Ditchling is a small specialist museum with a loyal but limited existing audience. Two specific challenges: growing overall digital reach, and engaging families — historically the museum's least responsive audience segment.

I shifted the content strategy toward story-first, craft-led content and made short-form video the primary growth tool. To reach family audiences specifically, I built collaborations with family-focused accounts to extend reach beyond the museum's existing followers and drive engagement with that demographic. I also focused on building genuine two-way engagement — prioritising comments over passive metrics.

Results over three months, including Christmas — historically the quietest period for arts engagement: Instagram reach grew to nearly 16,000 monthly accounts, interactions up 57.9%, Reels views consistently doubling. Facebook interactions up 705.6%, page views up 387.5%.

Over the eight-month It Takes a Village exhibition: Instagram reach up 39.6% year on year, interactions doubled, 1,900 new followers.

Ditchling Museum closed temporarily in February 2026.The account is currently dormant while the museum is closed.