The Impact of Social Media on Art
The impact of social media is something we will never be able to completely understand. Over the last few years, social media has grown rapidly, and the internet and various platforms have improved drastically, allowing people to communicate in ways that were not previously possible. Almost every aspect of our lives is now being dictated or influenced by social media — and it is redefining how the art world functions as well. Research indicates that in the past year, over 80% of all Generation Y art buyers purchased fine art online. As with anything, there are pros and cons to this subject — this article aims to explore the impact of social media on art!
When you walk into a museum, it is now common to observe visitors ready with their phones in hand to snap and post a painting or take a selfie beside one. But is this longing for the perfect Instagram or Facebook post a true appreciation of art — or a different kind of engagement? Observing the countless posts online, we are left to wonder if the experience is still truly about art. Yet, through this tangled web, we can slowly see a new generation of art lovers emerging — a positive outcome. With the culture of hashtagging, tagging, and location sharing becoming commonplace, art has been globalized. For example, if a piece is shared on Instagram with the right hashtag, it can go viral in minutes. However, the flip side of this extraordinary reach is that the diversity of art becomes diluted to some extent.
Positive Benefits
When looking at auction houses and major galleries, they have used the positive benefits of social media to drive their businesses. Many had already been experimenting with online platforms, but the pandemic truly accelerated this shift. Instagram became essential for visually previewing artifacts for sale when in-person visits were not possible. Other large auction houses used social media to promote their work by encouraging customer engagement, hosting Q&As, and sharing interactive stories.
For amateur artists, social media today is vital for building a follower base. It provides a platform to connect with other artists and showcase their work globally — especially when traditional galleries might overlook them. On a practical level, however, admiration online doesn’t always translate into affordability. Since most auctions are awarded to the highest bidder, those with less financial means may still miss the opportunity to own a piece.
Direct Engagement
Social media allows you to directly engage with your audience — to talk about your creative process, introduce yourself, and share your skills with the world. If you manage to capture the attention of the right people in the industry, it can significantly boost your career.
It also enables artists to own their success. No longer do you have to rely solely on galleries or the art-world elite for validation. Your audience — your followers — become proof of your reach and influence. You become your own curator and art dealer, eliminating the middleman while still building profitable opportunities.
As with everything, there are both pros and cons — but the worst thing would be refusing to adapt to change. The art world is evolving, and perhaps for the better. Social media, if used wisely, is a powerful tool that can open doors to beautiful opportunities.
Manesha Peiris (2022)
