YouTube: Five Museums Documenting Their Collection Through Video

July 9, 2024

YouTube

Visual Documentation of Collections

Launched in 2005 YouTube has grown to become a vast source of information, entertainment and education for millions of people all around the globe.

Individuals, companies and art institutions all have accounts to share their stories. Art institutions however, often have the best stories to share. Being able to draw on their vast collections and with the professional resources to tell those stories well, they are perfectly placed to create engaging and exciting content for the most discerning art lovers.

Spotlighting 5 Museums

These five institutions are delivering content that goes above and beyond.

The Victoria and Albert Museum makes great use of YouTube as a platform to showcase its diverse and eclectic collections to a global audience. Through vibrant and entertaining videos, viewers are treated to a kaleidoscope of art, design and cultural objects. From cheeky highlights of sculpted masterpieces to insightful reflections on contemporary culture, the V&A's channel offers a mix of humour and education. Whether exploring intricate textiles or discussing the influence of iconic figures like Barbie, the museum's YouTube content provides a fresh perspective on art and creativity, inviting viewers to laugh, learn and be inspired.

@vamuseum

The Isabella Stewart Gardner Museum embraces YouTube as a window into its unique blend of art, architecture and history. Through captivating videos, viewers are transported into the enchanting world of Isabella Stewart Gardner's eclectic collection, housed within a Venetian-inspired palace in Boston. From intimate glimpses into the museum's lush courtyard garden to in-depth explorations of individual artworks, the Gardner Museum's channel offers content that captivates and inspires. With a focus on storytelling and creativity, videos lift the lid on archival discoveries, the curation process or simply allow you to explore the building and it’s art.

@gardnermuseum

The Metropolitan Museum of Art harnesses the power of YouTube to offer engaging insights into its rich fashion and art collections. Through captivating videos (featuring an array of famous faces), viewers can delve into the world of art and high fashion. The channel strikes a perfect balance between education and entertainment, presenting bite-sized snippets of information about artists, designers and upcoming exhibitions alongside in depth interviews and immerse content designed for kids.

@metmuseum

The Rijksmuseum brings the wonders of Dutch art and history to life on YouTube, offering immersive experiences that transport viewers into iconic paintings and centuries-old artefacts. Through innovative videos, the museum allows followers to explore the details and perspectives of renowned works by masters like Rembrandt and Vermeer. Other, videos are organised into seasons, like your favourite TV shows but also snippets of 60 seconds if you’re just consuming content casually. A series titled ‘Storage Stars’ is essential viewing for anyone interested in life behind the scenes of a major art museum while ‘Rijksmuseum sessions’ showcases music performances in the museum.

With its pioneering approach to digital storytelling, the museum invites viewers to discover the beauty and legacy of Dutch creativity from anywhere in the world.

@RijksmuseumAmsterdam

Lastly, The Museum of Contemporary Art, Los Angeles (MOCA), uses YouTube to showcase the cutting-edge creativity and innovation of contemporary artists. Through dynamic videos, viewers are introduced to a diverse array of artistic voices and perspectives, from emerging talents to established luminaries. Events are shared online giving viewers around the world a front row seat to essential art interviews or panel talks. The museum's channel also offers behind-the-scenes glimpses into the latest exhibitions and ‘Virtual Studio Visits’ lifting the lid on the artistic process.

With a commitment to accessibility and inclusivity, MOCA's YouTube content engages audiences in conversations about art, culture and society, inviting them to explore the ever-evolving landscape of contemporary art with curiosity and open-mindedness.

@moca

Boost Engagement with Exclusive Object Insights

The five museums’ most popular videos, such as “Art Conservation Behind the Scenes” by the Isabella Stewart Gardner Museum and “The Roentgens’ Berlin Secretary Cabinet” by The Met, share common elements that significantly boost engagement. These videos provide exclusive, behind-the-scenes looks at their collections, offering experiences that typical museum visitors wouldn’t get. Here’s how you can leverage these insights to enhance your own museum’s YouTube content.

Play

Showcase Unique Processes

Highlight intricate and sophisticated techniques used in art conservation or the detailed mechanisms of unique artifacts. For example, the Gardner Museum’s video on laser cleaning and paint consolidation of a marble sculpture captures the viewers’ interest by showcasing the technical and scientific aspects of preserving art. Similarly, The Met’s video on the Berlin Secretary Cabinet delves into the cabinet’s hidden compartments and mechanisms, fascinating viewers with its complexity.

Increased Engagement and Viewer Retention

Playlists can significantly boost viewer engagement by encouraging longer viewing times. When content is organized into playlists, viewers are more likely to watch multiple videos in one sitting. This focused interest keeps audiences engaged with the museum’s content for extended periods, increasing the likelihood of return visits to the museum’s TikTok channel.

Furthermore, playlists help retain viewers by providing a continuous stream of related content. This reduces the chances of them leaving the app or switching to another channel. Regularly updated playlists also encourage viewers to return frequently to check for new content, fostering ongoing engagement and building a loyal audience.

Educational Value and Showcasing Expertise

Museums have a unique opportunity to educate their audience through TikTok playlists. By organizing content thematically, museums can provide structured learning experiences on various topics. Whether it’s art conservation, historical analysis, or exhibition highlights, playlists allow museums to dive deep into subjects and offer comprehensive educational value. This thematic approach ensures that viewers gain a well-rounded understanding of the topics presented.

In addition to educational value, playlists allow museums to showcase their expertise in various fields. Through behind-the-scenes insights, detailed art analysis, or thematic explorations, playlists highlight the museum’s knowledge and professionalism. This not only builds credibility and authority but also enhances public appreciation and trust in the museum’s offerings.