Unlocking the Potential of Influencers in Museum Marketing

In the age of Instagram and YouTube, museums and cultural hubs are no longer just places to quietly admire art. They’re becoming vibrant, buzzing spaces where culture meets the digital world.

A big player in this transformation? Influencer marketing. At the forefront of this trend is Becks Turner, who until recently was Social Media and Content Manager at the Barbican Centre in London.

Becks was instrumental in leveraging influencers to bring the Barbican’s eclectic mix of events to new and diverse audiences. Shortly before leaving the role, she spoke at MuseumNext where she shared her strategies and how you can apply them to your own institution.

Why Influencer Marketing?

Imagine walking through an art exhibition, but instead of a silent, introspective experience, you’re guided by a passionate art historian on Instagram, or a charismatic radio presenter shares a live tour on their feed.

This is the magic of influencer marketing: it turns static exhibitions into dynamic, engaging experiences. For museums, it’s a game-changer. It’s not just about showcasing art; it’s about storytelling, creating a buzz, and connecting with people on a personal level.

Becks Turner highlights that influencer marketing helps the Barbican reach new audiences—particularly the elusive younger demographics. By collaborating with influencers who genuinely connect with their followers, the Barbican turns casual social media scrolls into ticket sales and visits.

“influencer marketing turns static exhibitions into dynamic, engaging experiences.” — Becks Turner

The Barbican’s Winning Strategies

Paid Collaborations: More Than Just Ads
When it comes to paid influencer campaigns, the Barbican doesn’t just settle for quick shoutouts. They craft engaging content that resonates. Take, for example, their partnership with Katie Hessel, the brain behind The Great Women Artists podcast.

During an exhibition on Carrie Mae Weems, Katie shared her profound insights into Weems’ work, sparking conversations and driving curiosity.

Or consider the lively Sian Eleri from Radio One, who curated her must-see list for the Barbican’s classical music season, transforming followers’ feeds into a virtual music guide.

Becks Turner speaking at MuseumNext

These collaborations aren’t just promotional. They’re conversations that pique interest and draw people into the experience. As Becks Turner explains, the goal is to “inspire and excite our audiences, not just inform them.”

Organic Magic: The Power of Authenticity
But what about the magic that happens without a formal agreement? The Barbican has a knack for organic influencer engagements. By inviting influencers to exclusive events—think private views, talks, and dinners—they create authentic connections.

For instance, during the “Our Time on Earth” exhibition, they teamed up with Earthrise, a collective known for their environmental activism. The result? Genuine, passionate content that extended beyond the walls of the Barbican and into the digital world.

These organic partnerships are about more than just free publicity. They’re about building a community of advocates who share the Barbican’s values and vision.

How You Can Get Started

So, how can your museum jump on this bandwagon? Here are some practical steps:

1. Find Your Match: Start by identifying influencers who align with your museum’s ethos. Use platforms like Bambuser, as Becks Turner suggests, to find those with the right vibe and audience. Remember, it’s not just about numbers but about genuine connection.
2. Make It Exclusive: Invite influencers to behind-the-scenes experiences. Whether it’s a sneak peek of a new exhibit or a chat with a curator, give them something special to share with their followers.
3. Offer Value: Even organic relationships thrive on value exchange. Provide influencers with unique content or experiences, like early access or a personal tour, to inspire authentic posts.
4. Think Long-Term: Don’t just think of influencers as one-off collaborators. Nurture these relationships for future projects. The more they feel part of your community, the more genuine their support will be.
5. Diverse Influencers, Diverse Audiences: Embrace a range of influencers—from well-known social media personalities to niche micro-influencers and community leaders. This diversity can help you reach different audience segments.

Wrapping It Up

The Barbican Centre, under the digital leadership of Becks Turner, shows that influencer marketing isn’t just a trendy buzzword—it’s a powerful tool for cultural institutions. By telling stories, creating buzz, and building genuine connections, influencer marketing can transform how museums engage with the public.

So, whether you’re a small local museum or a large cultural hub, it’s time to think creatively and embrace the digital wave. After all, in today’s world, a picture—or a post—is worth more than a thousand words.

Jump in, experiment, and watch as your museum’s story unfolds across screens worldwide.

Becks Turner spoke at the MuseumNext Digital Summit in 2024. If you’re looking for more inspiring ideas, why not join us for one of our upcoming events: https://www.museumnext.com/events/