ALMA Mediterranean Art Fair
Social Media Strategy & Content Curation
January 2025 – April 2026
By Luis Alberto Sanchez
Overview
ALMA Mediterranean Art Fair is an international art fair and competition platform based in Almería, Spain, bringing together watercolorists, painters, collectors, cultural institutions and art enthusiasts from around the world.
From 2025 until April 2026, I was responsible for Instagram content strategy, editorial planning, copywriting, content curation and community-facing communications for the fair.
The objective was to increase visibility for the event, promote open calls and competitions, highlight participating artists, and position ALMA as a cultural destination within the international watercolor community.
My role
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Social media strategy
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Editorial calendar development
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Instagram content planning
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Copywriting (Spanish & English)
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Artist storytelling
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Content curation
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Campaign ideation
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Performance reporting
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Audience engagement recommendations
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Paid campaign coordination support
Approach
Rather than focusing exclusively on institutional announcements, the strategy centered around people, artistic processes and lived experiences.
Content was built around three key narratives:
1. Artists & Personal Stories
Testimonials, artist interviews and behind-the-scenes moments from participating painters helped humanize the fair and create an emotional connection with audiences.
2. Art in Action
Live painting demonstrations, plein air sessions and creative processes consistently generated the strongest engagement, turning artistic practice into compelling social content.
3. The ALMA Experience
The fair was presented not only as an exhibition opportunity, but as a cultural experience rooted in the Mediterranean landscape, international exchange and artistic community.
Achievements
Some of the strongest-performing content featured internationally recognized watercolor artists and live demonstrations, generating tens of thousands of organic views and significant engagement from global audiences.
The content strategy contributed to maintaining visibility for ALMA’s open calls, artist programs and upcoming fair activities while strengthening its identity as an international cultural platform.
Key Learnings
This project reinforced the importance of treating cultural communication as storytelling rather than promotion.
The strongest-performing content was consistently centered around people, artistic practice and authentic experiences, proving that audiences connect more deeply with process and participation than with institutional messaging alone.
For creative and cultural organizations, visibility often emerges from documenting meaningful moments rather than simply announcing events.