Pinterest and Instagram have gone highbrow. For the first time, social networks like these have become the primary venue by which consumers discover art. While this is great news for venues that actually sell artwork, this statistic can be a challenge when it comes to content marketing for museums. (Or it could be a windfall if you play your cards right.)
Every museum has their sights set on bringing in younger, broader audiences – most of whom get their info via social media. That means your content has to drive across all the digital landscapes. Luckily, your social media funnel has unlimited potential to bring people to your website content, and through your doors.
Think of it this way: content marketing is all about storytelling. Isn’t that what museums do best? Museums bring meaning to objects, and tell stories about the people that created and/or inspired them. And that’s exactly how you can approach your social funnel strategy. As JiaJia Fei, the digital director of the Jewish Museum in Manhattan told ArtNet.com:
“If NASA is able to help people better understand rocket science through social media, museums should rise to that same challenge.”
Want to get the ball rolling? Here are a few questions to ask yourself about your content:
Look for ways your exhibits can speak to today’s audience. Can you loop a theme from from your exhibit to a current event or pop culture phenomenon? That’s how the Los Angeles County Museum of Art did it – they paired contemporary song lyrics with antique paintings and artifacts in 10-second Snapchat bursts. And it worked; they won a 2016 Webby Award, and about 220,000 followers.
Video content is growing by leaps and bounds. Try curating your own – perhaps a short video tour with clever, unexpected commentary. Better yet, go live and inspire real-time participation and feedback.
Destination planning has a new factor: Instagram. Immersive exhibits like “Wonder” at the Renwick in Washington, DC, don’t just elicit an emotional response. They also draw people through doors. This particular installation brought more visitors to the Renwick in six weeks than it had in the previous year.
Look for the hook. What is it about your museum or specific exhibit that is original, different, funny, curious, or moving? Written content that targets a specific emotional response is compellingly shareable. Add an irresistible headline, encourage your followers to tag a friend, and you’re on your way.
Some museums have put their entire collections online for at-home viewing. That means they have a treasure trove of shareable content that can drive traffic to their website. While it may seem counterproductive to “give it away” online, Dana Miller, the director of collections at the Whitney in New York City, asserts it often translates to more real-life visitors.
With lean marketing departments, content marketing for museums seems overwhelming at first glance. Today’s visitors are out there, and with so much info at their fingertips, they’re savvy consumers. The good news? They’re also hungry for content – and your social networks are a blank canvas.