influencers attract new visitors to museums

In an art gallery located in the 3rd arrondissement of Paris, during a preview, cultural influencers are present among the journalists. They are Internet users who share their passion for art on social networks and each does it in their own way. Cultural institutions now rely on them to promote their exhibitions. This is a practice that has developed over the past three years.

But what is their business? Anthony Vitekwho created the account “Ccultivate-vous”, has been on the internet for 10 years. He has made it his profession and earns a living with his videos and has more than 260,000 subscribers. “I take notes on the board”, he says. It’s a fun result that clashes with press articles and touches another, younger audience. Today he does this on his own initiative, but sometimes it is the museums that commission him for a fee.