Social media has become a powerful tool for storytelling, presenting through the use of visual and textual elements to create compelling narratives. Unlike traditional media, which often lacks immediacy and interactivity, social media opens up arrays of creative possibilities in communication. Given the advantages and popularity of social media, more organisations embrace the digital platform to enhance brand awareness and promote their products and services in the post-pandemic era. Many studies have researched on the visual content of social media. However, fewer have explored the synergistic impact of visual and textual storytelling in the museum context, particularly concerning creativity and aesthetics. This study employs semiotics and imagetext theories to examine how storytelling is used in the art museum’s social media posts. The Hong Kong Museum of Art is selected as a case study to explore the use of Instagram by a museum and the mutual influence of visual and text towards content. Both the visual and textual contents of the selected posts will be studied. Visual images will be analysed in conjunction with the design of text, captions, and hashtags in the backdrop of creativity and aesthetics. To gain insights from the audience’s perspective, a focus group discussion was conducted to find out the meaning of social media posts. This study will explore how far the images and text have taken advantage of creativity and aesthetics and in what ways the synergised effect of visual and textual storytelling was illustrated through these social media posts, providing valuable insights for the museum professionals and individuals interested in social media storytelling and aesthetics.