A viral video by Christie's traces a pink diamond's lineage to Marie Antoinette, which received significant engagement on social media platforms. The success of their content is attributed to narrative-led storytelling, where audiences seek in-depth knowledge about art. Other popular videos include interviews and unique art pieces that draw viewers. Despite the growth of TikTok and YouTube, Instagram remains the primary platform for engagement and video views, with a focus on producing video content to attract new audiences.
"Our most recent success has come from narrative-led storytelling... Content that provides a more in-depth look into the art world is seeing the highest reach and engagement on our channels."
"Online audiences are looking for opportunities to learn more, discover insider knowledge and become armchair experts in their own right."
"Auction room action also always performs well," Makowicki says.
"Video views are increasing," Makowicki says. She is looking to focus more on YouTube and TikTok as online search on those platforms rises in popularity and relevance with new audiences.
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