Viral challenges as a new form of museums’ activity in social media

Due to the new social media channels as well as an increase of content created, growingly important is a creative approach to the content creation. One way is the forming of the viral content and challenges. The pandemic time revealed that museums undertake unstandardized activities and take up the challenges. The research aim was to analyze museums’ activities in viral social media challenges. The qualitative content analysis method was conducted to realize the assumed aim. Findings revealed that although such activity is rather occasional, it is always consistent with the museums’ core topics and social actions. The participation in challenges revealed also the importance of building relations with organizations.