“Instagram has become the leading social media tool for discovering,
showing and following art, particularly for people below the age of 35,”
said Anders Petterson, an author of the Hiscox Online Art Trade Report.
Of the more than 650 art buyers questioned for the 2016 report,
48 percent said that Instagram was their preferred social media
platform. The figure rose to 65 percent among the younger buyers
contacted. “It has hit a sweet spot in the market for sharing
information,” Mr. Petterson said, “but no one saw this coming as a sales
tool.”
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The
quirkily personal Instagram accounts of tastemaking specialists like
Mr. Gorvy and Mr. Carey-Williams, or of high-profile private collectors
and dealers like the Japanese billionaire Yusaku Maezawa (38,500 followers), Simon de Pury (177,000) and the art world “disrupter” Stefan Simchowitz (77,600), remain the unquantifiable “soft power” of today’s art market.
Just as difficult to gauge is the impact of the huge Instagram followings on sales at the world’s major galleries. Gagosian Gallery’s Instagram site has at least 593,000 followers, with that of Pace not far behind, at 506,000.
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