Life in the Social Media Slow Lane

Robin Slow: Untapped Promotional Potential  

 Robin Slow is an anomaly because he is a successful New Zealand artist who hardly utilizes Social Media platforms to promote his art. However research and marketing statistics show that if he were to tap into the promotional potential of Social Media he could reach a wider audience and increase both the sales and prices of his work. 

Fig.1 Robin Slow ‘Mohua Kaitiaki’, Acrylic on canvas framed860 x 1460mm$3,500 

When you google Robin Slow you get images of his paintings and then reviews from his various exhibitions [1] [2][3] but his Facebook page does not appear in the google options.  

To find out about the artist I had to read online articles written by Galleries he has exhibited in. This is where Robin Slow needs a website or a comprehensive Facebook Page to provide an easily found and accessible site for people interested in his work. 

To find his Facebook page you need to type in Robin Slow Facebook and then his page only has 55 followers and no real detail about his art, his work or his philosophy.   

(https://www.facebook.com/robin.slow.376

This is a missed opportunity because “Facebook is still the most used social platform with nearly 2.45 billion monthly active users“[4]” Users 65 years and older are the fastest-growing group on Facebook. Facebook use is prominent among high-earners‘. [5]  

This would provide Robin with a platform to reach retirees with the ready funds to purchase his work.   

Robin Slow does not have a personal presence himself on Instagram (Only through Galleries posting photographs of his work), this is again a missed opportunity because “1 billion people use Instagram every month which makes Instagram the second-ranked traditional social network in terms of active users, behind Facebook.” [7] “Once used mainly by teens and young millennials, Instagram continues to grow as one of the most popular social media platforms, and the data tells us that it’s not going to change anytime soon.”[8]  

As a middle aged woman I follow Instagram accounts and so do my teenage children. I know that my mobile phone alerts informing you of updates are an instant way for the creator of the story to reach their audience directly, Robin Slow could utilize this to alert followers to upcoming exhibits or art sales.  

By building a presence on both Facebook and Instagram Robin Slow would target an audience ranging from teens through to older retirees. He would also reach beyond the geographical borders of New Zealand. 

Lisa Chandler, another Tasman based artist is active on Facebook and Instagram and used both as a platform during the Covid-19 Pandemic to join the Artist Support Pledge.[9} This linked her with other artists around the world.[10] This has been a phenomenally successful campaign that has raised the profiles of artists across the globe.{11] 

Robin Slow does have a LinkedIn Account (https://nz.linkedin.com/in/robin-slow-963b9516 ) which unlike his Facebook Page does have an ‘About’ section with a brief description of his Art development and philosophy and also a succinct timeline of past exhibitions. LinkedIn is a valuable Platform for connecting with other creative colleagues. 

Fig.2 “20 LinkedIn Statistics That Matter to Marketers in 2020.” Hootsuite Social Media Management. 

Although LinkedIn connects people across various businesses and industries the ‘new kid on the block’ for artists and creative industries is Behance “the world’s largest creative network”. It has 12 million users, who have viewed projects on Behance over 4 billion times. By joining a community composed of creative types Robin Slow would raise his profile amongst other artists. He would need to engage with other users by liking and commenting on their works, building up connections and relationships. 

One way Robin Slow could target a wider audience would be through video clips on Youtube. 

Youtube is the second most visited site in the world. It has over 2 billion monthly users, 50 million users creating content and the 35+ and 55+ age brackets are the fastest growing demographics.[14]  

Releasing short video clips describing his work and processes would allow Robin Slow to interact with a wide audience. Videoing his exhibitions and his artist statements would be a powerful tool to increase viewings of those exhibitions. 

Another platform he could use to target a younger demographic would be Ello (a global community of artists dedicated to creative excellence). “Ello is a RU YouTube channel that has over 3.7 million subscribers. Vimeo is another Video platform Robin Slow could utilize. Vimeo is the world’s largest ad-free open video platform, where like-minded creative people have built a supportive community of individuals with a wide range of passions. Vimeo has 170 million monthly viewers, 715 million video views and 90 million registered members.[16] 

Robin Slow has already achieved success within New Zealand but with a targeted Social Media Presence he could raise his profile and achieve more sales. However he would have to be prepared to commit the time to the various platforms, posting, uploading videos and images and keeping them updated and current, I presume the time required for those campaigns is a factor in his decision to keep a low Social Media Profile. 

Appendices 

Fig.1″Robin Slow.” Kereru Gallery Accessed May 18, 2020. https://kererugallery.co.nz/artists/robin-slow/

Fig 2. 20 LinkedIn Statistics That Matter to Marketers in 2020.” Hootsuite Social Media Management. Last modified March 9, 2020. https://blog.hootsuite.com/linkedin-statistics-business/

Footnotes 

[1]Robin Slow.” Kereru Gallery | Kereru Gallery Features the Work of Established Artist Karen Walters and Acclaimed Jeweller Mike Walters and Exhibits Work from a ‘hand Picked’ Selection of Exquisitely Talented NZ Artists Whom They Represent Throughout the Year. Accessed May 18, 2020. https://kererugallery.co.nz/artists/robin-slow/ 

“For 31 years Robin Slow taught art at Golden Bay High School in Takaka. The teaching of art was a major focus for him but in turn it provided a learning and development opportunity for his own work and progression. Along with this also, was the extensive work that he has done with the whanau at Onetahua Marae. Producing murals, traditional instruments, weaving, kowhaiwhai and carving, while having overall responsibility for the design and layout of the wharenui. Painting as an individualistic process, took over mainly as a means of recording visually the learning process and the discoveries that had been explored over these preparatory years of developing the marae. However, once his paintings were discovered as part of this artistic preparatory catalogue, they became the feature of a large solo show which then became the explosive beginning of his successful exhibiting career. Eight years ago he resigned his Art Teaching position in order to concentrate on his own full time image making. This full time art career has been exhaustively busy and Robin has been involved in numerous sold out solo and group exhibitions around the country, including a recent travelling public gallery exhibition. His works are in many private and public collections including a large triptych in the company of the young Royals (Harry and Meaghan) who visited the country in 2018.” 

[2]”Robin Slow — Parker Gallery.” Parker Gallery. Accessed May 18, 2020. https://www.parkergallery.nz/robin-slow

[3]”Robin Slow — Jade & Bone.” Jade & Bone. Accessed May 18, 2020. https://www.jadeandbone.co.nz/robin-slow

[4] “18 Facebook Statistics Every Marketer Should Know in 2020.” Sprout Social. Last modified January 21, 2020. https://sproutsocial.com/insights/facebook-stats-for-marketers/

[5]Ibid 

[6] Ibid 

[7] 37 Instagram Statistics That Matter to Marketers in 2020.” Hootsuite Social Media Management. Last modified December 2, 2019. https://blog.hootsuite.com/instagram-statistics/. 

[8] Ibid 

[9]”Emerging Artists Are Pledging to Support One Another During the Health Crisis by Buying Each Other’s Work on Instagram.” Artnet News. Last modified March 19, 2020. https://news.artnet.com/art-world/artist-support-pledge-instagram-1807881. 
 

[10]#ArtistsSupportPledge: Growing Online Marketplace to Help Artists Generates £9m in One Week.” The Art Newspaper – International Art News and Events. Last modified May 5, 2020. https://www.theartnewspaper.com/blog/artists-support-pledge

[11] Ibid“The original aim was simply to create a “small but dynamic market”, but the success of #ArtistsSupportPledge has surpassed all expectations. In just one week of existence (the first post was on March 17) there have been nearly 9,000 pledges, meaning that around £9m has been generated. “It’s been unbelievable—after about four days it went absolutely crazy and I didn’t really have a lot of choice but to run with it because it was too big a wave to duck under,” says Burrows, who himself has made four pledges from selling his work. “The goodwill has been unbelievable from everywhere in the world—from El Salvador, to America, Germany, New Zealand, Italy and Australia.”   

[12] “20 LinkedIn Statistics That Matter to Marketers in 2020.” Hootsuite Social Media Management. Last modified March 9, 2020. https://blog.hootsuite.com/linkedin-statistics-business/

[13] Behance.net Traffic Statistics.” SimilarWeb. Accessed May 18, 2020. https://www.similarweb.com/website/behance.net

[[14] YouTube by the Numbers (2020): Stats, Demographics & Fun Facts.” Omnicore: Medical & Healthcare Digital Marketing Agency. Last modified February 10, 2020. https://www.omnicoreagency.com/youtube-statistics/. 
 

15] “ELLO YouTube Statistics – Detailed Subs and Views.” Statsmash – YouTube Stats. Accessed May 18, 2020. https://statsmash.com/en-gb/calculator/ello-stats

[16] Smith, Craig. “20 Interesting Vimeo Statistics.” DMR. Last modified May 3, 2020. https://expandedramblings.com/index.php/vimeo-statistics/. 
 

Bibliography 

“#ArtistsSupportPledge: Growing Online Marketplace to Help Artists Generates £9m in One Week.” The Art Newspaper – International Art News and Events. Last modified May 5, 2020. https://www.theartnewspaper.com/blog/artists-support-pledge

“18 Facebook Statistics Every Marketer Should Know in 2020.” Sprout Social. Last modified January 21, 2020. https://sproutsocial.com/insights/facebook-stats-for-marketers/

“20 LinkedIn Statistics That Matter to Marketers in 2020.” Hootsuite Social Media Management. Last modified March 9, 2020. https://blog.hootsuite.com/linkedin-statistics-business/

“37 Instagram Statistics That Matter to Marketers in 2020.” Hootsuite Social Media Management. Last modified December 2, 2019. https://blog.hootsuite.com/instagram-statistics/

“Behance.net Traffic Statistics.” SimilarWeb. Accessed May 18, 2020. https://www.similarweb.com/website/behance.net

“ELLO YouTube Statistics – Detailed Subs and Views.” Statsmash – YouTube Stats. Accessed May 18, 2020. https://statsmash.com/en-gb/calculator/ello-stats

“Emerging Artists Are Pledging to Support One Another During the Health Crisis by Buying Each Other’s Work on Instagram.” Artnet News. Last modified March 19, 2020. https://news.artnet.com/art-world/artist-support-pledge-instagram-1807881

“Log into Facebook.” Facebook. Accessed May 18, 2020. https://www.facebook.com/robin.slow.376

“Robin Slow — Jade & Bone.” Jade & Bone. Accessed May 18, 2020. https://www.jadeandbone.co.nz/robin-slow

“Robin Slow — Parker Gallery.” Parker Gallery. Accessed May 18, 2020. https://www.parkergallery.nz/robin-slow

“Robin Slow.” Kereru Gallery | Kereru Gallery Features the Work of Established Artist Karen Walters and Acclaimed Jeweller Mike Walters and Exhibits Work from a ‘hand Picked’ Selection of Exquisitely Talented NZ Artists Whom They Represent Throughout the Year. Accessed May 18, 2020. https://kererugallery.co.nz/artists/robin-slow/ 

“Robin Slow.” LinkedIn New Zealand: Log In or Sign Up. Accessed May 18, 2020. https://nz.linkedin.com/in/robin-slow-963b9516

Smith, Craig. “20 Interesting Vimeo Statistics.” DMR. Last modified May 3, 2020. https://expandedramblings.com/index.php/vimeo-statistics/

Smith, Craig. “Interesting Behance Statistics and Facts.” DMR. Last modified February 2, 2020. https://expandedramblings.com/index.php/behance-statistics-and-facts/

“The Social Web.” Google Books. Accessed May 18, 2020. https://books.google.co.nz/books?id=HiZqlJ_9P-UC&pg=PA41&lpg=PA41&dq=Robin+Slow+linkedin&source=bl&ots=NrNxAagRr6&sig=ACfU3U20mff66pUOK9AIOejsFsVvSgAjiA&hl=en&sa=X&ved=2ahUKEwjjr7CWl7zpAhUc4nMBHf14DygQ6AEwDnoECAkQAQ#v=onepage&q=Robin%20Slow%20linkedin&f=false

“• YouTube by the Numbers (2020): Stats, Demographics & Fun Facts.” Omnicore: Medical & Healthcare Digital Marketing Agency. Last modified February 10, 2020. https://www.omnicoreagency.com/youtube-statistics/

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