Visual content analysis of visitors’ engagement with an instagrammable exhibition

This study aims to show how a museum exhibition designed to encourage visitors to take pictures can affect visitors’ behavior. We analyzed visitors’ engagement with the Yumi's Cell Special Exhibition (hereafter Yumi) held in South Korea, employing computer vision for the analysis of visitors’ Instagram pictures. Our research questions are: What types of pictures do visitors post on Instagram during or after their visit? And can Yumi’s instagrammable features make visitors interact more with the exhibition? We also formulated two corresponding hypotheses: Visitors are primarily interested in taking selfies in the instagrammable environment; and visitors struck more active poses when taking pictures in an instagrammable exhibition than in a traditional art exhibition. Through the image analysis of Instagram posts of the exhibition, we found many pictures of people, but the proportion of selfies was relatively limited. This suggests that visitors were more interested in interacting with the exhibition rather than taking selfies. This has also been confirmed by the pose analysis, which showed that the participatory feature of the exhibition encouraged visitors to take photos in active poses, interacting, mimicking, and performing. The framework presented and the findings offer insights about how to design exhibitions to increase visitors’ participation.