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Digital Subscriptions > Antiques Trade Gazette > 2322 > Tricks of the trade on social

Tricks of the trade on social

In the past year dealers and auctioneers have used a variety of ways to raise their profile on social media, from puppy posts to videos of restoration in action, as Laura Chesters and Matt Ball report

When Philip Mould tweeted a short video in November, showing the remarkable restoration of an early 17th century painting, little did he know it would go viral.

More than 130,000 ‘likes’ and 53,000 retweets within hours of it being posted – and a final total of many millions of video views or “media engagements” as Mould calls them – were testament to how the right content can promote art and antiques businesses in ways that just a few years ago were simply unimaginable.

Over the past year, whether it is on Twitter, Facebook, Instagram or Pinterest, members of the trade have shown themselves increasingly adept at finding ways to bring their businesses to life for new and existing clients and fans.

Based on our observation of art market social accounts, the key ingredients to success seem to be:

• Establish an online profile in keeping with your brand;

• Post regular content consistent with that profile;

• Then try extending beyond these boundaries.

So, Mould’s Twitter account is true to the Mould persona: art lover, restorer, engaging and accessible TV personality. In 2017 he and his staff (who also post to the account) have shared photos of great pictures they have seen, acquired or are restoring.

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About Antiques Trade Gazette

Published every week since 1971, Antiques Trade Gazette is affectionately known as ‘the Bible of the antiques trade’. A long tradition of authority, integrity and accuracy, makes it the essential read for everyone who loves antiques. With a subscription to Antiques Trade Gazette, you’ll stay ahead of all the developments in the art and antiques market, plus you’ll enjoy • A comprehensive auction calendar – see when and where every sale will be happening • Exclusive interviews with dealers, giving you the inside track on the trade • Breaking news on key industry developments • Secrets, stories and tips from leading specialists and collectors • Top lots advertised by auctioneers • Previews of the best art and antiques fairs and markets • Special supplements focusing on specific collecting areas

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