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Nik Wyness

Nik Wyness

Head of Marketing and Engagement
The Tank Museum

Nik Wyness is Head of Marketing and Engagement at The Tank Museum in Dorset.

He has led the digital transformation of this rural regimental Museum and registered charity, creating an industry-leading strategy in the development and monetisation of a global online community.

The Tank Museum tells the story of the tank and the people that served in them, with a collection of over 300 vehicles dating from World War One to the present day, displayed in modern awe-inspiring exhibitions. But the Museum’s rural location poses an ever-present challenge – how to make people aware it exists?

With the simple objective of “Being more famous” and a passion for powerful historical stories, Nik used social media channels like Facebook and YouTube to begin building a niche following worldwide.

This laid the foundations for a base of advocacy and support that would lead to 27% of the Museum’s total 2022 turnover generated online in 2022.


Nik Wyness will be speaking at the Museums & Social Media Summit 2023:

How To Succeed on YouTube

With over 100,000,000 views and over 500,000 subscribers, The Tank Museum has one of the most successful Museum YouTube channels in the world.

With over 400 videos, the channel has achieved over 18,000,000 hours (or 2,000 years!) of watch time.

What drove this provincial regimental Museum to seek internet fame? How did they do it? Who is watching? And what are the rewards of success on this platform?

In this presentation, Head of Marketing Nik Wyness will explain what he has learned about building audiences, creating content, and turning that reach into revenue – which accounts for almost 30% of the Museum’s annual turnover.

Nik Wyness