What Successful Galleries Post on Social Media (and What They Avoid)
Most art galleries approach Instagram like a catalog. Post the artist. Post the wall. Post the show. Repeat.
But the most successful galleries, the ones with engaged audiences, consistent inquiries, and steady sales, treat social media like a conversation, not a bulletin board.
They post with purpose. They avoid the fluff. And they create content that connects with their audience and builds interest before the event, not just during it.
Here’s what successful galleries are doing and what you might need to stop doing if you want to grow.
✅ WHAT TO POST: STRATEGIC, SHAREABLE, STORY-DRIVEN CONTENT
1. Behind-the-Scenes of the Gallery
Post things like the install. The packing. The curatorial process. These moments create transparency and trust and make people feel like insiders.
📊 These posts are highly shareable and great for Reels with light narration or time-lapses.
2. Artist Spotlights with Emotion
Not just bios. It’s stories. Quotes. Why they create. What this body of work means.
The goal isn’t just to promote it’s to humanize and build connection.
🎯 People don’t buy art with logic. They buy with emotion. That means content must connect.
3. Interactive Stories and Polls
Use question boxes, “This or That” polls, or quizzes during shows to increase engagement.
Ask your audience:
“Which piece would you hang in your home?”
“What theme do you think ties this exhibition together?”
📈 Instagram rewards engagement. More Story taps = more visibility.
🚫 WHAT TO AVOID: CONTENT THAT KILLS YOUR REACH
1. Deadpan Wall Shots Without Context
Yes, it’s important to show the work hung in your space but if every post is a silent white wall, people will scroll right past it.That’s because those posts lack emotional hook or story. They blend into the feed.
Instead, pair the photos with:
Artist quotes
Detail shots
A voiceover or mini audio guide
2. Posting Only During Events
If your page goes dead between shows, you’re losing momentum and the algorithm. Social media is a relationship. If you ghost your audience, they won’t show up when it counts.
Stay active with:
Throwbacks
Staff picks
“Where are they now?” artist updates
Educational content about art movements or materials
3. Posting Without Calls to Action
Every post should guide your audience toward something:
🖼 See the show
🛒 Visit the shop
📥 Join your list
🤝 Or just reply/comment/share
Without a CTA, your post becomes a dead end.
💡 Bottom Line:
The galleries that win on social media are the ones that understand this simple truth:
Marketing is about meaning.
Show people why the art matters. Show them why they should visit. And make it easy for them to take the next step.
🔥 Want your gallery’s content to actually drive traffic?
Art Connect Media helps galleries create content that connects, converts, and reflects your curatorial voice.
