Social media has transformed how museums connect with their audiences, offering a dynamic platform to foster engagement, showcase collections, and build lasting relationships. A successful social media strategy doesn’t just promote exhibitions—it creates a two-way conversation that invites participation, strengthens community bonds, and ultimately drives attendance. By leveraging creative digital initiatives, museums can extend their reach beyond their walls and into the everyday lives of their followers.
Community Curated Exhibits
One effective way to engage audiences is by giving them a role in the curatorial process. Hosting a social media contest where followers vote on which pieces should be featured in an upcoming exhibit generates excitement and a sense of ownership over the final presentation. This interactive approach not only increases online engagement but also draws many of the digital participants to visit in person to see the selections they helped curate.
User-Generated Content Boosts Engagement
Encouraging visitors to share their own museum experiences through user-generated content (UGC) can significantly enhance engagement and community connection. Museums that highlight visitor posts help create an organic promotional network through authentic storytelling. User generated content is shown to help improve engagement rates by as much as 25%.
The Art Institute of Chicago embraced this strategy during its immersive “Van Gogh’s Bedrooms” exhibition. Visitors were encouraged to take and share photos using the hashtag #VanGoghBedrooms, and the museum’s social media accounts featured standout submissions. This approach extended the exhibition’s reach far beyond the museum itself, as visitors became enthusiastic ambassadors of the experience.
Hashtag Contests
Hashtag contests are one of the most used simple strategies for social media for a reason, they work! A well-designed hashtag campaign can create buzz and unite audiences around a shared museum experience. Encouraging creativity and participation through hashtag contests fosters community involvement and generates organic engagement.
The Getty Museum’s #GettyChallenge became an international phenomenon during the pandemic, challenging followers to recreate famous artworks using only household items. The challenge inspired thousands of submissions, received significant media coverage, and reinforced the museum’s reputation for fun and accessible engagement with art.
Custom Filters and Stickers for Social Media Platforms
While stickers and filters may seem like they are just for fun, they pack serious social media power. Museums can enhance their digital presence by creating interactive features like custom filters and stickers on platforms such as Instagram, Snapchat, and TikTok. These tools make it easy for visitors to share their museum experiences with their personal networks in a visually engaging way. Filters and stickers boost visibility and lead people to your account organically, a sure way to boost follower counts and engagement.
The Louvre Museum successfully leveraged this idea by launching an Instagram filter that allowed users to place themselves into famous paintings like the Mona Lisa. This initiative encouraged visitors to interact with the museum’s collection in a playful, shareable format, further amplifying its reach online
Interactive Educational Content
Social media isn’t just for promotion—it can also be a powerful educational tool. Museums that use interactive content like quizzes, polls, and short-form videos can make learning fun and engaging.
The British Museum has effectively used Social Media polls and Instagram Stories quizzes to test followers’ knowledge about artifacts. These activities encourage participation and make educational content more digestible and entertaining, ensuring that museum learning extends beyond traditional exhibits.
Collaborations with Influencers and Local Creators
Partnering with influencers and local creators can introduce a museum to new demographics, particularly younger audiences who engage with content through social media personalities.
The Museum of Modern Art (MoMA) has successfully tapped into this strategy by working with popular TikTok creators to produce engaging content that highlights key pieces from its collection. By allowing creators to present art in their own unique style, MoMA reached a wider audience and sparked new interest in its exhibits.
Why Social Media Matters to Museums
Museums that embrace innovative social media strategies can transform their digital presence into a vibrant, interactive experience. By fostering audience participation, leveraging user-generated content, and utilizing creative digital tools, museums can strengthen their connection with visitors, increase engagement, and encourage community involvement. The future of museum engagement is increasingly digital, and those that adapt will thrive in a connected, socially-driven world.
