Pictures speak louder than words. In this fast-moving world where people hardly have time to read anything, photo-sharing sites become more and more popular. Instagram is being used by millions of people and has created a “sharing ecosystem” that also encourages curation, expression, and produces feedback. Museums are moving quickly to integrate Instagram into their marketing strategies, provide information, engage with audience and connect to other museums Instagram accounts. Taking into consideration that people may not see museum accounts in the same way that the other museum accounts do, the article first describes accounts' performance of the top, most visited museums worldwide and next investigates their interconnection. The analysis uses techniques from social network analysis, including visualization algorithms and calculations of well-established metrics. The research reveals the most important modes of the network by calculating the appropriate centrality metrics and shows that the network formed by the museum Instagram accounts is a scale–free small world network.
