Skip to content
Introduction: Museums on Social Media
In today’s landscape, museums on social media are no longer an option—they’re a strategic necessity. Being present online, curating digital communication, and fostering online engagement are vital actions for any cultural institution that wants to stay relevant and truly connect with its audience, especially the younger, digital-native generation.
According to a study published by MuseumNext in 2023, the majority of museum-goers seek information online first and interact with a museum’s digital content before buying a ticket or visiting in person.
The data is clear: digital is the first touchpoint, and social media is the space where relationships, trust, and above all, community are built.
Why Museums Need to Be Online: A Matter of Relevance and Accessibility
The importance of an online presence goes far beyond simple visibility. Being digitally active allows museums to expand their reach, make content accessible to geographically distant audiences, and multiply points of contact with visitors.
A well-structured, regularly updated website becomes the museum’s primary business card—it’s where practical info, digitized collections, events, and educational resources live. But it’s on social media that a museum reveals its “voice,” its personality, and its ability to engage in real-time dialogue. In other words, digital communication must live on multiple levels, and each channel has its role.
Museums on Social Media: More Online Engagement, Greater Cultural Impact
Being on social media doesn’t simply mean “being there.” It requires strategy. According to the Culture Track report (2022), museums that develop targeted editorial plans and use visual storytelling on platforms like Instagram, TikTok, or YouTube achieve higher online engagement than those that post generic or purely promotional content.
A standout example is the Rijksmuseum in Amsterdam, which has won over millions of Instagram followers with creative, witty content that makes classical art appealing to younger audiences. Or the Black Country Living Museum in the UK, which went viral on TikTok with its costumed historical videos, racking up over 20 million views.
These cases show us that the key to success is authenticity: telling your story in a way that’s original, inclusive, and consistently engaging.
Museums on Social Media: Digital Communication as a Bridge Between Museum and Community
Now more than ever, digital communication should be seen as a tool for connection. Not only with physical visitors, but with a broad, global community that participates, comments, shares, and helps shape the museum’s story.
A good digital communication plan includes educational, experiential, and emotional content. It’s not just about “informing,” but about sparking conversations.
Traditionally, museums have adopted a broadcast-style communication—one-way messaging from institution to audience. But this approach is becoming less effective in a society where access to information is widespread and active participation is expected.
The alternative is a dialogical approach: a two-way, participatory relationship between museum and audience. In this model, the museum is no longer just an exhibition space, but a place for exchange, dialogue, and the co-creation of meaning. The visitor becomes an active part of the museum experience, contributing their own interpretations, questions, and personal stories.
Using social media to ask questions, involve followers in quizzes, behind-the-scenes content, livestreams, or polls is an excellent way to boost online engagement and build loyalty.
From Spectators to Co-Creators: The Power of Online Engagement
One of the major benefits of museums on social media is the ability to transform visitors from passive viewers into content co-creators. Museums that encourage user-generated content—photos, reels, reviews—create a strong sense of belonging that lasts well beyond the visit.
Moreover, analyzing data from social interactions helps refine digital communication strategies: it reveals what works, which themes resonate, and what tone of voice drives the most engagement.
Best Practices for an Effective Digital Presence
To achieve tangible results, a professional and integrated approach is essential. Here are some best practices to follow:
-
Consistent Identity: Your website and social media should speak the same visual and narrative language.
-
Editorial Planning: Structure weekly content with a mix of recurring features, news, and behind-the-scenes stories.
-
Team Involvement: Curators, educators, and staff can be the “faces” of the museum and key players in content creation.
-
Monitoring & Analytics: Use tools like Google Analytics, Meta Insights, or Hootsuite to evaluate performance.
Lastly, never underestimate internal training. Investing in digital skills for museum staff is one of the most powerful levers for building a strong and lasting online presence.
Conclusion: Museums on Social Media
It’s not just about technology—it’s about vision.
Being online, cultivating digital communication, and strengthening online engagement are not side activities—they are the heartbeat of the relationship between museum and audience today.
Museums on social media not only boost visibility and accessibility, they redefine the very role of the museum as an open, dialogical, inclusive, and contemporary space.
Those who invest in this path won’t just gain more visitors—they’ll build an active, engaged, and passionate community. And that is the true mission of the 21st-century museum.
amuseapp – The Digital Revolution for Cultural Venues
amuseapp is more than just an audio guide—it’s an innovative digital platform that transforms visitor experiences and helps museums increase revenue.
- AI-powered personalized itineraries. Unlike traditional audio guides, amuseapp uses artificial intelligence to create customized routes tailored to different visitor needs: children, people with sensory disabilities, experts, students, and more.
- Accessibility in 30 languages. Currently, only 20% of museums offer content in more than two languages. With amuseapp, cultural institutions can overcome this barrier by automatically generating text and audio in 30 languages, making cultural heritage accessible to everyone, anywhere.
- Real-time virtual tour guide chatbot. A customized chatbot allows amuseapp to offer visitors a virtual guide that is always available, providing answers to their questions and enriching their museum experience.
- Simple and secure donation collection. With amuseapp, cultural institutions can easily and securely collect donations directly through the app.
- Visitor feedback for continuous improvement. amuseapp enables institutions to gather visitor insights on their experiences, providing valuable data to optimize museum services.
- Available as an app or web app. amuseapp’s web app allows visitors to access digital museum content without needing to download anything, while the mobile app offers an even more advanced and customizable experience.
One solution, multiple benefits. With amuseapp, cultural institutions can provide an innovative, inclusive, and interactive experience while improving their sustainability model.
