Museums are increasingly discovering that compelling digital storytelling does not depend on chasing every trend. The online popularity of Alison Luchs, a septuagenarian curator at the National Gallery of Art in Washington, shows how deep knowledge, personality and a genuine connection with audiences can travel naturally across platforms.
Experience can be the strongest creative asset
Luchs's appeal reflects a wider shift in cultural communication. Younger viewers are often drawn to experts who share their fields with clarity, humour and confidence. In this context, age is not a novelty device; it can represent perspective, lived experience and an authoritative voice that makes art more accessible.
For smaller museums considering similar formats for Instagram or TikTok, the key question is not who can imitate internet slang. It is whether the featured staff member genuinely wants to participate and can shape the presentation in their own voice. A successful programme should be voluntary, collaborative and designed around the person's real expertise.
Institutions can support this process with thoughtful preparation: establish comfortable filming routines, agree on themes, provide editorial guidance and leave room for spontaneity. Curators, educators, conservators and visitor-services teams may all offer distinctive perspectives, from unpacking an artwork's history to sharing the everyday work behind an exhibition.
Authenticity also matters more than polished performance. Audiences can quickly recognise when a cultural institution is forcing a trend. By contrast, a confident expert speaking directly about a subject they care about can build trust while opening the museum to new communities.
The most effective intergenerational content treats staff members as creative partners rather than marketing tools. Respect, consent and editorial freedom turn social media into an extension of a museum's educational mission.
As cultural organisations develop more human-centred digital formats, experienced voices may help build a future where online discovery leads to deeper, more inclusive engagement with art.
