How the Prado Museum Builds Global Connections Through Social Media

In an increasingly digital world, museums face the challenge of staying relevant, engaging audiences, and making their collections accessible to everyone. While many institutions have turned to platforms like Instagram and TikTok to stay connected, the Prado Museum in Madrid has stood out by embracing a storytelling-first approach to digital content.

Instead of simply showcasing its world-renowned collection, the Prado weaves narratives that bring the art to life. Through engaging, human-centred stories, the museum creates a deeper emotional connection with its audience. By combining this with consistent and approachable content, the Prado has built a thriving online community that eagerly tunes in every day to experience the museum—no matter where they are in the world.

Under the leadership of Digital Communication Manager Javier Sainz de los Terreros, what started as a simple idea has evolved into a dynamic strategy that combines storytelling, accessibility, and creativity. With over 1,000 videos shared and millions of views, the Prado’s innovative approach offers inspiration for museums everywhere.

A Simple but Effective Idea: Live Morning Videos

In 2017, the Prado began experimenting with live videos on Instagram, streaming 10 minutes before the museum opened its doors.

The initial approach was straightforward: showcase the galleries in their most serene state, before visitors arrived, and share the magical atmosphere of an empty museum.

At first, the videos were silent, unaccompanied by commentary or explanation. The goal was to allow people to experience the stillness and splendour of the Prado virtually. Although this early experiment started with just 1,000 views, it quickly captured the attention of a growing audience who longed for a glimpse inside the museum—particularly those unable to visit in person due to geographical or personal limitations.

Over time, the videos evolved. Commentary was added to provide deeper insights, and experts from across the museum began participating.

Today, the morning live sessions feature curators, restorers, historians, and even guest speakers from other fields, all sharing stories, techniques, and hidden details about the artworks.

As Sainz de los Terreros explains, the videos avoid technical jargon, opting instead for accessible language that invites viewers of all backgrounds to engage with the art. “We try to use vocabulary that anyone can follow,” he says, emphasising that the goal is to make the Prado feel welcoming and relatable.

The Power of Community and Storytelling

One of the keys to the Prado’s success on social media is its ability to balance accessibility with expertise.

Rather than simply showcasing the artworks, the team shares the human stories behind them—a surgeon analysing diseases depicted in historical portraits, a botanist identifying plants in the paintings, or even a flamenco dancer responding to works of art through performance.

The museum’s ability to foster a sense of community was further reinforced through interactive campaigns. To celebrate reaching 1 million Instagram followers, the team invited users to share how and from where they virtually “entered” the Prado every morning. This initiative not only celebrated the milestone but also deepened the bond between the museum and its global audience.

TikTok: Bringing Art to New Audiences

Recognising the growing popularity of short-form video content, the Prado expanded its strategy to include TikTok.

With a mix of engaging trivia, storytelling, and behind-the-scenes content, the museum uses TikTok to reach younger audiences and showcase the playfulness and intrigue of its collection.

In one video, for example, viewers learn that the small red jug in Velázquez’s Las Meninas wasn’t just decorative—girls in the 17th century ate pieces of these jugs to achieve paler skin.

Another video reveals a hidden X-ray discovery within Goya’s Countess of Chinchón, where the artist reused the canvas to paint over an earlier composition.

These bite-sized stories, filled with curiosity and discovery, have proven to be immensely popular, helping demystify the museum experience and making art approachable to new audiences.

A Team Effort

Behind the Prado’s success is a dedicated team. From curators and conservators to guards and historians, the museum staff have embraced social media as an opportunity to share their knowledge and passion with the public.

The videos are filmed using accessible tools—a mobile phone and a microphone—proving that high-quality content does not require elaborate production.

The team’s commitment has resulted in over 1,000 videos being shared since 2017, with no signs of slowing down. The daily streams have become a much-anticipated ritual for followers, providing a steady dose of art, culture, and connection.

Key Takeaways for Museum Marketers

The Prado Museum’s digital strategy offers several lessons for museums looking to strengthen their online presence:

1. Consistency is Key: By streaming videos every morning, the Prado has established a reliable routine that keeps audiences coming back.
2. Human-Centred Content: Highlighting the people behind the art—from botanists to restorers—adds depth and relatability to the museum’s storytelling.
3. Accessibility Matters: Using clear, informal language ensures that content is engaging for all audiences, not just art experts.
4. Adapt to Trends: Platforms like TikTok and Instagram Reels are powerful tools for reaching younger, tech-savvy audiences. Museums shouldn’t shy away from experimenting with new formats.
5. Community-Building: Creating opportunities for interaction—such as inviting followers to share their experiences—strengthens the bond between museums and their audiences.

Conclusion

The Prado Museum has redefined what it means to connect with audiences in the digital age.

By blending innovation, storytelling, and a deep respect for its collection, the museum has built an inclusive and global community that eagerly awaits its content every day.

For museum marketers, the Prado’s approach offers a blueprint for how to engage audiences with meaningful, high-quality digital experiences—all while staying true to the mission of making art accessible, inspiring, and relevant to the world.

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Javier Sainz de los Terreros from the Prado Museum spoke at the Museum Marketing Summit in 2023.