Art fairs have a strong presence on social media, with Art Basel leading with over 3.8 million followers across platforms. Instagram is the most popular platform for fairs, followed by Facebook and X, with TikTok having the lowest following.
The total followings of fairs on social media platforms are lower than museums, but considering the market-focused and exclusive nature of fairs, their followings are impressive. Instagram is the most popular platform, showing the significance of visual content in the art world.
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