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.