In an era dominated by superficiality and the scarcity of interesting content, art must become one of the few, very few repositories of a precise responsibility, of a task to be carried out also through its specific languages, its narratives, which will always have to maintain a certain level of quality and also be able to stand out from all the others.

In a world in which the communication of companies and brands takes place more and more online, within the new arenas of digital communication known as social media, the management and leadership of these companies are always looking for specific languages with which to enrich their content, adapting it to the tastes and expectations of a public that spends most of its time with its cell phone in hand, mechanically scrolling through everything that passes in front of its eyes when it explores social network message boards.

When companies turn to experts in the field, to specialists in digital marketing and communication on social, they invariably hear the same things repeated: posts should be short, dry, with little text and with high-impact images, even better if enlivened by the presence of a few emoticons here and there.

Languages to use

Despite these excellent tips, there are, however, particular languages that can be used for branding purposes, trying to overcome - just for a moment - the arid logic of engagement and employing them almost as a self-defense tool of certain specific fields, such as art or literature, whose lexical specificities are in danger nowadays of disappearing for good, or of being completely watered down in the flood of (often very low quality) content that is disseminated daily on the web and social networks.

Therefore, art-related brands must use a polished, elegant vocabulary, distinguishing themselves from all other market players (including competitors) and spreading a message of universal reach, namely that art-related sectors can assert their identity even without depending largely on likes, views and followers. One should not let oneself be frightened by the apparent scarcity of engagement generated by this content: the goal being pursued in fact has nothing to do with performance, with quantity, but with the very quality and identity of a sector, which inevitably expresses itself with refined languages that are different from all others.

The use of elegant language for one's posts is therefore part of a precise branding strategy, and has very little to do with the common strategies used by brands to increase their performance on social media. In this case, a much higher goal is being pursued, directly related to the existence and survival of certain industries.

Art and literature, but also design and architecture, can only defend themselves with their own weapon, because it is part of their very nature: the beauty of language. It is not only a defense weapon and a practical survival strategy, but also an outstanding method of reaffirming to the world the identity and personality of a certain brand related to art, or at least to a related discipline.

Cultured language

This kind of learned, high quality, sectorial language can also be effectively exploited online, to set a new tone on the social pages of museums and publishing houses, of all those involved in disciplines related in some way to art, including through elaborate, complex posts characterized by the presence of longer textual content than usual (or than is commonly recommended by experts).

The most passionate readers will never despise a technical, sectorial language rooted in the heart of their passion: a good example of the use of this kind of language, extremely specific and well addressed, is provided by the world of online gambling, but especially by the portals that enclose within them thousands of entertainment opportunities for all tastes.

In addition to offering the best sites where to try casino games, including online casinos in Saudi Arabia, these platforms also make available a great deal of textual content - guides, reviews and so on - created by a team of industry experts, by honest and qualified professionals who have best summarized the main qualities of each game on the site, thus helping all players to start their gaming experience in a smooth and extremely pleasant way. These texts are also enormously appreciated for the quality of the vocabulary with which they are written, which is always full of references to the world of gambling and its infinite shades of fun.

Every pattern is born to be broken, overcome, even on social media.