Tomasz Szymański: How to Talk About Art on Social Media
1. About the Solo Show Project – Redefining Art Promotion
Project Concept:
Solo Show is a self-initiated multimedia project primarily run on Instagram and YouTube, aimed at people with no professional background in art who would like to understand and enjoy it.
Mission:
To popularize knowledge about art in a simple, understandable, and engaging way.
Message:
Contemporary art, though often considered difficult or niche, can be an inspiring part of everyday life.
Pillars of Solo Show’s success:
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Originality: Authentic narrative style and experimentation with form
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Dynamic formats: Short videos based on storytelling that attract attention and encourage interaction
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Engaging visuals: Visually appealing content that draws in viewers with varying levels of interest and knowledge about art
2. How to Talk About Art – Methods and Strategies
Tomasz Szymański presented specific steps and techniques for effectively promoting art on social media.
A. Basic Principles of Content Creation
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Authenticity:
Creating content based on personal experiences and honesty builds audience trust.
Solo Show avoids curatorial jargon, tailoring the message for non-experts. -
Storytelling:
Every artwork has a story – the content creator’s job is to find and tell it.
Stories about the artist, anecdotes from the creative process, or context behind the work captivate viewers. -
Minimalism:
Simplicity and clarity are more effective than information overload.
It’s essential to focus each post or video on one or two key ideas.
B. Visual Techniques and Tools
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Instagram Reels and Stories:
Short-form content is perfect for grabbing attention.
It’s important to use trends, such as popular music or dynamic visual effects. -
Quizzes and Interactions:
Build engagement through fun questions, quizzes, and competitions related to artworks.
Solo Show example: artist-themed quizzes that encourage viewers to discover new creators. -
Hashtags and Social Media SEO:
Using popular and niche hashtags increases content reach.
Optimize post captions to attract people interested in specific topics.
3. Case Studies – Learning by Example
During the lecture, Tomasz Szymański presented successful case studies:
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National Museum in Warsaw:
Short videos about the museum’s most important works.
A combination of traditional narration and modern visual techniques. -
BWA Wrocław:
Exhibition coverage emphasizing the interaction between artworks and public space. -
Solo Show Artist Portraits:
A series of interviews and short films with artists such as Karolina Jabłońska and Krzysztof Maniak.
Format: presenting the artist as a person, not just a creator, building an emotional connection with the audience.
4. The Role of Social Media in Building a Community Around Art
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Accessibility:
Social media removes barriers – art becomes accessible regardless of location or prior knowledge. -
Community building:
Through viewer interaction, the content creator can foster a space for shared art discovery.
Solo Show example: gallery walks and “Great Saturday Quizzes”. -
Promotion of local initiatives:
Social media is an ideal tool for promoting cultural events such as exhibitions or workshops.
5. Tomasz Szymański’s Tips
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Develop your own narrative style: Don’t copy – find an authentic way to talk about art.
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Test different formats: Experiment with video, photos, and text to find the most effective way to connect with your audience.
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Engage your audience: Regular posts and interactions increase engagement.
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Be patient: Building an audience takes time and consistency.
Summary
Tomasz Szymański’s lecture was a practical guide for anyone looking to effectively promote contemporary art on social media.
Key takeaway: Art doesn’t have to be elitist, and social media can be the bridge that connects artists with audiences around the world. With tools like storytelling, clarity of message, and visual appeal, anyone can successfully communicate about art.
