Want to be a museum influencer? London's National Gallery launches open call for content creators

"The National Gallery in London is expanding its influencer network. Last year it launched the 200 Creators programme as part of its bicentenary celebrations, selecting 200 social media content creators to become affiliated with the museum. The content produced as part of the programme generated 42 million views and more than 2.2 million engagements across social media in 2024, according to a museum press statement."

"The museum has now launched the next phase of its 200 Creators network. This year's cohort will be on a smaller scale-it will take on 50 new content creators ( applications open until 31 August), offering access to exhibition previews, workshops and events at the museum (but not full membership, which was part of the programme last year). The creators will also be offered out-of-hours gallery access to make content or enjoy the works without the crowds."

"The suggested requirements for applicants have remained the same: at least 50,000 followers on YouTube; 100,000 followers on Instagram; or 50,000 followers and a million likes on TikTok. But Ellie Wyant, the National Gallery's senior communications manager, urges those who are interested but do not fill these criteria, or who have followings on other platforms, to still apply. "We're excited to find new people who we might not have come across before, or who might not have come across us," Wyant says."

The National Gallery in London opened the next phase of its 200 Creators network with a smaller cohort of 50 new content creators. The programme offers access to exhibition previews, workshops, events and out-of-hours gallery access for content creation or quieter viewing. The inaugural 200 Creators programme generated 42 million views and over 2.2 million social engagements in 2024, and previously funded 20 "Creative Collaborators" with £4,000 stipends each. This year four paid opportunities will be offered to four selected creators. Suggested entry thresholds remain: 50,000 YouTube followers; 100,000 Instagram followers; or 50,000 TikTok followers plus one million likes. Applicants without these metrics or on other platforms are encouraged to apply. Selection will be made by an internal panel.

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