Tate hits 12.5 million social media followers: what is behind its success?

The Tate Modern and Tate Britain welcomed around five million visitors in 2022, according to our Visitor Figures research. But Tate's senior social media manager Nell Burnham reports that the museums recently hit a staggering 12.5 million followers on social media.

Including me, we have three social media team members who run the @Tate accounts and then other channel holders who manage the other accounts (such as for Tate St Ives, Tate Liverpool, Tate Collective and so on) alongside other responsibilities as part of broader remits.

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