At Rebel Fox, we love storytelling. And no organization is more ripe for great storytelling than museums and attractions. Museums are filled with thousands, even tens of thousands of objects that have a story all their own. These details create excitement and interest that draws people in. Here are a few of our tenets around great storytelling:
First, stories matter more than facts. People remember stories more than they remember dates, artifacts, or facts. Instead of just listing details, provide backstory. Think about compelling narratives that explain why certain things are significant or relevant, even today. For example, instead of saying, “This dinosaur skeleton is 150 million years old,” tell the story of how it was discovered, the scientists who worked on it, or what life was like in its era.
Second, we believe that the experience starts online for prospective visitors. Start your story there. Your website, social media, and digital content set visitor expectations long before they step through your doors. Your owned content is primed for immersive storytelling, helping you build anticipation and excitement. One example is TikTok. A series following a curator’s behind-the-scenes work on a new exhibit can create hype and interest before it opens. And don’t forget about user-generated content. People trust other visitors’ experiences more than institutional marketing. Think of strategies to gather and amplify user-generated content to create community and leverage word-of-mouth credibility. One idea is to create a hashtag campaign for visitors to share their favorite exhibit. Feature the best posts on your website but also bring that content in-house. Share visitors’ reviews and reactions on screens inside your attraction or museum.
Lastly, don’t forget to ensure that your storytelling is accessible and welcomes everyone. Museums and attractions should ensure diverse perspectives, accessibility features, multi-language audio guide content, and captions on video content.
See how your storytelling pays off. Track visitor behavior, social media engagement, and feedback to refine your storytelling approach. Data helps identify what resonates most with audiences. We’d love to help you build great content. Let’s talk!