For a long time, many small and regional museums have struggled to get the public’s attention in an increasingly crowded media landscape. These institutions often rely on ticket sales, donations, and public funding, but they compete with many other ways that people spend their time and money. Museums also carry a reputation for being formal, quiet, and aimed at experts rather than everyday visitors. While large museums can draw crowds through famous collections or major exhibitions, smaller museums often lack name recognition and marketing budgets. As social media has become the primary way people discover culture, museums have had to rethink how they present themselves. Platforms like TikTok now play a role similar to advertising, allowing institutions to reach audiences far beyond their local communities. 

Using social media to promote museums is not as simple as posting photos of artwork. Some small museums pair historic paintings or sculptures with modern jokes, songs, or television quotes to make the art feel more relatable. Staff members spend hours tracking trending audio clips and memes, then matching them with pieces from their collections. This strategy can dramatically increase attention. For example, a playful TikTok video from the Getty Museum featuring a porcelain cat reached nearly 289,000 views, far more than a traditional post about a Degas artwork that drew just over 1,000 views. 

Younger audiences, in particular, seem open to engaging with museums in this new way. Many people who grew up with social media expect institutions to meet them where they already spend their time. For these viewers, a short, funny video can make art feel human rather than distant or intimidating. Even if online followers never visit in person, museums gain value by increasing awareness and staying culturally relevant. In some cases, digital interest does lead to real-world visits, especially when audiences feel a personal connection to the institution’s voice. As expectations around accessibility and engagement change, museums are adapting their strategies to compete for attention in the same digital spaces as other forms of entertainment.

Questions: 

  1. What other forms of entertainment do museums compete with for attention and patrons? 

  2. Why are many museums using social media to gain attention from potential visitors? What are the potential benefits and drawbacks of this strategy?