National Gallery hires social media influencers in bid to attract Gen Z visitors and rid itself of ‘stuffy’ image [Video]

The National Gallery has hired social media influencers in a bid to attract Gen Z visitors and promote its art to a new audience.

To try and entice younger visitors, the central London attraction is using content creators to promote its work through a series of videos.

Marking its 200th anniversary, the gallery gave £4,000 to 20 influencers which include artists, comedians and historians.

Others involved include former contestants from BBC‘s RuPaul‘s Drag Race and The Great British Bake Off.

The National Gallery’s social media and community manager told The Times she thought Gen Z are more likely to visit if they see collections posted on the accounts of content creators they trust instead of ‘try hard’ attempts.