London Art Gallery Showcases Art from Instagram

Instagram is a fun, image-based social media platform that is popular with young people, but could it also be a place to show and market art to collectors?

The major difference between Instagram and other social media platforms like Facebook and Twitter is the fact that it is so visual. Because every post involves pictures or videos, people who use Instagram are looking for visuals that are eye-catching and interesting.

Because of its focus on visual media, Instagram offers a unique advantage to artists and galleries, which has been recognized by a central London gallery.

Unit London, a gallery started by two London artists, just finished a three-week exhibition featuring  artists whose work has been posted by a popular Instagram account called Avant Arte.

The gallery worked with Avant Arte to curate a unique mix of artwork featured on the Instagram account. The 16 artists are from all over the world, according to an article about the show from Artnet.

The gallery itself has always relied on social media, including Instagram, to reach collectors. According to a quote in the Artnet article from Jonny Burt, one of the gallery owners, the gallery makes about 50 percent of its sales online.

Unit London states on their website that the exhibition’s goal is to “offer Avant Arte’s 400,000 followers a rare opportunity to see the art they have discovered online on the walls and floors of the central London gallery.”

The New York Times also recently published an article about Instagram’s impact on the art world. According to the article, Instagram is rising as a powerful tool for marketing art, especially to the younger generation of art buyers.

What do you think?

Do you use Instagram to market your art? Do you think Instagram has the potential to be successful art marketing tool?

Linked in this post

Artnet article

Unit London

Avant Arte on Instagram

New York Times article

About the Author: Mara Blackwood

Mara Blackwood is the executive editor of RedDotBlog


  1. Mara,
    There is no doubt about the ability of Instagram to reach art enthusiasts world wide. Because of its intrinsic nature of having a fleeting impact as the viewer scrolls down it tends to be rather ephemeral. In spite of this it is a good way to spread one’smessage and does evoke instant responses. It is useful if used in combination with other marketing methods.

    1. Congratulations Diane. I think I speak for all artists when I say Thank you for choosing original art when there is so much competition for your dollar on the internet.

  2. It is my favorite platform. There are many options yet I have sold and made great connections. Much to learn. The power of the hashtag etc. such as ads, videos etc. yet I have witnessed the launch of many artist to excellent degree of growth in their business.
    Will know over time.

  3. Absolutely, I love the functionality of Instagram as well, it posts to multiple platforms at once so it helps me save time and keep almost all of my social media platforms up to date. I have had a few direct sales from Instagram as well.

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