Museum Marketing

Helen Maher and Xuxa Kidd told the 2025 Museums & Social Media Summit how a muddy knitted cap pulled from the Thames became their most...

From Nike’s “swoosh” symbol to the iconic Apple logo, brands know that a strong identity is essential to their success. The same is true for...

What if a museum’s most powerful act wasn’t bringing people through its doors, but sending its artworks out into the world instead? At the Museum...

Over a year of social media experiments, National Museums Scotland’s digital content team tested iPhone films, blooper reels, animated explainers and collection stories, and Digital...

If you stroll down Oxford Road in Manchester, you may notice a long-legged sentinel lurking behind glass—looming, slightly menacing, and, as it turns out, unexpectedly...

What makes a museum video worth watching and sharing? Examples from London Museum, Stedelijk Museum Amsterdam and The National Gallery show different ways to build...

How can museums collaborate meaningfully with social media creators to reach new audiences? That was the question explored by Ellie Wyant, Senior Communications Manager for...

What if the most powerful voice for your museum wasn’t a celebrity, but a local parent sharing their weekend visit on Instagram? Micro-influencers have quietly...

How can heritage organisations stay relevant in an increasingly diverse society? The National Trust, founded in 1895, is embarking on a bold journey to reimagine...

Museums can develop their own publishing practice and work with creators whose communities connect with their mission. Each route needs a plan for people, production...

When the High Museum of Art in Atlanta launched Dutch Art in a Global Age in spring 2024, they faced a marketing challenge: how to...

A visitor may first encounter a museum in a short video, look up its opening hours in search and book through the museum’s website. Those...

In recent years, museums have relied heavily on Google Search as a primary driver of online visibility, audience engagement, and tourism research. From travellers searching...

Snapchat, once viewed primarily as a fleeting social media platform for teens, has evolved into a powerful tool for storytelling, brand building, and audience engagement....

Attracting more museum visitors starts with understanding who is missing and why. A campaign can give people a reason to consider a visit, but practical...

Hidden emojis, room-guessing games and audience-directed tours invite followers to take part in Vizcaya Museum and Gardens’ stories. In her 2024 MuseumNext session, Digital Marketing...

A domain handle connects your museum’s Bluesky identity with the website people already recognise. It supports consistent museum branding, without guaranteeing that more people will...

In recent years, podcasts have become a dynamic way for museums to connect with their audiences, extending the visitor experience beyond gallery walls. The Southern...

Developing a compelling brand identity is crucial for museums aiming to distinguish themselves and engage visitors effectively. A museum’s visual identity includes logos, colours and...

Sarah Bell, Digital Communications Officer at Oxford University Museum of Natural History, used TikTok to introduce younger audiences to the museum’s objects and people. In...

Ellie Dolan described Peabody Essex Museum’s (PEM) TikTok Creator-in-Residence programme at the Museum Social Media Summit in 2023. The programme brought students and recent graduates...

Becks Turner, then Social Media and Content Manager at the Barbican Centre, described how she matched creators with the centre’s exhibitions and music programme at...

Net Promoter Score (NPS) records how likely respondents say they are to recommend your museum. It can sit alongside visitor comments and other research, but...

In an age where information is consumed in bite-sized chunks and attention spans are shrinking, how do you ensure that a thousand years of history...