04/09/2025
The National Gallery in London is expanding its influencer network. Last year it launched the 200 Creators programme as part of its bicentenary celebrations, selecting 200 social media content creators to become affiliated with the museum. The content produced as part of the programme generated 42 million views and more than 2.2 million engagements across social media in 2024, according to a museum press statement.
The museum has now launched the next phase of its 200 Creators network. This year’s cohort will be on a smaller scale—it will take on 50 new content creators (applications open until 31 August), offering access to exhibition previews, workshops and events at the museum (but not full membership, which was part of the programme last year). The creators will also be offered out-of-hours gallery access to make content or enjoy the works without the crowds. The inaugural programme had 20 of its 200 influencers become “Creative Collaborators”, with a stipend of £4,000 each to support their content creation. This year, there will be four paid opportunities, which will be offered to four of the 50 chosen creators.
The suggested requirements for applicants have remained the same: at least 50,000 followers on YouTube; 100,000 followers on Instagram; or 50,000 followers and a million likes on TikTok. But Ellie Wyant, the National Gallery’s senior communications manager, urges those who are interested but do not fill these criteria, or who have followings on other platforms, to still apply. “We’re excited to find new people who we might not have come across before, or who might not have come across us,” Wyant says. “We’re looking for people across the UK again, and across all different pockets of the internet. Last year, we had such an amazing array of people specialising in art history, but also bakers, potters, comedians and tailors!” The 50 creators will be selected by an internal panel and announced at a launch event at the museum on 27 October.
https://www.theartnewspaper.com/2025/08/29/want-to-be-a-museum-influencer-londons-national-gallery-launches-open-call-for-content-creators
