Museums and cultural institutions are participating in a viral social media trend where staff, often older guides or curators, deliver marketing scripts written entirely in Gen Z slang. The trend, which began with a video from England's Hever Castle in early September, has spread across TikTok and Instagram, with hundreds of organizations creating their own versions. Typical phrases include "no cap," "ate and left no crumbs," and "menty b," often accompanied by the "Millennial Pause" for comedic effect. The article highlights several examples, including the Poe Museum in Virginia and the New York Historical Society, and notes that the trend has expanded beyond the art world to include accountancy firms, donkey sanctuaries, and even the NYC Ferry.
This trend matters because it represents a deliberate, tongue-in-cheek effort by cultural institutions to bridge the generational divide and engage younger audiences on social media. By acknowledging the awkwardness of the generational gap and embracing pop culture, museums are making themselves more accessible and relatable, with some commenters saying they plan to visit these institutions for the first time. The viral success of these videos demonstrates a shift in marketing strategy for museums, prioritizing humor and relatability over traditional, formal promotion to attract new visitors and stay relevant in a rapidly changing digital landscape.