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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 and the relationship with the audience. Speaking at the Museum Marketing Summit 2024, social media and digital strategist Haydn Corrodus explored how museums can harness the power of the creator economy to tell stories and build ongoing audience relationships.
Treat digital publishing as part of the mission
The creator economy, as Corrodus explained, represents “where creativity meets digital platforms to engage audiences and build communities.” This space is not just for influencers promoting products; it’s for anyone with a story to share. For museums, this means using their “knowledge, heritage, and stories that resonate deeply in a world hungry for meaning.”
Historically, influencers were celebrities, but the rise of niche content creators has shifted the landscape. Today’s influencers include educators, historians, and artists who build dedicated audiences by sharing their expertise and passions. Corrodus emphasised, “You have something they don’t… there is an influencer out there that loves your mission and wants to share it.” (Learn more about micro-influencers in this guide to choosing relevant micro-influencers)
Strategies for Success
To help museums thrive in the creator economy, Corrodus outlined four actionable strategies:
1. Treat publishing as part of the mission
Museums should view the creator economy as a natural extension of their existing mission. “It’s about using tools like social media, video, and other digital platforms to turn content into a meaningful experience and often revenue,” he explained. This shift is an opportunity for museums to take their stories beyond their walls and into the digital realm.
2. Find an authentic museum voice
Success starts with crafting an authentic digital presence. Corrodus urged museums to shift from being broadcasters to storytellers. “To thrive online, you need to shift from being a broadcast of events to a storyteller, someone who connects with audiences on a personal or emotional level,” he said.
A standout example is the Sacramento History Museum, which found viral success on TikTok thanks to a passionate staff member and an 80-year-old volunteer showcasing their love for printing presses. “Their success proves that cultural organisations have incredible stories to tell—they just need to find the right voices and platforms to shine,” he added.
Corrodus encouraged museums to think about visual storytelling, such as uncovering the unique stories behind exhibitions or artifacts. He also stressed the importance of consistency: “Audiences crave regular engagement, whether it’s through weekly YouTube videos, Instagram stories, or TikTok posts.”
3. Choose creators whose communities fit
Collaborating with influencers can help museums reach audiences in ways traditional marketing cannot. Corrodus highlighted the importance of identifying creators whose values align with a museum’s mission. “Influencers come in all shapes and sizes, from nano influencers with a thousand followers to mega influencers with millions,” he said.
He cited examples of successful collaborations, such as the Tank Museum teaming up with a gaming platform to merge military history with gaming content. “These types of collaborations create lasting impressions and broaden your reach beyond traditional museum goers,” he noted (read more about how the Tank Museum has approached YouTube here).
4. Build a realistic publishing rhythm
Corrodus advised museums to reframe their approach to social media, likening it to a TV channel where museums can “program” their own cultural content. He recommended starting with small, regular content—behind-the-scenes footage, cultural insights, or interactive videos.
Success, he said, won’t happen overnight, but with persistence and strategic iteration, museums can build a loyal digital following. “Choose the right platforms that align with your museum’s goals and resources,” he advised, whether that’s TikTok for quick, engaging videos or YouTube for long-form storytelling.
Real-World Inspiration
Corrodus shared examples of museums thriving in the creator economy. The Tank Museum, for instance, has turned its YouTube channel into a major revenue stream, earning an estimated $400,000 to $700,000 annually from ad revenue. Meanwhile, the Memphis Brooks Museum partnered with local influencers for a press night, generating city-wide buzz for its Christian Siriano exhibition.
“These collaborations are not just one-time promotions,” Corrodus said. “The relationships that you build with these creators can lead to visibility and engagement over time.”
The Role of Museums in the Digital Age
Corrodus concluded with a rallying call for museums to embrace the creator economy, not only as an opportunity but as a responsibility. “We may really be the last line of defence, showing not just the influence the world truly needs,” he said.
In an era marked by misinformation and cultural shifts, museums hold the power to shape how people connect with history, arts, and culture in the digital age. “Your stories matter, and the world is more than ready to hear them,” he said.
The creator economy is a golden opportunity for museums to extend their reach, tell their stories, and connect with audiences in meaningful ways. As Corrodus reminded attendees, “Every museum has something to give, and there is an influencer out there that loves your mission and wants to share it.”
Final Thought
Haydn Corrodus left museum marketers with a clear message: the time to embrace the creator economy is now. With the right approach, museums can inspire audiences, shape cultural narratives, and secure their place in a rapidly evolving digital world.
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Haydyn Corrodus is a social media and digital consultant working with museums and not-for-profits. Learn more about him here.
