The Francis Bacon Estate were looking to grow their presence online. Developing a regular posting strategy that prioritised Instagram and Stories was key to this approach; which engaged a younger audience with the artist’s oeuvre, history and legacy by experimenting with new formats on social. This was underpinned with an editorial approach via topical blog posts. In two years the Instagram community grew from 20k to 124k followers; (51% growth in 2021 alone) and achieved over 1m impressions each year.