“Collecting art is an addiction and Instagram is the dealer and pusher that enables it.”
Art collector Karen Robinovitz makes this claim in a new report by Artsy on the role of Instagram in art collection, and she’s seemingly not far wrong. Although the sample focused exclusively on collectors who were already Instagram users, it found that 51.5% had previously purchased work from artists they discovered on Instagram, and 31% purchased specific works discovered on the platform.
It’s clear therefore that for artists looking to sell to this market, Instagram is a must-have tool in the armoury. Setting up your own account as an artist isn’t enough though – 61% of collectors repeatedly return to an artist’s hashtag (rather their @profile it seems), which suggests that artists may need to counter-intuitively # themselves in their posts. But given that the majority of those sampled check Instagram five times a day, this is a small opportunity cost.
If you’re still wavering, this quote from a surveyed collector might set you straight – “It is hype for sure, which has negative and positive effects. But if your artwork isn’t represented on Instagram these days, do you exist?”
The survey is the first of a two-part story from Artsy – Part 2 will focus on “gallery-specific insights and advice, aimed at helping galleries leverage Instagram as a new digital channel”.