Tappan Collective is the world leader in emerging art — connecting collectors with artists across the globe. Their mission is to reinvent the art buying experience and bring art back into the common conversation: and they’re doing it all with video.To represent Tappan artists’ works across multiple channels, Social Content Manager Carleigh Craparo uses video — and Vimeo Create — to bolster her content calendar and connect with their growing base of over a million social followers. “We love the emphasis on quality Vimeo puts on content and visual storytelling, and this tool feels no different,” says Carleigh.As a team of one, Carleigh personally creates all of Tappan’s marketing videos in-house. And since using Vimeo Create, she went from making just a few ecommerce videos each quarter to more than 10 in a single month. We caught up with Carleigh to hear more about Tappan Collective’s approach to video marketing and find out how she’s using Vimeo Create to make polished content in minutes.
Tell us about Tappan Collective.
Tappan’s mission is to reinvent the approach to discovering and collecting contemporary art, going beyond the traditional art paradigm to showcase exceptional emerging talent through digital content, art exhibitions, and strategic partnerships. Tappan Collective was found in 2012 by Chelsea Neman Nassib. Our team consists of 13 members that make up our advising, artist management, and marketing/eCommerce teams.
How do you use Vimeo Create?
I use Vimeo for ad content creation and our social channels. The majority of our video content is already stored in the platform which saves a large amount of time of sourcing and downloading.Depending on what type of video I am creating, it can take me anywhere between 10 minutes to an hour. Before Vimeo, it could take me a whole day. Using Vimeo Create has definitely saved me a lot of time and energy. Now I feel like I can be more creative with the overall framework of the videos.
How have those social videos performed?
We have definitely noticed a growth in our Instagram following and ad clicks. On Instagram, we have gained 13.32K followers since creating videos with Vimeo Create. That’s a 20% increase to our average follower gain.
