With the development of communication technologies and the spread of smartphones, social media has begun to be used as an effective tool in the promotion of museums. Many museums are promoting and create content through Instagram, a social media platform that is very popular nowadays. In this study, it was investigated whether Instagram used effectively in the promotion of museums or not. For this aim, Instagram performance of museums in Turkey and twenty-eight countries which are members of the European Union were examined in a comperative way. The sample of the research consists of ten museums of each country. These museums are on the top ten in Tripadvisor, a popular travel application today. The performance of the Instagram accounts of these museums was examined according to the number of contents or posts. According to the results of the survey, Spain is the first in a total of twenty-nine countries with 7422 contents. Spain is followed by England, Denmark, France, Sweden, Finland, the Netherlands, Italy, Austria and Germany. Turkey is the eleventh with 2319 contents.
Museums, Marketing, Instagram, Turkey, European Union