Vyki Sparkes

Vyki Sparkes, is a London based culture and family travel blogger.

She started Museum Mum in 2014 to encourage families to visit museum and heritage attractions, and it has become a leading cultural blog. In 2019 it was chosen as the Arts & Culture Winner in the UK Blog Awards.

Museum Mum combines Vyki’s expertise in parenting and museum curation to create intelligent content which remains relatable and useful to everyday families.

Vyki Sparkes will be speaking at the Museum Marketing Summit 2024 :

A micro-influencer’s guide to cultivating successful cultural collaborations

Micro-influencers, typically with four- or five-figure followings, are increasingly sought after for their high levels of authenticity and trustworthiness, making them impactful voices online. However cultural organisations face challenges in working with small-scale creators. This talk shares real-world tactics for partnering with these influencers, drawing from 10 years of personal experience running Museum Mum, an award-winning blog and highly engaged Instagram account. Packed with insights from the influencer and museum worlds, we’ll cover finding the right fit, hosting unpaid visits, determining fair compensation, balancing creative control without compromising the influencer’s authentic voice, and the nuances required in measuring impact. This practical guide will help you harness the power of micro-influencers to reach your audience in new ways.