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How The Prado Has Multiplied Its Followers In Networks

Live from the museum: this is how the Prado has multiplied its followers in networks

The art gallery’s digital strategy on Instagram, Facebook and TikTok has allowed it to reach a wider audience, especially in America

When the doors of the Museum are still closed, hundreds of visitors sneak among the works of the Prado to learn about some of the details that normally go unnoticed.

They do it live through Instagram, Facebook or TikTok thanks to an initiative that began in 2017, but that the restrictions due to the pandemic have promoted, causing the gallery to multiply its followers on social networks.

“We are reaching people from all sides, from all countries, which otherwise would be practically impossible,” explains Javier Sainz, head of social networks at the Prado Museum. The live shows include curators and room guards to experts from outside the museum, such as biologists or surgeons. Thanks to these interviews, users embark on guided tours on various topics,The meninas .

“We have experiences that we have had with paintings,” says Helena Bernardo, art registry management technician at the Prado Museum, who has participated in an event. “An underworld that live, no matter how much you read the card, you don’t discover if they don’t tell you about it,” Bernardo adds.

When the doors of the Museum are still closed, hundreds of visitors sneak among the works of the Prado to learn about some of the details that normally go unnoticed.

They do it live through Instagram, Facebook or TikTok thanks to an initiative that began in 2017, but that the restrictions due to the pandemic have promoted, causing the gallery to multiply its followers on social networks.

“We are reaching people from all sides, from all countries, which otherwise would be practically impossible,” explains Javier Sainz, head of social networks at the Prado Museum. The live shows include curators and room guards to experts from outside the museum, such as biologists or surgeons. Thanks to these interviews, users embark on guided tours on various topics,The meninas .

“We have experiences that we have had with paintings,” says Helena Bernardo, art registry management technician at the Prado Museum, who has participated in an event. “An underworld that live, no matter how much you read the card, you don’t discover if they don’t tell you about it,” Bernardo adds.

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