In the quieter back rooms of museums, technicians work largely unseen, their craft hidden from the public glare. This is the discreet world of benches, easels, and fine brushes, where the real action happens away from the spotlight. Yet at the Prado Museum something remarkable happened—a moment of minute fame arriving where it was least expected. At a Zara store in central Madrid, as a restorer was about to enter the dressing room, a salesman approached with a spark of recognition and asked with enthusiasm, “You restore paintings, right? I know you from TikTok.”
Javier Sainz de los Terreros, who oversees digital communications at the Prado, speaks about how power networks now bend toward social relevance and away from traditional channels. The Prado has become a case study in how institutions adapt to new, interest-driven channels and the way sensory experiences, like the scent of oil and pigment, can be part of a modern digital narrative that extends beyond the gallery walls.
With more than half a million followers on TikTok (532,000 at the time of writing) and nearly four and a half million likes, the Prado stands as the museum with the most assets represented on the platform. Add in its communities on Instagram, X (formerly Twitter), and Facebook, and it ranks among the most-followed arts centers in the world. The community manager recalls a challenge issued years ago: art fans are out there in abundance, and social networks are a formidable tool. The task was to reach them authentically, just as with any new medium.
Guided by that ethos, the Prado has been shaping its digital voice since 2012, producing videos, posts, stories, and live streams that reveal the museum’s inner life—the aspects of its culture and routines that visitors rarely glimpse. The venue’s aura of solemn halls and oil-scented canvases now coexists with a vibrant online presence that invites audiences to learn through short, three-minute clips and immersive virtual tours of corners rarely seen by the public.
A TikTok video explains how to appreciate a painting such as El Lavatorio, illustrating a method to engage with art through the platform’s most viral content. This approach is not about chasing trends blindly; it is about experiential storytelling that invites viewers to explore the history behind each work. Sainz de los Terreros notes that the team’s success grew from trial and error, even before broader social chatter highlighted certain topics—there was already tacit knowledge about what resonated with people online.
When Twitter evolved and other platforms expanded, the Prado did not hesitate to experiment with new formats. Instagram, with its visual-first approach, offered a canvas for authentic storytelling. The network specialist emphasizes finding the right tone for each channel: audiences on the move expect something natural, accessible, and informative. Kim, who has shared daily stories about the museum, staff, and paintings, has contributed many short videos to TikTok since 2020, with Bernardo Pajares joining during the pandemic era.
Awards
The effort to humanize the Prado has earned recognition. The International Academy of Digital Arts and Sciences honored the museum as part of the Internet Oscars, praising it for the best global initiative in arts and culture. Earlier accolades include distinctions in 2019 and 2016 for the museum’s digital presence, including a well-regarded website and the #10yearchallenge initiative, which depicted canvases across a decade apart.
Beyond individual awards, the museum’s social footprint is highlighted in rankings of global social presence published by respected outlets such as The Art Newspaper. In recent years, other Spanish institutions have joined Prado in the top 20, including the Museo Nacional Centro de Arte Reina Sofía and Guggenheim Bilbao, each boasting substantial followings across Instagram, Twitter, and Facebook.
Experiencing a work of art in person remains a deeply personal and irreplaceable act. Yet museums are increasingly reimagining that encounter for a digital audience. For some, the online space is an extension of the museum itself—more like a virtual room that brings the exhibits into homes around the world. Alex Molto, head of digital communications at Reina Sofía, frames it this way: the online presence complements the physical visit by broadening access to art.
Most of the Prado’s audience on Instagram and other platforms does not live near Madrid. Yet engagement persists. Begona Martinez Goyenaga from Guggenheim Bilbao notes that the network allows many people to enjoy artworks daily, even if they never plan a trip to the museum. The digital strategy helps break down barriers and share art with a global audience in new and meaningful ways.