Instagram marketing strategies of the museum landscape: A best practice analysis of the German market

  • This exploratory study aims to reveal successful posting strategies of German museums on the visual-based social media platform Instagram (IG). Based on theoretical examinations it is assumed that successful IG museums accounts have high user engagement and museum response rates, promote usergenerated content at a high degree and playfully re-curate their content. It is expected that IG best practice accounts successfully differ in terms of their unique content strategies that match their institutional identity. From the last ten statistic visitor publications from The Institute of Museum Research Berlin, a sample of 317 mentioned museums has been created and combined with the museums’ IG performance indicator ‘followers’ and ‘number of posts’. C/o, Städel and Schirn, as represented in all top 10 rankings, have been determined as best practice examples. Post samples of the museums within a six month time frame in 2018 were created, comprising 61 (c/o), 149 (Städel) and 117 (Schirn) IG posts. The sample analysis was focused on the engagement intentions (e.g. informative or promotional) of posts and their visual content. All samples were explored regarding their images’ context (exterior, interior and work of art) and the topic focus (object, people and scenery). To fill prevalent research gaps, an IG user online survey has been conducted that reached 310 participants. Most IG museum followers indicate low engagement rates through their comments, while 70% of them state that museum accounts have motivated them to visit a museum. Account analysis results indicate different successful content foci regarding the best practice examples that were highly related to the museums’ institutional identity. C/o uses the highest amount of user-generated content reposting (0,4 per post), while focusing its IG images on people (57%) and works of art (54%). Städel mostly deploys informative messages (40%) while focusing its pictures on its art collection (67%) and objects (67%). Schirn mostly applies promotional and advertising messages, while diffusing images that mainly contain the museum’s interior (70%) and people (65%).

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Metadaten
Author:Aurélie Anissa Hepper
URN:urn:nbn:de:kobv:b721-opus4-11260
Referee:Dirk-Mario Boltz
Advisor: Rohardt
Document Type:Master's Thesis
Language:English
Date of first Publication:2018/11/16
Publishing Institution:Hochschulbibliothek HWR Berlin
Granting Institution:Hochschule für Wirtschaft und Recht Berlin
Date of final exam:2018/07/25
Release Date:2018/11/16
Page Number:155
Institutes:FB I - Wirtschaftswissenschaften
Licence (German):License LogoUrheberrechtsschutz