The Use of Instagram to Improve Art Business in Serbia

Abstract

Artistic activity, as a vital part of the creative economy, is a significant driver of economic growth and development. Intensive digitalization has caused dynamic changes in all aspects of the artist's business, and above all in the domain of improving visibility and increasing income. Modern digital technologies provide numerous opportunities for business improvement. Among those opportunities, social networks particularly Instagram, stand out. According to the Hiscox 2020 report, Instagram is not only an important social media channel in the art world but also an unavoidable platform for shopping and research. It is also platform of the future, since new and millennial customers are especially active on it. The aim of this paper is to analyze how the use of Instagram affects business, primarily the increase of artists' income in Serbia. The research was conducted through a questionnaire on a sample of 30 artists who are members of the Association of Fine Artists of Serbia and the Association of Fine Artists of Applied Arts and Designers of Serbia. The results of the research showed that, while Instagram is efficient it is not used enough as a tool to improve the business of artists in Serbia, especially in the field of sales promotion.