National Gallery hires social media influencers to attract younger visitors


A batch of cupcakes inspired by Vincent van Gogh’s sunflowers and a series of naked pottery figures influenced by Nicolas Poussin are among the objects to feature in social media videos designed to banish the National Gallery’s “stuffy” image.

The central London gallery is celebrating its 200th anniversary by establishing a network of 200 creators with huge social media followings to promote its collection to people it has previously struggled to reach.

The group is spearheaded by a group of 20 influencers who have each been given £4,000 to create a series of videos which they began sharing with their followers last month.

Lizzie Acker is one of the creators taking part

Lizzie Acker is one of the creators taking part

They include an assortment of artists, comedians and historians, as well as former contestants on television programmes including the BBC’s RuPaul’s Drag



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