Abstract
Museums, art galleries and artists were able, even during the challenging lowdown months, to stay active in keeping contacts with their audiences. The Getty Art Challenge was one of the most successful of such initiatives. Endurance and passion for art drove the initiative and the outcome that is available on Instagram is evidence of the interrelated relation between art, visuals and marketing. In this emerging context, scholars have an opportunity to deepen the understanding of museums usage of visual social media. This paper contributes to the literature by exploring the role of Instagram as an interactive and virtual stage that provides space to museums and individuals to co-create, display, and communicate art. For this exploratory study, the media discourse and the visual on Instagram were scrutinized. Preliminary findings show a vast array of opportunities for cultural and art institutions to involve their “consumers” and engage them at a distance.