How New York’s MoMA grew to become the world’s most-followed museum on social media


Starry Night time by Vincent Van Gogh is certainly one of MoMA’s most marketable sights
Photograph: Phil Roeder/Flickr

For the second yr operating, the Museum of Fashionable Artwork (MoMA) in New York has come out on high in our survey of the most-followed museums on social media. After gaining 600,000 followers previously yr, MoMA now has greater than 13 million individuals following its accounts, with virtually 5.5 million of these on Instagram. We spoke to MoMA’s director of promoting and inventive technique, Rob Baker, to seek out out his secrets and techniques to social media success.

Why is MoMA so common on-line?

I believe one of many causes, candidly, is we are inclined to go on to platforms early, so we construct fairly a major following early on. And I believe we proceed to current content material that provides worth. After we take into consideration any of our social media platforms, we’re all the time interested by why MoMA is there.

And the way do you “add worth”?

A part of it’s sharing actually good content material that folks need to have interaction with and a part of it’s being attuned to what’s occurring within the outdoors world. The previous yr has been fairly distinctive, with a significant election within the US, a global racial reckoning, and clearly Covid-19. I believe we must always use these networks to consider the second and contribute to it in a means that feels genuine. That’s one thing that we expect audiences actually get pleasure from and reply to.

A easy instance was on the US election day final yr: we posted a small video walkthrough of Monet’s Water Lilies (1914-26), which is clearly one of many star sights at MoMA. We wished to recognise that folks wanted a second of calm and tranquillity in what was a really tense second. The extent of response was nice.

One other instance was initially of lockdown. We wished to supply a form of utility, issues that reply to what individuals had been interested by or needing that day. We labored with our movie curatorial staff to provide suggestions for issues to look at at house. We additionally provided issues like drawing prompts for youths. I believe simply being cognisant of the place individuals are, or a rustic is, at any specific second is once we’ve seen nice success.

How do you measure social media success?

We actually need to develop the attain of the museum, however most likely the metric that we pay extra consideration to now could be the engagement on our content material. What number of likes, shares, feedback, does the content material get? And I believe we’ve seen actually distinctive efficiency in these areas this yr.

What have you ever been doing in another way previously yr?

I believe that one thing we ‘re attempting more and more to do is share customers’ content material—and we’ve seen an amazing response. In our Instagram tales in the intervening time we are sometimes sharing individuals’s experiences of coming into the museum.

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