Introduction

Above: JAN DAVIDSZ. DE HEEM (1606-1684), A pronk still life with luxurious objects and exotic fruits

Christie’s has the opposite problem of most brands, which struggle to find meaningful stories to tell. When the most coveted objects in the world are the starting point, complete with their own harrowing tales, the challenge becomes determining which stories are worth telling and how to tell them across a variety of platforms.

A team has to understand the fundamental behaviors of content channels and plan accordingly, while staying true to the Christie’s global brand as the home of passionate expertise and, of course, exceptionally beautiful art and objects.

The following exercise explores existing Christie’s content, parsing what works and what could be added to the already impressive library. Best practices are considered, provided they do not compromise the integrity of the Christie’s brand.

Objective

My goal with this exploration is to provide a window into my thought process and skills. These early observations and recommendations are based on publicly available data and made with the understanding that immersing oneself in the brand’s voice, tone, and audiences is a critical first step to succeed.

First Impressions

Christie’s has an impressive amount of editorial content on social media and its website. This in itself is a success.

There is a clear understanding of how social channels work—longform content and franchises live as articles, Instagram post types are varied (reels, carousels, etc.), and memes and TikTok trends are used in an appropriate but humorous way.

In recent weeks, there have been posts created by AI photographers that give motion to still-life masterpieces.

Underscoring it all is the passion showcased by the in-house experts.

Left: GIOVANNI ANTONIO CANAL, CALLED CANALETTO (1697-1768), The Piazza San Marco, Venice, looking east towards the basilica

Observations

The insights below were hewn from an analysis of the last 200 posts on Christie’s Instagram page. A spreadsheet containing the information can be viewed here.

The Audience Loves a Favorite

Followers seem to respond more when they’re presented with works by household names — whether artist, collector, or subject. High performing artists include: Rothko, Canaletto, Picasso, Monet, and Matisse. Stories that incorporate historical names, like Marie Antoinette, have a similar effect.

Collaborations Fuel Growth, Reach

Internal and external “collab posts” have much higher reach and engagement. (Even if we exclude the recent posts with Refik & Lionel Messi as outliers.) Identifying outside partners who strike a balance of taste and intelligence is key to reaching new audiences.

Saturday Outperforms

Saturday posts drive higher viewership and engagement, regardless of content type. It’s worth considering saving high-value posts or announcements for the weekend if not already in practice.

Jewelry Consistently Delivers

All that glitters is growth. It’s fairly unsurprising that the magnificent jewels featured on social channels attract likes, comments and shares. It is important to maintain this category without over-indexing.

The Experts Are the Talent

Christie’s the brand is full of interesting people. The experts behind the acquisitions are stars. Their passion jumps off the screen. They offer unique points of view regarding the exceptional objects on offer. However, it is worth recognizing that some are more natural and engaging than others.

Records & Firsts Drive Engagement

When pieces can be paired with key phrases like “historic first,” or “record-breaking” they see a boost in engagement. This applies whether it’s an artist-specific record or a more specific record (ex: Monet’s Poplar series.)

Recommendations

1. Optimize by Editing & Testing

Instagram prioritizes Reels above other content and it’s their top method for reaching users who aren’t following you. According to Meta, the first three seconds are the most important. Editing is key. Lead with an interesting hook, then rebuild the narrative. The example to the right shows an existing video vs. an optimized version. These are small tweaks that can have an outsize impact.

Meta also advises that reels should not exceed 3:00. Anything exceeding that will not be promoted to new audiences. Subtitles should be applied to any videos in a consistent style.

Using Trial Reels in the Instagram native app, users can also gain insight into what will likely perform better.

Please note: This edit was created using existing content. Further improvements could be made with access to a wider video library.

Above: EUGÈNE BOUDIN (1824-1898), La baie de Douarnenez

Original Instagram Video

Edited version with subtitles and hook.

ANDERS ZORN (1860-1920)
Miss Bertha Dölling

2. Continue Responsible Use of AI Art

The subtle animations and motion employed by Thomas Brown are the exact approach Christie’s should take — just enough animation to catch the eye. This could be exceedingly simple: a beautiful portrait blinks its eyes slowly, a grazing horse, a quiet moment with a book, or a ship on a calm sea.

Please note: these are not full resolution videos and should be considered conceptual. All videos are created using a custom workflow in ComfyUI with the WAN 2.2 model.

ALBERT BIERSTADT (1830-1902)
A Rest on the Ride

MARY CASSATT (1844-1926)
Françoise Seated in an Italian Chair

FÉLIX ZIEM (1821-1911)
Régates à Venise

3. Contextualize the Catalog

This is easier said than done. But, there are times where the broader cultural conversation and Christie’s intersect. It takes a lot of attention and quick thinking but in these moments, brands can ride updrafts to increase their engagement, reach, or referral traffic.

One recent example would be the John Singer Sargent exhibit at the Metropolitan Museum of Art, which incidentally coincided with an episode of HBO’s Gilded Age featuring a fictional portrait of his.

In an instance like this, simply publishing or posting about Sargent’s technique, or a gallery of his work previously sold at Christie’s would be a chance to capitalize. This could (and should) be easily done without drawing direct lines to either the Met or HBO.

Sotheby’s recently accomplished this by posting about the debut collection of Jonathan Anderson at Dior, which was inspired by Lucian Freud. (Among others.) Adjacent examples include the Getty Museum taking part in the “marriage is scary because what if…” meme and the V&A celebrating Beatrix Potter’s birthday.

Of course, these moments must be chosen delicately. And whenever possible, be tied to upcoming sales.

Left: JOHN SINGER SARGENT (1856-1925), Florence Addicks, HELEN BEATRIX POTTER (1866-1943), Benjamin Bunny

4. Invite Others In

Christie’s has proven that bringing in outside voices can have an enormous impact. This data presents an opportunity to welcome more voices into the fold. Certainly, there are thousands of influencers who could champion the brand, but it’s about choosing the right ones — creators who embody the brand pillar of passionate expertise and appreciate the nuances of craft, beauty and culture.

Below, I have identified some potential matches who have proven track records in their respective fields and comfort on camera. More thoughts can be provided upon request. The rubric here being “people of influence” vs. “influencers.”

Rachel Tashjian

Rachel has transformed from a writer with a niche internet following to one of the most respected working fashion critics. She’s held positions at Vanity Fair, GQ, and Harper’s Bazaar and is currently at The Washington Post. Her singular personality comes to life in her newsletter, Opulent Tips, widely regarded as one of the smartest and unique of its kind. She is well-versed in fashion history, art, and interior design.

Instagram: 60,000

Julie Vadnal

A veteran of the interior design and editorial world (Architectural Digest, Dwell, Food52, New York Magazine, Elle), Julie has become a leading voice in the furniture and design space. Her approachable manner, paired with expertise and taste are a winning combination on social media and in her freelance writing.

Instagram: 7,200

Rajiv Surendra

Rajiv has become widely known for his creative curiosity. He’s documented his travels abroad where he learned classic sculpture techniques, mastered romantic painting styles (his own work pictured behind him) and studied old world tailoring methods. His respect for artistry and craft is unmatched and he represents a new generation of collectors and enthusiasts.

Instagram: 156,000

Youtube: 353,000

Laurel Pantin

Laurel’s career has spanned editorial (Glamour, Lucky, Teen Vogue) and retail. Her newsletter, Earl Earl, is one of the most popular on Substack and she is regarded as a leading voice on style, jewelry and gemstones. She offers private services to clients seeking unique or custom pieces. Earl Earl is set to become a retail destination in the coming months.

Instagram: 62,000

Substack: 30,000

5. Experiment & Entertain

People are curious and inspired by brands who surprise and delight them. This is clearly seen in the work and wit of companies like Loewe or Jacquemus. And more recently by the much-watched “Overheard” series at Wimbledon. These brands take things that are happening on social media between people, and cleverly engineer them with their own identity. Those moments of tension, created by unexpected pieces of content, help them be seen as thoughtful, approachable and relevant.

Christie’s clientele may not agree to be recorded for a similar series, of course, but the spirit is what’s important. It could be a character, like the doyenne of Alexis Bittar or even a series like the BK coffee shop.

Overheard at Wimbledon

Margeaux Series by Alexis Bittar

BK Coffee Shop scripted series

6. Engage (More)

It’s cliche to say, but social platforms are about conversations. Christie’s currently likes replies on a what appears to be a sporadic basis. However, replying to appropriate comments on a more regular basis would help increase engagement and make the brand more approachable. With large accounts, this can be a daunting task and it takes real manpower. But, it should be marked as an opportunity for growth.

Identifying Talent

As mentioned above, the experts at Christie’s are stars. They’re at the top of their field, demonstrate infectious passion and have a knack for demystifying the art world.

Identifying and casting these likable personalities will help make Christie’s a regular and entertaining destination for admirers and collectors alike. I’ve found the four names below by combing over existing content that I found particularly engaging and entertaining.

  • Yü-Ge Wang

    SENIOR CLIENT ADVISOR

    I’d challenge anybody to find a more eloquent or graceful person behind the rostrum. Yü-Ge’s skill at holding and reading a room is magnetic and entertaining. (Her style is untouchable.)

  • Rahul Kadakia

    INTERNATIONAL HEAD OF JEWELRY

    There are few people as knowledgable about jewelry, or who have more hands-on experience with the world’s finest gems. His charm and eloquence are equaled only by his expertise.

  • Jonquil O'Reilly

    HEAD OF SALE, OLD MASTER PAINTINGS

    Jonquil’s passion leaps off the screen and her unique way of contextualizing old master paintings by examining the subject’s wardrobe offers a refreshing point of view.

  • Peter Klarnet

    SENIOR SPECIALIST, MANUSCRIPTS & AMERICANA

    Peter’s enthusiasm for the pieces he deals with is memorable. His explanations and demeanor are approachable and familiar, bringing a warmth to the subject matter.

Franchise Development Ideas

Found Objects

Everybody knows that some of the world’s last real treasures have come through the doors of Christie’s. More often than not, they come by traditional channels: bequeathed in an estate or sold by a collector. But every so often, they’re found in the most unlikely of places.

An exquisitely preserved Ming Dynasty jar used as an umbrella stand, found in a deceased relative’s home.

A mysterious phone call and a Christmas Eve drive to an apartment just outside Paris, overflowing with Monet works—all of which were preserved by his last living descendant.

The long-lost first-century gem from Ancient Rome, once owned by the Duke of Marlborough, unknowingly hiding in a desk drawer.

These are the kinds of stories people love to talk about. And sharing them would further cement Christie’s as a home of expertise. When told with appropriate discretion and enthusiasm, they could live as social posts, articles, or even podcasts.

The Drawing Room

Making use of Christie’s experts, this series would bring together in-house talent with naturally interested people (perhaps with their own social following).

The pairings would need to be harmonious, but would create excitable moments between two giddy parties.

A costume designer in conversation with the curators of Elton John’s collection, watching each piece being “unboxed.”

A conductor or musician discussing an auction of Stradivarius violins or Mark Knopfler’s guitar archive—perhaps testing the instruments.

A group of printmaking students getting up close and personal with works by Warhol or Wesselmann.

With a video element, clips could be sliced appropriately for social, driving to a fuller editorial experience on Christies.com or elsewhere.

Noteworthy Accounts

Three brands that approach their content with a unique style. These are not necessarily models or strategies to emulate, but can be used as points of inspiration.

The V&A Museum

In addition to sharing educational content and more straightforward posts, the V&A museum is not shy about bringing humor to their work. In addition to regular memes, they have a wide variety of franchised content that ranges from conservation to ASMR videos.

I could spend hours on their Youtube.

Below: FREDERICK CARL FRIESEKE (1874-1939), Portrait of Madame Gély #1 (On the Couch)

AWAY

Away continues to act like a startup when it comes to content (in a good way). Their posts are scrappy but well-executed, whether it’s their team in an airport or something like the above, setting their product on fire. Regardless of what they’re doing, they generally are able to show a product benefit — sneakily injecting their own messaging.

Craighill

Every single one of Craighill’s videos is recognizable. This is due in part to the same people being used, but also because they always film with a brightly colored backdrop and use a bold thumbnail image. Posts generally showcase the problem their products solve, providing great context for purchase and use.

Thank you.

I would love to continue discussing the rest of my ideas on how to bring Christie’s to life through content, storytelling and creative.

Please feel free to reach out with any questions you may have.

If so inclined, my full resume can be found here.