Conceptualization of audiences have had a profound influence across the cultural sector, especially museums. Since the 70’s, museums have been encouraged to implicate and listen to their visitors. That’s the whole point of social media. Today, what better way to engage, educate, inform, promote and inspire your audience? Social media is too often considered only as media. It’s much more than that. It’s a meeting point.


How to reflect your brand identity on social media?


Social media is a major part of the museum strategy – for marketing, for curatorial, for press and for the leadership. Working together with the website, social media take the story of Louvre Abu Dhabi to the world and bring the world to Louvre Abu Dhabi, digitally and in person.

Given the various – often competing – priorities within and outside the museum, the only way to succeed on social media is to create clear, strategic, widely-approved rules for everyone.

  • Creation of the guidelines that establish the use of each social network
  • Launch of a creative panel to gather the ideas, needs and actions
  • Building of a content strategy to structure the message
  • Creation of the social identity (tone of voice, graphic guidelines…)
  • Implementation of an advertising plan to target the right audience


Artistic direction is not only for graphical purposes.
It’s about brand recognition.
Your audience should recognize you even without seeing your name or logo through your graphical harmony, your colour tones, your style, your tone of voice etc. Consistency is key to building your brand image.



What makes museums lucky is their infinite content.
And Louvre Abu Dhabi has always incredible stories to tell: artworks, architecture, visitor experience, expertise… A never ending source of inspiration for your followers. You will always need to gather your colleagues from other departments to tell the museum stories but this is your social media eye who make the difference. Adapt to your audience.

→ Example of ‘Say Hello to’, a video-series to reveal the museum’s latest acquisitions.


Arabic. French. English. And in this order.
Louvre Abu Dhabi communicates in these 3 languages, 3 very different approaches. For a consistent tone of voice and also to respect each language,  posts are written in their mother tongue without translating from one another. Translation can quickly sound robotic so to avoid that, you have to write differently and sometimes paraphrasing.



You always have to be the guardian of your identity online, but it doesn’t mean you can be the only one to tell stories. When you collaborate with influencers, celebrities or content creators, you have the amazing opportunity to develop your core audience and let someone talk for you, and see through their eyes.

→ Example of a collaboration with @BeautifulDestinations (13M followers on Instagram) and DCT Abu Dhabi


Do not replicate content everywhere.
Create for each platform, respecting the use, the style and the audience.
You can tell the same story in all your social networks but you have to do it in different ways.


Your visitors are creative. You learn a lot watching what they post, what they like, what they think… Reply, like but also repost them.
Every week, Louvre Abu Dhabi selects 4 pics taken by visitors and ask its followers on Instagram to vote for the #PicOfTheWeek. Until now, it’s still the content the most liked and the most engaging!
* User generated content

© Louvre Abu Dhabi – Digital Marketing – 2015/2019
Creative: TBWA
Artwork animation: FGREAT
Header @AFrenchInDubai 
Panorama of visitors: Patrick Gardin