The social media landscape for museums has markedly changed, with many institutions moving away from X amid ethical concerns. The Art Newspaper's annual survey highlights trends among the 100 most visited museums, revealing that while overall Instagram, Facebook, and TikTok followings are increasing, followers on X are declining. The Metropolitan Museum of Art and others have seen significant growth through TikTok, leveraging events and new content strategies to engage audiences and adapt to a rapidly evolving digital environment.
The changing tone of X and the controversy surrounding its owner [Elon Musk] have sparked ethical concerns leading to an exodus from the platform, impacting museum followings.
This year, the top 20 most followed museums showed resilience, with notable growth on TikTok, while almost all experienced a decline in followers on X.
The Metropolitan Museum of Art's growth of 9.7%, primarily on TikTok, highlights how strategic social media partnership can enhance museum visibility and engagement.
Parisian museums have notably shifted their focus away from X, reflecting the broader trend in social media usage and the challenges faced in maintaining audience engagement.
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