Museum Social Media Experts Share Strategies for Creating Viral Video Content

Social media specialists from London Museum, Stedelijk Museum Amsterdam, and The National Gallery have revealed their approaches to producing widely shared video content. Their insights indicate that successful museum videos are not accidental but result from deliberate strategies emphasizing authenticity, compelling narratives, and human connection. Key methods include starting with stories that generate curiosity, such as London Museum's video about a re-evaluated knitted cap from the Thames, which attracted over a million views by detailing the object's investigation process. Experts stress the importance of capturing viewer attention within the first few seconds, using quick pacing and familiar formats, as demonstrated by the Stedelijk Museum's Blikopeners youth team. Authenticity is prioritized over polished production, with museums finding greater engagement through behind-the-scenes content and real conversations. Placing people at the center of stories, whether through curator narration or collaborations with external creators like The National Gallery's 200 Creators program, enhances relatability. Success is measured by resonance—sparking dialogue and inspiring real-world actions like exhibition visits—rather than just view counts. Building community through partnerships with youth groups and local creatives fosters viral potential. Trusting creators with freedom and access, such as allowing direct posting without pre-approval, encourages innovation. Production can be simple, often using basic equipment like smartphones, with content tailored to specific platforms like TikTok or Facebook. Regular experimentation and embracing imperfection are encouraged to maintain creative momentum and audience connection.