The National Gallery in London is marking its bicentennial in a groundbreaking way by launching a network of social media influencers known as 200 Creators. This initiative exemplifies the museum’s forward-thinking approach to engaging diverse audiences and modernizing its outreach strategies.
The 200 Creators Network: A Bold Move in Art Marketing
The 200 Creators program brings together influencers from platforms such as Instagram, YouTube, and TikTok. Chosen through an open call, these creators receive benefits like free exhibition entry, exclusive event access, and participation in unique workshops with social media experts.
The program goes further by selecting 20 standout influencers as Creative Collaborators, who are awarded a £4,000 stipend to craft compelling video content. This group showcases creators with significant followings, ensuring the content reaches vast and varied audiences.
Embracing Diversity and Inclusivity
The creators represent a broad spectrum of professions, regions, and communities. From comedians and quizzers to potters and artists, their work is designed to bridge the gap between classical art collections and the digital age. Notable names include TikTok sensation @brightybuoy and Newcastle artist @howardglee.
Ellie Wyant, the gallery’s social media manager, emphasizes that this initiative supports the gallery’s mission of inclusivity, stating, “In our 200th year, more than ever, it’s important to highlight that the gallery is for everyone, everywhere.”
Redefining the Art-World Digital Presence
This program aligns with the gallery’s broader NG200 anniversary celebrations. It signals an industry shift where museums no longer rely solely on traditional marketing. Instead, they embrace creators who can influence and inspire younger, digitally-savvy audiences. The 200 Creators initiative builds on successes seen in similar programs, like those at the Peabody Essex Museum, where in-house influencers expanded the museum’s digital footprint.
Why It Matters
The art world has historically been cautious about influencer marketing. By creating its own network of digital creators, the National Gallery leads the charge in blending timeless art with modern technology, showcasing how cultural institutions can evolve without losing authenticity.
