Designing Instagram Moments That Actually Mean Something
People are going to share photographs of your exhibits, whether you design with that purpose in mind or not. The question isn't whether to embrace social media like Instagram, it's how to do it without turning your museum into a themed backdrop factory.
The Balancing Act: 5 Questions to Ask Yourself
Before you add that neon sign or Instagram-ready backdrop, run through this checklist:
1. Does this photo opportunity require engagement with our content? (If visitors can get the shot while ignoring your message, reconsider.)
2. What story will visitors tell when they share this image? (If it's just "I was here," you've missed an opportunity.)
3. Would this element exist if social media didn't? (If the answer is no, think harder about integration.)
4. Does the visual reinforce or compete with our learning objectives? (Competition is a red flag.)
5. Are we creating one Instagram moment or multiple micro-moments throughout the experience? (Spread the social love around.)
When Instagram Actually Makes Exhibits Better
Here's the plot twist: designing with social sharing in mind can make your exhibits more effective, not less. Why? Because it forces you to think about:
Emotional impact: What makes people feel something worth sharing? Personal connection: How does this relate to visitors' own lives?
Clarity of message: Can someone explain your main point in a social media caption?
Memorable moments: What will stick with people after they leave? These are all hallmarks of good exhibit design, Instagram or no Instagram.
Your 'Gram Plan
1. Audit your current exhibits: Where are people already taking photos? What does that tell you about what resonates?
2. Listen to the captions: What do visitors write when they share images from your space? Are they engaging with your content, or are they just documenting their visit?
3. Test the integration: Can someone learn your key message just from the elements that photograph well? If not, strengthen those connections.
4. Embrace the micro-moment: Instead of one big photo op, create multiple smaller moments throughout the experience that reinforce different aspects of your message.
The Bottom Line
Instagram isn't the enemy of good exhibit design—thoughtless pandering to Instagram is. The best social media moments in museums happen when the photo opportunity and the learning objective are so well integrated that they're inseparable.
Your visitors want to share meaningful experiences, not just pretty backgrounds. Give them both, and your educational impact will multiply across social networks.
After all, the best marketing for your next exhibit is visitors who can't stop talking about what they learned at your last one!
Paul Orselli writes the posts on ExhibiTricks. Paul likes to combine interesting people, ideas, and materials to make exhibits (and entire museums!) with his company POW! (Paul Orselli Workshop, Inc.) Let's work on a project together!
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