Instagram: Visual Storytelling by Three Leading Museums

June 5, 2024

Instagram

Spotlighting 3 Museums

Doom Scrolling doesn’t have to feel like time wasted when you follow the best art institutions in the world.

Instagram, with its visual-centric approach, has become a haven for museums worldwide to showcase their collections and engage with art enthusiasts globally. Which three museums have truly mastered the art of captivating their followers with daily doses of breathtaking art?

It's not the followers that matter, but the engagement.

These museums have Instagram to not only showcase their collections but also to create meaningful connections with audiences worldwide.

The Metropolitan Museum of Art

There’s no question that The Metropolitan Museum of Art, or simply The Met, gets a lot of attention. With 4.3 Million followers and the world's attention each May during the Met Gala, they know how to generate an eye catching digital spectacle. Nestled in the heart of New York City, The Met, is renowned for its vast and diverse collection spanning over 5,000 years of art. On Instagram, The Met mesmerises its followers with a carefully curated selection of artworks, behind-the-scenes glimpses and captivating stories. Followers can enjoy a daily dose of art ranging from ancient Egyptian artefacts to modern masterpieces. The museum's Instagram feed offers a blend of high-quality images, insightful captions, video and interactive quizzes, enriching the viewing experience. Whether it's a close-up of a Renaissance painting or a panoramic shot of the iconic Met staircase awash with eccentrically dressed celebrities, every post transports followers into a world of artistic delight.

(@metmuseum)

The Louvre Museum

In the hearts of Paris and a stone’s throw from the river Seine, the world's largest art museum, The Louvre needs no introduction. Its Instagram presence serves as a digital gateway to the museum's vast collection, enticing followers with glimpses of timeless treasures. Through stunning visual carousels and engaging videos, The Louvre's Instagram feed invites followers to explore iconic artworks like the Mona Lisa, the Venus de Milo and the Winged Victory of Samothrace. From ancient sculptures to Renaissance masterpieces, each post offers a glimpse into the rich tapestry of art history housed within the museum's hallowed halls. Well written captions in French and English deliver deeper insights that make you click off Instagram feeling smarter than before.

(@museelouvre)

The Cartoon Museum

Nestled in the heart of London a short walk from the British Museum, The Cartoon Museum celebrates the art of British cartoons, caricatures and comic strips. From Wallace & Gromit to Dennis the Menace and Spitting Image the museum celebrates the most iconic and accessible arts. On Instagram, The Cartoon Museum invites followers to dive into a world of wit, whimsy and visual storytelling. Each post showcases a diverse range of cartoons, from political satire to beloved comic strips, highlighting the creativity and ingenuity of British cartoonists past and present. What sets The Cartoon Museum Instagram presence apart is the truly stunning insights you can learn. Recent posts reveal the involvement of British illustrators and creatives in helping launch the all-American stars of the iconic Marvel and DC comics. Whether it's exploring the history of British comics or discovering the work of emerging cartoonists, followers are encouraged to join the conversation and share their love of cartoons.

(@thecartoonmuseum)

Learning from the Best: Engaging Visitors through Instagram

For museum marketing managers looking to boost their institution’s presence on Instagram, observing the strategies of top museums can be incredibly valuable. One key element these museums use is capturing and sharing images and videos of visitors interacting with their exhibits. This approach not only humanizes the museum experience but also encourages engagement and shares the excitement with a broader audience.

Professional vs. Candid Content

The Metropolitan Museum of Art and The Louvre, with their substantial budgets, often produce high-quality videos with professional cuts and editing. These videos are polished and visually stunning, offering a cinematic glimpse into the museum’s world. They create a narrative that can draw in viewers and make them feel part of the experience.

In contrast, The Cartoon Museum adopts a more relatable approach, using regular photos of visitors. These candid shots feel authentic and accessible, showcasing genuine moments of delight and discovery. This strategy proves that high engagement can be achieved without a hefty budget, focusing instead on the authenticity and relatability of visitor experiences.

Getting Visitor Consent

When taking pictures or videos of visitors, it’s crucial to obtain their explicit consent. While some museums operate under the assumption that purchasing a ticket implies consent to being photographed, it’s always best to secure explicit permission. This practice not only respects visitor privacy but also builds trust and goodwill.

Here are a few steps to ensure proper consent:

Ask Permission: Before taking any photos or videos, ask the visitor if they are comfortable being featured on the museum’s social media channels.
Written Consent: Have a simple consent form ready, which visitors can sign to grant permission.
Tagging Visitors: For a more personal touch, ask for their Instagram handle and tag them in the posts. This not only gives credit but also encourages them to share the post with their own followers, expanding the museum’s reach.

By following these steps, museums can create engaging and respectful content that highlights visitor experiences and builds a vibrant online community.