How to get an art gallery: part five

Like newsletters (last week, part four), following and commenting on social media is one of the easiest ways to get to know what a gallery is up to, see if you want to be involved with them, and begin the first contacts with the hope of building a relationship. Well, let's not say relationship. That's most likely not going to happen just through social media alone. But will it will create name recognition, which is also extremely valuable.

First, after you've done your precursory research on them, follow 'em. And for the sake of time and sanity, let's just focus on Instagram. After you think you may have some name recognition, you can try linking on LinkedIn.

The name of the game here is to comment frequently on their posts with constructive, kind comments. Comments that are authentic. They are something you'd really say. This can be tricky, because you're going to run out of things to say, and if you're anything like me, you'll over analyze what you're going to say, and it's going to get all convoluted and confusing. Try to not think TOO much about it…. and just comment.

Think of it as a kind critique. Be authentic. Talk about the work in a smart and sensitive manner. Mention positive things about the work they are showing, by pointing out aspects of the work ("the line work in this is fantastic! It really gives the feeling of antiquity"). If it's a group show, make comments on the theme and cohesion of the show. If it's a solo show image with more than one work, pick up on a theme or common thread in the artist's work ("The use of red in these works really draws me in"). Remember, what a gallery shows is a reflection on their own vision and expressed creativity. Let them know what they are doing is admired.

Rinse and repeat. Do this each and every time they post. Be kind, enthusiastic, and authentic. After awhile (weeks? Months?) they will begin to recognize your name. They may look at your profile. They may look at your website. And if you are also simultaneously getting ready to approach them via email, this name recognition could pay off big time.

Everyone loves supporters, and fans are even better. Even the biggest galleries love it. But that doesn't mean they want to get direct messages from you on Instagram. My advice: refrain.