Keynote Art Moscow Online forum by Alexia GUGGEMOS, CEO Observatory Social Media, “BRAVE NEW WORLD. ART PHENOMENA ON SOCIAL MEDIA” Keynote, January 28, 2021 10:15 am GMT (11:15, Paris) Unlimited access to art ans art-market is what gave society the transition  from offline to online, making social media one of the main channels of communication and sales during the period of self-isolation in 2020. Speaker, Alexia Guggemos. A wide audience had the opportunity to touch the closed and largely mythologized art market, virtually visiting the exhibitions of musuems and galleries, and purchasing art objects through Instagram and facebook groups. Artists, in turn, were able to exhibit their works on online platforms and marketplaces without intermediairies in the form of a gallery, curator and art dealer, directly communicating with their audience. What social media tools should market participants look out for? What do artists need to effectively interact with an audience through Instagram? How to build and maintain a positive online reputation on social media?

1. “BRAVE NEW WORLD.
ART PHENOMENA ON SOCIAL MEDIA”
Keynote, January 28, 2021
10:15 am GMT (11:15, Paris)
By Alexia GUGGEMOS,
CEO Observatory Social Media
French Art journalist and Digital Strategist

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ALEXIA GUGGEMOS
French art criDc and journalist
AICA InternaDonal Member
CEO The Social Media Observatory, founded in 2011
Studies CollecDng data from the triangulate
Of art collectors, art lovers, and art dealers with
the input of the digital audience.
PublicaDons: « ArDst’s Guide To Social Media »
TwiRer @alexia_guggemos
Instagram @alexia_guggemos_
www.observatoire-social-media.fr

3. WORLD MAP OF SOCIAL MEDIA 2020
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4. LEADING COUNTRIES BASED ON INSTAGRAM AUDIENCE SIZE 2020
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Source: staDsta

5. INSTAGRAM
LIVESTREAMING BOOST
IN 2020:
An increase of 30% in
Instagram users among
arDsts during coronavirus
quaranDnes.
(source: OSM-Artprice)
4/12

6. STORIES, IGTV, REELS
AND LIVE VIDEO…
Over 400 million people
use stories daily.
The volume of live more
than doubled in Italy in
2020.
(source: Instagram)
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7. THE MOST INFLUENTIAL
ARTISTS ARE….
Banksy (10,6mio) is the
most followed arDst not
only on Instagram but also
the most popular on the
web in 2021 ahead David
Hockney and Yayoi
Kusama.
(source: OSM-Talkwalker)
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8. BOTH VISIBILITY
AND REPUTATION
ARE AT STAKE:
79% of artlovers on
Instagram delved
further browsing for
addiDonal info.
(source: We are Social)
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9. 1. WORKSHOP VISITS
LIVE ON INSTAGRAM:
An extra opDon has just
been added enabling
people to invite up to 3
guests to join them on
Instagram Live Streams.
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3 INSTAGRAM FEATURES FOR ARTISTS

10. 2. INSTAGRAM GUIDES
OFFER VIRTUAL TOURS:
People can now develop
guides on a theme of their
own, be it virtual museums
or art gallery tours.
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3. THE SHOPPING
EXPERIENCE:
AucDon houses,
art galleries and arDsts’
online wares are
accessible around the
clock.
Instagram’s e-commerce
success is being built on
stories.

12. DIGITAL GENERATION
ART ENGAGING:
Art lovers on Instagram
are 35-year-old on
average, have twice as
many followers, follow
2.5 Dmes more accounts
than other users.
(source: OSM-Digimind)
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13. The young
generaDon’s vision of
the art market by is
condiDonned by the
algorithms,
adverDsing, and
different countrie’s
pracDces of plaiorms.
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INSTAGRAM IS A POOR VENUE FOR ART – LIMITED BY A NARROW VIEW OF THE ART MARKET