dialogue
Cassandra Bowes | Social Media Strategist
April 2025
7 min read
In the dynamic intersection of art and digital media, Cassandra Bowes is a trailblazer with The Social Art Agency, a pioneering venture born from her journey as an art collector discovering the vast world of galleries and artists through Instagram. Motivated by the transformative potential of social media in shaping art engagement, Cassandra founded her agency to address the glaring gap in strategic digital presence within the art community. Her vision extends beyond mere promotion; it aims to revolutionise how institutions, galleries, and artists harness platforms like Instagram, TikTok, and YouTube to foster deeper connections, increase visitor-ship, and inspire a new generation of collectors.
Cassandra, a brave Projects mentor, champions authentic storytelling and founder branding as essential components in today's digital landscape. Her expertise spans not only traditional metrics of success but also the nuanced understanding of what resonates with collectors and art enthusiasts alike. In this dialogue, Cassandra shares her insights into the evolving digital trends, the impact of AI on SEO strategies, and her unwavering passion for crafting compelling narratives that elevate the visibility and appreciation of art in the digital age.
Photo courtesy of Cassandra Bowes.
What sparked your vision for founding The Social Art Agency, and what needs in the art world did you identify that motivated you to start it?
“I became a collector because of Instagram - it’s how I discovered galleries, artists, and learned to trust my eye. That experience made it clear to me how powerful social media could be in shaping people’s engagement with art. I’m especially passionate about increasing museum visitorship and encouraging the next generation of collectors.
It occurred to me that while many galleries had Instagram accounts, very few were using them strategically. Social media in the art world was - and still is - hugely underserved. That’s why I launched The Social Art Agency in 2022: the first social media agency for the art world. My goal was to help institutions, galleries, and artists unlock the potential of these platforms to grow audiences, increase sales, and tell more compelling stories.”
Photo courtesy of Cassandra Bowes.
Your agency works with galleries, art fairs, museums and cultural institutions. What common trends or shifts in digital engagement have you observed across platforms like Instagram, TikTok, and YouTube?
“Within the major shift towards video content, we’re seeing a growing trend for direct-to-camera storytelling. Founder and artist branding are now essential, it’s no longer enough to have a well-curated grid. Audiences want authenticity and access: they want to hear from the gallerist, see the artist creating, and get a glimpse behind the scenes. Art influencers are also becoming a serious part of strategy, playing a key role in reach, trust, and engagement.
Alongside this, digital engagement strategies are evolving through smarter use of SEO, especially with the onset of AI. Social media copy, captions, hashtags, and even video subtitles now directly impact discoverability, especially on platforms like Instagram, Pinterest, and YouTube. AI is changing how we approach SEO, enabling predictive keywording and more tailored content. As collectors increasingly begin their journey through search, visibility across both search and social is more important than ever.”
Photo courtesy of Cassandra Bowes.
As a collector, how do you incorporate your aesthetic and understanding of art into the strategies you design for clients?
“As a collector and arts professional with over a decade of experience in the art world, I know the sales process of an artwork inside out. I know what resonates with collectors, I know how they think, what builds trust, and what kind of content actually converts interest into action.
This allows me to tailor strategies that aren’t just about brand awareness but also sales outcomes. I also truly love art. I enjoy speaking with artists, learning about their practice, and creating content that communicates their work clearly and beautifully.”
Photo courtesy of Cassandra Bowes.
How do you define success when it comes to social media for art institutions, and what metrics do you prioritise?
“We all (including me) love to see the follower count increase - and that can be an encouraging sign of momentum - but real success lies in engagement and conversion.
I look closely at post-level metrics: likes, comments, watch time, and especially saves and shares, which indicate value. Actions such as DMs enquiring about an artwork, clicks to sign up for a newsletter, exhibition attendance, or purchases of tickets and memberships are the true wins. Ultimately, it’s about whether the content is moving people to act, not just scroll.”
Photo courtesy of Cassandra Bowes.
What aspects of your role do you find most fulfilling, and what brings you the greatest joy?
“I love mentoring artists on building their online presence - it’s why I’m proud to be a brave Projects mentor. Social media gives artists a direct line to their audience, and with the right strategy, it can be game-changing.
Seeing artists land gallery representation, museum acquisitions, and real commercial success through digital visibility is incredibly rewarding. Social media truly is the great equalizer. It takes time, but bigger audiences lead to bigger opportunities.”
Photo courtesy of Cassandra Bowes.
Looking ahead, what are your aspirations for The Social Art Agency and the future of digital innovation in the art world?
“The art world is famously slow to adapt, and it took years for many institutions to take Instagram seriously. But we’re now seeing major changes. In 2024, 72% of collectors bought works online and 43% of those sales happened through Instagram. That’s a huge shift, and it’s increasing year-on-year as collectors become increasingly confident buying through social.
Today’s sales model is increasingly hybrid, in-person and online, and I want to continue helping galleries optimize their digital touchpoints, from content to conversion funnels. There’s still a long way to go.
Looking forward, I believe AI and digital artworks will play a key role in reshaping the art ecosystem. I’m excited about how technology can democratize access to art and make it part of more people’s everyday lives. My vision for The Social Art Agency is to continue leading that charge, helping the art world not just keep up, but innovate.”
Visit Social Art Agency today.
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