*Hint: It’s user-generated content*
We all know that Instagram is a crucial platform for museums. And you likely have a strategy for the content you publish through your own platform, but have you built out a strategy for encouraging user-generated content (UGC) from your visitors?
But first, why should you care about UGC?
- It’s cost-effective – Sharing fan-created images is the least expensive type of content you can create.
- It’s authentic – “The reason most people find user-generated content more trustworthy is because they believe it’s more honest. In fact, 76% of respondents said so.” – Wersm via Olapic study
- It’s more trusted – “Images of brands that were generated by users were more likely to engage others and generate trust in the brand.” – Wersm via Olapic study
- It’s effective – Of the most effective types of UGC, user-generated images came first (52%), user-generated video came second (27%) and written UGC came third (12%). Advertising came in at a dismal 5%.” – Wersm via Olapic study
- Think about advertising vs. UGC effectiveness when it comes time to promote your new exhibit
- It converts – 70% of respondents in the U.S. said that a positive or relatable user-generated image would increase their likelihood of purchase. – Wersm via Olapic study
- It influences – 84% of millennials report that UGC on company websites has at least some influence on what they buy. – Via Bazaarvoice
- It’s quality – 86% of millennials say that user-generated content is generally a good indicator of the quality of a brand or service. – Via Bazaarvoice
Here are four museums who are doing it well:
1. Art Gallery of Toronto – @agotoronto:
By creating immersive exhibits (aka UGC Gold) the Art Gallery of Toronto gave their visitors a blank canvas to create their own incredible works of art. After all, Gen-Z wants to be content creators, not observers. Encourage them to be expressive and interpret the exhibit in their own way.
"My wish is for you to explore yourself and find a marvelous view of life during your life. And my wish is that it comes from your own creativity by the power of art." Yayoi Kusama 💫 • • • • • #kusamauniverse #thesoulsofmillionsoflightyearsaway #infinitekusama #yayoikusama #infinityroom #agotoronto #torontolife #torontoinsta
2. San Francisco Museum of Modern Art – @SFMoma:
They started the #SFMomaMini campaign to encourage parents to share photos of their minis enjoying time at the museum. The results, as you can see, are adorable. And are an easily replicable idea of what to post while at the museum.
They also encourage visitors to create their own works of art and share them with the hashtag #yoursfmoma. Sharing these original creations on the @sfmoma Instagram account creates a deeper connection and engagement with the museum and its followers.
3. Los Angeles County Museum of Art – @LACMA
LACMA started their #DogsofLACMA hashtag and created a frenzy of pup parents heading to the museum with their highly cultured pooch.
4. The Field Museum – @fieldmuseum
When the Field Museum in Chicago rolled out their Tattoo exhibit, they encouraged people to share the stories behind their tats with #TattooFM. And share they did…
Got a sneak peek at the @FieldMuseum's newest exhibit, Tattoo, which explores the cultures, practices, and objects connected by ink. They even have a working tattoo shop in the exhibit with local artists like @lancelloyd_tst, seen here. It opens to the public on Friday, but you can see more of it on my Insta Story. #tattoofm #fieldmuseum
Sometimes, when it comes to social sharing, all people need is a little inspiration and some coaxing. Maybe they want to share a great photo of their time at their museum, but don’t know what to post. Now’s your opportunity to guide them.
With that guidance, you’re also creating increased social media engagement and brand loyalty while enticing new visitors to your institution. And those are metrics you (and your leadership) can get behind.
Are you doing a cool UGC campaign at your institution? Tweet to us at @teamworksmedia and show us what you’ve been working on!