Geoff Langdon
Head of Marketing Services
For millions of people in the UK, social media is part of their daily routine.
It’s the go-to place to discover new things and find information.
Instagram has 34 million active users per month in the UK. It’s a powerful tool for building brand awareness and growing a following of existing and potential customers.
In this auctioneer’s digital marketing guide we’ll explain:
- Why Instagram is an important marketing tool
- Our favourite post picks
- Top 5 tips for getting started
Why Instagram is important for auctioneers
With content led by images and video, Instagram is a better online catalogue than any other social media platform.
This makes it ideal for auctioneers. Your carefully curated catalogues can be made into great content for Instagram. By posting diverse and exciting lots from your sales, you’ll create a strong impression of what you do as a business. You’ll also promote your sales, attracting sellers and buyers.
By sharing content and information, Instagram can help your auction house in five ways:
- Increase brand awareness
- Reach new audiences
- Learn more about your customers
- Build relationships
- Drive traffic to your website
Let’s take a look at these benefits in more detail.
Increase brand awareness
If you regularly post content and engage with other people, Instagram’s algorithm promotes your content more widely.
This makes it easier for existing and potential customers to find you. You’ll attract new followers who want to stay informed about your auctions - similar to people who sign up for alerts or newsletters.
Reach new audiences
The age demographic of Instagram users is getting broader. In 2022, it looked like this in the UK:
- 25 - 34 year olds: 29%
- 18 - 24 year olds: 24%
- 35 - 44 year olds: 18.9%
- 45 and over: 22%
Source: Statista.com , Oct 2022
That’s 7.5 million people over 45 - the traditional core auction audience - waiting for your content!
Nearly a third of Instagram users are aged 25 - 34. This is a real growth area for auction houses, who appeal to younger people who are looking for sustainable, well-priced choices.
Christie's Instagram page has over 1 million followers worldwide. Source: Instagram.com
Learn more about your customers
As the old BT television adverts used to say, it’s good to talk! Social media is a unique opportunity to see what your customers are saying about you, and to communicate directly with them.
Reviewing how your posts are received, shared and commented on can provide useful insights. What are your customers most interested in? What do they share with their friends? This type of information can help you to improve your marketing and customer service.
Build relationships
Compared to traditional marketing, social media can inspire and engage in powerful new ways.
Telling stories, sharing specialist insights, highlighting the people who work in your business: Instagram can build deep, long-term relationships with your customers. This soft-sell approach keeps your brand inspiring and likeable, while also promoting your services.
Directing traffic to your website
Most posts on Instagram are about engagement and raising awareness, but they can also direct traffic to your website to promote sales or specific lots.
Our favourite post picks
We’ve reviewed a range of Instagram posts by auctioneers in the UK and internationally. Here are some we think are good examples:
Showcasing 'astounding' sales
A video clip from a Chinese Ceramics and Works of Art auction, hosted by Dreweatts auctioneers, where a Chinese Imperial vase sold for £1.2 million.
Source: Dreweatts. View post on Instagram
Highlighting topical lots
Tennants shared an image of Alan Ball's 1966 World Cup Final shirt, a lot in an upcoming auction, on the day England were due to play Wales at the Qatar 2022 FIFA World Cup.
Source: Tennants. View post on Instagram
Upcoming auction lots pictured with expect
Adding a personal touch, this upcoming auction post features Woolley and Wallis' paintings specialist Victor Fauvelle.
Source: Woolley and Wallis. View post on Instagram
Telling the story behind the lots
Building up anticipation for an upcoming technology auction, Sotheby's Global Head of Science & Pop Culture expert Cassandra Hatton tells the story behind selected lots.
Source: Sothebys. View post on Instagram
Behind the scenes
Auctioneer Veronica Scarpati takes followers behind the scenes at Christie's on an auction day in this video story.
Source: Christie's. View post on Instagram
Featured lots
Eye catching carousel post by Dreweatts auctioneers highlighting featured lots by artist Damien Hirst.
Source: Dreweatts. View post on Instagram.
Community Story
Tennants' experts Francesca Young and Harriet Hunter Smart judge the Great North Art Show at Ripon Cathedral.
Source: Tennants. View post on Instagram.
Want to learn more about Social Media marketing? Get in touch.
If you are an auction house that wants to develop your social media strategy and content, get in touch with our experts to find out how we can support you. Email us or call us on 01534 488888
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