From Local to Global:
Why an Online Presence is Essential for Contemporary Artists
Digital strategies for contemporary artists.
Daniela Bevervanso
Nov 2024
In today’s interconnected world, the importance of a strong online presence for contemporary artists has become more than a strategic necessity—it’s crucial for success. As digital visibility influences every sector, the art world is no exception.
With art collectors becoming increasingly globalized and geographic barriers virtually eliminated by the internet, artists must leverage the digital age to maximize their reach and impact. In essence, the internet has transformed into a global gallery where artists can showcase their work to a worldwide audience.
A Global Network of Art Collectors
A report by Art Economics, an Irish research firm specializing in the art market, reveals that most art collectors are concentrated in key regions such as North America, Europe, and Asia, with the United States being a significant hub. This global art market’s vastness underscores the importance of thinking beyond local boundaries. Relying solely on local exposure means missing out on a substantial pool of international collectors eager to discover new talent.
The Rise of Online Art Acquisitions
Art collector behavior is rapidly changing, with more buyers turning to online platforms for art purchases. In fact, around 36% of art buyers reported having purchased works of art without ever having seen them in person. To exploit this trend effectively, artists must dedicate themselves to building a strategic digital presence. The ability to integrate technology with curatorial practices and digital marketing strategies becomes fundamental to ensuring relevance and competitiveness.
Engaging Through Social Media
Instagram remains one of the most effective platforms for visual engagement, especially relevant for sharing works of art, with more than 2 billion monthly active users. The use of short videos, such as reels, and visual narratives through stories can offer a more immersive and educational experience, providing insights into the creative process and highlighting the conceptual and technical contexts of the works. Testimonials and reflections on artistic inspirations have the power to strengthen the emotional and intellectual connection with the public, enriching their understanding of the work and, as a consequence, boosting sales.
Website optimisation
Establishing a digital presence goes beyond simply presenting artworks; it requires a solid technical structure that ensures your creations are easily discoverable. A well-structured website is essential for maximising visibility and ensuring that your works reach the right audience.
The Art of Being Found
SEO, or Search Engine Optimisation, is the process of optimising a website or online content so that it ranks higher in search engine results, such as Google. The main aim of SEO is to increase the visibility of a page by attracting more organic (unpaid) visitors and thus expanding the reach of the content.
Using relevant keywords in your content increases your visibility on search engines. Content development is about finding a balance between engaging readers and appealing to search engine algorithms. For artists and art professionals, the challenge is to do this while maintaining the sophistication and depth expected by an audience that appreciates art.
Lightweight Images for Maximum Performance
Did you know that the size of the images on your site directly influences how it is displayed in search results? Data-intensive images can slow down your site, driving away visitors and jeopardising its overall performance. What's more, Google prioritises lighter and faster sites in its search rankings, favouring those that provide an agile browsing experience.
Add a Newsletter to Your Site
Email marketing establishes a meaningful connection with collectors, curators and admirers of your work. Unlike social networks, where algorithms can limit the reach of posts, email marketing offers direct communication. For artists, this means the opportunity to create newsletters that go beyond simple adverts: they can tell stories about the creative process, share personal reflections or even offer an exclusive preview of new works.
These campaigns must be well segmented, ensuring that the content is relevant to each group of recipients. For example, collectors may be interested in information about limited editions or advance purchase opportunities, while curators may value insights into artistic concepts or invitations to events. In addition, frequency and consistency in sending are important to keep the public engaged, without overwhelming them.
Analytics for Artists
Engagement Analytics is a tool for artists who want to understand and optimise the way their audience interacts with their work online. By analysing engagement data from social media platforms and websites, artists can identify which types of content most attract and engage their audience. With this information, it is possible to adjust the content, ensuring a greater reach and, as a consequence, increasing the chances of art galleries, curators and collectors discovering your work.
The internet provides a platform to amplify your voice and level the playing field for emerging and established artists. However, success hinges on executing a well-thought-out digital strategy that connects with a diverse audience while staying true to your artistic identity.
Data: “Art Market Report 2024” by Art Economics.
Photography: Painter Jana Jacob.