A new way of seeing, experiencing and engaging with the Bilbao Fine Arts Museum
The Bilbao Fine Arts Museum is currently undergoing a pivotal phase in its transformation. As a cultural institution with close ties to the city and one of the most significant art collections, it needs to communicate this new chapter on social media with rigour, sensitivity and a contemporary perspective.
Supporting a museum undergoing a major transformation
The museum is open, but it is also changing. The reopening of the 1970s building, the progress of the extension works and the launch of its digital platform mark a new phase in its relationship with the public.
At Workoholics, we are working alongside the museum team to shape this narrative on social media. The aim is clear: to share what is happening inside and around the museum, to mark its milestones, and to bring its collection, exhibitions and programme to a diverse audience.
An editorial strategy to bring art to a wider audience
The strategy is underpinned by a range of content that combines outreach, events, current affairs and emotion. We cover artworks, exhibitions, activities, installation processes, restoration, architecture, patrons and moments from the museum’s day-to-day life.
Formats such as ‘In Detail’, ‘Work of the Month’ and ‘Sequence Shot’ help to present the museum from different perspectives. Furthermore, in the latter case, we provide a platform for curators and experts to share a more personal interpretation of the exhibitions.
A more refined and consistent visual style
One of the project’s key focuses is to enhance the museum’s visual presence on social media. We took the museum’s visual identity and the style established for its digital platform as our starting point, and adapted them to create a clearer, more consistent and flexible social media strategy.
The image aims to be understated, elegant and contemporary. The museum’s artworks, spaces and details take centre stage. We also developed a carefully curated audiovisual approach, featuring Reels, exhibition clips and edited footage that allow the museum to be showcased from a close-up perspective, whilst maintaining the rigour and visual standards required by an institution of this calibre.
Social media has become a natural extension of the museum. A space to explore, learn and engage. A way of bringing art, architecture, exhibitions and the inner workings of the institution closer to the public without compromising on rigour or sensitivity.
A community that grows alongside the museum
The strategy is beginning to foster a more active relationship between the Bilbao museum and its audiences. Not only is the community growing, but there is also increasing interest in content that encourages a more leisurely exploration. Publications that are kept, campaigns that drive traffic to new digital spaces, and channels that reinforce the museum’s institutional role. The results reveal a loyal community, but also a clear opportunity to continue expanding our audience in this new phase.
The project is still going strong. In the coming months, the museum’s full reopening following the extension will mark the start of a new phase. And social media will be key to telling its story, supporting it and continuing to bring the museum closer to those who want to discover it, visit it or revisit it in a different light.
Stats
The community grew significantly in 2025, establishing this channel as one of the main platforms for engaging with its audiences.
The increase in saves shows that people are interested in the content, are saving it, and are coming back to it later.
LinkedIn is strengthening its role as an institutional, professional and cultural platform.
The paid media campaign enabled the museum to reach its target audiences and helped set a new record for ticket sales for the exhibition series “Illusion and Persuasion: The Art of the Baroque”.
Credits
- Eneko Quintana
- Estibaliz Sedano
- Anaitz Cid
- María Zabala
- Marcelo Verissimo
- Iker Ruiz
- Bilbao Fine Arts Museum Foundation
