In 2015 the New York Times published an article about Instagram’s growing influence on the art market. Over the years, online art sales continued to increase accounting for $4.82 billion in sales in 2019.  Flash forward to 2020, galleries and museums, and auction houses had to close their doors and move online. This means that Instagram is more influential than ever when building your collection.

Buying art on Instagram might seem like a gamble, but I assure you it is the future of the art market. Instagram is a platform that is becoming increasingly more conducive for working and emerging artists to showcase their art without the traditional brick and mortar barriers. Instagram is also a key way experts and tastemakers are identifying trends and talent.

Art is more accessible than ever and it is no longer geographically bound to the major cultural hubs in large cities like New York, Los Angeles, or Chicago. Previously society has relied on the connoisseurs, the experts, the scholars, and the tastemakers to tell us what is “good art.” And while many of these individuals are excellent resources on Instagram, collectors are making more decisions and have more direct exposure to artists.

In this article, I outline how to purchase art on Instagram. I always stress to my clients that continuing education, research, and creating a network of trusted advisors are key to creating an inspirational art collection, and buying art on Instagram is no exception.

Galleries

Galleries are considered the primary art market and purchasing art from a gallery on Instagram will be very similar to how art has been purchased for decades.

You simply follow a gallery that resonates with your style and collecting philosophy. When you see a piece you like, contact the dealer directly for more information about the artist, the piece, pricing, and transport, and installation. This is a relatively safe way to use Instagram to buy art because a gallery’s reputation is built on public trust, and they must work diligently to maintain that trust through an accurate representation of pieces, artists, and authenticity.  

I recommend following top accounts like @jackshainmangallery @pacegallery @whitecube to begin your adventure down the rabbit hole of the online art market.

Auctions

Auctions are considered the secondary art market and traditionally are a fantastic way to acquire affordable pieces. Like galleries, auction houses are only as good as their reputation. The big names like @Sothebys and @Christies are well worth a follow as they not only post previews for upcoming sales but are excellent educational resources. At this time, Instagram’s platform does not support a bidding format, so you would need to note where and when an upcoming auction is taking place and make your acquisition on a bidding portal. Consider following @liveauctioneers for an overview of the online auctions.

Artists

But what about the working artists, in particular those individuals who lack gallery representation but are using the platform to showcase their pieces? This is a bit more of a gamble and requires a greater amount of research and confidence on the part of the collector. Purchasing directly from an artist without gallery representation is a higher risk, but may also be a higher reward. I recommend following an artist for several months before making a purchase. This way, you can follow their career, examine new pieces for consistency, and engage with them to learn more about their training, artist philosophy, and technique. As with any online purchases, be wary about scams and do your research to ensure legitimacy.

Art Advisory or Art Consultant

If properly vetting an artist is of great concern, I highly recommend working with an art advisor who is well-versed in buying art online. While the art industry is still based largely on connoisseurship, dealers and other experts spend years reading about art and reviewing it in person. They follow artists’ careers and know the technical aspects of creation. It takes time, patience, and experience to look at a picture and be able to dissect and evaluate the art.

Typically, when you are buying directly from the artists, the pieces will be more affordable, but how can you ensure you are making a good investment? Art advisors can help you make informed decisions when you cannot view a piece in person. We can conduct research and evaluate the market surrounding a particular artist, making sure you feel confident with any online acquisitions.

As an art advisor, I love to give my clients curated accounts to follow based on their interests and collecting goals. That way, even if you are not ready to make an immediate purchase, you can follow the artist’s career, learn more about their processes and philosophies, and then bring the perfect piece into your home.

If you haven’t been very active in the online art market, I recommend starting to follow some of the major art fairs. From there you will be exposed to many contemporary artists and galleries.  

@friezeartfair

@artbasel

@expochicago

Suggested hashtags to follow to buy art on Instagram:

#contemporaryartist

#emergingartist

#artforsale

#buyart

#instaart

#artistsoninstagram

#artaddicted