Five London museums and galleries in top ten chart of social media followings, reveals survey

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6th April 2020 12:15 - Museums, Libraries and Archives

Five London museums in top ten chart of social media followings: An annual survey by The Art Newspaper has found that London museums are getting it right when it comes to social media engagement - with five institutions securing a place in the publication's top ten chart of social media followings.

The survey looked at the social media accounts of the world's most frequented museums to see how their social media presence measures up to their popularity in terms of visitors through the door. It took into consideration elements such as 'likes' as well as the institution's total number of followers, across platforms including Instagram, Facebook and Twitter. 

The research found that five UK museums - all based in London - were in the top ten,  although none of them managed to scoop the top spot. This was secured by The Museum of Modern Art in New York, which recorded 12,442,000 social media followers. The museum's actual visitors were down on last year, owing to the fact that it was closed for renovation for part of the year (1,992,000 actual visitors recorded).

In second place was New York's Metropolitan Museum of Art with 9,790,000 social media followers, followed by Tate Modern /Tate Britain in third with 9,312,000 followers. 

The Saatchi Gallery in London was in sixth (5,842,000), ahead of Amsterdam's Van Gogh Museum (5,596,000), London's British Museum (5,516,000), National Gallery (3,369,000) and Victoria and Albert Museum in tenth (3,304,000), despite having significantly fewer actual visitors through its doors. This shows the potential for museums to successfully reach and engage an audience beyond physical museum attendance.

The research also revealed that the most popular platform for engaging culture lovers via social media is currently Twitter (45.7 million followers when looking at the top 100 museums analysed), followed by Instagram (41.7 million) and Facebook (32.3 million).


Museum/Art Gallery

Social Media Followers

Annual Visitors 2019

Museum of Modern Art, New York 



Metropolitan Museum of Art, New York



Tate Modern / Tate Britain, London



Musée du Louvre, Paris



Guggenheim Museum, New York



The Saatchi Gallery, London



Van Gogh Museum, Amsterdam



British Museum, London



The National Gallery, London



V&A Museum, London 



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