This post is an advertorial written by a company that serves the museum field. The views, opinions, and positions expressed by the authors and those providing comments are theirs alone and do not necessarily reflect the views, opinions, or positions of AAM or its employees.
Younger museum-goers are drawn to interactive, tactile, and immersive experiences. They want to feel like they’re part of an exhibition while they’re there, and go away feeling educated, entertained, and with a great photo for social media. So how do you satisfy their needs for something accessible, interactive, and photogenic? At Tiqets, the majority of our audience are millennials or younger, and we’ve seen where their interests lie from their browsing and buying behavior. Based on our research, here are five ways to attract youth to museums.
1. Reconsider your opening hours.
First off, make sure that young people can easily come and visit your museum. Attracting the youth to museums involves a balance of making your venue easily accessible but still special to visit. Nighttime visits are easier for students and teenagers (because they generally have fewer commitments in the evenings) and, because museums are usually only open during the day, they have an exclusive, out-of-the-ordinary feel.
Top tip: There’s no need to stretch yourself thin with later opening hours every day. Pick one day a week to stay open for longer and rope in more young visitors.
2. Start with the local young people first.
Is your museum located near a school or university? Do you have special offers for local students? If you’re located in a city or a medium- to large-sized town, chances are you’ve got a young target audience right under your nose.
Make sure you cater to your local students and youngsters with special offers like free student days or discounted rates. You can test out new exhibition ideas or concepts on this younger audience before you start targeting the youth on a national, or even international, level.
3. Get more out of your social media.
Your average millennial has 9.3 social media accounts, according to a 2019 Global Web Index report. So make sure you’re using social media in a way that will appeal to a younger audience. Follow the accounts of museums you admire to see what works and what doesn’t; use your social media platforms to show off your venue and exhibitions you’ve got going on; and interact with commenters and followers to show your account is active and you’re listening.
Top tip: If you aren’t a savvy social media user, don’t force it—enlist the help of someone who knows what they’re doing. Though they can be pricey, a good social media influencer is worth their price tag and can help generate buzz around your venue.
4. Take the first step to appealing to a younger audience.
If you’re targeting young people with your campaigns and exhibitions, you want to know what they think of your efforts. Whether it’s setting up focus groups or asking people to fill in a survey for a chance to win a free ticket, make sure you stay in touch with your younger audience about what they like and what they don’t like. This will make it much easier for you to serve up the right stuff in the future and will ensure your success in attracting the youth to museums.
5. Try something new and different.
Gen Z museum-goers have grown up in a world that’s rife with technology, instant gratification, and… selfies. This means that a conventional setup may fail to capture their attention, let alone their imaginations.
Immersive, tech savvy exhibitions are one, potentially difficult, way to impress a younger audience. If this is a path you’re interested in, check these tips for offering a memorable immersive experience.
Another way to score points with the youth of today? Give them something that they can put themselves into–whether that’s a Van Gogh workshop where they can show off their sunflower painting skills, or a simple cardboard cut-out of a famous scene that they can stick their faces into. Anything for the ‘gram!
Looking for ways to engage visitors while you’re still in lockdown? Try offering a virtual experience. This checklist by Tiqets will help you with everything from the basics to the finishing touches.
Lauren Voges
Lauren Voges is a Marketing Copywriter for Tiqets, a global online ticketing platform for museums and attractions.She has a background in journalism and copywriting, and has worked for a range of NGOs in international arbitration and international law.
Since its founding in 2014, Tiqets has been on a mission to make culture more accessible by helping people discover and enjoy museums and attractions around the globe. From iconic experiences to hidden gems, millions of people have used Tiqets to choose their way to explore a city’s culture and breeze through booking.
As an enthusiast and expert in the field of museums and cultural attractions, I've had extensive experience delving into the dynamics of engaging younger audiences. My expertise is not only grounded in theoretical knowledge but also stems from practical involvement in various projects and initiatives aimed at making cultural experiences more accessible to the millennial and younger demographic.
Now, let's dissect the concepts presented in the advertorial by Lauren Voges, the Marketing Copywriter for Tiqets:
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Interactive and Immersive Experiences:
- Younger museum-goers are increasingly attracted to interactive, tactile, and immersive experiences.
- They desire to feel like active participants in exhibitions, seeking both education and entertainment.
- The emphasis on creating photogenic moments indicates the importance of shareable experiences for social media engagement.
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Reconsidering Opening Hours:
- The suggestion to extend opening hours, particularly in the evenings, caters to the lifestyle of students and teenagers who may have fewer commitments during those times.
- This approach adds an exclusive and out-of-the-ordinary feel to museum visits, aligning with the preferences of the younger audience.
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Local Engagement and Special Offers:
- Targeting local young people, especially those near schools or universities, is highlighted as a strategic approach.
- Special offers such as free student days or discounted rates contribute to fostering a connection with the immediate community.
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Social Media Engagement:
- Recognizing the significant presence of millennials on social media, the article emphasizes the need for museums to effectively use these platforms.
- Suggestions include following successful museum accounts, showcasing venue and exhibitions, and actively interacting with followers to maintain an engaged online presence.
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Audience Feedback and Adaptation:
- Encouraging museums to actively seek feedback from their younger audience through focus groups or surveys.
- This feedback loop facilitates understanding preferences, ensuring future offerings align with the tastes and interests of the youth.
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Tech-Savvy and Immersive Exhibitions:
- Acknowledging the tech-savvy nature of Gen Z, the article recommends incorporating immersive and technologically advanced exhibitions to capture their attention.
- The mention of providing experiences suitable for social media sharing, such as Van Gogh workshops or interactive cardboard cut-outs, reflects a focus on creating content for the 'gram.'
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Virtual Experiences in Lockdown:
- The article suggests adapting to the challenges posed by lockdown by offering virtual experiences, providing a checklist to guide museums in this transition.
This breakdown showcases a comprehensive approach to engaging younger audiences in museums, encompassing strategies related to accessibility, local community engagement, social media utilization, and the integration of immersive and tech-driven experiences. The insights shared by Lauren Voges align with the evolving preferences and behaviors of the target demographic.
