Why Social Media Is No Longer Optional for Museums

Belgian museums are facing a turning point. Visitor expectations have changed. People now discover exhibitions through TikTok, Instagram Reels and curated YouTube content before they ever visit a museum in person. If your museum is not active and strategic on social media, you are missing out on entire generations of potential visitors.

Social media has become a powerful gateway. It not only drives physical attendance, but also helps institutions shape their public image, tell compelling stories and reach audiences who may never walk through the doors. Belgian museums—rich with history, art, culture and innovation—have every reason to lead the way.

What Belgian Museums Can Learn From Digital Success Stories

Some museums in Belgium are already showing what’s possible:

• Musée Magritte Museum in Brussels often highlights surrealist works on social media, using simple visuals and concise text that align well with the tone of Magritte’s art.
• STAM in Ghent connects local history to broader narratives through its exhibitions and online presence. It embraces storytelling and shares news that resonates with its community.
• Migratie Museum Migration (MMM) focuses on human-centered storytelling by involving community voices and migration stories, both online and in its exhibitions.

Many other museums still struggle to move beyond static event announcements or generic exhibition posts. The difference lies in mindset: are you using social media as a publishing tool or as a storytelling platform?

The Common Challenges Holding Museums Back

Many Belgian museums have deep curatorial expertise, but their digital strategies are underdeveloped. Why?

• Lack of time and resources
  Many museum teams wear multiple hats, from education and outreach to exhibition coordination. Social media tasks often get pushed to the bottom of the priority list. Without a dedicated resource or strategy, content becomes reactive, irregular or uninspired.
• Academic tone
  Museum professionals are used to writing for catalogues, curators or research papers. That tone doesn’t translate well online, where people scroll quickly and expect concise, accessible language. Long, formal captions can alienate audiences who are looking for a more relatable or emotional connection.
• Inconsistent visuals
  Visual branding across posts often lacks coherence. Some museums post blurry photos, use different fonts or rely on outdated templates. This inconsistency weakens the overall perception of the institution and makes it harder for users to instantly recognize their content in busy social feeds.
• Fear of experimentation
  Museums may hesitate to try bolder formats like humor, user-generated content or TikTok challenges out of fear of seeming unprofessional. However, this caution can limit creativity and visibility. Museums that experiment often discover what resonates most with modern audiences.

These obstacles are real, but solvable. The key is to treat your social presence as seriously as your physical exhibitions—because in the digital world, your online presence is part of the visitor experience.

Strategic Priorities for Social Media Success

To build a stronger connection with Belgian and international audiences, museums should focus on the following priorities:

• Define Your Tone of Voice
  Your tone of voice is how your museum expresses itself online. Is it educational but friendly? Witty and modern? Calm and reflective? Whatever you choose, it must align with your mission and stay consistent across platforms. A well-defined voice helps build trust and recognizability, especially for younger or international audiences.
• Create Visual Pillars
  Visual pillars are recurring content themes that help structure your feed and maintain a cohesive aesthetic. These might include archival gems, featured artworks, curator quotes, visitor photos or themed exhibition teasers. Establishing these pillars makes content planning easier and gives your audience familiar touchpoints to expect and enjoy.
• Plan for Dialogue, Not Just Broadcast
  Social media is not a press release channel. Treat it as a two-way street. Ask your audience for their opinions, share sneak peeks or run interactive polls. Invite them to comment, tag friends or share personal memories related to your exhibitions. The more involved they feel, the more likely they are to return and spread the word.
• Publish With Rhythm
  Avoid last-minute posting. Build an editorial calendar that maps content against your exhibition schedule, cultural holidays, tourist seasons and school breaks. Posting regularly—not too often or too sparsely—keeps your audience engaged and signals that your institution is active, responsive and relevant.
• Collaborate With Creators
  Influencers, digital artists and student creators can help amplify your reach. Their fresh perspective, humor and digital-native style can draw new followers and add vibrancy to your feed. Choose collaborators who align with your values and give them the freedom to interpret your content in creative ways.
• Invest in Campaign Moments
  Don’t just announce a new exhibition—build anticipation around it. Create mini-campaigns that include countdowns, teaser videos, curator-led previews and user-generated reactions. These peak moments attract attention and are more likely to be shared, expanding your museum’s reach beyond its usual circles.

Additional Success Factors to Consider

While content and strategy are essential, other supporting practices can make a significant difference. Start by ensuring accessibility—add alt text to images, use subtitles for videos and write captions that are easy to read for all audiences. If your museum attracts both local and international visitors, consider posting in multiple languages (Dutch, French and English) to maximise reach. Use analytics tools like Meta Business Suite or Instagram Insights to track what performs well and where to improve and don’t be afraid to allocate a small paid advertising budget to boost your most important posts. These additional elements can help extend your museum’s impact across Belgium and beyond.

Real Impact: What Success Looks Like

Success for a museum on social media is not just about likes. It’s about:

• Increased ticket sales through digital promotion
• More diverse audiences discovering the museum
• Stronger media visibility via viral or press-worthy content
• Community collaborations that deepen engagement
• A reputation as a modern, relevant institution

Museums that embrace a social-first approach will not only survive but thrive in today’s attention economy.

Final Thoughts

The cultural richness of Belgium deserves to be seen, shared and celebrated on every platform. With the right strategy, tone and creative mindset, museums can turn their digital channels into true cultural spaces—welcoming, curious and alive. Want support creating a strategy that works for your museum?

Whether you’re launching a new exhibition or rethinking your digital presence, BluMango can help you bring your vision to life. Visit our contact page to get started.