Christie’s uses YouTube and Instagram to advertise

Christie’s has a storied history of blockbuster art sales that date all the way back to the 18th century. But the auction house is taking a decidedly different direction with “If I Live I’ll See You Tuesday,” an auction being put on by the company’s contemporary-art specialist, Loic Gouzer.

Rather than distribute traditional marketing materials, Gouzer is using his personal Instagram account (@loicgouzer) to give a sneak peek at what pieces will be for sale during the auction on May 12. “Instagram is a great way to communicate.

It’s free, and there’s that gray zone where you can put what you want without worrying about copyright,” says Gouzer. “You’re marketing the sale, but it’s also a platform to express your own view. It’s in flux with my own vision of things.”

—Businessinsider.in