The Artsy digital platform’s Artsy Gallery Insights 2021 Report confirms that in 2020 social media took third place, usually held by in-person fairs, which fell to sixth place.
Social media has a particularly high impact on sales in Latin America, Africa and the Middle East. Another of the report’s findings is that websites are now the best way to sell works—until 2019, it was better for people to visit galleries. Now, art dealers are betting on new digital strategies and investing in online marketing: spending on digital sales platforms rose by an average of 49%. However, keeping directly in touch with their usual clientele is still the most effective way to successfully conclude a sale, showing beyond doubt that personal human contact remains irreplaceable.