel and UBS conducted a survey in 2022 to get a pulse on how art collecting has shifted in recent years. They found that art fairs are growing in popularity, and what’s most notable is that, like auction houses, a hybrid model of showing and selling work is becoming the standard. 65% of those who’d purchased art from a fair in 2022 did so in person, while 59% bought through an online viewing room. This means there’s overlap in the participants, with a noteworthy percentage of patrons having purchased both in-person and online.

This could be due to an abundance of caution from patrons since the events of 2020, but it’s just as likely due to the