The Virality Formula: How Cultural Content Wins Audiences

15:30 — 17:00 (May 24)
Moscow Museum
Cinema

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Roundtable

In today’s fast-paced content landscape, museums must strike a delicate balance. They need to be dynamic and speak the language of instant impressions while maintaining depth and preserving essential details. They must adapt to diverse audiences and platform specifics while developing distinct strategies that do not simply follow trends. This defines the new museum reality: staying visible while remaining authentic.
Cultural content now takes myriad forms. Museums reveal exhibition backstage, while bloggers and media highlight unique projects and hidden "gems" in collections. Format becomes the key to attention — whether through short videos, in-museum performances, or large-scale multimedia projects. It is crucial to not only inform but to captivate, engage, and spark dialogue.

• How to look for creative ideas in a museum?
• What works better: developing unique approaches or creatively adapting trends?
• Content strategy in flux: is there a sustainable approach amid constantly shifting trends?
• Audience targeting: how to identify and cultivate loyal viewership?
• Brainstorming, content structuring, audience interaction: how are museums implementing AI in content creation?

Speakers:
Anna Filatova, Head of SMM, State Historical Museum