Prado on TikTok: More than 430,000 users make it the most followed museum in the world


  • 44% of visitors are between the ages of 18 and 34, ages that match the majority of this network’s user group.

  • The videos follow different patterns, from business curiosities to restorations

Putting an end to clichés is not easy and a lot falls on young people. One of them is that they don’t care about culture. But this is not true, at least according to the data of the 2022 Cultural Statistics Yearbook prepared by the Ministry of Culture and Sports. As stated in the report, 33.3% of young people between the ages of 15 and 24 visited a museum, gallery or exhibition in the last year. One of the most famous of these museums is the Museo Nacional del Prado in Madrid.

It is not just a reference in terms of hits. It is also present on social networks. One of its biggest bets is TikTok, adding as of the day of this report’s publication more than 431 thousand followers and nearly 4 million “likes”. Fame on this platform led to him winning the For You Fest 2022 Award in the Content Learning Partner category. But what should millions of people be watching? What is the key to conquering the younger generations?

Persistence, timeliness, and quality in content can be some of them, as shown Javier Sainz de los Terreros, Head of Digital Communications at the Art Galleryto EL PERIÓDICO DE ESPAÑA, “Prado leads the presence of international museums at home”, which “makes them believe that there was an audience that was asking for it & rdquor ;. It all started in the middle of the Covid-19 pandemic, when we were locked at home and the museums were closed.

The works went months unattended, accustomed to being subjected to thousands of looks each day. We took advantage of that moment of peace, as we had to strive to reach the public in an alternative way. The digital road was an opportunity & rdquor; Sainz de los Terreros explains. Suddenly, the first video they uploaded was well received: “We started telling curiosities about the paintings and it worked out really well ” One video led to another, which is how they got to where they are today.

So much so that it is the most followed art gallery on this social network. Looking beyond our borders, some successful examples are the Carnegie Museum of Natural History in Pennsylvania (380,300 followers), National gallery London (229,800 followers) uffizi gallery In Florence (143,000 followers) and Metropolitan Museum of Art From New York (71,700 followers).

Others, like Louvre Museum in Paris or the Queen Sofia In Spain, they don’t even have an official profile, since “institutions have some concerns about opening an account on TikTok, since it can be difficult to find your location & rdquor;. However, for the Museo del Prado, it wasn’t like that: ” We were fortunate to find the key to maintaining a tone we were comfortable with, which was not childish, but rather stern,” says the Communications Chief.

Videos on Demand: What would you like to see in the Prado?

But, what do they say in the videos to attract millions of people? Five tracking models: RestorationAnd CuriosityAnd masterpiecesAnd Prado responds s Far and near. The first of these was published in 2020, and had the following title: Discover Bosch’s Garden of Earthly Delights. It’s an expressionless 19-second clip, with only detailed painting shots and background music. The result was a complete success.

museodelprado discover the “garden of earthly delights & rdquor; del Bosco / Discover “The Garden of Earthly Delights” by Bosch (1490-1500) #museodelprado ♬ Bird (Instrumental) – BLVKSHP

“We realized that people commented, telling us what they liked most about the painting. And that’s where we learned that if we want this to work, we have to create interaction,” he says. From here began the type of video that generates the most traffic for them, which is Prado responds. “We make videos that get suggested to us in the comments, people ask us and that helps us know what’s most important.” A detailed investigation is not necessary to estimate the number of requests they score: “Could you explain each of the triptychs in detail, please”; Or “El Bosco is my favorite painter. Put more videos of his paintings,” are some of the comments from users.

One of the other styles that is having the most success among the community is the style The works are explained by the art gallery staffwhere Extraction of the madness stoneFrom El Bosco to The Three Keys of the Annunciation. It kind of resembles an art history lesson, but adapted to the platform’s light and fluid style. “The key to everything is to like the algorithm, so that it attracts attention so that people see it again and again,” he says.

And they succeeded because there are so many Users who even request a system that allows them to download publications. Clips no longer than a minute are like a personal tour guide. In fact, one of the other styles is the Restoration, where those responsible for this work explain the process they follow, something even art gallery visitors can’t see. “It’s a way to teach how we work from the inside, and the positive thing is that all colleagues head out for the moment to share their wisdom,” he notes.

@museodelprado Director Tim Burton meets his favorite paintings for the first time in #MuseodelPrado. Is it yours too? #TimBurton #arte #art #AprendeConTikTok ♬ original sound – museodelprado

In addition, public figures took part, such as the famous director Tim Burton or pianist Lang Lang, rapper Arcano, dancers Christina Cazorla and Eduardo Guerrero, science publisher Boticaria García. Far from staying only in this network, they continue to bet on others like Facebook As for instagramAnd They perform live every morning Monday through Friday at 9:50, ten minutes before the museum doors open. It started in 2017 and over these five years, 14,000 minutes have been broadcast live.

Break with clichés

One conclusion can be drawn from all this: Young people love to know what museums hide. The difference with art history lessons is the way they are narrated. “We found a The window in which young people feel comfortableSocial networks make everything easier,” points out the person in charge of communications. “It’s not as imposing as a museum room, because you can see the art straight from the sofa at home. ”

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But do not be confused: one thing does not replace another, and here it is the result of a job well done on social networks. According to the latest visitor tally published in December 2002, over the past year it received 2,456,724 visits, a figure that represents 115.43% increase compared to 2021. One of the most curious facts is that 44% of the people who came to watch and enjoy it are between the ages of 18 and 34. The public image is predominantly female (64%).

It’s not clear if it’s the users they follow on TikTok who go to the rooms, as there’s no official record that allows them to know the origin of the visitors, though they think it may be related. What they know is that they will continue to bet on him and look for new channels of communication and communication.

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