Reimagining museum social media strategy
Guest post from Sierra LaDuke - Cofounder, Send It
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Social media is often talked about as a way to bring in new audiences. But just as important is thinking about how online engagement platforms can build and cultivate your organisation’s fans and advocates.
That’s what we’ll be looking at today; how to use social platforms not just to follow trends but to build a base of ‘true fans’ around what you do.
Today’s post comes from Sierra LaDuke. Sierra’s the co-founder of Send It, where she helps museums build sustainable digital strategies. Today, on Cultural Content, she’s telling us what she knows…
Five years ago, I was the social media manager at a science center. I started making TikToks because I believed we should meet people where they're at (and my bosses agreed– shoutout to them).
We created short videos about kombucha leather and biodegradable string, hoping to share the magic of science with people who might never make it to Silicon Valley.
When the pandemic hit, tons of cultural institutions joined us on the sketchy clock app. Our doors were closed, but the apps were wide open. What else were we all gonna do?
This is the ridiculous video I was in the middle of making when the pandemic hit:
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At the time, I was chasing trends and optimizing for the algorithm. I’d celebrate when a video got those sweet, sweet views.
But I’ve since reflected on that chase…
What did all those views really mean?
Were we truly fulfilling our mission, or just chasing vanity metrics?
Even when I wanted to create deeper, more meaningful educational content, resources were tight. Without sustainable revenue, how could we maintain that level of content production?
The evolution: from brand to creator
The media landscape has transformed dramatically since then. The creator economy has opened up new pathways for developing meaningful connections while generating sustainable revenue.
It's time for museums to evolve beyond simply "meeting people where they're at." We need to give people a place to meet and create paths to transform digital reach into revenue.
For this to happen, museums must become entrepreneurial creators.
Why creators win (and brands don't)
Have you ever wondered why some online personalities have fans who would follow them to the ends of the Earth, while brands struggle to get a single like (from someone besides the social media manager)?
This is the heart of my argument: museums need to shed their identity as brands and embrace their role as creators.
People are posting videos of themselves chatting about life from bed while their cat attempts to knock over the camera. They're using the secret ingredient that allows creators to build meaningful connections with fans: authentic storytelling.
The power of authentic storytelling
This is where museums have a natural advantage.
Every day, curators tell compelling stories about humanity in physical spaces. They educate the public about art, history, and both the brightest and darkest moments of human achievement. These curators, with their authentic voices and deep expertise, can transform your museum into a powerful creator.
Take Bloomberg Originals or The Wall Street Journal's tech reviews with Joanna Stern – they've maintained their institutional reputation while embracing creator-style content.
Your museum can do the same, keeping its authority while developing deeper connections with audiences.
Riches in the niches
The next time you're at an airport, check out the magazine stand. From “ Pest Control Technology” to “Dollhouse Miniatures,” there are over 7,000 consumer magazine titles in the U.S. alone.
Each serves a specific audience that values their specialized content enough to pay for it.
Think about the fascinating niches within your museum's expertise.
Jessica Lessin built The Information on this principle, focusing deeply on Silicon Valley tech news rather than trying to cover everything.
As Lessin said on the More or Less podcast:
"If you can start by having content that this community feels they need and will have some kind of direct relationship with—not that they'll follow you on Instagram, but they'll sign up to your emails, ideally pay you a little bit of money.... There's only one way to do it, and you have to start with content that no one else has."
This may be a new pattern in emerging media, but it's familiar ground for organizations that have been curating specific knowledge for decades, or even centuries.
Museums are built to own a niche. A big mistake museums make when creating digital content is being a little something to everyone, rather than sticking to their core expertise.
Community-based business model
Lessin isn't the only industry leader talking about this. Alexis Ohanian, the founder of Reddit, says the next wave of the Internet will be all about having a "minimum viable community" (MVC). An MVC is the smallest possible group of people who share a common interest or passion, which can be nurtured and grown over time.
Your museum already has a membership program… let's think about the motivations people have to become members. People don't join for the bennies like a discount at the cafe; they're mostly motivated by the social identity and sense of belonging that comes with being a member and their desire to financially support the mission.
Now, it's just a matter of mirroring these same pathways digitally.
As users begin to shift away from centralized platforms, it'll become increasingly important to own a direct channel to your fans. But what channel?
Bowing down to The Tank Museum
The holy grail of this model working in our industry lies, of course, with The Tank Museum. This small, niche U.K. museum executed the formula for a community-based business model perfectly.
They…
1) created content no one else can make
2) leaned into their niche knowledge
3) leveraged the authentic personality of staff
4) provided paths for their biggest fans to become paying supporters
Absolute legends. I will never shut up about the brilliance of Nik Wyness, the crafter behind this strategy.
The Tank Museum has created a multidimensional ecosystem, a world where fans buy what the museum sells, which includes things like a monthly paid membership and epic merch like reversible bucket hats.
They have over 1M subscribers on YouTube, where they post long-form videos showcasing their tank collection, behind-the-scenes content, and expert talks. They also create content behind a paywall that only their true fans can engage with.
The 1,000 true fans theory
The Tank Museum is a mega success story that shows a niche subject amassing a huge audience. But I don't necessarily think that's required for a media company to sustain itself (and even turn a profit).
What's more important is being authentic and true to who you are, which naturally attracts loyal fans.
Kevin Kelly's "1,000 True Fans" theory suggests that creators only need a small number of dedicated supporters who will purchase anything they produce.
By focusing on what makes your museum unique, you can attract those dedicated supporters.
According to a report by Zuora, the Subscription Economy has grown more than 350% over the past seven years.
Just like how people are willing to pay for a subscription to Dollhouse Miniatures or a Netflix account, the people who fall into your niche fandom, who feel like they're getting value from your museum they can't get anywhere else, will pay for exclusive content from your institution.
One more quick case study
I wanted to put this theory to the test with the most modest example I could find. Could any museum, regardless of size, find and sustain 1,000 true fans through digital?
My search led me to the Southern Arizona Transportation Museum, literally the closest museum to my house. Admission is free and it’s a single room the size of an average garage, plus one locomotive on display outside.
Even if this humble abode - there was gold.
After spending thirty minutes talking with Randy (an absolute superstar volunteer) and another hour exploring the exhibit, I could already see the potential. This tiny museum had everything needed to build a dedicated following: passionate experts, unique stories about local railroad history, and authentic connections to the community. The same ingredients that make The Tank Museum successful.
Check out that strategy breakdown here
Creating content that converts
While short-form videos can help with discovery, longer content (over 3 minutes) proves more memorable and engaging. I believe the best way to attract an audience that can be brought into a paying community and converted into true fans is through long-form video.
For the first time, the average creator can actually compete with Hollywood-type productions for attention.
YouTube, now surpassing Netflix as the most-watched streaming platform on TVs in the U.S., offers museums a perfect stage for cultivating community through in-depth content.
You see educational channels like The 8-Bit Guy and The History Guy building fandoms and communities that allow them to keep producing videos. Why are we letting the guys have all the fun? Why can't museums get a piece of that action?
An appetite for unity and authority
It's easy to look at the state of media right now and feel discouraged about playing the game.
There's so much noise online, and spaces like YouTube can already feel oversaturated. Why should a museum get even more involved in the dumpster fire that is the Internet and take on some risk to be entrepreneurial in the creator economy?
Because the world needs your voice.
Even though I like being in business mode and emphasizing the potential for revenue opportunities, I still go back to the mission of why museums exist and why we work with them.
No pressure, buuuut I'd say your museum has a bit of a social responsibility to get in there.
With the abundance of information and the ease of misinformation spreading, there's never been a more vital demand for curated, trusted information rooted in reality and knowledge.
There are fanbases around your niche knowledge spread out around the world. Your museum, the voice for truth and history, should be there to guide them.
Surveys have shown that people have more trust in museums than they do in mainstream media. A 2021 study by the American Alliance of Museums found that museums are considered highly trustworthy sources of information, surpassing local papers, nonprofit researchers, and even government agencies.
Trust is an extremely valuable asset in a time when conspiracy often overshadows authority. Your museum can leverage this trust to not only fulfill its mission but also to build a loyal community that supports you financially.
It’s an opportunity
While social media is flooded with hot takes that'll be cold by tomorrow, you're sitting on centuries of fascinating stories that actually matter.
Your museum doesn't need millions of followers to succeed- you need true fans. Those wonderful nerds who geek out about the same specific things you do.
Museums have a unique opportunity to be more than just brands; we can be creators who foster tight-knit communities.
Start small. Pick one fascinating story from your collection. Get your most passionate curator in front of a camera. Trust me, there's someone out there who will absolutely lose their mind over that obscure artifact that's been gathering dust in storage.
When you build deep, genuine connections with your online community, fans will want to support you. They'll join your membership program, buy your merch, and sign up for your exclusive content because they believe in what you're doing.
The Tank Museum didn’t build these revenue streams overnight. They started with what they had: stories, expertise, and authentic passion. That's literally all you need to get started.
The future of museums isn't just about preserving the past, it's about creating connections in the present that will sustain us into the future.
Now go create something amazing. Your 1,000 true fans are waiting.
That’s it for this week. You can contact Sierra on Linkedin or email sierra@senditsocialmedia.com.
…And in book-related news - I have finished! It’ll be a little while before it’s through printing and available to buy, but if you’re interested get your name down to hear when it’s out. Thank you 🙏.
Great read! Loved Sierra's contribution