Going viral, the right way: what it’s like running the world’s best museum social media accounts during a pandemic

While museums around the world saw a staggering 77% fall in visitors last year due to pandemic lockdowns and restrictions, their social media followers grew as they became the primary way for institutions to keep in touch with audiences. And several social media teams rose to the challenge, creating viral content to delight and inform the art-loving public around the world.

We spoke to the people behind four of the best accounts about what it’s like to go viral.