PINCHUKARTCENTRE
Social media management for an exhibition center: bringing art closer to the people
#insta #socialnetworks #strategy #content #design
PINCHUKARTCENTRE IS THE MOST POPULAR AND THE BIGGEST INTERNATIONAL CONTEMPORARY ART CENTRE IN UKRAINE
It hosts exhibitions of established and up-and-coming artists from Ukraine and all over the globe. This is a place where works of art meet the audience and where spectators need to understand the author’s ideas.
PinchukArtCentre reached out to us with a task to manage their social media accounts. This is how we interpreted it: to turn social media accounts into another bridge between contemporary art and wide audiences that want to be closer to it.
SO, FULL OF INSPIRATION, WE STARTED WORKING ON
YOUTUBE
GOOGLE-MAPS
FUNDAMENTAL MULTILEVEL ANALYSIS
First, we analyzed the content on the art centre’s accounts from the past few months as well as its planned upcoming content. We discovered that there was a ton of it; communication with various audiences happened simultaneously on all the accounts: artists, curators, visitors. All of that lacked structure, recognizability, aesthetic and effortlessness.
All social networks sounded more like art history articles and people were like “woah, woah, this is something odd, it’s not for me”.
We offered to leave professional messages for specific channels and become more accessible, visually appealing and interactive on other channels.
SMALL STEPS TO ACHIEVING BIG RESULTS
After the analysis, we decided to change the art centre’s social network accounts step by step. We developed a hypothesis, implemented it and followed the results. If the engagement rate grew, we kept the idea and improved it. If something didn’t work, we fixed it or tossed it.
SMALL STEPS TO ACHIEVING BIG RESULTS
After the analysis, we decided to change the art centre’s social network accounts step by step. We developed a hypothesis, implemented it and followed the results. If the engagement rate grew, we kept the idea and improved it. If something didn’t work, we fixed it or tossed it.
VERIFIED HYPOTHESIS №1:
PEOPLE LIKE PEOPLE
We started posting photos of visitors of the art centre and artists; these posts became the most popular ones.
VERIFIED HYPOTHESIS №2:
APPEARANCE DOES MATTER
An art-related account needs to look good. We developed a design system for posts and stories and created awesome illustrations.
VERIFIED HYPOTHESIS №3:
HUMOR HELPS
In addition to information from experts, we started posting our own memes and added a sprinkle of humor to the texts’ tone of voice.
VERIFIED HYPOTHESIS №4:
CONTEMPORARY ART REQUIRES CONTEMPORARY FORMATS
We published Reels on Instagram and they showed great user engagement.
Essentially, we became an additional marketing branch of the art centre, because we handled all social media accounts, came up with activities and managed the social media presence of other projects, including Future Generation Art Prize.
RESULTS
After several months of working on the project, all of our plans, including content plans, were put on hold by the war. Nevertheless, the results of the upgrade by Divchata are already evident: accounts started speaking the same language as their audience, everything became more effortless and interesting and we felt a surge in audience activity. We believe that we’ll return to museums and art soon.
RESULTS
After several months of working on the project, all of our plans, including content plans, were put on hold by the war. Nevertheless, the results of the upgrade by Divchata are already evident: accounts started speaking the same language as their audience, everything became more effortless and interesting and we felt a surge in audience activity. We believe that we’ll return to museums and art soon.