The National Gallery is seeking a younger audience via TikTok and Snapchat in a plan to rebrand itself as a “global digital institution”.
The gallery, which turns 200 in 2024, has published its strategic plan for the next five years.
“Covid has shown that cultural institutions can make an impact globally online, and the Gallery has shown the way. Now we want to build on the audience and the business model that supports that, ”the plan says.
“Social media, rather than our website, is where we can reach the largest audience. As a first step to expanding this audience, we will diversify the social media channels we serve to include programs we don’t already use (TikTok, Snapchat) and double those we use. “
The Gallery will increase the amount of exclusive online content available to members.
Last year, the Gallery experimented with digital offerings by charging £ 8 for an online visit to its exhibition dedicated to Old Mistress Artemisia Gentileschi.
And in content aimed at a younger audience, singer-songwriter FKA Twigs touched on Artemisia’s paintings in a four-minute video series (below).