Visual Components in Social Media Messaging in Relation to Arts Entities

Abstract

Arts and cultural entities (organizations and individuals) have always been a source of multi-sensory experiences that, raise awareness, build connections, and generate lasting impact. No matter the medium used, artists and their work give people hope during trying times. As we begin to recover and evaluate the significant effects of a nation-wide quarantine, the result of the Corona Virus pandemic (COVID-19), we are inspired by the transformative and enduring nature of art which continues to reach us even within the safety of our homes. Nevertheless there remains the issue, how can we ensure that art which is not already well known or visible, can reach and connect with more broad and diverse audiences? Innovative adaptations in programming and utilizing new tools and strategies, available through evolving communication platforms, are essential for the current and future success of artists and other experience-based entities. Strategically targeted and effective messaging has become increasingly accessible to anybody with access to requisite digital tools. This is especially true with the development of new, influential social media platforms such as Instagram. This research that follows provides a brief history of marketing, leading into the creation and success of Instagram as a social media platform, and culminating with an overview of three key visual aspects that are vital to marketing on Instagram, supported by arts-based field examples. By gaining insight with regards to the techniques examined, arts organizations and individuals will realize increased engagement, create more effective messaging, providing means to establish and develop meaningful relationships with those who can ensure their on-going success.