Curating clicks: how museums leverage social media to inspire and attract gen Z

Authors:

• Ginger McCormick, Master of Arts in Museology
• Chair: Lane Eagles
• Spencer Williams
• Joanne Matsusaka

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Abstract:

This study investigates how museums leverage social media to engage Generation Z (Gen Z), a digitally native and culturally influential demographic. The research addresses a pressing challenge in the cultural sector: how to remain relevant and accessible to younger audiences in a rapidly evolving digital environment. Using a mixed-methods approach that includes surveys of museum professionals and content analysis of Instagram posts, the study examines the strategies institutions employ to reach Gen Z and the challenges they face in doing so. Key findings reveal that Gen Z prefers visually engaging, trend-aligned, and interactive content, with short-form videos and posts incorporating humor, slang, and pop culture references driving the highest engagement. Despite these insights, many museums struggle due to limited resources, algorithmic unpredictability, and institutional hesitation to embrace emerging norms fully. Professionals emphasize the importance of dedicated staffing, collaboration with Gen Z creators, and an authentic voice in fostering meaningful connections. This research highlights the urgent need for museums to treat social media not merely as a promotional tool, but as a transformative space for co-creation, dialogue, and sustained relevance. It offers practical implications for developing platform-specific, culturally resonant strategies and outlines opportunities for future inquiry into long-term Gen Z engagement across different types of museums.