I was so excited when I learned how many great things the Boston Museum of Fine Arts is doing with video. They truly have embraced using video as a tool to expand their outreach and bring in more visitors. Museums have posted stodgy videos of lectures since YouTube became mainstream. But now, the most savvy of them, are realizing the potential video has to help them thrive.
One of the ways BFA is using video is to feature artists and their work. The Museum has found video to be one of the most effective ways to craft a compelling visual story and encourage people to visit an exhibition. It seems that, the viewers of these videos come to the conclusion that, in order to truly grasp the detail and scope of an artist's work, they decide that they must see it in person.
BFA is using video in lots of other ways to both expand their relevance and audience both online and offline: educational programming, video tours, promos, video installations, etc.
The news that a major museum has recognized the value of video marketing so thoroughly and that its strategy is working, can only lead to more museums to follow suit. That's because the one thing people want to know before going to a museum is, "what will I see there?" BFA has figured out that video is not only the best way to let them know this but, also, the best way to lure them in.