The Los Angeles County Museum of Art significantly enhanced its fan base—and public interest in art—by showcasing its collection on Snapchat. The museum’s pithy, witty, and widely popular snaps frame the artwork in a pop culture context, by adding memes, quotes, and song lyrics.

LACMA’s efforts captured the attention of art fans and regular Snapchat users, boosting its Snapchat follower base by 160,000.