Getty Museum is one of the renowned art museums globally with a wide range of art collections and an expert staff. The museum has made efforts to break the confines of a traditional museum by maintaining an active presence on multiple social media platforms but wants to better engage with younger audiences (ages 18-24). In this project, we analyzed Getty’s Instagram account (@gettymuseum) to understand how users currently interact with the museum and how they could leverage this channel to attract a younger audience to their official website and their physical space.