How to Promote Upcoming Exhibitions Without Sounding Salesy

Here’s what most galleries get wrong about promoting exhibitions:

They treat it like a one-time announcement:
🖼 “Opening this Friday!”
🎟 “Join us for the artist talk.”
📍 “Come visit!”

And that’s it.

But in 2025, that strategy doesn’t work anymore. Your audience sees hundreds of calls to action every single day. If you want people to sdo something, you have to give them a reason that matters to them.

Here’s how to promote upcoming exhibitions without sounding like a sales pitch.

1. Always start with the Why not the What

Don’t just tell people there’s an opening. Tell them why it’s worth caring about.

Ask yourself:

• What is this show responding to in the world?

• What emotional connection

• What’s different about this body of work?

• Why did your gallery choose this artist right now?

“Here’s why this matters” will always outperform “Here’s what’s happening.”

2. Build Curiosity Before You Ask for Commitment

Before you drop the invite, build momentum with content that teases the event:

• Post artist quotes during install

• Share close-up sneak peeks

• Tease the theme or ask followers to guess it

• Run an interactive Story series: “What do you think this piece represents?”

Build the narrative before you make the ask. That way, when you do invite people they’re already invested.

3. Use Soft CTAs in Stories & Reels

Instead of “Come to our show,” try:

• “Want a first look at this series?”

• “We just installed something special — take a peek.”

• “This piece made us pause. What do you think it means?”

These draw people in without pressure and create natural transitions to your show details. Think invitation, not pitch.

4. Highlight Community, Not Just Art

Your opening night isn’t just about the work it’s about connection.

Use content to show:

• Guests mingling

• The vibe of the space

• Drinks, music, reactions

• Artist interactions

This makes future events feel less intimidating and more like something worth attending.

🎉 People don’t come just for the art. They come to feel part of something.

5. Post With a Plan, Not a Panic

If your exhibition promo starts 3 days before opening, you’re already behind.

Here’s a better timeline:

• 2–3 weeks before: Teasers, quotes, behind-the-scenes

• 1 week before: Reel trailer, artist Q&A, CTA posts

• 3 days before: Countdown, location info, reminder stories

• During/After: Recap video, press features, thank-you post

Marketing should be part of your event schedule not an afterthought. At Art Connect Media we create launch timelines, content, and story-driven strategy that gets results on social media and builds long-term loyalty.

👉 Let’s make your next exhibition your best yet. Book a strategy call