While museums attempt to connect people to the past, we don’t want to lose sight of the present and future. While a big part of the museum experience traditionally requires visitors being physically present to see exhibits and collections, audience engagement is no longer dependent on actually being in the museum. Social media gives organisations the freedom to extend the museum experience to a digital space and break down the physical walls, offering the opportunity to create their own communities of museum-lovers.
Museums typically rely on visual storytelling to present their collections to visitors and Instagram mimics this same ability to communicate visually with followers. With over 300 million daily active users, Instagram is a key outlet for reaching out to existing and potential audiences. Even better? 18-29-year-olds make up the largest demographic of internet users who also use Instagram, which makes it a great option if you’re trying to draw in younger visitors.
Museum Hack take a look at four Instagram accounts from museums around the world who are doing it right when it comes to engaging audiences online.
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The Institution as User: Museums on Social Media – Art in America