10 Tips to Write Great Instagram Posts for Your Museum

Why Instagram is a Museum’s Best Friend

Instagram started out as a simple platform to share pictures. And nowadays, it's one of the biggest social networks out there. For museums, it’s an amazing way to connect with people. Whether it's art lovers, families looking for weekend fun, or tourists planning their next trip, Instagram gives your museum a chance to show off what makes you special.

But here’s the catch: you can’t just throw up any old picture and expect people to flood through your doors. You’ve got to know how to create posts that actually grab attention and get people excited to visit. That’s where we come in. We’ve put together 10 super practical tips to help you write Instagram posts that work. From crafting captions that tell a story to picking the right hashtags, this guide will help your museum make the most of its Instagram presence. And hey, if you ever feel stuck, Copy & Culture is here to help you nail it every time!

1. Get to Know Your Audience

First things first—who are you talking to? Instagram’s beauty is that it lets you speak directly to your audience, but you need to know who that is. Are you trying to draw in families, students, art fanatics, or maybe travellers looking for a cultural experience? Figuring this out is step one.

Example: Let’s say you’re promoting a hands-on history exhibit. If your target audience is families, your posts should focus on how fun and interactive it is for kids. But if you’re aiming at history buffs, you’d want to highlight rare artefacts and deep dives into historical moments.

Tip: Create a little profile in your head of your ideal visitor. How old are they? What excites them? What are they curious about? This will help you make your posts more personal and relatable.

2. Make Your Headline Impossible to Ignore

On Instagram, your first line is like a headline—it’s what hooks people in. So make it count! Keep it short and exciting, and give people a reason to stop scrolling and actually read the rest of your post.

Example: Instead of “New Exhibit at Our Museum,” try something like “Step into the World of the Ancient Maya—Only at [Museum Name]” or “Discover the Untold Stories of Women in History—Opening Soon!”

Tip: Jot down a few different versions of your opening line and see which one feels the most interesting. Remember, you want to grab attention right away.

3. Show What Makes It Special

Think about why someone should visit your exhibition over all the other things they could do this weekend. What’s your exhibit’s special sauce? Whether it’s a famous artist’s work, an interactive experience, or a one-time-only show, your Instagram post should focus on what makes it a must-see.

Example: "Don’t miss this rare chance to see Da Vinci’s original sketches up close! Only in [City] until April." Or, “Take a walk through time with real artifacts from the Titanic—get your tickets now!”

Tip: Think about what sets your exhibit apart. What would make you want to visit? Highlight that!

4. Speak to People’s Emotions

We’re emotional creatures, and emotions drive us to take action. So, don’t just tell people about the exhibit—make them feel something. Whether it’s wonder, excitement, nostalgia, or curiosity, your caption should create an emotional connection.

Example: Instead of “Explore our new dinosaur exhibit,” go for something like, “Feel the awe of standing next to a real-life T-Rex skeleton. An experience you’ll never forget!”

Tip: When you write, think about the experience from your visitor’s perspective. How will it make them feel? Let that guide your words.

5. Keep It Short and Sweet

Nobody’s scrolling Instagram to read a novel, so keep your captions concise. Instagram moves fast, and people are looking for quick, punchy content. But don’t worry—you can still pack a lot of impact into a few words.

Example: "Discover the stories behind the ancient pyramids. Tickets available now! 🏺 #AncientEgypt #HistoryLovers"

Tip: After you’ve written your caption, read it out loud. Does it sound natural and easy to understand? Cut out any extra fluff.

6. Use Calls to Action (CTAs)

Once you’ve hooked them, you’ve got to tell your audience what to do next. This is where your call to action comes in. Whether you want them to book tickets, tag a friend, or visit your profile for more info, make your CTA clear and simple.

Examples:

• “Get your tickets now before they’re gone!”

• “Tag a friend who needs to see this exhibit!”

• “Swipe up to learn more about our upcoming events!”

Tip: Always include a CTA, even if it’s something small. You want to keep the conversation going!

7. Create a Sense of Urgency

If your exhibit is only around for a short time, let people know! A little bit of FOMO (fear of missing out) can go a long way in getting people to take action sooner rather than later.

Example: “Only on display until June 1st—don’t miss this one-of-a-kind exhibit! #OnceInALifetime”

Tip: Use words like “limited time,” “exclusive,” or “only until [date]” to encourage people to act fast.

8. Choose Stunning Visuals

Instagram is all about the visuals, so your photos need to grab people’s attention. It’s not just about taking a good picture of the exhibit itself—show behind-the-scenes action, visitors enjoying the space, or unique details that will make people stop and stare.

Example: If you’re featuring an art exhibit, show a close-up of an iconic piece. If it’s a historical exhibit, share an image of an artifact with a little context in the caption.

Tip: Your photos should reflect the vibe of your museum—keep the look consistent and aligned with your brand.

9. Find the Right Hashtags

Hashtags are like Instagram’s little secret for getting discovered by new audiences. But don’t just throw a bunch of random ones into your post. You want to mix popular hashtags (like #ArtLovers or #HistoryBuffs) with more specific ones that relate to your exhibit.

Example: If you’re running a special exhibit on modern art, you might use #ModernArt, but also include niche tags like #AbstractArt or #MuseumExhibitions.

Tip: Create your own branded hashtag (like #YourMuseumName) and encourage visitors to use it when they share their photos. It helps build a sense of community around your museum. Also, don't use too many hashtags.

10. Engage with Your Followers

Instagram isn’t just about posting content—it’s about building relationships. Respond to comments, answer questions, and interact with your followers. It makes them feel heard and valued, and it builds loyalty over time.

Example: If someone comments, “This looks amazing!” don’t just like the comment—respond with something like, “Thanks! We can’t wait to see you here. Have you been to one of our exhibits before?”

Tip: Instagram Live is another great way to engage with your audience. Host a Q&A with your curators, or take followers on a behind-the-scenes tour of your museum.

Creating an Instagram Content Calendar

Consistency is key, and the best way to stay on top of your Instagram game is to create a content calendar. It helps you plan out posts in advance so you’re not scrambling last-minute, and it ensures you have a nice mix of content.

Example: Plan your posts around upcoming exhibit openings, special events, or museum-wide announcements. Mix up your content with high-quality photos, fun facts, and user-generated content from visitors.

Tip: Use tools like Later or Hootsuite to schedule posts ahead of time, so you can focus more on interacting with your followers.

Conclusion

Instagram is one of the best tools out there for museums to connect with visitors and tell their story. With these tips—crafting compelling captions, using eye-catching visuals, and building engagement—you’ll be able to take your Instagram game to the next level.

And if you ever need some extra help, that’s what Copy & Culture is here for. We’re experts at creating Instagram content that not only looks great but brings people through your doors. Let’s make your museum’s Instagram just as engaging as your exhibits!